Oswaldo Mendoza

I’m a UX and CRO strategist with over a decade of experience helping marketing and growth teams improve the performance of their web presence. My background spans agency and in-house environments, from leading a university website rebuild to running ongoing optimization programs for enterprise clients in financial services and legal.

I don’t believe in one-size-fits-all UX. The best solution is usually the simplest one, and it rarely starts with a redesign. It starts with asking better questions, looking at the right data, and being honest about what’s actually driving the problem. I bring that perspective to every engagement along with the cross-functional communication skills to get teams aligned around it.

I do my best work when the problem isn’t fully defined yet. That’s usually where the most valuable insights are hiding.

My Process

Business Orientation Before I touch any design problem, I get familiar with the business. That means talking to the people closest to the work, reviewing whatever documentation exists, and researching the industry so I understand how the organization operates and who it serves.

Finding the Real Problem I look for where the stated problem and the actual problem diverge. I review past research, analytics, and existing design artifacts to get a clear picture of what’s been tried, what’s being tracked, and where the real friction lives. The client’s priority is always my starting point, but it’s rarely the whole story.

Internal Alignment First Before anything goes to the client, it goes to my team. Getting internal feedback first means technical constraints, historical context, and strategic considerations surface early instead of mid-presentation. This helps me show up to client conversations with a stronger, more vetted point of view.

Fidelity to Fit the Situation Not every problem needs a high-fidelity solution. If the timeline is tight, I work within existing patterns and ship something testable. If there’s room for systemic thinking, I go deeper. I match the output to what the situation actually calls for.

Outcome Intentionality Even when I don’t own implementation or see post-launch data, I document what I’d measure and why. Knowing what success looks like before the work ships keeps the design decisions grounded in something real.

My Experience

Noble Studios

UX/UI Designer, 2012–2016

Where I developed my craft. Noble Studios taught me that good design only goes as far as your ability to communicate it. Presenting work directly to clients early in my career shaped how I think about selling an idea: clearly, confidently, and without relying on the design to speak for itself.

University of Nevada, Reno

UI/UX Designer, 2016–2021

Where I learned to design at scale. Leading a 15,000+ page website rebuild taught me what it means to make design decisions that hold up under real constraints. It also changed how I think about accessibility, not as a limitation, but as a design challenge that makes experiences better for everyone.

Terakeet

UX & CRO Lead, 2021–Present

Where strategy became real. I came in knowing how to design. I’m leaving this chapter knowing how to think. Good strategy isn’t a deliverable, it is the result of asking better questions, looking at the right data, and bringing people along with you.

CTA

The best way to know if we’re a good fit is to have a conversation. I’m currently open to new opportunities.

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