Hey!👋

I'm Emmanuel Herrero

I build thoughtful experiences
powered by code

I'm a designer & full-stack developer based in Los Angeles specializing in simplicity, scalability, & data-driven design solutions built for growth.

So, what do you actually do?

I craft powerful digital experiences

I have over 8 years of experience working across a variety of industries. Whether I'm building for small business or a Fortune 500, I craft high performing experiences that value simplicity and prioritize accessibility beyond the bare minimum that is unfortunately common around the web.

Technology

I have over 8 years of experience building accessible and ADA-compliant websites and applications and services for a wide range of clients – including B2B, B2C, financial, mar-tech, and e-commerce – using platforms and technologies including Shopify, Stripe, Plaid, Node, React, GraphQL, and more.

  • SOLID Code
  • Domain-Driven Design
  • TDD
  • Agile
  • Scalable Microservices
  • Event-driven Architectures
  • Databases
  • Identity Management
  • Cloud Native
  • Devops
  • QA
  • CMS
  • CRM
  • E-commerce
  • Marketing Technology
  • Server-Side Rendering
  • Mobile and Web
  • Search

Design & Research

Design is at the core of everything I do. I can help you communicate your brand through thoughtful, inventive, and effective design.

  • Field Studies
  • User Interviews
  • Stakeholder Interviews
  • Persona Building
  • Prototype Feedback and Testing
  • User Stories
  • Qualitative Usability Testing
  • Feedback Review
  • High Fidelity Prototypes
  • Sketch
  • Adobe CS
  • Origami

Accessibility

I've been building accessible, high-performing websites for over 9 years. Accessibility is incredibly important for me in everything I do. The purpose of the digital platforms I build for is to break barriers and help more people communicate effectively. It is unacceptable that millions of people around the world have to go through a web that makes them feel invisible. Accessible websites improve user experience, protect you from lawsuits, open new markets.

  • AATT (Automated Accessibility Testing Tool)
  • A11Y
  • Storybook Accessibility Report
  • Checklist
  • Code Linting for Accessibility Problems
  • Aria-*
  • HTML 5

Analytics

Great design is driven by great data. I make sure I understand business goals and that your digital strategy is aligned with business goals. Whenever changes are required, I strive to measure all changes and I'm ready to revert to previous changes to optimize for any required metrics. Insight driven updates that focus on highest value returns

  • Mixpanel
  • Measurement Strategy
  • Tagging Plans
  • Platform Integrations
  • Report Development and Execution
  • Attribution Modeling
  • Customer Segmentation
  • A/B Test Design
  • Mutivariate Test Design
  • Data Visualization

About Me

I started my career as a graphic designer with a background in marketing, a few design classes and a copy of Photoshop. I was a generalist with many interests, brief obsessions, but no single passion. That changed after I committed to teaching myself to code. Programming was a hobby but as I learned, I realized I could channel a lot of what interested me in into this single skill. 8 years later, I’m still a generalist but now that’s my greatest asset. I’ve found my passion in synthesizing many disciplines to end up with a cohesive, detail-oriented project driven by objectives, data and results.

I build software and web experiences that are both functional and beautiful without sacrificing one for the other. I’ve built for enterprise across the spectrum and no matter the scale of the project, my values are the same. I design to meet KPIs but I plan for scalability, for the user and for future developers too. My interest in accessibility really began as a quest to avoid preventable mistakes. Myopia is human but in code that can result in fatal oversight and developers have a particular responsibility to work hard to counter that. Empathy, knowing your user’s needs, is as important to success as knowing their motivations.

Whether I’m working solo or building a team, I aim to deliver products that meet client objectives with SOLID code practices and measured analytical design. I have experience in ad-tech, mar tech, fin-tech and e-commerce and I’ve found that whatever the industry, the key to a good product is knowing the business intimately. I strongly believe in empowering teams to evolve through code ownership, open communication, modeling agile methodologies and stressing industry-standard best practices are the ingredients for a great product and key to building a culture that will sustain it.