Throughout my career, I've led design projects that solve complex problems, tracked relevant metrics to identify UX problem areas, and designed intuitive experiences while balancing user needs with business goals. My leadership extends from the project level to the organization and company levels, where I've set organizational goals and translated them to teams across multiple products to create remarkable experiences.

My skills span across various industries, including B2B, B2C, advertising, and the crypto industry. I excel in crafting product visions, strategies, and user experiences, leading design sprints and workshops, building frictionless interactions and user-friendly flows, and executing product strategies with cross-functional teams. I also have a strong background in hiring, coaching, and mentoring team members and establishing design systems.

Before transitioning to Product Design, I worked as an Art Director at the highest level in advertising for 6 years, which provided me with valuable insights into high-impact creative work and a solid foundation for my design leadership role.

• Successful history of developing user-centered designs that contribute to business growth.


• Adept at leading both design and cross-functional teams and mentoring design staff.


• Passionate about crafting impactful and innovative designs and developing effective product strategies.

Always seeking new ways to challenge the status quo and deliver value for users and the business. Seasoned crypto trader, ICO investor, and NFT enthusiast with a background in crypto startups and co-founder of VB. Originally from Buenos Aires, with experience living in six countries and currently residing in London.

Skills

I'm able to do

• Lead a team of product designers, brand creatives and researchers towards a common goal.
• Complete app design projects from scratch (B2B & B2C).
• Create high-impact and high-visibility projects that improve KPIs.
• Craft product visions, strategies, and user experiences.
• Lead design sprints and workshops.
• Build frictionless interactions and user-friendly flows.
• Execute product strategies with cross-functional teams.
• Hire, coach and mentor team members.
• Build design systems based on design principles.
• Investigate behavioral patterns and explore creative ways to solve user needs.
• Assemble ideas from cross-functional teams and brainstorm multiple solutions.
• Balance user needs with business goals.
• Lead at the project level, product level, organization level, and company level.
• Build relationships with team members from Engineering, Product, Marketing, and Data Science and discuss product strategy, design goals, and execution.
• Drive discipline-wide conversations and create deliverables on how to improve product, process, and tools.
• Recognize the potential of each individual and explore the best ways to harness it.
• Execute all design stages from concept to engineering hand-off.
• Create task flows and detailed, simple-to-understand wireframes that effectively communicate interaction between screens.
• Create pixel-perfect high-fidelity prototypes.
• Present and defend design choices, based on a coherent, rational, efficient, and down-to-earth thinking process.
• Establish and promote design guidelines, and keep up with best mobile design practices and standards depending on the platform.
• Start to work with very few directions or no direction at all.
• Laser focus on conceptual coherence.
• Ego-less leadership.
• Take complex ideas and turn them into simple designs.
• Design tests, tasks, and interviews.
• Team builder. Catalyst for trust, communication, and cooperation among team members.

My design approach

Through iterative and insight-driven processes, I help businesses and organizations by transforming user insights into strong concepts that are technologically feasible and strategically viable.

Human-driven design

Design is about creating solutions that are both meaningful for users and good for business. Good design is crafting purposeful digital interactions, and by understanding the broader ecosystem, the product exists in. To me, design is to ask the right questions. Oscillating between attention to interaction details and product ecosystem. Navigating user needs, strategic business goals, and product development. Being intentional about design decisions based on insights. Part of the entire process from planning, through ideation to implementation.

Value-creation and organizational goals

I love to work at the intersection between design and business development. Through our methods of envisioning the future, sketching, and collaboration, designers are uniquely positioned to help drive businesses forward.


I approach design strategically by:

• Leading problem definition and project scoping


• Uncovering organizational goals and success criteria


• Formulating visions and roadmaps


• Presenting solution ideas to stakeholders and management

Understanding people

I believe that user research is about uncovering the stories that will inspire, qualify and argue for design decisions. I am genuinely curious about people's experiences, frustrations and motivations.

Manifesting design intention

I develop strong and compelling concepts through iterative sketching, prototyping and user involvement. I live by qualifying concept work through insights, user needs or business requirements.

Team facilitation and workshops

Design is a collaborative effort. Therefore, stakeholder involvement is essential to secure the outcome of the work. Co-creation workshops can be a great way to draw out essential insights across disciplines and for making sure that the project is well-anchored in the organization. To me, stakeholder workshops are less about coming up with the perfect concepts and more about uncovering essential constraints and contradictions through creative exercises.