Alfonso Barreiro

I spent fifteen years leading design and marketing teams across tech, hospitality, healthcare, and retail. Now I do product design full-time. I frame problems before opening Figma, tie design decisions to business outcomes, and talk fluently with developers, PMs, and stakeholders. I use AI to synthesize research at scale and to take designs from Figma to production React and Next.js front ends. Three end-to-end case studies across consumer apps, health, and travel.

Product Design Consultant at Independent Practice (2024-12 – Present)

Deliver end-to-end product design for clients and self-directed products: research, information architecture, interaction design, design systems, and production front ends.

• Men's Sole Revival: pivoted a men's health venture from e-commerce to content authority after margin modeling and audience research showed buyers needed information before products. Live since April 2026; 86% of visitors complete the self-assessment.
• Spotify concept: designed three reversible controls for the Recently Played shelf, grounded in 200+ synthesized public user posts, and shipped an interactive demo running on real constraints.
• Brand and identity work for consulting and communications clients: logo systems, digital brochures, and marketing collateral.
• Design in Figma, build in React and Next.js with AI-assisted coding, deploy on Vercel. barreiro.com was designed and shipped this way.

Director of Marketing & DTC Operations at VARA Winery & Distillery (2022-03 – 2024-11)

• Redesigned the company website and e-commerce platform end to end: discovery, product detail, and checkout. Wine Club membership held steady through an industry-wide downturn.
• Ran UX strategy and brand identity for the 'Somos Unidos' spirits line, concept through launch.
• Cut production timelines 20% by introducing AI-assisted workflows across the creative team.
• Owned the entire DTC experience: site architecture, navigation, product pages, email, campaign creative.

VP of Operations at Boomtime (2018-03 – 2021-12)

Led four marketing consulting teams plus a design and web development team and multiple engineers, managed a project manager, and coordinated with an external app development team.

• Shipped UX and UI for 100+ client sites across healthcare, legal, hospitality, and e-commerce. Set the responsive, accessibility, and conversion standards every project was built to.
• Ran design critiques, reviewed work before delivery, and mentored designers and developers across teams.
• Primary UX and design lead on the largest, most complex accounts: research, IA, wireframing, and visual design. Used Google Analytics and SEMrush to tie UX changes to client retention and revenue.

Web Designer & Developer at CliffDweller Digital (2011-03 – 2018-01)

• Designed and developed 50+ responsive websites with user-centered design and brand consistency on every project.
• Matched site architecture and content hierarchy to what users actually searched for, with SEO and content teams. Engagement up 20% on key sites.
• Ran user tests on priority projects and iterated on real behavior, not assumptions.

Founder & Lead Creative at Sola Fide Design (2010-01 – 2011-12)

• Started a design consultancy focused on brand identity, web design, and campaign creative for e-commerce and small-business clients.

Certification in UX Academy Foundations – DesignLab (2025-06)

Associate of Arts in Religion Studies – University of Florida