Led product design strategy for a SaaS startup, creating scalable systems, improving user experience, and aligning with business goals. Partnered with C-level and cross-functional teams (CTO, PM, PO, developers) to drive product discovery, find optimization opportunities, and deliver end-to-end design solutions for new features. Redesigned key workflows and platform features, boosting user adoption and customer retention. Used behavioral analytics (Datadog) and research (user interviews) to identify inefficiencies, lead research, develop prototypes, and set performance metrics. Embedded design into a developer-led organization by integrating UX into sprint planning and delivery processes, enhancing cross-functional collaboration, standardizing workflows, and increasing the strategic role of design in business-driven initiatives. Created and implemented a unified design system, improving UI hierarchy, introducing new visual elements like button styles, and refining color use for accessibility and reducing brand color reliance. Led redesign of Final Beneficiary form, increasing completion rates from 5% to 23%, inspiring company-wide form modernization. Enhanced transaction creation flow by relocating a confusing input, reducing user interactions by 79.54% (from 303 to 62 clicks), boosting efficiency and success.

Acted as a key design partner in an Agile team, aligning UX with product goals and KPIs for seamless transitions between design and development. Led customer insights with methods like interviews, heatmaps, funnel analytics, and session recordings, fostering data-driven decisions and product improvements. Optimized customer journeys across key touchpoints, including pledge flow, product pages, and user accounts, boosting usability and conversion. Led the design and launch of MVPs and final products, creating a scalable design system that sped up delivery and improved team consistency. Redesigned key features like the pledge process and 'My Account,' boosting user engagement, lowering dropout rates, and enhancing conversions. Reorganized the Help Center's information structure, making it more user-friendly, clearly explaining auction processes, and providing better post-sale support.

Worked closely with Product Owners and Lead Designers to develop, implement, and scale corporate design systems and component libraries, ensuring visual consistency and efficiency across digital products. Collaborated with the UX Research team to design and prototype for Guerrilla Testing sessions, turning qualitative and quantitative insights into data-driven design decisions aligned with key business metrics. Optimized digital banking for clients in Ecuador and Panama, improving web platforms, mobile apps, and payment features, which increased mobile use and digital transactions. Managed design handoff and QA for a multi-platform banking system, using high-fidelity mockups and documentation to ensure smooth collaboration, reducing rework and speeding delivery. Developed a website for a pre-university institution with a high-conversion landing page and student dashboards to enhance engagement and enrollment.

Created marketing and product assets for an app-based loyalty platform. Worked cross-functionally with developers, data scientists, and business teams to implement new app features, ensuring smooth integration and a top-notch user experience. Created and produced marketing assets for internal and client-facing promotions, including brochures, social media content, videos, and email campaigns. Managed and optimized the app promotions grid, ensuring timely execution and alignment with marketing goals.

Led comprehensive UX/UI and marketing design to enhance brand positioning, boost user engagement, and drive business growth in a startup setting. Created cross-channel visual assets (social media, email, print) aligned with product and marketing strategies to increase platform visibility and customer acquisition. Conducted a usability analysis, identifying and fixing key areas for platform improvement. Led a usability audit and proposed a complete UX/UI redesign, streamlining internal workflows and creating a high-converting, user-focused landing page. Developed a unified visual style guide to ensure consistency across web and mobile platforms and support scalable product development.