Lead a team of 7 designers, partnered with product managers, product owners and engineers to lead the rebranding and UX modernization of the online banking platform, serving millions of users in the financial services industry.

Architected and built a design system extension for web components from the ground up, applying systemic thinking to ensure consistency, improve scalability, and slash new screen design time.

Translated complex quantitative data and user research into an intuitive account details redesign for all credit and debit cards, enhancing clarity and user trust.

Drove the design strategy for the integration of Ethoca by Mastercard, tackling 73% of chargeback calls by introducing recognizable purchase information, simplifying a complex industry-specific problem.

Orchestrated the redesign of the Bill Payments experience using user research, working with engineering to ship a solution that reduced interaction cost by 50% and processed 410k successful transactions in three months.

Championed a new framework that united design, research, business, and analytics, fostering a culture of data-driven design decision-making and ensuring all teams were aligned on customer goals.

●​ Led the rebranding implementation team of 7 designers for Banamex online banking platform and four secondary applications; created from the ground up the Roseta Design System extension for web components, improving scalability, ensuring consistency, and slashing design time by 40%.

●​ Data-driven account detail redesign implementation for all credit and debit cards. Enhanced digital card activation by introducing motion elements while being delightful and technically feasible.

●​ Designed and shipped the integration Ethoca by Mastercard, an API that tackles 73% of chargeback calls stemming from unrecognized transactions, introducing recognizable purchase information.

●​ Orchestrated the Bill Payments feature redesign using User Research methodologies, resulting in a 50% interaction cost reduction and landing 410k successful transactions in less than three months.

●​ Championed the use of quantitative data in design decisions by creating and socializing a new framework that unites design, research, businesses, and analytics efforts in the same place.

Facilitated co-creation workshops and interviews with users and internal teams to translate complex insights into actionable service designs and business ideas.

Designed a user-centered service model for an ornamental items brand, conducting both quantitative and qualitative research to inform the business launch.

Transformed the layoff experience for a nationwide bank in collaboration with Tecmilenio, aiming to upskill or reskill +200 employees who lost their jobs due to their team’s restructuring during the pandemic.

Creación de marcos de trabajo personalizados que ayudan a las empresas a alcanzar objetivos.

Crear estrategias mediante análisis interno y externo que nos ayuden a detectar oportunidades donde se pueda aplicar la innovación.

Realizar talleres de diseño para emprendedores y empresas.

●​ Created a business and service model for the launch of an ornamental items brand. Conducted quantitative and qualitative research to define a user-centered service.

●​ Transformed the layoff experience for a nationwide bank in collaboration with Tecmilenio, aiming to upskill or reskill +200 employees who lost their jobs due to their team’s restructuring due to the COVID-19 pandemic.

●​ Facilitated co-creation workshops and interviews with users and internal teams in the educational industry, helping them translate complex insights into actionable design and business ideas.

Collaborated with product, engineering, and design teams to define product strategy and craft responsive websites for a variety of small business clients across multiple industries.

Translated user research insights and qualitative data into actionable design strategy, developing core personas that directly influenced the product roadmap.

Developed an internal component library that standardized UI elements, reducing inconsistencies and streamlining the collaboration process with engineering and QA teams.