About me
I’m a Senior Product Designer with 7+ years of experience contributing to scalable products across renewable energy, fintech, and enterprise platforms. I enjoy partnering closely with product and engineering teams to frame problems, clarify constraints, and translate requirements into clear end-to-end flows and usable interfaces, especially for data-heavy platforms and internal tools
I contribute across discovery and delivery, from research synthesis and interaction design to design systems, helping teams reduce ambiguity, ship reliably, and iterate based on feedback and product signals.
I'm most effective in cross-functional, product-led work on complex workflows where collaboration and clarity matter
Personal interests:
🪩 Vinyl collector & analog synth enthusiast
🎬 Horror/thriller fan (yes, even the bad ones)
📚 Lifelong UX and UI learner, always leveling up
🎛️ Currently experimenting with Processing and NodeBox to explore generative art
From ambiguity to impact
I design clarity in complex product environments
I work across discovery and delivery to reduce ambiguity, align stakeholders, and build scalable systems. My approach adapts to product maturity and constraints, balancing research, technical feasibility, and business impact.
Working principle: Make assumptions explicit early, keep states/edge cases clear, and align on success metrics to ship confidently and iterate fast.
01
Understanding the problem
Goal: Align on users, context, constraints, and the real “why”.
Outputs: Problem statement, key assumptions, risks, success signals, stakeholders map.
05
Learning and iterating
Goal: Validate outcomes and improve what matters.
Outputs: Instrumentation plan, analytics + feedback review, learnings, next iteration backlog.
02
Decisions framing
Goal: Decide what “good” looks like and what won’t be built (yet).
Outputs: Scope, trade-offs, success metrics, decision principles, acceptance criteria (draft).
04
Shiping with engineering and PO
Goal: Reduce ambiguity and get it live fast with quality.
Outputs: Prototype, specs, handoff notes, content/microcopy, design QA checklist, iteration notes.
03
Designing the
system
Goal: Make the solution scalable, not a one-off screen.
Outputs: End-to-end flow, IA, edge cases, states (empty/loading/error), reusable patterns/components.
Focus areas
B2B workflows
Internal tools
Data-heavy UX
Design Systems
Methods
Workshops
Journey/flow mapping
Usability testing
Analytics review
Tools
Figma
Components libraries
Product analytics (tool-agnostic mindset)
Prototyping
Case Studies
Research-Led Product Strategy
Projects where I take products from problem framing to delivery, designing complex workflows, building scalable systems, and shipping reliable web and mobile experiences grounded in evidence.
Bot Protection Platform
B2B cybersecurity product
Supported F5’s platform redesign with Gainsight-based analysis, uncovering a 30% traffic decline, shallow navigation (users stuck in early sections), and seasonal demand peaks.
📉 Identified 30% traffic decline · 📄 Retention insights via Gainsight · 📦 Redesign strategy delivered
Client: F5 (via Wizeline)
Quantitative Research
B2B
Product Analytics
Digital Payments POC (Fintech)
Discovery & concept validation
Worked in a 3-designer team to define a digital payments POC, translating mixed-method research (30 interviews,200 surveys, 21 tests) and competitive/global benchmarking into a realistic scope aligned with Mexico’s trust barriers.
💡 POC scope validated · 🧱 Trust barriers identified ·
➡️ Positioning informed by Mexico + China/India benchmarking
Client: Walmart (via Wizeline)
Fintech
Concept Validation
Discovery
End-to-End Product Design
Projects where I take products from problem framing to delivery, designing complex workflows, building scalable systems, and shipping reliable web and mobile experiences grounded in evidence.
Solar Monitoring & EV App
Customer-facing mobile app for solar monitoring & EV charging
Led end-to-end product definition and UX, improving activation and reducing onboarding friction in a data-heavy energy app.
📈 +30% engagement · 📉 –35% onboarding issues · ⚡️ 25% faster UI delivery
In-house product (Sesol AB)
Mobile Application
B2C
End-to-End Product
Sales & Installation Platform
Internal operational web app
Led end-to-end UX for a data-heavy sales and installation platform, improving efficiency across commercial and operational workflows.
