UX Strategy & DesignOps Leader
Driven by a passion to connect people and technology in a meaningful way — I design digital experiences, systems, and teams that scale design impact.
Selected Work
15+ years of UX leadership across banking, fintech, and digital products
DesignOps for Banking
Building a Center of Excellence for UX — governance model, design system, team structure, and operational frameworks for a complex banking organization.
Tuio — Marketplace UX/UI
End-to-end UX/UI design for a vehicle subscription marketplace in Latin America — from research and information architecture to final UI and handoff.
Tuio — Digital Onboarding
Redesign of the transactional onboarding process — designing a completely digital vehicle renting flow integrated with all operational areas.
Flybox UX/UI
Full UX/UI for Flybox — an international locker service backed by Deprisa/Avianca, linked to the Lifemiles loyalty program.
Tuio — Phygital Experience
Design of a self-service kiosk experience connecting physical showrooms and digital touchpoints for a vehicle subscription platform.
Papapp — UI Design
Complete UX/UI design for a family contact management app — from research and personas to information architecture, wireframes, and UI system.
About me
Designing with empathy, leading with clarity.
I'm a UX Strategy & DesignOps Leader with 15+ years of experience scaling design capabilities in complex organizations. I specialize in digital banking, design systems, UX governance, and building high-performing design teams.
My career has taken me from hands-on UX/UI design to leading Centers of Excellence, driving DesignOps transformations, and shaping product strategy at companies like Itaú Colombia, TUIO, DDB Colombia, and TBWA.
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Experience
Services
UXtraordinary!
UX Strategy & Consulting
Strategic advice on improving product UX to meet business goals, increase user satisfaction, and drive measurable engagement.
DesignOps
Building the processes, tools, and systems that help design teams operate at scale — from workflows to governance models.
Design Systems
Creating comprehensive design systems and guidelines that ensure consistency, velocity, and quality across all platforms.
UX Research & Analysis
In-depth research to understand user needs, behaviors, and pain points through interviews, surveys, and usability testing.
UX Mentorship & Leadership
Coaching and leading design teams, fostering talent development and building strong UX culture within organizations.
UX Audit & Evaluation
Thorough evaluations of existing products to identify usability issues and provide actionable improvement recommendations.
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