Approach
I believe great design starts with deep understanding. For every project, I invest time in field research, user interviews, and behavioral observation — not just analytics dashboards. This foundation of insight guides everything that follows: strategy, design decisions, and measurement.
Over 9 years, I've helped startups launch regulated products, guided government platforms serving thousands of users, and advised teams on how to measure and improve experiences across physical and digital touchpoints. I specialize in digital transformation, accessibility (WCAG 2.2 AA), and evidence-based design.
Core practices
Qualitative & quantitative research. In-context interviews, ethnographic observation, co-creation workshops, A/B testing, and heuristic evaluation. Field work at airports, retail locations, and government offices has informed my best insights.
Conversational & AI-powered design. I've designed chatbot personalities, conversational flows, and AI interfaces. I understand that tone, language, and context matter as much as the visual interface.
Service design & omnichannel thinking. Products don't live in silos. I map and optimize experiences across digital, email, phone, and physical touchpoints.
Design systems & team leadership. I've built Figma component libraries, established experimentation squads, and mentored in-house UX teams. I translate research insights into business metrics for stakeholders.
Skills & expertise
- Qualitative & quantitative research
- A/B testing & experimentation
- Service design & journey mapping
- UX strategy & roadmaps
- Digital transformation
- End-to-end product design
- Information architecture
- Conversational & AI UX
- Design systems & components
- WCAG 2.2 AA compliance
- Figma, Hotjar, Useberry, Maze
- Google Analytics, CrazyEgg
- Usability testing & prototyping
- Agile (scrum, lean, kanban)
- Workshop facilitation
- Healthcare & insurance
- Banking & fintech
- Government & public sector
- Airlines & retail
- AI & chatbots
Recent work
At Esencial Isapre (2021–2024), I led the UX strategy for a digital health insurance product launched from scratch. I built the first in-house UX team, established an A/B testing program that improved conversion rates and reduced acquisition costs, and designed the component library that accelerated roadmap iteration.
At LATAM Airlines (2017–2019), I redesigned the digital Travel Voucher redemption service, increasing digital redemptions by 165% and reducing Contact Center calls by 18.5%. I managed content strategy and information architecture across multiple teams.
At the Ministry of Economy (2020), I designed the conversational personality and UX flows for Gloria, a government chatbot integrated into a national SME marketplace launched during COVID-19. The platform was covered by national media outlets.
For detailed work history, roles at ERA, the Ministry of Transport, and more, download my CV or visit my LinkedIn.