⚡️ +45% faster sales creation ·
📉 –35% project management workload · ⚡️ 30% faster UI delivery
In-house product (Sesol AB)
Data-Heavy UX
Internal Platform
Design System
E-commerce Platform
(Mobile, Web & Admin)
Retail · 200,000+ users
Led mobile and web redesign and defined a new admin portal from scratch, improving visual coherence and UX across the e-commerce ecosystem.
👤 200k+ users · 🧑🏻💻 Led 5 designers · 🔧 Improved platform usability
Client: Betterware (via Wizeline)
E-Commerce
Cross-Platform
Team Leadership
Nov 2022 - Present | Jönköping, Sweden
Senior Product Designer (UX/UI), SESOL AB
Sole designer for a customer-facing mobile app and an internal web platform. Took on Product Owner duties to define roadmaps and prioritize features aligned with business and technical goals. Built a cross-platform design system to streamline development and ensure consistency. Partnered with dev, QA, and stakeholders to translate complex requirements into high-impact, feasible design solutions, ensuring smooth implementation and reducing rework.
Experience
Feb 2020 - Oct 2022 | Guadalajara, Jalisco, México
UX Designer III, Wizeline
Led a 5-designer team on an e-commerce platform redesign. Contributed to UX research and strategy across fintech, e-commerce, and cybersecurity. Conducted workshops and delivered prototypes and design specs for cross-platform tools, aligning client expectations and technical constraints with user needs in close partnership with U.S. and Mexico-based dev teams and clients.
Jan 2019 - Feb 2020 | Guadalajara, Jalisco, México
UX Designer, IBM CIO Partner Ecosystem organization
Designed enterprise platforms using IBM's Carbon Design System, contributing to IBM Partner Plus and other global tools; Drove alignment with international teams and presented design proposals to senior stakeholders, ensuring adoption of consistent patterns across global platforms.
Jan 2014 - Jan 2019 | Guadalajara, Jalisco, México
Web Developer Jr., IBM Marketing Services Center - WEB
Key Responsibilities
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Built responsive UI components and CMS-driven sites for IBM.com, collaborating with designers and developers.
Sep 2012 - Jan 2014 | Guadalajara, Jalisco, México
Project Manager, IBM Marketing Services Center - WEB
Key Responsibilities
-
Led global IBM.com web projects, managing timelines, budgets, and stakeholder alignment across cross-functional teams.
Education
COURSES AND CERTIFICATES
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Behavioural Design - Hyper Island.
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User Research – Methods and Best Practices by Interaction design foundation
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How to Design for Augmented and Virtual Reality by Interaction design foundation
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Human Computer Interaction by Interaction design foundation
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Get Your Product Used: Adoption and Appropriation by Interaction design foundation
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Strategic digital marketing (certificate provided by ITESO university)
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Digital marketing specialization (Coursera - online certification)
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CSM and CSPO (Scrum alliance - certificate)
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UX Management: Strategy and Tactics by Interaction design foundation
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UI Design Patterns for Successful Software by Interaction design foundation
** Bachelor's degree Computer Systems Engineering
BOOKS
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UX strategy by Jaime Levy
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Lean UX by Jeff Gothelf, Josh Seiden
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Outcomes Over Output: Why customer behavior is the key metric for business success by Josh Seiden
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UX elements by Jesse James Garrett
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Running Lean: Iterate from Plan A to a Plan That Works by Ash Maurya
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Badass: Making Users Awesome by Kathy Sierra
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Mapping Experiences: A Complete Guide to Creating Value Through Journeys, Blueprints, and Diagrams by James Kalbach
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Seven Step UX: The Cookbook for Creating Great Products by Csaba Házi
Contact
Let me know if you’d like to learn more about my work. If you’re looking for support with product design consulting, conference talks, or related collaborations, feel free to email me or connect with me on LinkedIn below.
