AI Experience & Innovation Design Lead
Designing for uncertainty.
Fifteen years turning confusing products into decisions backed by evidence. Loyalty, finance, retail and education, across Mexico, Colombia and the United States.
Hardly any product needs more features. It needs to know which one is the main one.
I get called in when a team has something that grew without a plan and nobody dares decide what to cut. I research, take the structure apart to see what deserves to stay, and put it back together as something clear, scalable and backed by a number.
Featured work
What actually moved.
Each case opens with the problem and closes with what changed.
Leal Colombia · Loyalty · 2022
The home screen that had turned into a Frankenstein.
Years of stacked-up features had left an endless scroll where the physical store and online shopping got in each other's way. I rebuilt it as an app with a single mission.
From a limited CRM to a Customer Data Platform
Three months to turn a tool with no name and no hierarchy into a four-module platform serving more than 300 merchants.
Ipso · Copy-tradingWhy nobody made their first investment
Plenty of people signed up and never invested. The interviews showed they did not even realise they had to connect an account.
Bupa · Security · ConsorcioDesign systems at scale
252 components and an AI-Ready workflow at Bupa. Eleven business units aligned at Grupo Security. An executable plan at Consorcio.
The invisible lab
A hundred users in a day.
Synthetic users are representations built with AI and data augmentation that let you rehearse flows, anticipate friction and detect bias before taking up a real person's time. They do not replace research: they expand it.
I was among the first in Latin America to take them into real projects. The rule I follow is simple: synthetic speeds up, human goes deeper.
simulations run
frictions detected
versus 6 weeks of recruiting
An illustrative demo of the method. The numbers reproduce a retail case worked on as a team at 2Brains: 500 simulations in 3 days revealed distrust of mobile payments, and after validating with real users, conversion rose 12%.
years designing product, from art direction to experience leadershipFirst role in 2010. Leading my own teams since 2017.
success rate in Leal's Marketplace purchase flowMeasured with Amplitude, usability tests and interviews.
less time on the Omnilife journey: 10 hours instead of a monthSynthetic lab. Team work at Acid Labs.
Ideas
I write and I talk.
Podcast, webinars and articles on AI applied to product design.
New project