At Agencia de Transformación Digital y Telecomunicaciones, I led UX/UI strategy and visual standardization for government digital products. I directed the National Design System, defining its guidelines, UI Kit, components, design tokens, and accessibility standards.
I led the end-to-end design of Llave MX and its integration across public services, coordinating multidisciplinary teams. I also established a phased adoption strategy to standardize digital experiences across government products.
At Ben & Frank, I created and maintained an Atomic Design-based Design System across more than five digital stores in different countries. Component reuse and process optimization contributed to reducing development timelines from six to four months; navigation improvements based on research and usability testing increased conversion rates from 3% to 7% and NPS from 7.5 to 8.8.
At Folks Studio, I designed websites, digital platforms, newsletters, and email campaigns for brands including Nike and Gatorade. My work spans UX/UI strategy, product design, accessibility, and design systems, grounded in experience across brand identity, editorial design, and web design.
