About

Xelo Soriano Hernández (Valencia, 1979).
I’m a Digital Designer based in Madrid, Spain.

I earned my BA in Fine Arts and MBA in Multimedia Communication at UPV-Polytechnic University of Valencia and finished my Fine Arts studies with the Erasmus Program at ENSAV La Cambre, Brussels.

I moved to Madrid in 2004 to work as Digital Art Director for several of the most relevant advertisement agencies in Spain (Storm-RNL, Orbital BBDO/Proximity, Tiempo BBDO, Wunderman) with international clients such as Movistar, Heineken, Cadbury-Schweppes, Ford, Repsol, Iberia, Cepsa, L’Óréal amongst others.

In 2015, I decided to start freelancing and shifted the focus of my work towards studying and investigating the importance of data in digital product decision making. I am certified in Google Analytics and work on Inbound Marketing and Social Media on a daily basis, as well as using UX prototyping tools (now mainly Figma, but also Sketch, Axure or InVision).

My goal is to always try to listen and understand the user with all the tools that I have in my scope. That is what user experience means to me and, more generally, the task of the product designer: listening to clients, asking the users, identifying the problems and giving solutions.

If you are interested in finding out more about my work, just contact me: info@xelosoriano.com