Hi there!
I’m Ana Romero,
aka Soni, and this is my portfolio.
I'm a Product Designer based in Mexico City.
My specialty: taking a complicated problem and turning it into something tangible, simple enough to actually use, until the solution feels clear, logical, and almost obvious.
The Table of Contents, Basically
Here’s everything laid out. Jump to whatever's useful for you:
☐ My 4 core strengths, before you see the proof
☐ The actual proof: 4 systems I've untangled
☐ A little about me, for when you want the human version (Soni story included)
☐ Short on time? Find my resume right here
☐ Get in touch, I actually check my inbox
Core Strengths
The 4 areas my work keeps coming back to.
Complex Systems
Three pricing models, suppliers, and customers, none of it connected, until I built one governed system: 313 service definitions, no more guessing what anything costs. Elsewhere, a fully manual, spreadsheet-tracked process became a self-service flow with a revenue offer built right in.
0→1 Product Design
No customer database, no employee records, just a business need, now a product line serving 392 companies. Another project started because I noticed something nobody else had: the company was losing money on services it delivered but never charged for. I built the system that fixed it.
Systems Thinking
Information architecture and design systems: same muscle to me, different shapes of the same problem. I spent seven months helping a Mexico City design studio map how they actually worked, then turned it into workshops and a wiki the whole company still uses.
Leadership
When Product, Ops, and Engineering see a problem differently, I do the research, document it, and get everyone aligned before anyone starts building. I mentor other designers, and when GroWrk needed people to understand how the platform worked, I built that training myself.
The Proof
Four projects I'm proud of, and the complexity behind each one.
Designing the Service Infrastructure Behind Pricing and Billing: Service Catalog
GroWrk was selling three different pricing models without anything connecting what suppliers charged to what customers paid. I designed the infrastructure that closed that gap: 313 service definitions, one governed source of truth across all three.
Building a Pay-As-You-Go Product Without a Customer Database: A La Carte
Sales needed a way to sell GroWrk to leads who wouldn't commit to a subscription. I rethought how orders worked from zero and found a new way to place them that matched the need. It's since grown into GroWrk's second product line, serving 392 companies.
Turning Device Retirement Into a Revenue Opportunity: End of Lifecycle
Device retirement used to live off-platform entirely: tracked across spreadsheets, handled one request at a time. I designed a self-service hub that let clients retire devices in bulk, routing everything automatically behind the scenes, then built a replacement-purchase offer right into that flow, turning a cost into new revenue.
Say hi!
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Say hi! 〰️
Looking for a Senior Product Designer who can own ambiguous, high-complexity problems end to end?
Let's talk.