About
Background
I've spent 18 years designing. My career began in typographic and visual craft spaces and the last six years focused on digital products. That background still runs through everything I do: I obsess over hierarchy, rhythm, and how structure carries meaning, even inside dense B2B tools.
I like translating complicated technical systems into interfaces that feel obvious. It's the part of the job that scratches an itch in my puzzle-loving brain. It's why I keep ending up at the intersection of design, product, and engineering, not just adjacent to it.
At Påfyll, a Nordic zero-waste refill service, I was Head Designer and interim Product Manager, owning product vision and design end-to-end. I quintupled conversion in the core customer loop and helped steer the company from B2C into B2B, shaping the brand and experience from scratch.
That kind of crossover isn't a one-off for me. I've written frontend code (HTML/CSS/JS), taught UX/UI at Le Wagon through to students' demo day, and stepped into product management more than once when a team needed it. I've worked B2C and B2B SaaS, as sole designer and inside larger interdisciplinary teams, leading research, running workshops, building design systems, and shipping end-to-end UX. I speak both "designer" and "engineer" fluently enough to be useful in the gap between them.
Lately that's meant folding AI into the process too by using it to speed up discovery synthesis and push into more agentic approaches to UX, without losing the craft. I have more to say about this, if interested (all content on my website is written by myself and reflects my own thinking, ideas, style, and craft. I do not use AI to generate articles from prompts or similar).
I care about inclusive, accessible design, and about working on problems that are actually hard. I'm comfortable with ambiguity and I've spent a career proving it.
Other than that, I'm a Mexican who grew up in London and has been based in Berlin for the last 7 years. I enjoy cycling and Aperols in the summer, and running and Negronis in winter. Not at the same time. I've been writing poetry and short stories since I was 11 and I also still make 'mixtapes' (Spotify playlists) for other people. Finding a song that fits any mood is my love language. Finally, I like learning new things: last year I tried skateboarding and this year I've started doing pottery.
Experience
- Head Product Designer · Påfyll 2023–2025
Owned end-to-end product design and stepped into an interim Product Manager role at this Nordic zero-waste circular refill service. Quintupled conversion within the core order-to-return loop and helping drive the expansion from B2C into B2B.
- Senior Product Designer · BRYTER 2021–2023
Led discovery research, usability testing, and design systems work on a no-code automation platform for legal and compliance teams. Designed and shipped an Add-Ons discovery feature that increased integration adoption.
- UX Design Lead · Nearcut 2020–2021
Sole designer on a B2B booking platform for barbers. Rebuilt the UI system and responsive layouts across mobile, tablet and desktop, reducing customer support emails by 30%.
- Frontend & UX Teacher · Le Wagon 2020–2020
Taught Design and Frontend Development modules (HTML, CSS, JavaScript) on the Web Development bootcamp, helping students build and ship their own applications through to demo day.
- Lead Design Contractor · Advanced Workplace Associates 2019–2021
Designed branding and data visualisation for workplace strategy research, including logo and identity work and an infographic-led workplace utilisation study.
- Art Director · IKYGAI Editions 2019–2021
Self-employed art direction for an independent, bilingual publishing house in Mexico City. Typography, layout and book design across poetry, short fiction and anthologies.
- Freelance Book Design · Pan Macmillan 2019–2021
Text design, typesetting and cover work across trade publishing titles.
- Design Manager · Oxford University Press 2017–2018
Managed end-to-end design for the ESL children’s list: concepts, branding, prototypes, covers and layouts across print and digital, working to agreed budgets, schedules and external supplier relationships.
- Senior Designer · Pan Macmillan 2014–2016
Editorial and cover design across trade publishing, working closely with editors and production on typography and layout.
Education
- Full-Stack Web Development Le Wagon, Berlin
- MA, Design & Typography University of Reading, Reading
- BA, Graphic Design Universidad Intercontinental, Mexico City
Other work
Outside of product design I've consulted as an interior designer for a peruvian restaurant in Berlin called Punto Callao.
I've co-authored two books — Fonts & Typefaces and Design Basics Made Easy
I also write poetry, which you can read here.