I design scalable, user-centered digital products and websites that connect business goals with real user needs.
I’m Veronica Maruri, a Calgary-based Senior Product & UX/UI Designer with 10+ years of experience designing responsive, accessible, and CMS-driven digital experiences for education, public sector, and B2B clients. I bring together strategy, research, and visual design to turn complex requirements into intuitive products.
Roles I work in
- Senior Product Designer / UX Strategist – leading end-to-end UX, from research and flows to high-fidelity UI and design systems.
- Senior UX/UI Web Designer – designing responsive, accessible interfaces that work beautifully across device
- Design Systems & CMS Architect – building scalable component libraries and Webflow/WordPress structures that make content updates easier.
- Consultant & Co-Founder – partnering with teams, startups, and agencies to shape digital products and online businesses.
How I work
- Design & Prototyping: Figma, Webflow, Adobe Creative Suite, Miro
- Web & CMS: Webflow, WordPress, Shopify, Brightspace LMS, HTML, CSS, JavaScript
- Process & Collaboration: Agile workflows, remote collaboration, design systems, documentation
- Analytics & Optimization: Web performance, UX metrics, A/B testing, SEO-informed structure
Tools I use
- Design & Prototyping: Figma, Webflow, Adobe Creative Suite, Miro
- Web & CMS: Webflow, WordPress, Shopify, Brightspace LMS, HTML, CSS, JavaScript
- Process & Collaboration: Agile workflows, remote collaboration, design systems, documentation
- Analytics & Optimization: Web performance, UX metrics, A/B testing, SEO-informed structure
My background
- UX Research and Design Specialization University of Michigan (currently)
- Creating and Developing Business Diploma Instituto Tecnológico Autónomo de México (ITAM)
- Communication Science Bachelor’s Degree Instituto Tecnológio y de Estudios Superiores de Monterrey (ITESM)
- Multimedia Diploma Instituto Nacional de Bellas Artes (INBA)
- Accelerator Programs for Start-ups:
- NUMA - Batch 7 (100 days)
- Cinepolis Accelerator - Batch 1 (6 months)
- Venture Academy Finances and Investment Bootcamp - Batch 1 (2 Days)
Selected work
Here are a few projects that reflect how I combine UX strategy, UI design, and scalable systems to support organizations and brands in education, B2B, and consumer spaces.
Bow Valley College - Public Website Redesign
Led the UX/UI design, information architecture, and Webflow build of the new Bow Valley College public website, including program listings, search, and shopping cart. Built a scalable design system and CMS structure to improve maintainability, responsiveness, and accessibility.
Directions for Immigrants – Website Rebuild
Redesigned and launched the Directions for Immigrants website in under four weeks, focusing on clear navigation, responsive layouts, and improved accessibility for newcomers searching for support and resources.
Pivot-Ed – AI-Enhanced LMS HTML Workflow
Redesigned and launched the Directions for Immigrants website in under four weeks, focusing on clear navigation, responsive layouts, and improved accessibility for newcomers searching for support and resources.
Cream Café Los Cabos – Brand & Website
Designed and launched a new, mobile-first Webflow website as part of a rebrand and expansion, with a focus on storytelling, performance, and conversion. Post-launch, the site doubled average monthly traffic, driving ~107% more unique visitors and ~100% more total visits compared to the previous nine months.
StopDiving.org – Storytelling for Social Impact
Designed and launched a new, mobile-first Webflow website as part of a rebrand and expansion, with a focus on storytelling, performance, and conversion. Post-launch, the site doubled average monthly traffic, driving ~107% more unique visitors and ~100% more total visits compared to the previous nine months.
Rhino Systems – B2B Hardware CMS Website
Developed the online strategy and led the UX research and redesign of Rhino Systems’ B2B website, interviewing all departments to map customer journeys, clarify solutions for multiple client segments (financial, marketing, education, software factory), and producing animated videos and one-pager assets for each solution.
Hi there! I’m Veronica,
A product and UX/UI designer with a background in Communication Science and more than two decades working in digital. I started as a visual designer in the IT industry and eventually moved into UX, product design, and co-founding digital businesses.
