ABOUT
10+ years scaling digital products. I bridge discovery, strategy, and high-impact execution in complex environments. Turning robust systems into simple, efficient experiences that drive measurable results. Deep expertise in Design Systems, data-informed decisions, and aligning business, tech, and user needs.
TEXT
Between KPIs and MVPs, is there still room for the sexy aspect?
In the name of performance, digital product design has become less and less sexy. We're repeating formulas, delivering MVPs that never saw a second version, creating experiences so functionally generic that [...]
continue reading →Should designers code? The question AI made obsolete
With AI running in terminals, prompts written in JSON, and MCP integrations reshaping workflows, the old LinkedIn debate about designers coding has expired. The real question now is whether anyone building digital [...]
continue reading →THE DESIGN IN THE HUMANIZATION OF BRANDS
Discussing the humanization of brands means discussing changes in the way consumers relate to brands in a post-modern consumer society and how such changes generate the need to create an emotional identification link between product and consumer [...]