About
Product Designer with over 13+ years of experience, specializing in creating clean and intuitive products for SaaS teams, simplifying complexity, crafting scalable systems and maintaining transparency even in challenging situations.
Work
Alida
|Senior User Experience - Team Lead Role
Summary
Alida (formerly Vision Critical) is a Saas company specializing in community-driven UX, product, and market research. Trusted by global leaders like Amazon, Netflix, and Adobe, Alida empowers brands with hard-to-reach customer insights, enabling them to make informed, data-driven decisions.
Highlights
Led both qualitative and quantitative research efforts, including user interviews and competitive analysis, to inform product direction and feature design.
Streamlined disconnected workflows into seamless user experiences, such as a data analysis feature that increased task adoption by 37%
Increased user engagement by 70% through improved page navigation, which aligned with key user journeys and was driven by Pendo data.
Prioritized accessibility, ensuring smooth experiences for keyboard and screen reader users, and worked towards meeting AA compliance.
Developed a scalable design system that improved consistency across products, reduced handoff issues, and enhanced the design review process.
Collaborated closely with engineering to achieve pixel-perfect implementation, providing high-fidelity specifications and prototypes in Figma.
WISI
|Senior User Experience Designer
Summary
WISI is a leading manufacturer of video distribution systems for cable and IP television, headquartered in Germany. Trusted by industry leaders like Turner Broadcasting, COX Communications, and Shop LC.
Highlights
Designed WISI's cloud platform, VidiOS.
Helped 60% of customers switch from legacy to cloud in one year.
Led UX strategy across product lines.
Raised customer satisfaction scores by 70% (NPS surveys).
Worked closely with German HQ and North American teams.
Push Interaction
|Senior Product Designer
Summary
Push Interactions develops native iOS and Android apps, with 200+ launches on Google Play and the App Store. Clients include the Saskatchewan Roughriders, Affinity Credit Union, and the Bill & Melinda Gates Foundation.
Highlights
Designed 20+ mobile apps (iOS + Android).
Clients included credit unions, sports teams, nonprofits.
Handled full design cycle: wireframes to prototypes.
Cut design-related dev revisions by 50%.
Partnered with devs to speed up delivery.
Freelance
|Product Designer
Summary
Worked with various clients to understand their business goals and objectives, and translated them into functional design solutions.
Highlights
Delivered mobile + web Ul for startups and small teams.
Helped clarify business goals through UX strategy.
Built style guides to improve brand consistency.
Collaborated directly with founders and engineers.
UMS mining
|Senior Web Designer
Summary
UMS Mining is a conglomerate of exploration companies listed on the New York Stock Exchange (NYSE) and the Toronto Stock Exchange (TSX), specializing in mining and resource development.
Highlights
Designed websites for 3 publicly traded mining firms.
Led digital rebranding for Cayden Resources (sold for $205M).
Built email campaigns, landing pages, and social content.
Increase investor engagement and online presence.
Education
Monseñor de Talavera
Bachelor
Graphic Design
BCIT | British Columbia Institute of Technology
→
Certificate of HCI
Human-Computer Interaction – User Experience
BCIT | British Columbia Institute of Technology
→
Certificate of Technology
Software System Developer Web Design
Languages
Spanish
Native
English
Fluent