25%reduction
Design implementation time
Konfío Design System
Contributed to the rollout of a multi-platform Design System that helped teams work more consistently and efficiently.
I design financial products — and the systems that help them scale.
I'm a Principal Product Designer with 12+ years of experience across fintech, financial services, e-commerce and digital products in Latin America.
I work at the intersection of product strategy, customer experience and design operations. My focus is turning complex business problems into clear, intuitive experiences while helping teams build the systems and ways of working needed to deliver better products at scale.
Throughout my career, I've moved between hands-on product design, design leadership and strategic initiatives. That perspective helps me connect the details of a user journey with the broader business, technical and organizational challenges behind it.
Selected impact
~15%improvement
Time-to-market
Konfío Design System
The initiative helped accelerate product delivery by reducing repeated design work and improving collaboration between design and engineering.
30%increase
Customer satisfaction
Citibanamex Business Banking redesign
Additional result: 10% improvement in customer retention.
How I approach design
Simplifying financial complexity
Financial products involve trust, risk, business rules and operational constraints. I enjoy making these experiences easier to understand and use without losing the control and clarity customers need.
Connecting design with business outcomes
I approach design as part of product strategy, not as a layer added at the end. I work to connect customer needs, business priorities, data and technical feasibility, using evidence and iteration to inform decisions.
Building for scale
Great design shouldn't depend on individual heroics. Through Design Systems, clear principles and cross-functional collaboration, I help teams reduce duplication, improve consistency and deliver more effectively.
How I lead
Leading designers
I've supervised product designers on the BancaNet Empresarial mobile app at Citibanamex and on the payments product at Konfío.
Aligning vision and priorities
Leading a team as coordinator means aligning different visions, prioritizing under real constraints and trusting the team to execute. The hardest part is often managing expectations across business, product and technology.
Unifying and growing teams
I learned to unify divided teams, practice active listening and share experience to drive collective growth.
Career
Oct 2024 – Present
Principal Product Designer
Aviva
Working across lending journeys and internal sales operations, exploring how product design, data and emerging technologies can improve digital experiences and operational workflows.
Feb 2021 – Jan 2024
Product Design Manager
Konfío
Progressed from Product Design Lead to Product Design Manager.
Worked across payment experiences, product integration and Design Systems, connecting customer needs with product delivery and cross-functional execution.
May 2014 – Feb 2021
Head of Design
Anzen Digital
Progressed through several roles, from UX/UI Designer to Product Design Lead, ending as Head of Design.
Led design initiatives for enterprise financial products, including the Citibanamex Business Banking redesign, alongside the standardization of design processes for financial-services clients.
Beyond work
Outside work, I'm curious about food, music and technology. I enjoy experimenting in the kitchen, putting together DJ sets, playing video games and discovering new ideas in product and design.
For me, creativity isn't limited to the design process. It's a way of exploring, connecting ideas and looking at familiar problems from a different perspective.
