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.
A Quick Map, Before You Dive In
Here's everything you'll find in my portfolio.
Jump straight to what's useful for you:
☐ The 4 principles that explain how I think, 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
These are some projects I’m proud of
Over 4 years at GroWrk, I've worked on a wide range of product initiatives, including Service Catalog, A La Carte, and End of Lifecycle, here's a glimpse of how they shaped the product.
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, three business models, one governed source of truth.
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 architected the platform that made that possible, solved a data-model problem nobody else had (no employee records to build an order from), and turned that constraint into the reason GroWrk built its second product line. It's since grown to 392 active companies.
Turning Device Retirement Into a Revenue Opportunity
End of Lifecycle Device retirement was a fully manual, spreadsheet-tracked process. I redesigned it into a bulk, self-service flow and built a replacement-purchase offer directly into it, turning an operational cost into a new revenue path.
Other stuff I’m proud of too
Systems, Not Just Screens
Product isn't the only kind of system I like untangling. I spent seven months helping Comité de Proyectos, a Mexico City interior design studio, turn scattered knowledge into a shared operating system: workshops, process maps, and a wiki the whole company actually adopted.
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.