The role of product is to create value for customers in ways that work for the business.
From Lima to Helsinki: how I got here
Born in Lima, Peru.
Moved to the U.S., where my creative journey really began.
Discovered Photoshop, the spark that started it all.
Began formal design studies at university.
Landed my first big clients Subway and the Washington Wizards.
Moved to Madrid to deepen my craft and cultural perspective.
Relocated to Helsinki for an exciting in-house design role.
Product I worked on won "Best New Product" at IAAPA.
Became a Finnish citizen. Still designing, still growing.
What I bring to every team
Collaboration
Running workshops, writing specs engineers actually read, and designing in the open so feedback comes early. Not after a month of solid work.
Clarity
If someone has to think twice, something went wrong upstream. In the design or the brief. I strip every interface down to its essential decision.
Empathy
I sit with users long enough to understand what they're actually trying to do. Not just what they say they want. Then I advocate for that internally.
Curiosity
Asking the question that changes the brief. Exploring the problem before committing to a solution. Staying interested in the domain, not just the pixels.
Why I design and where I'm headed
My mission is to bring design back to what it’s meant to be: useful. I design with intention, guided by data and empathy, to create digital experiences that deliver impact, for users and for businesses.
How I work
Every project is different, but my approach stays consistent. Clear structure, open collaboration, and measurable outcomes. My goal is always the same: to move products and people forward.
Discover & Define
Every project begins with clarity. I work with teams to define goals, map user journeys, and validate assumptions early. This aligns everyone around what success looks like and turns insights into a design direction that's both strategic and realistic.
Design & Iterate
I create interactive prototypes and collaborate closely across functions. Testing early and often helps refine both usability and business logic, while keeping the experience cohesive across devices and platforms.
Deliver & Measure
Great design doesn't stop at handoff. I support implementation, validate design outcomes, and measure the impact post-launch, ensuring design decisions lead to real growth for both users and the business.
The tools behind the work
A working setup built for cross-device, collaborative, and shipping ready designs.
Design
Figma, Claude, Adobe Suite, Jitter
Research & Strategy
MS Clarity, Usertesting.com, Google Suite, Miro
Handoff & Build
Jira, Webflow, GitHub, Storybook
