The Need
As mobile ecosystems rapidly expanded, delivering a consistent and intuitive user experience across devices became a critical challenge. Music applications, in particular, demanded seamless interaction, fast navigation, and visual clarity, regardless of screen size, hardware constraints, or operating system capabilities.
For Sonora, the largest music application in Latin America at the time, the challenge was amplified by the need to support a highly fragmented device landscape. Users accessed the platform through a wide range of smartphones and operating systems, including Sony Xperia, Windows Phone, BlackBerry, Android, and iOS, each with distinct interaction patterns, design guidelines, and technical limitations.
The core need was to create a unified visual and interaction language capable of adapting to multiple scenarios without compromising usability, performance, or brand consistency. Interfaces needed to feel natural on every device, allowing users to discover, play, and manage music effortlessly, independent of platform-specific constraints.
In this context, strong UX, UI, and interaction design were essential to abstract complexity and deliver a cohesive experience at scale. Successfully addressing this challenge positioned Sonora for rapid growth and ultimately led to its acquisition by Rhapsody-Napster in October 2013, validating the strategic importance of cross-platform design excellence.
My Role and Key Results
My responsibilities:
• Led product and design strategy for Sonora’s cross-platform music experience, aligning business growth, brand consistency, and user needs across a highly fragmented device ecosystem.
• Defined and governed a unified UX, UI, and interaction design system adaptable to multiple operating systems, screen sizes, and hardware constraints.
• Owned end-to-end user experience, interface design, interaction design, and art direction, abstracting platform complexity into intuitive, high-performance interfaces.
• Drove stakeholder alignment and design validation, balancing product vision, technical feasibility, and platform-specific limitations.
• Partnered closely with engineering teams to ensure scalable implementation, performance optimization, and consistent behavior across diverse mobile platforms.
Results Achieved:
• Delivered a unified, cross-platform user interface, ensuring a consistent and intuitive music experience across multiple operating systems and devices.
• Established a scalable visual and interaction language, enabling Sonora to adapt seamlessly to diverse hardware and platform constraints without sacrificing usability or brand consistency.
• Connected thousands of users through a high-quality streaming experience, supporting rapid user growth across Latin America.
• Strengthened Sonora’s market positioning as a leading music platform, demonstrating design excellence as a key growth driver.
• Contributed to the successful acquisition by Rhapsody–Napster (2013), validating the strategic impact of strong UX, UI, and cross-platform design.
Technology and Skills
Cloud Solutions, Product Strategy, User Experience, User Interface, Usability, Interaction Design, Art Direction
Results
Users Connected
User Interface Platforms
User Interface for iPad
User Interface for Android
User Interface for Blackberry
User Interface for Windows Phone
