Product Design · UX Strategy · Behavioral Design

Designing products around, &.

Senior Product Designer working end to end — from discovery and strategy to delivery and measurement.

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01

About

I'm interested in understanding why people behave the way they do — and using that understanding to design products that work better for both users and businesses.

My work combines UX Strategy, Behavioral Science, research and Product Analytics to make product decisions based on evidence rather than assumptions.

I've grown from interface-level design into end-to-end product ownership: framing ambiguous problems, aligning stakeholders, shaping strategy, designing the experience and measuring what happens after release.

AI is integrated into my workflow to support research synthesis, knowledge management, exploration and prototyping.

  • Strategic thinking
  • End-to-end ownership
  • UX · Product · Business
  • Stakeholder alignment
  • Complexity made clear
02

How I work

Not a linear design-thinking recipe. A strategic loop where decisions move iteratively between stages — informed at every step by Behavioral Science, Research, Business context, Data and AI.

What I do

I investigate the context before jumping into solutions.

A clear problem space to frame.

Questions I answer

  • What are people trying to accomplish?
  • Where are the real frictions?
  • What does the business need?
  • What assumptions are we making?

Output

Context, insights, opportunities and a shared understanding of the problem.

Informed byBehavioral ScienceResearchBusinessDataAI

Stages feed back into each other — measurement reframes understanding, and validation redefines the problem.

03

Work in practice

Where the approach turns into product decisions and measurable outcomes.

Case study · In-app loan payment

Moving loan payments from the branch to the app.

Context

A digital product competing with a physical habit

Users could pay their loan in the app, but a large share preferred going to the branch looking for a printed physical receipt.

The problem

Uncertainty in the financial decision

Users reached the payment moment without clarity on the consequences of their action (principal payments, months paid ahead), which broke trust.

Objectives

Aligning the business with the experience

Business: Reduce operating cost by migrating the operation to digital.

Experience: Remove cognitive load and provide financial certainty.

Discovery & insights

The friction was cognitive, not navigational

Analytics and qualitative research agreed: people were not lost in the interface — they doubted the financial decision.

drop-off caused by cognitive friction
~87%
drop-off caused by cognitive friction
Contribution to IMOR reduction
5.7%
Contribution to IMOR reduction
Digital adoption (target exceeded)
+33%
Digital adoption (target exceeded)
Read the full case study
04

What I bring

A profile built on product and business thinking as much as on craft.

Core strengths

Supporting expertise

  • ResearchEvidence over assumption
  • ExperimentationLearning by testing
  • Design SystemsConsistency that scales
  • DesignOpsMaking the practice work
  • Stakeholder ManagementAlignment as a design skill
  • AI-assisted DesignAI inside the workflow
05

Tools

The stack behind the process.

Design
  • FigmaDesign / Prototyping / Systems
  • FigJamWorkshops / Mapping
  • Adobe Creative CloudVisual / Assets
  • MazeUsability / Validation
  • MiroDiscovery / Collaboration
Product & AI
  • LovableAI / Product Development / Prototyping
  • ChatGPTSynthesis / Exploration
  • GeminiResearch / Analysis
  • ClaudeWriting / Reasoning
  • Figma AIDesign acceleration
Analytics
  • AmplitudeProduct Analytics / Funnels
  • GA4Traffic / Conversion
  • HotjarBehavior / Session insight
  • Looker StudioReporting / Dashboards
Knowledge & Collaboration
  • ObsidianKnowledge / Documentation / Thinking
  • NotionDocumentation / Planning
  • JiraDelivery / Tracking
  • ConfluenceSpecs / Handover
  • ProductboardPrioritisation / Roadmap
06

Experience

Where the practice was built.

Role

Product Designer · UX Strategy

Period

2022 – Present

Highlights

  • End-to-end Product Design leadership, from strategic definition to implementation, measurement and optimization.
  • Turning business objectives into product solutions, integrating user needs, Behavioral Science, data and applied AI.
  • Definition and tracking of product and experience KPIs, driving decisions toward conversion, adoption and satisfaction.
  • Evolution of Design Systems and DesignOps, optimizing Design–Engineering processes to increase efficiency, consistency and scalability.

Contact

Let's design something meaningful.

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Mexico City, Mexico