I turn complex products into experiences people actually adopt.
Case 02 · HealthcareMedecision
How do you get clinicians out of re-typing the same request across a dozen systems? A service blueprint, a prototype and a board of directors.
Open the case
Case 03 · Digital financeGM Financial
How do you get people to trust a car-finance company with their savings? Research with three kinds of saver, a design system and a fully digital bank.
Open the case
Case 04 · Restaurant e-commerceCapriotti's + Wing Zone
How do you give a sandwich shop and a wing joint their own voice without building two separate products? Front-door sites on one shared foundation.
Open the case
Case 05 · InsuranceAXA Colpatria
How do you take two merged insurers, 1M customers and 300+ agents still working on paper, into one connected ecosystem? A five-year plan and a shared design system.
Open the case
Case 06 · Safety tech · ConceptPaso Familia
How do you let the people who love you know you're safe, without watching your every move? Zone-based tracking, tested with the people who'd use it.
Open the case
12+ years designing products where the work is dense and the stakes are real.
I lead design end to end: I diagnose what exists, bring stakeholders into the process and test with users before we commit to a direction. I work best in complex domains like investment operations, healthcare and digital finance, where clarity is what gets a product used.
Led design efforts, making sure client needs were met and industry standards upheld. Set project goals and timelines with the team and refined designs through research and testing.
Led healthcare project design with a focus on user-centered solutions. Defined goals, requirements and timelines with the team, ran research, prototyped and tested. Mentored junior designers.
Managed design teams, built client relationships and kept design delivery on track.
Universidad Internacional de La Rioja (UNIR)
Universidad Jorge Tadeo Lozano
Wizeline Academy
Monstarlab Americas
El Tiempo
I map what the current product gets wrong before proposing anything new.
Workshops and interviews with the people who run, approve and fund the process.
Prototypes in front of users settle decisions faster than meetings do.
AI speeds up synthesis and debriefs, leaving more time for the conversations that matter.
AdamX is BlackRock's internal workflow and rules platform inside Aladdin. This case covers Portfolio Services, where portfolios come to life, and how I took it from a legacy, operations-dependent process to a self-service workflow for internal teams and clients.
Create Portfolio. A validated bulk upload replaces one-by-one data entry.
3 developers, 1 product manager and several stakeholders, working as one squad.
One of 8+ design units at BlackRock, each with its own Lead Designer. I was the Lead Designer for Portfolio Services.
Every request depended on the operations team. Clients could not create or update portfolios on their own.
A request-based workflow on the Aladdin Design System, open to internal teams and external clients, from request to approval.
Measured in moderated prototype sessions with users.
The service map. One solution for requesters, operations and approvers.
Goals and gaps of V1 and V2, the baseline for every measurement.
Problems mapped against audience, KPIs and solutions.
Onboarding options compared on task time and completion.
Operations teams, Aladdin clients, portfolio managers and business owners.
AI capabilities benchmarked, plus AI-assisted synthesis and debriefs.
An eight-step flow from request details to review. Every step shows what is done and what is left.
Teams already worked in spreadsheets, so the platform met them there with templates and file validation.
A navigable hierarchy of clients, plans and portfolios, with 500+ attributes filtered to what matters.
V3 was rebuilt on the Aladdin Design System so AdamX feels like the rest of BlackRock's tools.
Medecision is a digital care management company whose solutions support more than 42 million people. Their clinicians review, approve and manage a large number of utilization requests every day, spread across platforms and teams. I led the design of UM Vision, the experience meant to connect all of it.
Reviewing a single request meant jumping between systems and typing the same information more than once.
A prototype that automates the review flow and fills in known information, so clinicians stop re-typing and focus on the decision.
Interviews to find which users and which manual tasks to target first.
Flows and a prototype that automate the process and fill in known data.
Built with the design team to map every actor, platform and handoff.
Prototype and blueprint presented to Medecision's Board of Directors.
Remote sessions with clinicians and stakeholders, synthesized into personas, process steps and pain points.
Request initiation, prior authorization review and appeals, mapped across every role and system.
Known patient and request data flows into the next step, so nobody types the same thing twice.
A clinician worklist and request detail view that bring the information from connected systems together.
Release V.02: when a request meets medical policy criteria, the assessment approves it automatically.
The implementation release launched.
The assessment process was automated.
The project team grew to carry phase 2.
UM Vision was integrated into the new version.
Now used across Medecision's applications.
Seivy was GM Financial's first fully digital product: savings accounts, fixed-term deposits and savings goals, opened in minutes with no branch and no fees. It launched in Colombia with plans to expand across Latin America. I led the design experience end to end, from market research to the design system.
Led 3 designers in different countries, working alongside development, marketing and product.
Led the strategy and the digital product campaign, for both web and mobile.
A car-finance company launching its first digital savings product, with no existing channel, customers or playbook to lean on.
