About
I have worked for +6 years in a variety of industries taking products or features from 0 to 1, as well as scaling existing ones, collaborating with development, data science, and marketing teams, performing synergistically with TLs, POs, PMs, and Scrum Masters and Designers, always contributing from my experience on strategic design and my holistic vision of business and human experience.
Passionate about entrepreneurship, intrapreneurship, and innovation, I helped found We Push, a strategic design and innovation consulting firm in Colombia. And in my latest personal project, I found Muro, a “Google design sprints” Studio.
Besides my professional background in product and service design, I have highly developed active listening skills, giving and receiving feedback, facilitating difficult conversations, and mentoring to make my work and teams highly performing.
Education
Honorable mention for degree thesis.
Work Experience
About: DH is an Eedtech supported by Mercado Libre and Globant with a presence in all Latam.
Main responsibilities: managing the product design team across Latam, defining the product vision and strategy to scale the business, defining workflows, recruiting and retaining talent, and co-creating the definition and execution of the company's OKRs.
Main achievements:
- Retain 80% of the talent; when I received the position, 100% of the team wanted to leave the company.
- Optimize the operation by 8% by detecting pain points and bottlenecks in the service back-office using service design methodologies.
- Organize and help to execute the releases roadmap of 4 product squads.
About: Viliv was an online B2B service marketplace founded by Bancolombia bank.
Main responsibilities: Led the product and service design team and defined the product design, research, and testing process to validate the business model hypothesis.
Main achievements:
- Improve the work culture in the product team and unite the teamwork between them.
- Co-designing and implementing a double track process with the PM, to stop executing design sprints parallel to development sprints, thus better organizing the design times and deliveries.
- Designing the performance appraisal of the UI, UX, and Service Designers for then developing their career paths.
About: UPB is the main private University of Medellin Colombia.
Main responsibilities: Led the redesign of the student enrollment process and the digital sales strategies of the educational programs. My goal was to decrease the friction of the aspirant journey and accelerate funnel/flywheel conversion through UX, Service.D, and CRO strategies.
Main achievements:
- Managed to increase's organic web lead acquisition rate by 38%.
- Optimizing the navigation and research process of professional careers in a 60%.
About: Konfirma was a B2B Sarlaft services
provider owned by the Camara de comercio
de Medellín .
Primary responsibilities: design, manage and
digitize multiple points of contact of the user
journey to improve the customer experience
and the lead acquisition strategy.
Main achievements:
- Re-designed in a low code way to make LAFT reports interactive and navigable in a more intuitive and agile way, increasing the NSI of the reports by 60%.
- Design an online sales flywheel/funnel through inbound strategies with a new website, increasing leads by 35%.
About: Muro was a G-desing Studio that facilitates product and strategy sprints for tech companies, helping them to establish clarity, set priorities, and bring concepts to life that users love and businesses value.
Primary responsibilities, bootstrapping with my partner, I had to work on our online positioning, the B22 sales, the sprint execution, and the team payment.
Main achievements:
- Bootstrapping my own business with two employees without external investment.
- Facilitating +12 sprints, most of which finished in tangible prototypes and experiments to validate new businesses and product ideas in less than 8 months.
About: strategic design and innovation consulting firm, in which I was part of the founding team.
Primary responsibilities: designing the company service, portfolio, communication strategy, branding, and website. In my last year, I lead the design process and results of the client accounts of the financial sector, such as: Credicorp BCP, Credibanco, and DING.
Main achievements:
- Led the team that designed the onboarding processes of DING, +8 flows and 640 screens in 20 days, onboarding which the financial regulator approved of the Colombian state.
- Redesign of the SARLAFT data client update process for the largest stockbroker in Colombia, which managed to reduce the transaction block of their financial operation by 70%, saving them 1-2 million dollars in losses per month.
About: Los Andes University, where did I graduate from, is the top 1 university in Colombia and the top 5 of all Latam.
Primary responsibilities: collaborate with architects and engineers in the ethnographic research of innovation opportunities in the development of refractory ceramic materials for the construction of self-supporting ceramic facades in Colombia.
Main achievements: defining and executing the research instruments and methods that were later endorsed by the indexed journal of DELFT University.
About: Proa was an innovation and change management consulting group.
Main responsibilities: I was in charge of assisting a consultancy for the Urban Projects of the "Camara de Comercio de Bogotá", working hand in hand with its director Plinio Alejandro Bernal Ramírez. Focused on the research and ideation of social innovation projects around urban agriculture in Bogotá.
Certifications
The most effective way to learn Webflow for beginner and intermediate users
I took this course to improve my UI skills; the curriculum is based on the systematic process and visual skills of creating beautiful and functional interfaces. Some of the subjects studied were: Typography, Color Theory, Design Direction, Imagery, layout, principles of Material vs Human interface design..etc.
Taller de formación en habilidades y proceso de facilitación de grupos para consultores de innovación.