2021 - PRESENT
User Experience, Research & Design Ops Director at Nowports
Digital freight forwarder (UNICORN🦄 YC W19)
MAIN OBJECTIVE
Since joining Nowports, I have led the evolution of digital product design at one of the most important logistics startups in Latin America. Founded in 2018 and becoming a unicorn in 2022, Nowports is a digital freight forwarder that optimizes international logistics in Latin America through technology, automation, and financing. My approach combines user experience strategy, user-centric research, and operational design, with a comprehensive approach that crosses multiple areas of the company.
Key Responsibilities
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Lead and scale the multidisciplinary design team (UX, Research, Design Ops).
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Implement a unified design system and collaborative processes across product, engineering, and business.
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Foster a user-centric culture through continuous research practices.
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Align design strategy with business objectives and product growth vision.
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Work cross-functionally with departments such as Growth, Marketing, Customer Success, and People to ensure consistency in the brand experience, organizational culture, and internal and external communication.
Outstanding achievements
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Scaling the design team from 3 to over 15 people in less than a year.
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Reducing time-to-market and improving product consistency through a robust Design System.
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Process optimization through the Design Ops area, improving efficiency and collaboration between teams.
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Increasing key experience metrics (such as NPS and conversion rate) through iterative research and design.
Related projects
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2019 - 2021
Head of Design at GenuineBee
Development, analysis, data visualization, and content management for businesses and services.
IN-HOUSE OBJECTIVES
Internally, I was in charge of the company's corporate identity and design. I was responsible for internal communication, for creating, managing, and keeping the digital asset library organized, and for developing and systematizing internal operational procedures (a particularly important point in a newly founded company).
CLIENT-FACING OBJECTIVES
In external projects, I handled the client’s corporate identity—or, if it was already defined, ensured consistency with it, conveyed it in every piece of work, and respected the brand’s associated attributes. This included providing consulting on image and corporate identity when requested by the client and creating a guide with corporate attributes for internal team use.
In most projects, I took on the role of lead user experience (UX) designer; in others, interaction designer (IX); and in some, I worked exclusively as a user interface (UI) designer. I also organized workflows and established the working methodology: I assigned roles, defined and communicated deadlines for each task, scheduled meetings, and monitored progress.
Related projects
2017 - 2019
Head of Design at PedidosYa
MULTI-VERTICAL DELIVERY COMPANY.
GLOBAL/CROSS-COMPANY MAIN OBJECTIVE
I joined the company with the task of creating an "umbrella brand": all designs had to reflect a single corporate identity. I was responsible for surveying, aligning, defining, updating, communicating, and renewing the brand's identity in all its aspects (user experience, visual appearance, tone of voice, employer branding, etc.). I led teams that led the expansion and change of the brand's identity.
PRODUCT
User Experience
My role as a leader alongside the UX design team involved redefining and validating the user flow and the user mental model. It also involved the quantitative and qualitative ideation and validation of new features and iterations based on OKRs, defining personas (after validating proto-personas), discovering and defining UX principles and pillars related to the business, and defining jobs to be done (JTBDs).
From a UX writing perspective, we had to define the rules and consistency of the tone of voice in the product with the team.
The position involved being involved in creating processes and methodologies with the team based on different objectives (defining results, metrics, organizing tasks and roles, setting dates, managing meetings, sprints, etc.), in addition to evaluating and promoting and incentivizing the team's career plans.
User Interface
I was in charge of defining and creating guidelines, the Design System, componentization, and the UI Kit. I was also responsible for defining visual alignment and ensuring it was applied across all work teams ("cross-squads").
MARKETING
I was responsible for defining and creating guidelines for each area (CRM, SoMe, Trade Marketing, etc.) and ensuring the implementation of the company's cross-company visual line. I participated in update meetings, defining and aligning manuals and rules, the brand site, brand book, templates, and the workplace (comms).
