During my time at Conekta, I collaborated closely with the marketing team to lead a comprehensive redesign of the brand and design system. This work was grounded in user interviews, data-driven research, and feedback sessions with both internal and external stakeholders. These insights guided us in redefining the website experience—making it more visually engaging, intuitive, and clearly aligned with the product’s value proposition.

In parallel, I worked in several business initiatives driven by UX opportunities, working cross-functionally to align product, design, and engineering goals. Notable projects included the Sidebar Redesign, Dashboard Revamp, Chargeback Dashboard, and the Checkout iFrame—each aimed at enhancing usability and delivering a more seamless user experience.