A product designer who ships

Staff product designer and AI-native designer with 10+ years in UX and product design. I take ambiguous problems from strategy to production code. Formerly at Square (Block, Inc.), I’m currently building AI-native product design at Brain Co .

Featured work

/07

Building an agent-native platform for Brain Co.’s insurance vertical

Enterprise AI-native Agentic Zero to one

Designing an end-to-end doctor scheduling experience for Medicare.gov

Patient Appointment Scheduling Healthcare Web Responsive Mobile

Turning Square Checking from a pass-through account into a financial home

Growth Square Banking Insights

Square Bill Pay dashboard with outstanding bills and email forwarding

Tackling Square Bill Pay's growth plateau post-launch

Square Bill Pay Zero to one Email Forwarding Growth

Square Banking Checking home and virtual debit card details

Decoupling the debit card from Square Checking with virtual card-first onboarding

Square Banking Debit Card Growth

Square Bill Pay vendor acceptance: trusted invitation email through Plaid bank connect

Getting vendors to trust their first Square Bill Pay payment

Square Bill Pay Payment acceptance Plaid

Kiln City Events on Deckk — dark mode public deck

Deckk: Reimagining the Link-in-Bio with AI

Proof of concept AI Zero to one Solo-built

Flyhomes Terminal Tours queue for internal tour scheduling

Automating tour scheduling so buyers could move faster

Internal Tools Automation Scheduling Real Estate

Flyhomes mobile tour itinerary with map and confirmed showings

Redesigning home tours for a fast-moving market

Real Estate Buyer Experience Search

Heal primary care before and after: on-demand matching vs selecting a primary care physician

From one-time visits to ongoing primary care

Healthcare Primary Care Patient Experience Medicare

Heal physician daily overview with monitoring alerts and review actions

Building Heal’s remote monitoring product from zero

Healthcare Data Visualization Health Monitoring CES Innovation Winner

About

Over a decade ago, I opened the book Don’t Make Me Think. Ever since, I’ve been drawn to designing products that make complex systems feel obvious.

Throughout my career, I’ve turned complicated banking, healthcare, and real estate workflows into experiences people can understand and use. I bring together user research, behavioral data, and product strategy to uncover the right problems and move quickly toward thoughtful solutions.

I work closely with cross-functional teams to bring clarity to ambiguous problems, align around a direction, and move from strategy to launch. I’m equally comfortable shaping what’s next as I am working in code alongside engineering to bring zero-to-one products, new features, and improvements to life. At Square, I built my AI builder chops, and at Brain Co. I continue to build on those skills to deploy first-class enterprise software to customers.

Diana Barraza, also known as Shawn Barraza, senior staff product designer previously at Square

Recognition

UCLA Extension · 2020

Distinguished Educator

Arts Department, UCLA Extension

Named a distinguished instructor for teaching UX Iteration to aspiring designers.

Apple App Store

App of the Day

Heal Healthcare

Patient, doctor, and operations work that helped Heal earn App of the Day recognition.

Heal · 2018

Employee of the Year