Meet Irasema Fernandez, Experience Design Director based in Monterrey, Mexico
Irasema’s journey at Perficient is a testament to how passion and dedication can lead to remarkable growth. She began her career in marketing and has since evolved to lead the Experience Design practice across Latin America. Her efforts have been pivotal in embedding a UI/UX mindset into new engagements, which has supported the growth of the practice in the region.
Learn More: Perficient’s Expertise in Experience Design
Irasema’s Career Journey
Irasema joined Inflection Point in 2012 with an advertising agency background. She built the marketing department at the company, but her curiosity about the engineering side of the business ignited a new path.
“One of our developers came to me with a client request to update a Photoshop file for a button on a system they were developing. I remember looking at the design and thinking, ‘This could be prettier.’ This moment led me to explore user interface and experience design.”
Using her marketing background, Irasema started to transition further into the user experience realm, exploring design questions such as user requirements, user personas, and more.
She became certified in UXPM and helped the team grow. With her sales and communication skills, Irasema can translate client needs into tasks for the design and engineering teams.
Leading the Experience Design Charge in LatAm
Perficient acquired Inflection Point in 2022, and since then, Irasema has stepped into a pivotal role as the leader of the Experience Design practice in Latin America. She coordinates a team of more than 25 talented individuals across Mexico, Colombia, Uruguay, Argentina, and Chile.
Her daily responsibilities include overseeing portfolios, participating in new experience design pursuits, and collaborating with other business units globally. With Irasema’s marketing knowledge, she leads the practice’s networking, sales, and the business development initiatives, while her team members develop the technical aspects of design.
“When I participate in sales opportunities, I emphasize the importance of empathy. Developers need to understand who they are creating the system for. I help paint a clear picture of the end users and highlight the significance of accessibility. I always advocate to prioritize user experience and stress the need for our involvement in projects right from the beginning.”
A Work Ethic Built on Trust
Irasema believes in fostering a trusting environment within her team to promote collaboration and productivity. As a wife and mother of two boys, she understands the importance of balance and offers her team members the same flexibility and support she receives from her leadership. 
“My family is my motivation, and I’m really proud when I can have a balance between being a mom, a wife, and a professional. I’m able to attend school events and their sports practices while still being committed to my work.”
With her team members located throughout Latin America, Irasema makes it a priority to foster a team dynamic that can thrive in a virtual setting. Whether it’s offering support, sharing personal milestones, or just joking around, Irasema is fostering an environment that enables her team to establish genuine connections on a global scale. Her commitment to building relationships extends beyond her immediate team as she actively engages with colleagues across different practices and locations.
“I had the opportunity to travel to Medellín, Colombia, to present to one of our clients about experience design. It was a great opportunity to meet my colleagues in person, in addition to getting face time with the client. I feel really proud of being trusted by my leaders to handle important presentations like that one.”
Irasema has had the opportunity to work on a variety of projects with diverse clients. She believes that client success relies on mutual understanding and trust in order to gain valuable insights into the clients’ challenges. By prioritizing the client’s goals and leveraging her experience design knowledge, Irasema builds lasting partnerships. This vast experience has enabled her to continue advocating for her teammates in Latin America to help them grow their careers and skillsets.
Read More: Perficient’s Vibrant Work Culture in Latin America
Making a Difference for Her Team
Perficient believes that every colleague has the ability to make a difference. Irasema embodies this belief by remembering small details about her colleagues’ lives, fostering a warm and supportive atmosphere. She also encourages her team members to become experts in their interests and to seek growth whenever possible.
“My advice to Perficient colleagues is to find what you love and pursue it. Perficient supports training and skill development, so take advantage of those opportunities. Our global team of experts is knowledgeable and willing to share their skills.”
She had the opportunity to participate in Perficient’s Leading With Impact Program, which is designed for global people leaders with curriculum centered around building leadership capabilities and fostering stronger relationships with direct reports.
“I’ve applied what I learned from Leading With Impact to improve how I give feedback to my colleagues. Understanding different communication styles has helped me tailor feedback to fit how each individual will best receive it. This approach has been beneficial in leading a diverse team, as it respects their unique personalities and perspectives.”
See More: Perficient’s Award-Winning Growth for Everyone Initiative
Irasema values her team on a professional and personal level and appreciates the connections she has built. Outside of work, she enjoys spending time with her family, playing tennis, and exploring her creative side through painting and cooking.
Key Takeaways
Irasema has been a driving force in shaping the Experience Design practice across Latin America. She continues to implement her marketing expertise to enhance her approach to UX, UI, and experience design.
Perficient has provided the flexibility and resources for her to grow her career and advance her repertoire of skills. As Irasema looks to the future, she envisions continuing to grow within Perficient, helping to shatter boundaries and forge new paths in experience design.
Perficient continually looks for ways to champion and challenge our workforce, encourage personal and professional growth, and celebrate the unique culture created by the ambitious, brilliant, people-oriented team we have cultivated. These are their stories.
Learn more about what it’s like to work at Perficient on our Careers page. Connect with us on LinkedIn here.
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