I am a Venezuelan-born New Zealander with over 25 years of experience in the design industry, most recently focusing on user-centric-design.

The future of user experience (UX) is evolving rapidly, driven by AI and emerging technologies. As a seasoned UX designer, I drive innovation in the ever-evolving digital landscape. I believe that true success in UX requires a holistic approach that blends technical expertise, strategic thinking, and effective leadership.

My experience has equipped me with a unique ability to:

Inspire and guide teams: Foster a collaborative and creative environment where diverse perspectives converge to deliver exceptional user experiences.
Anticipate trends: Stay ahead by continuously researching emerging technologies and user behaviours.
Drive strategic decision-making: Collaborate with stakeholders to align design goals with business objectives, ensuring impactful outcomes.

One of my core philosophies in life is the commitment to constant and never-ending improvement. I take full ownership of my work and always do what I say I will do.

Areas of expertise

  • Usability testing
  • Competitor research
  • Empathy mapping
  • User personas
  • Affinity diagram
  • User flows
  • Wireframing
  • Interactive prototype
  • Stakeholder engagement
  • Project management
  • Advertising Campaigns
  • Creative direction
    – Digital
    – Print
    – Out–of–home

Technical Skills

  • Figma
  • Optimal Workshop
  • Askable
  • UsertTesting.com
  • Hotjar
  • Jira
  • Miro
  • Adobe Creative Suit
  • WordPress
  • Microsoft Office Suite

I love creating and improving products that provide the best possible user experience, placing users at the centre of my design process and finding solutions to their problems.