Strong products don't come from isolated decisions. They emerge from clear problem framing, aligned teams, and systems built to scale.
Early in my career, I focused on crafting interfaces. Over time, working across e-commerce, fintech, media, and digital platforms, I realized that usability, performance, and scalability are not outcomes of design—they are outcomes of decisions.
This shift moved my focus from interfaces to systems—connecting user behavior, technical constraints, and business context through research, data, and structured thinking.
As product complexity increases, so does the need to connect design, engineering, and business strategy.
Today, I focus on translating strategy into scalable systems—aligning teams, defining priorities, and ensuring that product decisions drive clarity, performance, and measurable outcomes.
One of the most defining projects in my career was at doto.com.mx, a leading consumer electronics e-commerce platform in Mexico.
There, I led product design strategy, implemented a scalable design system aligned with VTEX FastStore, and contributed to measurable improvements in user experience and conversion—helping the platform win the VTEX E-Commerce Award for innovation and best UX.
That experience reinforced a key principle in my work: product performance is not the result of isolated design efforts, but of well-structured systems, aligned teams, and decisions grounded in real constraints.
Beyond corporate roles, I've co-founded and led ventures—owning product decisions with real impact on growth, performance, and business outcomes.
Selected projects across e-commerce, SaaS, and platform-based systems—focused on performance, scalability, and real-world impact.
Next evolution of the Lattitude–MedRent ecosystem. I'm designing Itzel as a specialized medical brand platform, focused on women's health and aesthetics, with modular UX, optimized SEO taxonomy, and e-commerce-ready product flows.
Nov. 2025 – Mar. 2026
I'm redesigning MedRent's digital platform for medical equipment sales and rentals. The scope includes UX research, modular UI design, SEO-driven architecture, and content production for specialized categories like Neurodiagnostics and Pulmonary Function.
May – Oct. 2025
I redesigned and developed the new Lattitude website, building a scalable CMS structure, SEO clusters, and product pages by medical specialty. The result unified design, analytics, and content management across the entire catalog.
Jan. – Apr. 2025
I redesigned and optimized the e-commerce experience by restructuring the checkout flow, improving UI/UX consistency with VTEX, and implementing user-centered enhancements such as payment flexibility, delivery tracking, and membership integration.
Jul – Sep. 2025
A digital platform for premium electronics and memberships. I restructured its information architecture, built a modular design system, and optimized key flows like checkout, billing, and subscriptions.
Mar – May. 2025
A financial services platform empowering users with digital tools. I led its transformation, enhancing UX through design systems, optimized user flows, and data-driven strategies.
Aug – Dec. 2024
A leading consumer electronics e-commerce platform in Mexico. I spearheaded the design strategy, implemented a scalable design system aligned with VTEX's FastStore framework, and optimized UX/UI flows to improve conversion rates.
Apr. 2023 – Jun. 2024
A creative and digital strategy firm. I collaborated with brands such as Chilango, Capital Digital, The Clean Industry, and Universidad Ibero, focusing on branding, UX design, and marketing strategy.
Mar. 2022 – Apr. 2023
A mezcal marketplace blending e-commerce with artisanal craftsmanship. I co-founded this venture, leading product design, brand identity, and business development efforts.
Sep. 2021 – Aug. 2023
A high-traffic media platform owned by one of Mexico's leading broadcasters. As a digital consultant, I optimized content experiences, user flows, and visual identity.
Nov. 2021 – Jul. 2022
A leading soap manufacturer in Mexico. I developed a heritage-driven branding and storytelling project celebrating 100 years of La Corona's legacy, blending traditional elements with digital strategies.
Nov. 2020 – Apr. 2021
One of Latin America's leading digital media companies. I designed user experiences, branding, and content strategies for large-scale platforms, contributing to impactful media projects.
Jun. 2019 – Jul. 2022
An innovation consulting firm. I worked on Design Thinking methodologies, conducting workshops, user research, and business model development to optimize digital strategies for various organizations.
Mar. 2019 – Jun. 2019
A digital marketing and business solutions agency specializing in the CBD industry. I designed digital experiences, UX/UI improvements, and branding strategies for products in Canada and the US.
Dec. 2018 – Mar. 2019
A brand management firm. I oversaw brand positioning, digital strategy, and UX enhancements, ensuring alignment between business objectives, customer expectations, and emerging industry trends.
Oct. 2017 – Dec. 2018
Developed UX/UI, branding, and motion design solutions across industries, managing multiple projects and strengthening adaptability.
Jan. 2017 - Oct. 2017
One of Mexico's largest news platforms. I led UX/UI efforts in its digital transformation, developing branding strategies, content design, and interactive experiences to improve usability and audience retention.
Jul. 2016 - Dec. 2016
A branding and marketing agency. I developed web design strategies, marketing assets, and brand identities for multiple clients. I also served as an instructor, teaching design, marketing, and web development courses.
Jan. 2016 - Jul. 2016
Designed print and digital content for The Home Depot Mexico, ensuring brand consistency and market adaptability while enhancing customer engagement.
Jan. 2015 - Dec. 2015
I focus on building scalable product systems—where decisions are validated through data, testing, and real-world constraints.
By aligning UX, engineering, and business priorities, I help teams reduce complexity, execute with clarity, and deliver products that perform under real conditions.
I stay deeply engaged with technology, artificial intelligence, and emerging systems—continuously refining how I think about decision-making and complexity.
I draw inspiration from disciplines that require focus and consistency, such as fitness and chess—reinforcing a mindset built on iteration, long-term thinking, and deliberate execution.
Looking ahead, I focus on building scalable product systems in complex environments—where performance, architecture, and execution define success.
I work with teams that value clarity, ownership, and real impact—where decisions matter, and products are built to perform, not just to ship.
