Senior Product Designer with 6+ years of experience crafting user-centered digital solutions for global brands. At HelloFresh, I led the design of a subscription-based loyalty program across 14+ markets, driving cross-functional collaboration to deliver impactful results. Passionate about design, I also mentor at Universidad de Buenos Aires where I graduated with a degree in Graphic Design, sharing my expertise and commitment to creating meaningful, scalable solutions from concept to launch.
Projects
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Designed and implemented HelloFresh's first loyalty program with an opt-in rate of 39.6%, projected to generate €500M in 52-week Gross Revenue by 2025.
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Increased Average Order Rate by ~9% for new customers and 16% for active customers enrolled into the Loyalty Program, with a €150M impact in 2024.
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Saved €15M in reactivation discounts through improved loyalty and benefits digital experience compared to previous loyalty & reactivation strategies
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Led qualitative and quantitative research phases for a B2B product offering, conducting over 30 employer & employee interviews, three on-site focus groups, a two general population surveys with over +800 results, and four ethnographic studies at co-working spaces.
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Prioritized proposed solutions by projecting a 12% increase in customer engagement and an estimated 18% improvement in order frequency within the first year.
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Crafted & tested a new interaction model for browsing meals & add-ons that led to a global 0.5% increase in AOR and 0.4% in net revenue, amounting to an additional €29.4M in global net revenue.
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Increased the variety of meals ordered by a 12.2% based on a new improved smart suggestion system that aligned with customer's goals and adapted to their flexible time schedules.
Exhibitions
Best work exhibited to the entire academic community in the Facultad de Arquitectura, Diseño y Urbanismo
A graphic-conceptual exploration of Argentina's 1976 coup, its impact, and the ongoing fight for justice.
Work Experience
Currently driving the design of HelloFresh's first global loyalty program for subscription-based services. Spearheading strategic initiatives to craft long-term vision projects, aligning customer needs with business opportunities across various brands.
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Leading the design for a loyalty program spanning 14+ global markets.
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Delivered long-term vision projects through cross-functional collaboration, focusing on user desirability and scalability.
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Partnered with stakeholders across 5+ teams to implement solutions that drive both user satisfaction and business results.
Headed the overhaul of the customer acquisition and conversion funnel by humanizing complex financial product information. Created a guided user experience, collaborated with content writers to boost organic SEO, and implemented a 24/7 chatbot, positioning ComparaOnline as the top financial product comparison site in Latin America.
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Orchestrated the transition from Compara's legacy design system to a new token-based system, empowering Product Designers to work efficiently across our various financial products.
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Facilitated multiple cross-functional workshops with 3 teams, ensuring smooth alignment and execution of the new acquisition strategy.
Led the UI & visual design tribe on over 8 projects across diverse industries. Mentored 5 junior designers in UI, motion, and illustration for digital products, while collaborating with architecture and research teams to optimize design processes and align with commercial objectives.
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Developed and implemented streamlined processes to enhance collaboration between design, architecture, and research teams, improving cross-functional efficiency and client communication.
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Delivered presentations to 4 major stakeholders, successfully communicating the value of design and customer-centric approaches to traditionally conservative clients, helping them recognize the business benefits of investing in design.