I design to give ideas direction. I <build/> to bring them closer to reality.

Something that shaped me long before I knew it.

BMX racing was one of the first experiences that showed me what I could do when I kept going. In 2001, I finished first in the pre-world championship and seventh in the world in BMX Supercross, in Louisville, Kentucky.

It taught me that falling is part of the journey, and that moving forward means training, observing, adjusting, and trying again. It also gave me a taste for that mix of focus, adrenaline, and satisfaction that comes when all the work before a race turns into a full-speed run.

Many years later, I still see that way of learning in myself: keep at it, pay attention to what didn’t work, and come back to the next try with something new.

My first research project came from a need very close to home.

A year earlier, I had heard the term user experience for the first time. It caught my attention because it described an idea that interested me more and more: design could do more than communicate. It could also change how a person understood, chose, and lived an experience.

My mother ran a local food business, and through her I knew many people working hard to keep their own businesses going. I saw them compete with multinational chains that had more resources, visibility, and brand systems. When the university framed the graduation project as a chance to create social impact, I knew where I wanted to start.

My thesis, “Diseño de estrategias gráficas para mejorar la experiencia de compra de comida” (Graphic strategies to improve the food shopping experience), explored how design could help small food businesses become more competitive. It proposed new visual strategies with sustainability criteria and applied them to the physical and digital touchpoints of three businesses.

It was one of my first experiences of using research, context, strategy, and design as parts of a single answer. It was no longer only about creating a visual identity. It was about understanding the shopping journey, spotting opportunities, and designing an experience that could help a real business.

The project was selected for the 3rd SENESCYT Recognition of Student University Research. Years later, Universidad del Azuay turned it into a book, so that other people could consult and use that academic work.

• Research
• User experience
• Shopping experience
• Local business
• Graphic strategy
• Competitiveness
• Sustainability
• Social impact

My first idea had to face the real world.

I founded BigPromo, a digital deals platform in Ecuador. I defined the value proposition, designed the web and mobile experience, built the platform in WordPress with PHP customizations, created the brand identity, and worked on the launch.

It was the first time I connected people, business, product, technology, and communication around a single idea. I also learned that designing a product doesn’t end when the interface looks good: it has to work, be easy to explain, and find its place.

• Founder
• Value proposition
• Web and mobile
• WordPress + PHP
• Identity
• Launch

Curiosity took me across the world.

I wanted to go deeper into user experience and better understand how digital products are conceived, so I crossed the Atlantic: I left Ecuador and moved to Barcelona to study at ELISAVA.

There I expanded my visual training into UX, strategy, and project management. Design began to take up more space: not only as a way to communicate, but as a way to research, make decisions, and lead how a digital experience gets built.

• Product Design
• UX
• Digital strategy
• Project management
• Barcelona

Code became another design tool.

I worked on B2B fintech products: dashboards, tables, trees, and flows packed with information. Besides designing them, I implemented interfaces with HTML, CSS, and Sass in Angular.

I started owning complete user stories and choosing between Figma and code depending on what I needed to test. Understanding implementation helped me spot constraints earlier, talk better with engineering, and design more realistic solutions.

• B2B fintech
• Complex data
• HTML
• CSS
• Sass
• Angular
• Collaboration with engineering

I learned how much I enjoy entering worlds I don’t know yet.

I worked in fields as different as healthcare, education, sports, and corporate services. Each project started with a new language, new rules, and people with different needs.

That uncertainty didn’t hold me back: it made me curious. I enjoyed researching, asking questions, and finding the patterns that let me turn an unfamiliar domain into an architecture, a flow, or an experience the team could understand and build.

• Healthcare
• Education
• Sports
• Research
• Information architecture
• Facilitation
• Prototyping

All the layers started working together.

As Lead Product Designer and the team’s only designer, I led the end-to-end design of a B2B SaaS product for ESG reporting used by 25+ companies. I designed and maintained its design system and worked directly with product, business, and engineering.

I also worked on React components, built the website in Framer, and created solutions with Tally and Make to launch initiatives without adding to the engineering roadmap.

My contribution wasn’t about using many tools. It was about spotting what was blocking progress, connecting the pieces, and choosing the most useful way to solve it.

• B2B SaaS
• ESG
• 25+ companies
• Design system
• React
• Framer
• Tally + Make
• Leadership

In progress

I keep expanding what I can understand and build.

I’m doing a Master’s in Full Stack Development to go deeper into what happens beyond the interface: frontend, backend, APIs, and data.

In personal projects like MedusaWatch and Mundial Predictions, I can follow the whole path, from a first question to the logic, the information, the interface, and a working solution. Building helps me find constraints, validate earlier, and redesign with better information.

• Java
• Spring Boot
• Angular
• TypeScript
• REST APIs
• MySQL
• MongoDB
• Applied AI
• Functional prototyping