About
Hola! I'm Paz, an experienced Product Designer with a diverse background in ux-design and leadership. Over the past 10 years, I have developed my skills in various environments, ranging from startups to large corporations and B2C to B2B products, while leading teams of up to 12 designers and researchers.
Over the years, my approach to design has evolved from user-centred design to systemic design approaches. This shift has been driven by the need to consider not only the user but also the financial, social, and ecological impact. To bring this perspective to the teams, I've facilitated workshops and circular design sprints, guided generative research studies, and mentored team members to improve co-creation dynamics and trust in the iterative process.
I believe in the power of design methodologies to tackle the wicked problems our planet is facing, and I'm willing to use my experience and skillset to explore how we design and craft a regenerative future.
Work Experience
Leading the design team that explores Life Centered Design methodologies to bring nature's needs to the core of our decisions and scale regenerative agriculture in Europe. Worked with a diverse team of scientists, agronomists and engineers to measure, calculate, audit and register Carbon Credits for farmers in Spain and Portugal.
Applied design frameworks and design thinking to teach 500 students from Latin America new economic models that are more sustainable, inclusive and resilient. Recognising our transformative educational approach and impact, we were honoured with the PRME 2023 International Award for the "Best Good Practice in Sustainability Education", emphasising our commitment to transformative learning.
Managed and mentored a team of six designers and researchers. I drove strategic initiatives, including facilitating vision workshops to shape the 2023 product roadmap and aligning diverse teams around a unified user journey. I delivered impactful results, such as launching a new insertion funnel for Private Sellers, where we harnessed the power of AI to streamline the process, and advocating for circular economy strategies within the organization.
As a strategic design manager, I defined the long-term vision for logistic products, aligning business goals with user needs and scalability. I led the design and iteration of web and mobile apps, significantly reducing shipping times for 2M packages delivered daily across seven countries. I fostered collaboration between cross-functional teams through remote workshops and co-created workflows. Following the company's hypergrowth, I hired and led a remote design team of 12 designers, researchers, and copywriters, providing mentorship and career guidance.
I collaborated with the research team to conduct user interviews and photo diaries, effectively communicating insights to cross-functional teams. I designed and developed a new tool to streamline product listing processes for large sellers, significantly reducing the posting time for extensive inventories. I also led usability testing, designed the UI, and ensured seamless implementation, working closely with the engineers' team.
As the sole designer in a young startup, I explored the different roles: researching, copywriting, prototyping, and setting up analytics tags so we could measure the outcome of our design decisions. I delivered the first MVP and successfully identified user needs that guided the following iterations.
Redesigned the checkout experience integrating multiple partner providers and extending the payment options. Increased the conversion rate by 7% during the Cyber Monday weekend.
Volunteering
Mentored and guided the design team in crafting a platform that allows non-profit organisations to run founding campaigns across Latin America.
Organised events and open classes for the creative community in Buenos Aires.
Speaking
An intensive 3 months course that opened up the world of UX to 80 design students in the largest public university in Argentina.