Ten years in digital design, working on both sides of the same problem: designing the experience and measuring whether it worked. Research to final UI, with AI in the daily workflow.
Condominium management software across LATAM. I interviewed heavy users, redesigned reports, rebuilt navigation around accountants and designed the general ledger for the DIAN.
Lead-capture websites and landing pages, improved continuously. Every change to design, content or code is tracked against a metric.
Interview the heaviest users first. Turn what breaks in their day into design decisions, and present the reasoning to product and engineering.
Flows, wireframes and high-fidelity UI in Figma. Structure before surface: information architecture, hierarchy and the one action that matters.
Track conversion, watch how people behave on the page, and feed findings into the next iteration. A design is done when the numbers agree.
Claude and Claude Code in the daily process. Connecting tools, such as Figma to the live platform, to cut long production stretches down.
Product features end to end: research, flows, wireframes and high-fidelity UI. Proposing Claude-based integrations that automate repetitive production steps.
High-performing websites and landing pages built to capture leads. Messaging, page hierarchy and CTAs, measured and iterated.
Websites and digital products for clients across industries, from discovery to launch: research, structure, visual design and build in Webflow.
Led the online store of a Colombian designer jewelry brand: site design, product pages, launches and daily operations.
Built the website and launched the first online reservations, then owned UX/UI and grew digital bookings.
Designed the full experience and interface of a nightlife app, featured in local news as one of the best new apps in Colombia.