I don't just design interfaces — I challenge the problem before touching the canvas. Architecture training meets behavioral strategy, grounded in an MBA-level systems lens.
11+ Years in UX/UI & Architecture
CURRENTLY → Senior UX at Applaudo
BACKGROUND → Architect + MBA
Based in Mexico · English C2
I'm a UX practitioner who operates closest to the strategic layer — the zone where research collides with product direction and someone has to decide what problem is actually worth solving. My Architecture degree taught me to read systems. My MBA taught me to read organizations. Together, they taught me to challenge the brief.
At Applaudo Studios I've redirected product focus, reframed features before they became expensive mistakes, and translated messy human behavior into elegant, data-backed design decisions.
"Before UX, I designed buildings across four countries. Spatial thinking, user flow, and material constraints aren't so different from information architecture and cognitive load."
I reframe problems before designing solutions. I conduct primary research, synthesize behavioral insights, and advocate for design decisions with data.
My strongest work happens when I'm given a brief that needs questioning.
The client asked for a schedule input feature. I ran a reversed ideation process and discovered the real problem: customers kept selecting unavailable workers, triggering a 3-hour wait before a job request failed. The solution was systemic — availability filters, real-time status on profile cards, and proactive notification flows. I didn't build what was requested. I solved what was broken.
A professional services firm ran their entire annual partner review — one that directly influenced bonuses — through fragmented spreadsheets and email chains. Participation sat at 30%. The barrier wasn't motivation; it was friction at the point of entry. I designed secure single-use email links that bypassed login entirely, plus an auto-advance flow that surfaced the next task the moment you finished one. I didn't repaint the door — I removed it.
12 in-depth user interviews revealed that travelers book together in person and manually split costs — a behavior the interface was ignoring. The shopping cart mixed fare content with cost breakdowns, creating a cluttered screen that lacked financial transparency. I redesigned the information hierarchy to separate fare benefits from per-passenger costs, letting groups allocate expenses without the cognitive overhead.
A growing dental industry job platform brought me in to design new features for their two-sided marketplace. The PM had produced a brief using an AI-assisted workflow and included two Figma Make prototypes as a starting point. The brief had strong instincts but several unvalidated assumptions. My first job wasn't to refine those prototypes. It was to stress-test the brief against real behavioral data before committing to a direction.
Based in Metepec, Mexico. Fluent in English (C2) and Spanish. Over 6 years as a practicing Architect across Argentina, Venezuela, Dominican Republic, and Mexico before transitioning into UX — which means I've shipped real things under real constraints in multiple cultural contexts.
Currently Senior UX/UI Designer at Applaudo Studios. Open to strategic product design roles where research and business impact are taken seriously.