Hedy Herrada
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Projects

Data products, dashboards and end-to-end UX processes.

Redesigned ComunidadFeliz home page: hero with the headline «Administra tu comunidad sin caos ni planillas», Cotizar and Solicitar Demo buttons, and figures for communities, users and countries.

Academic · UX/UI Diploma, Coderhouse

ComunidadFeliz website redesign

Project: ComunidadFeliz

Redesign of the ComunidadFeliz website with the complete UX/UI process: research, usability testing, benchmark, proposal and validation with users.

  • Web design
  • UX/UI
  • Redesign
Store view of the goal loading module, with the daily goal vs. last year's sales chart, the period goal, the loaded days and the buttons to upload and download goals. Fictional data.

Retail analytics SaaS, 2026

Goal Loading

Project: BI platform

A module that lets each client load their goals and completes the KPIs automatically from the data they declare.

  • Data & BI
  • Business rules
  • B2B
Shift loading overview: weekly loading status for 300 weeks, list of stores that need urgent attention, buttons to import and export shifts, and a table per store with the status of each week. Fictional data.

Retail analytics SaaS, 2026

Shift Loading

Project: BI platform

Module to organize salespeople's shifts across all of a company's stores: loading status, coverage of opening hours and a visual panel to create shifts.

  • B2B
  • Forms
  • Operations
Fair Goal report: ranking of the 5 groups with the best attainment, bar chart of sales versus goal by group, and a detail table with attainment, goal, sales, hours, items, tickets and average ticket. Fictional data.

Retail analytics SaaS, 2026

Fair Goal report

Project: BI platform

A dashboard that splits the store's goal according to each salesperson's shift and day, and shows attainment and performance in one place.

  • Dashboards
  • Data viz
  • Retail

Retail analytics SaaS, 2026

Redesigning a BI platform

Project: BI platform

A new information architecture, highly complex dashboards and a design system for an entire retail analytics platform.

  • Information architecture
  • Dashboards
  • Design system

Academic, 2025

EAT Japan

An app that helps tourists with food allergies eat safely in Japan, researched through interviews and validated with usability tests.

  • Mobile app
  • UX Research
  • Branding

Retail analytics SaaS, 2026

CPV report: Customers per salesperson

Project: BI platform

A report showing how many customers each salesperson serves in store, to understand the real workload of the sales team.

  • Dashboards
  • Data viz
  • Retail

Retail analytics SaaS, 2026

Staffing Control report

Project: BI platform

A control report that shows whether a store is overstaffed or understaffed based on its customer traffic.

  • Dashboards
  • Staffing
  • Retail
Overview of the tracking platform: operational summary with visitors per store, attention rate and conversion rate, a highlighted insight, and visitor volume and conversion. Fictional data.

Retail analytics SaaS

Overview report

Project: Tracking platform

A one-pager that shows the health of one or more stores: visitors, attention and conversion, week by week and day by day.

  • Dashboards
  • Data viz
  • Tracking
Store zone activity log: January-to-October timeline where each zone shows which category it had in each period, with filters by store, zone and floor. Fictional data.

Retail analytics SaaS

Activity log

Project: Tracking platform

A history of what is displayed in each store zone over time, to relate layout changes to conversion.

  • Tracking
  • Timeline
  • Configuration
Heatmap in aggregated view: the store floors stacked in perspective with the zones of highest attention concentration, and a summary of unique and retained visitors per floor. Fictional data.

Retail analytics SaaS

Heatmap

Project: Tracking platform

A heatmap report for single- and multi-floor stores: it shows where attention happens and where traffic flows, in an aggregated or series view.

  • Heatmaps
  • Data viz
  • Tracking

Retail analytics SaaS

Adapting to the official design system

Project: Tracking platform

Redesign of the tracking platform to adapt it to the official design system.

  • Design system
  • Redesign
  • Tracking

Academic, 2025

EAT Japan: visual identity

An accessible system of logos, color palette and typography for the EAT Japan app brand.

  • Branding
  • Accessibility

Personal, 2026

This portfolio

How I designed this site end to end, from researching what hiring teams look for to the design system, development and launch.

  • UX process
  • Design system
  • Accessibility