Selected Work

I design end-to-end digital experiences that solve real user problems and drive measurable business impact. With 17+ years of experience, I’ve worked on 250+ digital products across SaaS, content platforms, and service-based businesses. My focus is on UX strategy, conversion optimization, and scalable design systems.

I combine user research, product thinking, and data-driven decisions to create intuitive, high-performing experiences.

How I work

I approach design as a problem-solving process, not just visual execution.
I start by understanding user needs and business goals, then translate insights into flows, interactions, and interfaces that can be tested and improved over time.
I collaborate closely with product and development teams to ensure solutions are feasible, scalable, and impactful.

Every design decision was driven by reducing friction and improving clarity in the user journey.

The solution balances user needs with business goals, focusing on usability, scalability, and conversion.
Decisions are informed by user behavior, feedback, and performance metrics.

HNCS — Donation Platform
Redesigning the donation experience to increase conversions

Led the end-to-end UX redesign of a donation platform, improving usability and reducing friction in the user journey.

Result: +300% increase in completed donations.

Problem

The existing experience presented multiple friction points: unclear user flows, poor information hierarchy, and a complex donation process that caused user drop-offs.

Users struggled to complete their donations, especially on mobile devices.

Role

UX/UI Designer

Led UX strategy, user flows, wireframing, and high-fidelity prototyping. Collaborated closely with stakeholders and developers to ensure feasibility and alignment.

Process

Conducted a UX audit to identify usability issues and drop-off points
Analyzed user behavior and key friction areas in the funnel
Defined user flows and simplified the donation journey
Created wireframes and high-fidelity prototypes in Figma
Iterated based on feedback and usability insights

Key UX Decisions

Reduced the number of steps in the donation flow to minimize friction
Prioritized clarity in call-to-actions and information hierarchy
Designed a mobile-first experience based on user behavior
Simplified form inputs to improve completion rates

Solution

Designed a streamlined, intuitive donation experience with clear steps, improved hierarchy, and optimized interactions.

The solution focused on reducing cognitive load and guiding users seamlessly through the process.

Impact

+300% increase in completed donations
Improved user flow clarity and task completion
Reduced drop-offs across key funnel steps

CHECK UX FULL CASE STUDIO

ANT WOMAN COLLECTION

Designing a high-conversion e-commerce experience for a niche fashion brand

Result: Improved product discoverability and increased user engagement

Overview

Led the UX/UI design of an e-commerce platform for a fashion brand, focusing on improving navigation, product visibility, and conversion across the shopping journey.

Problem

The existing experience lacked clear structure and intuitive navigation, making it difficult for users to browse collections and complete purchases.

Users experienced friction in product discovery and decision-making, especially on mobile devices.

Role

UX/UI Designer

Led UX strategy, user flows, wireframing, and high-fidelity UI design. Collaborated with stakeholders to align brand identity with usability and conversion goals.

Process

Conducted UX analysis of navigation and product browsing behavior
Identified friction points in the purchase flow
Designed improved user flows for product discovery and checkout
Created wireframes and high-fidelity designs in Figma
Iterated based on usability and performance considerations

Key UX Decisions

Simplified navigation to improve product discoverability
Prioritized visual hierarchy to highlight key products and collections
Optimized mobile experience for browsing and checkout
Reduced friction in the purchase flow to support conversions

Solution

Designed a clean, intuitive e-commerce experience that enhances product exploration and supports seamless purchasing.

The solution balances brand aesthetics with usability and conversion-focused design.

Impact

Improved product discoverability
Increased user engagement
Reduced friction in the checkout process

Next Steps

Implement A/B testing on product pages and checkout flow
Enhance filtering and personalization features
Analyze user behavior to further optimize conversion rates

PREGEN COLOMBIA: From informative website to a scalable platform

Result: +300% growth in processed results and expanded user access

Overview

Led a two-stage UX/UI redesign for a healthcare platform, focusing first on rebuilding the results consultation system, and later improving the overall website experience for patients and families.

Problem

Stage 1: Results Consultation Module

The existing system was built in PHP and operated separately from the WordPress website, causing frequent inconsistencies and maintenance issues.

It was limited in scalability, supported only two user roles, and restricted the volume of requests the platform could handle. This created friction for both internal teams and external users.

Stage 2: Website Experience

The website had remained unchanged for years, resulting in an outdated interface, complex navigation, and difficulty for users to find key information.

Primary users—parents of newborns and families with school-age children—struggled to understand services and complete key actions such as payments.

Check full UX case study

Selected Projects & Visual Systems

A selection of additional work across branding, visual systems, and digital experiences. These projects highlight versatility, consistency, and system-driven design thinking.