Francisco Casal

An AI-powered personal finance app for young professionals in Latin America — designing how AI explains spending in plain language instead of just charts.

Designed and ran a survey with 150+ participants to validate the personal finance management problem and define the target segment in Argentina.

Conducted user interviews on spending habits and validated a narrative-first value proposition: AI

Built from my own experience managing a youth rugby club — automating the weekly logistics that used to eat hours of my time.

Researched rugby coordinators' workflows to design the team-balancing algorithm and wrote the development specifications.
Defined product and go-to-market strategy for 90+ clubs in Argentina's URBA union, targeting individual managers and clubs directly instead of slower i

Designing the platform that helps hospitals, vendors, and surgical teams work off one shared source of truth instead of five disconnected systems.

Worked on the design of a healthcare platform unifying five separate systems into a single product used by hospitals and surgical equipment vendors - collaborated on user research and owned UI direction and the design system.

Designed end-to-end workf

Led UX for a self-serve audio advertising platform, defining core flows for campaign setup and ad delivery in an early-stage product.

Conducted heuristic evaluations, identifying the platform's most critical usability issues ahead of v2.0.
Instead of relying only on structured research, I read through real customer support conversations on Discord and Intercom to find the friction points users we

7.5 years leading UX at a software agency, eventually running UX and frontend as a one-person department.
Led the UX and frontend area, reporting to the CEO, across multiple concurrent client projects spanning different industries.

Became the agency's front-facing presence for key clients such as TGS, Universidad de San Andrés, Universidad Torcuato Di Tella, and Universidad Austral — meetings ori

Designed and delivered digital products for marketing-focused clients, balancing user experience and business goals.
Collaborated with stakeholders to define requirements and deliver tailored solutions aligned with client needs.
Worked across multiple projects, adapting design solutions to different client contexts and constraints.

Joined when the company was a startup, as one of the first employees, and grew with it through a major expansion, including post-merger integration following the Biblos acquisition.

Ran guerrilla-style intercept research, recruiting travelers directly on the street and testing low-fidelity paper prototypes in exchange for gift cards.

Worked side by side with the UX Manager on research and flow d

Designed websites and microsites for financial clients, including Banamex, and led the digital rebrand when Banamex was acquired by Citibank.

Promoted to lead a small team of designers, overseeing design execution and delivery.

Designed and developed webpages using HTML/CSS as part of a full platform redesign.
Created digital assets for marketing campaigns, including banners and email content.
Collaborated with cross-functional teams to maintain a consistent visual identity.

First designer involved in the early-stage development of Avantrip’s initial product.
Designed core website mockups and contributed to defining the initial user experience.
Collaborated closely with founding team to establish the platform’s online presence.

Designed a registration platform for Deloitte’s 3rd Latin American Conference.
Delivered a functional and user-friendly solution under tight timelines.

Mar 2022

Apr 2022

Apr 2022