LATAM Airlines
Experimentation & Science Product Design Senior (via 2Brains / Acid Labs)
Leading product design for LATAM's digital experimentation and measurement ecosystem, embedding AI into the design process itself.
I lead strategy and product design for the Measurement area: designing and optimizing measurement and analysis flows, and defining how experimentation and reporting tools should behave end to end.
LATAM Airlines runs a large digital experimentation program across product, data, engineering and business teams. Its measurement tooling and reporting had grown organically, and needed a coherent product design layer to stay scalable and trustworthy.
Measurement and experimentation flows were inconsistent across teams, making it harder to trust results and slower to turn behavioral data into product decisions.
Multiple stakeholders (product, data, engineering, business) with different mental models of what an 'experiment' is; the need to keep decisions defensible and traceable at airline scale.
I work directly with cross-functional teams to integrate metrics, measurement models and experimentation solutions across the organization — and lead the transformation of the design process itself, incorporating AI tools (Figma Make, Claude, ChatGPT, Visual Studio) to accelerate discovery, prototyping and delivery.
Prioritized a consistent, scalable measurement layer over one-off dashboards per team, and treated AI-assisted workflows as a way to move faster without lowering the bar on rigor.
A more consistent experimentation and reporting toolset, and a design process that promotes a culture of continuous experimentation and evidence-based decisions across the organization.
6+
cross-functional squads served
4
AI tools in the design workflow
Business impact from experimentation compounds only when the tooling and the culture evolve together — a better dashboard without a shared decision language changes little.
