Ana Froes

Sr Design Manager

Loopio • Tiempo completo

Oct 2021 - Aug 2026 • 4 yrs 10 mos

• Owned a major redesign of Loopio’s education platform (RFP Academy): delivered a new visual identity, course webpage design and user experience, as well as supporting graphic design assets, leading to 103.6% registration goal attainment, ~2,650 pageviews; ~25.43% conversion rate with $348.9K pipeline generated within first 30 days of launch. • Created the full in-person event visual identity for Loopio's presence at BPC Denver 2026: event style guide, print and digital assets including booths and swag, leading to 390K pipeline generated. • Led the development of a comprehensive Web Design System and self-serve Figma asset library to reduce repetitive production, review cycles, and design bottlenecks, with an AI-enabled workflow planned to further accelerate low-lift asset creation. • Sourced, onboarded and managed external design/dev talent. • Led the redesign and launch of Loopio’s 2023 corporate website, translating the refreshed brand identity into a cohesive digital experience that reduced homepage bounce rate by 31.77% YoY and increased engagement rate by 50.15% YoY. • Identified and addressed common user behaviour patterns, goal completion barriers and user requirements, resulting in 150% increase in conversion rate, enhancements in the navigation and discoverability of content. • Optimized the corporate website load speed to score 80-100 on mobile/desktop and pass Core Web Vitals to improve the user experience and SEO ranking. • Pioneered DesignOps: request intake system processing 700+ tasks over 4 years; triaged, scheduled, and delegated every web/design request; web documentation, onboarding, and tool auditing. • Scoped and launched reusable website functionality, templates, and component systems that streamlined web operations and enabled non-designers to independently build landing pages.

Web Designer

Bowen Immigration • Tiempo completo

Jul 2020 - Oct 2021 • 1 yr 3 mos

• Collaborated with a cross-functional team on creation of the Marketing Plan, website/social media content, and promotional materials, resulting in a 50% increased conversion rate (YoY). • Revamped the company’s brand identity to increase differentiation, awareness and trust. Established brand guidelines to ensure consistency across all touchpoints. • Designed and built an accessible and responsive website on WordPress using HTML/CSS for customization and animation.

Visual Designer

Achieve • Freelance

Mar 2020 - Jul 2020 • 4 mos

I started and led the target market and competitor research that informed the organizations updated brand positioning, identity, and guidelines. I then wireframed and prototyped a website redesign that made service details easy to find and online courses easy to buy, growing the B2C client base by 20% and supporting B2B lead generation. I worked alongside the product manager, developers, and a copywriter in an agile environment.