About me
Manifesto
My approach
Step 1
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.
Step 2
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.
Step 3
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.
Step 4
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
My journey connecting strategy, design and business to build digital products.
Global Exchange
UX/UI Design Lead | 2022 — Present
Sole designer at the company: end-to-end ownership of UX/UI for a B2C fintech platform.
Redesigned the Spanish ecommerce as a scalable model for 30+ markets: 8.7x conversion and +380% organic users in 2024.
Redesigned key transaction processes: +117% in total transaction volume.
Designed and implemented an AI-powered WhatsApp agent with 76% automated resolution, reducing support workload.
Contributed to 89% YoY revenue growth, working with product, engineering and business teams.
Grupo Ecotisa
Graphic & UX/UI Designer → Head of Marketing & Design | 2017 — 2022
Designed and launched digital products, websites and brand systems from scratch across multiple business lines, including the Winkle rebrand.
Defined and executed digital, branding, UX/UI and communication strategy.
Grew into full ownership of the department, building and leading the in-house team.
Coordinated external agencies and providers.
Delivered campaigns and strategic projects that strengthened brand positioning and visibility.
Publicis Groupe Colombia
Account Executive | 2012 — 2017
Managed accounts at top-tier agencies within the group: Leo Burnett, Publicis and Saatchi & Saatchi.
Brands including Kellogg’s, Banco Davivienda, Banco Falabella, Codensa, Prismacolor and Special Olympics.
Part of the team behind “The Man of the Match” for Special Olympics, awarded a Bronze Sol at El Sol 2017.
Coordinated between clients, creative teams and strategy.
Built a strong foundation in strategic communication, business and stakeholder management.
