Products that work, not just look good.

Driven by clarity, data and business impact.

Manifesto

I don't make decisions lightly. every choice is grounded in data, user feedback and business context. I'm not here to follow trends — I'm here to solve real problems.

No tomo decisiones a la ligra. Cada elección está basada en datos, feedback de usuarios y contexto de negocio. No estoy aquí para seguir tendencias, estoy aquí para resolver problemas de negocio.

My approach

How I get from a problem to a solution

I design products by connecting strategy, user experience and business goals.

Understand the problem

Users, data and context before design.

Before proposing solutions, I work to understand the full context: users, business goals and system constraints. I analyze data, talk to stakeholders and spot friction points to make sure we're solving the right problem.

Define the strategy

Aligning user needs with business impact.

Starting from the problem, I translate needs into product hypotheses and design opportunities. I prioritize by impact, align teams and stakeholders, and set a clear direction and measurable goals before moving on to visual solutions.

Design solutions

Clear experiences, even when the problem isn't.

I design flows, structures and experiences that run processes with many moving parts into understandable interactions. I iterate with prototypes, validations and continuous feedback to build scalable, usable solutions.

Measure and improve

Continuous iteration based on results

A product isn't finished at launch. I analyze results, listen to users and spot opportunities for improvement. Based on those learnings, I optimize the experience to keep increasing the product's impact.

Experience

Building products with impact

My journey connecting strategy, design and business to build digital products.

GLobal exchange 2022 — PRESENT

UX/UI Design Lead

Sole designer, end to end

Owned all UX/UI design for a B2C fintech platform, from research to implementation, contributing to 89% YoY revenue growth in 2024.

An ecommerce that converts

Redesigned the Spanish ecommerce as a scalable model for 30+ markets. In 2024, conversion grew 8.7x, organic users rose 380% and transactions grew 117%.

AI applied to support

Designed and implemented a WhatsApp conversational agent that automatically resolved 76% of queries, freeing up the customer support team’s time.

GRUPO ECOTISA 2017 — 2022

Head of Marketing & Design

Brands and products from scratch

Designed and launched digital products, websites and brand systems across multiple business lines, including the rebrand of Winkle, a 3D printing filament manufacturer.

Strategy before deliverables

Defined and executed digital, branding, UX/UI and communication strategy, aligning business goals with user experience.

From designer to department lead

Started as a graphic and UX/UI designer and grew into full ownership of the department, building and leading the in-house team and coordinating agencies and providers.

PUBLICIS GROUPE COLOMBIA 2012 — 2017

Account Executive

Top-tier brands

Managed accounts for Kellogg’s, Banco Davivienda, Banco Falabella, Codensa, Prismacolor and Special Olympics at Leo Burnett, Publicis and Saatchi & Saatchi.

An award-winning campaign

Part of the team behind “The Man of the Match” for Special Olympics, urging FIFA and EA Sports to include players with intellectual disabilities in their video games. It won a Bronze Sol at El Sol 2017.

Where I learned business

Coordinating clients, creatives and strategy gave me the foundation in communication, business and stakeholder management I now bring to product design.

Beyond design

My team at home: three cats named after gods, and a golden retriever who’ll always be part of it.