Leads the design of the digital sales ecosystem for oncology and health programs, as well as services for the Red de Clínicas Auna. Integrates various digital and assisted sales channels to create a unified and consultative experience throughout the entire funnel, generating significant impact on customer experience indicators and conversion rates.▪ Manages and optimizes the Product Backlog, evaluating initiatives against concrete experience objectives and measurable impact metrics, ensuring design efforts generate tangible value.▪ Conducts user research to identify behavioral patterns, insights, and improvement opportunities in key macro experiences of products and services. Translates findings into experimentation cycles, some developed with No-code tools, across different ecosystem touchpoints (E-commerce, Landing Pages, call center, etc.).▪ Designed, alongside the Growth team, a qualified leads model based on Behaviors Mindsets. This approach allows for identification of behavioral segments of members and patients, facilitating the design of personalized contact and purchase experiences through digital tools.▪ Guides the product design team in their professional development through competency levels in Product & Growth Design, fostering continuous growth and excellence in deliverables.▪ Led the beta user recruitment initiative for research and testing, reducing recruitment times by 50% and no-shows by 70%, thus facilitating the acquisition of quality insights and accelerating the validation of key assumptions.

Guided design efforts to acquire new products and services in B2B/B2C environments, driving both acquisition and monetization of initiatives. I improved the payment and program management experience for AunaSalud programs, including simplifying payment forms, implementing alternative payment methods, and optimizing transaction security. I used a data analytics-driven approach to better understand user behavior and needs.

Created a space dedicated to disseminate in a curated way the practice of Experience Design in Latin America. Through a provocative language, the podcast unravels the most intimate and sensory fibers of design, inspiring more people to join in the creation of products and services. If you're interested in exploring the fascinating world of experience design, I invite you to listen to our podcast on any streaming platform, including Spotify and Apple Podcast. We're waiting for you!

Created experiences that would drive digital sales and business growth in the corporate and business banking segments, without neglecting people and their needs. To do this, I used research and data analysis techniques to understand user behavior and apply those insights to design effective solutions.

Managed the strategic design of a Last Mile Delivery Digital ecosystem in Latam. I used different research artifacts to understand the real motivations of people at different points of contact to then hypothesize and define experiments that increase the value of customers for the company.

Leading a team of talented designers in creating user-centric digital products for different industries such as transportation, automotive and education. Coming up with design strategies that bring value to creative processes for problem solving and holistic thinking.

Created user interfaces for the main cinema chains in the region: Cinemark, UVK, Cine Colombia and Fandango Latam's Regional app. I collaborated closely with product and ux teams in the creation of the Atomic Design System.

Executed different graphic activities to communicate the value of the brand to consumers in both digital and physical spaces.