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 (Axure, Sketch & 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