• Led the Retention & Brand design team focused on enhancing user experiences to boost visitor retention and elevate customer engagement frequency.

• Amplified brand awareness by designing inspirational content for the homepage.

• Spearheaded collaborative efforts with Content and CRM teams to revamp landing pages, resulting in improved creation process, brand consistency, and user experience.

• Led the Design System initiative: organized and facilitated cross-functional workshops to generate design principles, run audit of the product interface to identify inconsistencies, led the transition to Figma from UX Pin, defined visual foundations and created design tokens accordingly, designed components, wrote documentation.

• Built a strategy for growing the design team and hiring designers.

• Established collaboration processes with engineers and PMs to introduce design, especially research, as an essential part of the product development process.

• Improved authoring experience for Magnolia DXP core product by leading the change from a technical to a user-centric perspective.

• Led and conducted generative and evaluative research studies to inform product decisions while improving the navigation and search experience of Magnolia authors.

• Tested prototypes with users to refine design decisions and iterate features.

• Improved and tailored the experience for beauty customer on mobile and web apps to close the gap between offline and online beauty shopping by de-risking beauty purchases and helping customers explore new products.

• Worked end-to-end on two initiatives: free beauty samples integration across different touch points, and automated make-up advice as part of a more personalized customer journey.

• Teamed up with the research team on user interviews, concept tests, surveys, usability tests and synthesis sessions.

• Participated in design sprints with other designers and stakeholders to align on priorities and define features that would impact the entire customer journey.

• Shaped user flows to introduce new features, from browsing/searching to checkout.

• Created hi-fi designs and prototypes on Figma contributing to Zalando’s design system.

• Coordinated with different teams across the organization, from UX writers to content producers and marketing, to enrich the new features and plan the rollout.

• Startup focused on responsive government and community cohesion, using AI to analyze people's emotional responses when facing significant social, environmental, or economic change.
• Conducted service design activities and defined strategy for creating community engagement.
• Ideated around best practices to integrate AI with data visualization tools to analyze human behavior and emotions.
• Partnered with researchers, data scientists, and developers to create custom-made tools and services to capture and analyze user insights and share them with clients.
• Led art direction, managed brand designers and content creators to produce coherent materials that truly reflected our mission.

• Launched a new AI-based mobile app feature to help users manage their savings and day-to-day financial tasks that won the Bienal Iberoamericana de Diseño (BID 20).

• Cooperated with other designers, engineers, product owners, business and data analysts internationally to ensure effective delivery within an agile methodology.

• Conducted several design thinking workshops with 6-7 stakeholders to define milestones and prioritize goals.

• Created multiple user flows to introduce the new features by integrating user insights.

• Designed pixel-perfect final screens for mobile app and adapted them to desktop leveraging BBVA design system.

• Redesigned Cuvée Beauty website, an indie luxury haircare brand, to improve the shopping experience, refine their brand strategy and market niche, and ultimately boost their conversion rate.
• Conducted qualitative (user interviews, card sorting, competitive analysis) and quantitative research (surveys) to set up industry benchmarks and propose new features.
• Upgraded information architecture, defined customer journey and designed user flows.
• Created lo-fi mockups and teamed up with a branding team to translate them into high-fi designs
• Tested the prototype with users and proposed further iterations.