MintFly Media

think. adapt.
evolve. create.

think. adapt. evolve. create.

About Sofia Matamales

UI/UX Lead Product Designer

A summary of my skills and expertise in the field of product design.

I have a strong understanding of the various elements that go into creating a successful user experience, from user research to design systems. My focus is on design thinking and user needs by having a user-centered approach to design, which is important in creating products that people love and want to use. I see myself as a critical thinker, trend finder, strategist, and collaborator highlighting my ability to not only create beautiful and functional designs, but also to approach design challenges from a strategic perspective and work effectively with others.

Experience in: UI/UX Design, Wireframe Production –FIGMA / SKETCH / INVISION, Abstract, Miro, (CSS), HTML, JS, WordPress, Magento, Drupal & Photoshop. Usability Testing, Information Architecture, Interaction Design, User Research & Persona Creation, Web Site Strategy & Analytics.




Understanding the scope:

Understanding the goals of the business through market research, competitive analysis, heuristic markup, and user interviews to plan out the UX process.


Translating the data and gathering insight to get a clearer picture of who the user is by using empathy maps and personas to get a better direction of the product’s design.


Designing the content and the layout via sitemap and wireframing. Creating the visual design via mockup and prototyping.


Testing the product design through the prototype. Conducting user testing methods such as cognitive walkthroughs, 5 second test, etc.  Creating multiple iterations of product based on results.

Design Principles that Uphold Dignity

You come first

I care most about what you care about. Success measures defined by the people we serve. Understanding human behavior. This re-alignment will drive business value.

Never alone

We are high touch through high stress. Identification of who needs support and give them ongoing relational human time.

Helping hand

Reduction of administrative burden the non-productive hours spent managing your front-end needs.

One step ahead

Algorithms that enable us to continue pathways with an experience layer that delivers guidance in context.

Case Studies - Select client for workflow/process

Additional UI/UX examples







Dana (MacDonald) Blincoe – Graphic Designer at HealthCare Partners

I had the pleasure of working with Sofia for several years at MetLife, we became a part of a great team in the Strategic Marketing Annuity Department. We conceptualized and manage creative graphic solutions for print and web on several MetLife


CEO, IT Brand Pulse | Editor, World’s Top Data Centers

Sofia is a self-motivated, results-oriented internet professional that left QLogic with a track record of successful site deployments and brand development. At QLogic Sofia was responsible for developing creative and messaging via graphic design,


Jesse Parker – Co-founder, CEO at Aspire Beverage Company, LLC

Sofia has great creativity, industry knowledge, and project management experience that enabled her to deliver innovative and successful programs. Her technical skills and creative thought process were an asset


Trond Flagstad – USFL – US Facilities Lighting

I have known Sofia since 2002, and since then I have managed two different companies. Both of these of companies have had its ecommerce and web presence successfully developed by Sofia. I/we have found Sofia to be very creative, on time with her


Tim Lustig – Product Marketing Manager at Brocade Communications

Sofia is a very creative and detail oriented graphic and web designer. She has a rare quality of being artistically talented and yet still able to understand technical details with the unique ability to communicate them effectively visually. She


Drew Smith – Edgetech Consulting – Orange County, California Area

Sofia was employed by us in a consulting role for the Dell / Quest Software engagement. Our client was very happy with her performance - would definitely work with her again - very strong on the design side, “ has a very good eye for design and


Tony Stramandinoli – SVP of Marketing at Accton, Branded Division

While Employed with SMC Networks, Inc., Sofia was a leading performer. She willingly and effectively executed the responsibilities of her position with great care and ability. Sofia’s knowledge in the digital landscape was essential in our ability to


Contact MFM

Branding & digital studio from Orange County

MintFly Media

Dana Point, CA 92624


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