Designing with empathy, leading with clarity.

Leading UX strategy for digital channels, aligning user experience, business, and regulation. Consolidated the Center of Excellence as a governance model, standards, and best practices. Implemented DesignOps to scale the design operation. Led multidisciplinary teams with role definitions, seniority levels, and growth paths. Coordinated with the Latam design unit and managed external agencies.

Built the UX practice from scratch, establishing a dedicated team to improve design practices and processes. Reduced subscription time from 3 days to 10 minutes by optimizing user flows. Improved NPS of customer service channels through DesignOps strategies. Created and evolved the design system. Coordinated service and product design teams.

Streamlined product design processes, significantly reducing operational timelines. Reduced initiative estimation time by 40% through process improvements and agile management tools. Contributed 13+ new components to the regional Design System, enhancing consistency and reuse. Optimized the Handoff process with development teams, improving efficiency in project transitions.

Led UX/UI strategy and execution for major Colombian brands including BBVA, Corona, and Juan Valdez — combining user research with conversion-focused design.

Led UX strategy and interface design for digital campaigns and products, working with international brands across multiple industries.