20 years of design experience · 12 years in Digital Products · 9 years in Enterprise products · +8 years in Design Systems · +7 years teaching design · 6 years spreading design through The UX Rebels podcast · 5 years reflecting on design in Iterative Thinking
I've spent over a decade at the intersection of product design, Design Systems, and Human-Centred AI. What I've learned in that time is simple: most design problems aren't form problems — they're structure problems.
I work well in ambiguity. I make complex decisions, translate them into solutions other teams can adopt, and document them so the work doesn't die in a Figma file with no context. I've led teams and aligned stakeholders in enterprise environments — because a system nobody adopts isn't a system; it's just a well-organized folder.
Outside of product work, I write at Iterative Thinking, co-founded HablemUX, and teach design at universities and practice communities across Latin America.
AI makes building easy. It doesn't make thinking easy. That's still our job.
Addressed a systemic gap in visual and spatial builder experiences. Delivered in one quarter, adopted by 7+ product teams.
Native mobile app for iOS and Android built in 6 months with a team of 6. +30% active users. 70% cost savings vs. the LEAP system ($300k vs $2.3M).
Six disconnected systems unified into a single omnichannel tool. Led as interim Design Manager with a team together for less than a month. Digital sales from 20% to 85%.
Design system for the Mexican government that enabled delivering 3 digital products in parallel in 3 months, from scratch. Form completion +20%.
"Design creates culture. Culture shapes values.
Values determine the future."