A 100% digital savings experience across website, app and online banking, where every step of the journey is simple enough to finish in minutes.
Market research, stakeholder interviews and a review of GM Financial's existing portals to define the target customer.
Screens built from the process, decision trees and the information each step needs.
Needs, touchpoints, feelings, pains and gains, turned into opportunities per channel.
Prototypes in front of potential customers to find what to fix before launch.
Solution Seekers, Convenient Savers and Savvy Investors, each with its own financial complexity and digital habits. The research board is shown in its original Spanish.
Before, during and after the decision, for two customer profiles and a car dealer partner.
System Usability Scale, 0–100. Scores above 68 are considered above average.
Information architecture: the public website on the left, online banking on the right, joined at log-in.
Website, product pages and app flows defined in grayscale before the brand came in.
Pots for a new car or a house, with progress and monthly contributions always in view.
The brand guidelines applied to the approved wireframes across web, app and online banking. Screens are shown in Spanish, the language of the Colombian launch.
Branding, guidelines, atoms, molecules, organisms and layouts, ready for the next products.
Capriotti's, founded in Wilmington, Delaware in 1976, is a sandwich franchise across the United States, and runs Wing Zone as a second brand. The brief: custom "front door" sites for both that give people value right away, while laying the foundation for a fully integrated ordering and loyalty experience.
Two brands with their own voice, one team and a short runway to put both online.
A shared structure for ordering and loyalty, with each brand keeping its own look and tone on top, and a CMS so the team could build new pages on its own.
Learning about new offerings and brand concepts, then prioritizing tasks with the client.
Pairing both brand experiences on the sites with a clear e-commerce focus.
What each brand stands for, and how a seamless experience carries it through the product.
Ordering integration and a CMS tool so pages could be built and customized.
Capriotti's leads with its heritage and its sandwiches. Wing Zone is loud, fast and all about flavor.
Both sites share the same structure for menus, locations, offers and ordering, so customers get a familiar path and the team maintains one system. Typography, color and voice change on top.
For scale: the Capriotti's group brings in more than $200M in annual revenue.
In 2014, AXA acquired 51% of Colpatria Seguros in Colombia, forming AXA Colpatria: a single competitor built out of two brands, serving 1M active customers through 130+ branch offices and 300+ agents and distributors. Every existing application had to migrate to the new brand in one consistent experience. I designed the five-year roadmap and the two connected platforms that carried it out.
SOAT, health and auto quoters, alongside the customer app's menu and PIN access.
Lead Designer across several business units: Autos, Life, General insurance and Capitalization.
Unify the Colombian brand with the guidelines from AXA's parent company in Spain, so the experience felt consistent across countries.
Two brands, one migration, and almost everything still ran on paper.
Two connected portals, DPW for distributors and CPW for customers, built on one brand, one design system and one toolkit.
The challenge, the brand and the information behind AXA Colpatria's two legacy systems.
Ideas tested against the business and brought back to the teams that had to build them.
Learnings carried from one release into the roadmap for the next.
Business opportunities and user needs turned into meaningful experiences to design for.
Prototypes in front of agents and customers before anything shipped.
DPW serves 350 agents and sales assistants still doing paperwork by hand. CPW serves customers stuck in a slow, restrictive onboarding.
Angela wants her documents always ready. Gabrielle wants the full catalogue at hand. Juan wants real-time records and 24/7 support. The persona board is shown in its original Spanish.
Information architecture shared by both portals: products, quoters, client management and incentive reporting.
Customer onboarding, one of three flows mapped end to end alongside agent support and back-office service.
Every screen started as a wireframe before AXA Colpatria's visual language was applied on top.
Paso is a security network with three services under one umbrella: Paso Edificios for buildings, Paso Empresas for companies, and Paso Familia, the one covered here, for families and friends. It trades a single location pin for shared, consent-based security zones, so the people who love you know you're safe without watching you all day.
During work hours and shifts, it's easy to lose track of the people you care about, and most location apps ask you to trade away your privacy to fix that.
Zone-based, consent-first tracking: people share a radius, not a dot, with alerts over a low-friction, beacon-assisted connection instead of constant GPS.
The circle of trust, explained: a shared radius over the region, not a pin on a map.
The customer journey, built in a workshop with Paso's own users: six stages, from registration to tracking. Shown in its original Spanish.
Direct quotes from interviews, in the users' original Spanish.
Set up a zone and alarms, or jump straight to locating someone and sending an instant message.
A phone number and an SMS code are the only setup Paso Familia asks for.
The circle of trust, live: zones, people and an open chat with whoever is inside them. The app interface is in Spanish.
Shaped the onboarding and the notification design.
Mapped in the customer journey, registration to tracking.
Shares a radius, not a live dot, by default.
Built so Paso Edificios and Paso Empresas could reuse it.
Scoped to run with no extra install, just a browser.
