I'm Elena Parras

SAP Store

UX Designer

My first UX role at SAP. I designed end-to-end experiences for the SAP Store, focusing on the financial flows: purchase, checkout, renewal and upsell. I delivered implementation-ready designs including HTML and CSS assets for web pages and emails, and worked closely with business stakeholders across the full customer journey.

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SAP for Me

Core UX Designer

I joined SAP for Me from the very beginning, when it was still being defined. The product became SAP's main customer portal, bringing together over 300 applications. I led design for navigation, search, the Joule AI integration, Task Center and personalisation, coordinating with 14+ development teams and multiple business stakeholders. I also contributed brand illustration in collaboration with SAP's central design team.

Portfolio available on request

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SAP Signavio

UX Designer, HPOM — current role

My current role. I work across three product teams on the Signavio suite, covering the full design process from research to implementation. I've been integrating AI tools into how I work, using them for research, prototyping and building design tools, which has changed the pace and quality of what I can deliver.

Portfolio available on request

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Communication Assistant — Web & Digital Division

Frankfurt, Germany · 2016

I moved to Frankfurt for a traineeship at the European Central Bank, working in the Web and Digital Division. My main projects were converting publications from PDF and ePub to full HTML, producing SVG graphs, and contributing to the new information architecture for the ECB website.

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2015 — 2016

After the master's I worked at a few small agencies in Madrid, doing graphic design and frontend development for all kinds of clients. Branding, marketing materials, websites, large format print. I was figuring out what kind of designer I wanted to be, and moving around until something clicked.

Companies included Mediformplus, specialised in marketing for pharmacies and labs, and iberoMedia, working across beauty, hospitality and retail clients.

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CICE — Professional Formation for New Technologies, Madrid

Authorized Adobe® Training Center · 2014 — 2015

This master's was the bridge between graphic design and digital. It upgraded my existing skills in editorial, illustration and Photoshop, and added new ones: UI, UX, and the basics of coding. Learning to code while designing changed how I approach both, because I started understanding what's actually possible to build.

My final project was a full brand and website for a social initiative supporting children without stable housing. The idea was turning lost socks into teddy bears. The site had tutorials, a DIY kit shop and donation options.

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University of Seville

Bachelor of Advertising and Public Relations · 2009 — 2014

My degree covered everything from campaign strategy and media planning to graphic design and brand storytelling. It taught me to think about communication as a whole, not just individual pieces.

The highlight was our student agency Entendemente — we won a prize at "De la clase a la cuenta", one of Spain's biggest student advertising competitions. Our campaign for Cruzcampo beer went full 360º: TV, radio, street, social media, even a dance competition. The judges included Lluís Bassat and Josep María Mir. Not bad for a group of students from Seville.

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Freelance Graphic Designer

2011 — present

I've been freelancing since university, working with small businesses, cultural organisations, and independent creators. Logos, brand identities, print materials, event stuff, a bit of everything. Over time it grew into illustration too, and now I have my own shop with prints, stickers and game cards.

Some projects I'm proud of: illustrating Traumasensible Paartherapie, a published book on trauma therapy by Katharina Klees (Germany, 2018), and brand and communication work for Diakonie Germany.

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Graphic Designer at TUSSAM

Public Transport of Seville · Nov 2013 — May 2014

My first proper job. I worked in the communications department of Seville's public transport company, designing city maps, bus signage, vehicle wraps, event materials and videos for in-bus screens. It was my first taste of how design works inside a large organisation, and it made me want to go further into digital.

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