“Every meaningful digital product starts with empathy and a clear purpose.”

Hi, I’m Juanma Serna and this philosophy shapes everything I do as a UI UX Designer and Digital Product Designer. Welcome to this About Me section, where I share how I build digital media rooted in accessibility, human equality, and culture.

At first, I didn’t think much about how digital media impacted people’s lives and culture. My perspective on video games and interactive entertainment completely transformed when I was first introduced to Tejesueños. Before this initiative, I viewed digital platforms mostly through technical and aesthetic lenses. Working on Tejesueños shifted everything. To ensure an authentic and respectful representation of Wayuu heritage, we collaborated closely with a native Wayuu educator, who validated our cultural approach. This experience opened my eyes to how interactive design could serve as a powerful bridge for cultural preservation and social empathy.

That realization was just the beginning of a broader journey. As I took on UI UX Designer responsibilities alongside roles in animation, research, and interactive media development, I began applying this human-centered approach to other community-focused projects. Collaborating with civic and educational institutions like the Alcaldía de Caldas and Institución Educativa Héctor Abad Gómez reinforced my belief that digital tools must be accessible, inclusive, and tailored to real human needs.

The impact of this approach culminated when Tejesueños won the 2025 edition of Premios Huella, an annual award hosted by Universidad de Medellín recognizing top projects in the Faculty of Communication. Yet, the award was only a milestone in an ongoing evolution. I want to keep evolving so my work keeps helping people.

Every successful product requires a balance between structured design systems and human empathy. My goal as a Digital Product Designer is to reduce friction in digital environments through thoughtful User Flow Design, creating seamless experiences that feel natural and inclusive for every user. Using Figma for Interactive Prototyping, I build intuitive design systems that keep interfaces organized, accessible, and easy for people to navigate.

Today, I specialize in taking projects from initial low-fidelity wireframes to rich, interactive environments without ever losing sight of the human on the other side of the screen. I value work that promotes equity, preserves cultural identity, and respects user well-being.

Outside of design, my creative world revolves around gaming, anime, and exploring the boundaries of modern digital storytelling. I have always been drawn to computers and technology, curious about how digital worlds are built. That curiosity extends to story-driven games with deep meanings, where narrative and player choice intersect to create unforgettable experiences. When I am taking a break from screens, I enjoy warm romance shows and spending quiet time with cats, two things that always bring a grounded sense of comfort to my routine. These personal interests constantly inspire how I approach human connection, narrative depth, and thoughtful interaction in my everyday design work.