Product Design Lead — Growth & Experimentation
Design experiences that drive decisions.
10+ years leading product design across different industries — turning growth and experimentation into decisions
Selected work
Real problems, real numbers
LATAM Airlines
Claro Perú (América Móvil)
MAPCO (USA)
Oncosalud
How I work
How the process flows, with clarity
A clear, repeatable path that moves each project from an open question to a decision the team can act on.
- 01
Frame the problem
Start from the business question, not the screen — context, constraints, stakeholders, and what decision needs to be enabled.
- 02
Research & hypothesize
Discovery, data and qualitative input converge into hypotheses worth testing — not assumptions dressed as facts.
- 03
Design & prototype
Iterate fast, using AI-assisted workflows where they speed up discovery and prototyping without skipping rigor.
- 04
Ship & measure
Define what success looks like before launch, and build the measurement into the product, not bolted on after.
- 05
Decide & learn
Every result feeds a decision — implement, iterate or discard — and gets captured so the team doesn't relearn it later.
How I build
From concept to shipped product
Design, systems and AI-assisted development brought together — so ideas ship, not just get mocked up.
Development
AI-assisted, no-code development with tools like Claude Code, Figma Make and ChatGPT — from prototype to shipped product.
Design Systems
Building and scaling Design Systems from scratch — used across teams, brands and countries.
Product Design
End-to-end product design — research, information architecture, prototyping and delivery — grounded in growth and experimentation.
Systems built for lasting clarity
I bring growth, experimentation and product criteria together to design systems teams can trust and repeat.
Growth, experimentation and product systems across different industries.
I think in systems, not screens. A product decision is only as good as the evidence and the criteria behind it — so I spend as much energy on how a team measures and decides as on what they ship.