HUMAN RESOURCES
HR support through the definition and creation of templates for the Google corporate suite, creation of the intranet with benefits, news, and documents for all PedidosYa, provision of corporate assets for the company and their visibility, internal communication campaigns, research and definition of recruitment tools, digital library, training, among others.
Related projects
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Refreshed Brand
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UI Kit & Design System
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Service Design
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Brand Evolution
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Breathing UX
Design Leader at NetEffect
SOFTWARE FACTORY
IN-HOUSE OBJECTIVES
Create and protect the company's identity. The purpose of my position was, on the one hand, to maintain, communicate, and replicate the company's visual identity as an employer brand, and on the other, to train, evaluate, promote career paths, and monitor the development of the design team.
OBJECTIVES WITH CLIENTS
I ensured the visual identity of the client's brand, according to their own guidelines and objectives. Sometimes this involved creating it from scratch, and other times, following and defining guidelines to respect an already established brand identity. In these latter cases, I was responsible, for example, for developing a guide with corporate attributes for the client's teams to use.
2015 - 2017
Manager at PwC
PROFESSIONAL SERVICES FIRM (BIG FOUR)
MAIN OBJECTIVE
Creation and validation of various frameworks, sites, features, and tools for PricewaterhouseCoopers in Argentina, Brazil, Bolivia, Chile, Colombia, Ecuador, the United States, England, Interamerica, Peru, Paraguay, Uruguay, and Venezuela.
UX design leader in internal and external development. Interface design for applications such as Personnel Selection and Compensation Survey (eSirem), among others. Evaluating the requirements of the system to be developed, including research, feedback, and validation, leading to a scalable and user-centric design process.
Collaboration with PwC Uruguay's Marketing and Internal Communications department on both graphic and digital work, as well as on the company's internal and external campaigns.
Conducted a Design QA Self-Assessment (study and analysis) of PwC Brazil websites and microsites that were not developed by the firm's corporate team. Analyzed the sites' usability and status, and how far they stray from PwC's visual, functional, operational, and corporate identity.
My work led to training trips to Los Angeles (United States), New York (United States), Prague (Czech Republic) and Buenos Aires (Argentina).
2005 - 2015
Vision: technological applications
ENTERTAINMENT COMPANY
ROLE
Supervisor of the Digital & Marketing department, designer and front-end developer.
OBJECTIVES AND TASKS
Control and development of various websites, products, and applications, validating the user journey and experience. This also included advertising campaigns for these products.
Working together with the development team was essential to successfully achieve this goal. To implement all these projects, I had to spend a year in Paraguay.
PREVIOUS EXPERIENCES
Before: Interactive Solutions
SOFTWARE FACTORY AND DIGITAL MARKETING
ROLE
Web designer and front-end developer.
OBJECTIVES AND TASKS
Experience focused mainly on web design.
Survey, process, implementation, and creation of interfaces (both websites and software) based on a brief developed in conjunction with the client. Accounts such as Lolita, Laboratorios Microsules, Atijas Weiss, among others.
Corporate identities, posters, advertising campaigns, and more for different accounts.
Man-Ray LTDD
ADVERTISING AGENCY
ROLE
Graphic designer.
OBJECTIVES AND TASKS
Responsible for developing advertising campaigns for various accounts such as Moviecenter, Varlix Financial Services, Océano FM, Banco BBVA, among others.
The goal was to find a conceptual and visual solution for each of the pieces: corporate image, standards manuals, posters, banners, packaging, commercials, and more.
Main skills
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Information architecture
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Branding / Brand guidelines
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Development of deliverables and assets
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Design Systems
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Definition of scope of objectives
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Definition of OKRs
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Design across multiple platforms
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Product design
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Digital design
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Editorial design
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Graphic design
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Heuristic evaluations
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Team management
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Career planning
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Planning and monitoring goals
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Navigable prototypes
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Research methodologies
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Usability testing
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UI Kit
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Wireframing