Following my passion

Design has always been my passion and hobby since my early childhood, I learned to design and code on my own out of curiosity. I studied architecture, where I developed my artistic, functional, technical and humanistic base that has had a great impact on my work.

Due to my concern and passion for the digital world, I completed my studies with a master in digital business and specialized training in mobile and web development, digital marketing and product design, among others.

At work

Turning a passion into a job

I started working with digital products from a young age as a Freelancer for a select client base doing 35+ projects from Graphic Design, Development and UX / UI Design.

I’ve founded some impact startups as CEO & Head of Product such as Onerz (to reduce consumer emissions), Tendfy (to promote local and proximity commerce) or YourFridge (against food waste at home). Working with the Lean Startup model, leading and managing people, business, strategy, growth and partnerships.

I’ve worked in big companies as Product Designer, Product Hacker & Product Manager such as Indra (one of the leading global consulting and technology companies), Privalia (the leading online-fashion outlet in all the markets where it operates) or Foods (a leading online supermarket in Chile). Working with different teams improving the user experience to achieve growth through conversion optimization, customer orientation and problem solving.

In short, 10+ years of experience in fast-growing and high-demand environments in different product roles for diverse industries including foodtech, edtech, retailtech, cleantech, buildtech and fintech. I enjoy working on projects that have a positive impact on the society and the environment, in addition to the business.

In life

Making the most of my life

I love making the most of my life, enjoying everything it can offer me. I value always learning and experiencing new things and being around great peopleI’m passionate about traveling (20+ countries), nature, photography and drones. I like to tell stories of my travels through the videos that I post on Youtube and Instagram.

I like sports in general. I’ve been a professional swimmer & lifesaver for 20+ years. World runner-up and European champion several times, I’ve participated in 4 world championships and 6 European championships. I was co-founder of a swimming club, created Aquademy (an online swimming academy) and published a guide to learn to swim on Amazon.


My core skills lie in the intersection of design, business, marketing and technology, which means that I’m skilled in creating digital experiences with a focus on business goals and an iterative, data-driven approach.


Product Design & Management
Growth & Product Hacking
Lean Startup & Agile Methodology
Digital Strategy & Data-Driven
Business Development & Partnership


Leadership & Teamwork
Entrepreneurship & Problem-solver
Customer oriented & User centered
Communication & Empathy


Those experiences made me the professional I am today.

Ago 2021 – Nov 2023

Head of Product Design UX/UI

Jun 2019 – May 2021

Co-founder & CEO

Oct 2017 – Jun 2019

Product Designer UX/UI & Growth

Jun 2017 – Oct 2017

Product Designer UX/UI

Jan 2017 – Apr 2017

Lead Product Designer UX/UI

July 2015 – July 2016

Founder & CEO

Nov 2014 – May 2015

Co-founder & Head of Product

Jun 2012 – Jun 2013

E-commerce Manager

2008 – Present

Freelance Product Designer UX/UI


My design process is based on the principles of Design Thinking and the Agile methodology, focused on people’s problems and needs, making emphasis on empathy, creativity and collaboration. It is iterative and feedback-driven, and includes these phases although it does not have to follow them linearly.

This phase is about deeply understanding the needs, problems and desires of the users. To achieve that, I conduct research through interviews, surveys, data analysis and observation of user behavior.

In addition, alignment with the business and product objectives is also addressed, through transversal coordination with the different stakeholders to obtain the best result.

  • Observation: Interviews, surveys, participant observation, data analysis...
  • Empathy map: Visualize the user's needs, emotions, thoughts and experiences.
  • Journey map: Describes the user's journey through a process or service.
  • Buyer persona: Semi-fictional representation of your customers based on behavior
  • Customer discovery: The continuous process of researching and learning about the customer
  • Problem statement: Describes the problem clearly and concisely from the user's perspective.
  • Prioritization: Select the most important problems to solve.

In this phase I generate innovative and feasible ideas to solve users’ problems or meet their needs, but we should not stick with the first idea that comes to mind. Sometimes the most outlandish ideas are the ones that generate visionary solutions. Good ideas can come from anyone, so collaboration is important.

  • Brainstorming: Generate a large number of ideas in a short time.
  • SCAMPER: Technique to modify and improve existing ideas.
  • Storytelling: Tell a story to connect with the user's emotions.
  • Moodboard: Visual representation of a concept, idea, or theme to communicate ideas
  • Impact Matrix: Evaluate the potential impact of solutions.

Fake it until you can make it. I transform ideas into reality to validate it with real users spending the minimum amount of time to create the closest to the real thing. Building prototypes makes ideas tangible and helps us visualize possible solutions.

The user feedback help me to identify improvements, failures or shortcomings and iterate design solutions.

  • Sketches: Quick drawings to capture ideas on paper.
  • Mockups: Low-fidelity prototypes to visualize the look and feel of the solution.
  • Functional prototypes: High fidelity prototypes that allow testing the solution in a real environment.
  • Flow diagrams: Visual representation of a process, system or flow.
  • Information architecture: Structure and organize information so that it is easy to find, understand, and use.
  • User testing: Observe how users interact with the prototype and collect their feedback.
  • Iteration: Refine the solution based on the feedback and feedback received.

It’s time to move it to production prioritizing the delivery of value to the user as quickly as possible, documenting all specifications and requirements to facilitate
the development.

The solutions are also tested to measure the impact quantitatively and think about possible improvements.

  • A/B testing: compare two or more versions of a solution to determine which one performs better based on a predefined objective.
  • Heat maps: Visual representation of data where the magnitude of individual values within a dataset is indicated by color.
  • Shadowing: Observing and learning from a more experienced professional in their daily work environment.
  • Iteration: Refine the solution based on the feedback and data collected.