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Product Design /
Product Strategy/ UI/UX /
AI / Service Design
Based in United Kingdom
Hi, I am
Bella
Salazar
/ About
N. 01

A Venezuela-born, UK-based Design Leader blending global perspective with product strategy to turn complex user needs into scalable business growth.

13+
Experience
Deliver with excellence
20+
Completed
Projects that speak
Dark stone background
/ Projects
N. 02
(2013-26)
Buyagift
Buyagift
2026
eezy AI
eezy.ai
/ 2022
Heathrow Parking
Heathrow Airport
/ 2020
Elle Store
Elle Store
/ 2018
/ Expertise
N. 03

Design leadership that scales.

Product Design
/01
Research
/02
Design System
/03
Product Strategy
/04
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/ Awards
N. 04
/ 01
2015
Top 10 Lifestyle App
Ciudad Konecta
/ RECOMMENDATIONS
N. 05

My results speak volumes—discover what work colleague say about working with me.

/FAQ
N. 07
How do you weigh different criteria in your process?
I evaluate criteria based on relevance, impact, and alignment with objectives. Each factor is prioritised by importance, reach and impact ensuring a balanced, transparent, and effective decision-making process.
How do you run user research when time and budget are tight?
When time is tight, I start with the data we already have. I'll dive into our funnels to see where users are dropping off and run unmoderated tests for quick wins. If I need immediate feedback, I’ll do some guerrilla testing with colleagues or people in the field to keep the momentum going.
What metrics do you use to measure the impact of design on the product?
I use multiple metrics but the most common are:

Conversion Rate: The percentage of users who complete a desired action (e.g., signing up or buying).

Retention: How many users keep coming back versus those who leave. Good design makes a product "sticky."
 
Customer Lifetime Value: Measuring if design improvements lead to users staying longer and spending more.
How do you ensure design system consistency across different framework implementations?
To ensure consistency across frameworks, I treat the design system as a product, not a project.

I implement a Design Token architecture so that fundamental styles remain framework-agnostic.

I lean heavily on Storybook or a similar platform to serve as the visual 'truth' for developers. I work closely with engineering leads to ensure that component APIs are mirrored; if we change a border-radius in the system, it propagates through our build pipeline to all repositories.

Finally, I maintain a Design QA loop. No component is 'done' until it’s been tested against the Figma spec in the live environment, regardless of the framework being used.
How do you approach the design of a new product?
Before pushing pixels, I must understand the business objective. What business metric are we trying to move, and what is the core user pain point?

I collaborate with Engineering and Product Managers early to understand technical constraints.

Design is a series of hypotheses and test them with real users to find the most intuitive path.

Throughout the process, I maintain a systems-thinking mindset, ensuring that whatever we build is scalable, accessible, and documented for engineering.
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Anything in Mind?
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