Work
Eight cases, seven industries.
I do not publish galleries of pretty screens. Each case says what was broken, what was decided and what happened next. Anything I cannot tell in full is not here.
Leal Colombia · Director of Product Design · 2022
Redesigning the Leal home screen
From an endless scroll with everything mixed together to an app with one mission: spend your cashback.
From a limited CRM to a Customer Data Platform
No name, no hierarchy and technology that would not scale. In three months we turned it into a four-module platform serving more than 300 merchants, from small businesses to accounts like Texaco.
Naming, identity, UX and design system
Ipso · Copy-trading · 2021Why nobody made their first investment
Low activation rate: plenty of people signed up and never invested. The interviews showed they did not even realise they had to connect an exchange account.
UX consulting · squad of four
Cenaudri · Retail · 2020The digital transformation of 306 stores
Mexico's third largest retailer wanted to launch its e-commerce mid-pandemic, with four store formats and a different customer profile in every branch.
Digital strategy and experience
+ME · Education · 2020A platform that works without the internet
An online education model from preschool to sixth grade for rural and vulnerable areas. Reggio Emilia as the pedagogical base, community instead of classroom, and accessibility tested with colour-blind and low-vision users.
Strategic and service design
BIG BANG · Service · 2020An ice cream shop concept that can compete
350 uneven stores with no graphic consistency and no service standard. Field research across Mexico City ice cream shops to understand the whole ritual, from before buying to after eating.
Service design and concept
Bupa, Grupo Security and Consorcio · Design systemsSystems that outlive the team that built them
252 components, 392 primitive variables and 742 semantic ones at Bupa, with an AI-Ready workflow. 131 components and eleven business units aligned at Grupo Security. And at Consorcio, the integrated strategy that turned an intention into a plan with phases, team and budget.
Assessment, architecture, QA and adoption
Omnilife, OULALAB and Banco de Chile · Synthetic labResearching in days what used to take weeks
A sign-up and checkout journey evaluated with 80 synthetic users in 10 hours. A UX audit with a synthetic heatmap and 12 frictions resolved. And a loyalty foresight built on 26,000 consumers and nine sources, in three days.
Fidelity 0.93–0.96 · team work
2Brains · AI and research · 2025Synthetic users for retail
500 simulations in 3 days on a payment flow with high abandonment. They revealed distrust of mobile methods; after validating with real people, the redesign moved conversion.
+12% conversion · team work
I have also worked on
Pepsi Chat y su modelo de lealtad, en Apex Digital. El dashboard de medición de semillas, grasas y aceites de Cargill. La plataforma de verificación de antecedentes de Turn, en Estados Unidos. La sección de aclaraciones de la app 2.0 de Banco Azteca. Y el área de diseño integral para producto financiero en PROSA.
New project