— NOW
UX Designer — Connected Visitor Program
Red Sea Global · Riyadh, Saudi Arabia
Designed and refined the booking transactional flow for a luxury multi-resort destination — a seamless, guided reservation experience across locations.
▌ PLAYER PROFILE
Two decades, one evolving designer.
I'm a Product & Experience Builder with 20+ years shaping digital products — from concept to shipped experience. Since 2005 I've moved fluidly across visual design, frontend, UX research, service design and product design, leading teams, developers and suppliers along the way.
I specialize in self-service experiences for large-scale B2B and mass-market clients, turning research into clear decisions. I still reach for pencils, markers and post-its before pixels — a simple, research-driven craft that keeps teams aligned and users at the center.
- 20+ years in tech
- Since 2005
- Medellín, Colombia
- Spanish (Native) · English (B2)
▌ 01 — HOW I WORK NOW
From research to shipped product.
01
Product & Experience Design
End-to-end design, from concept to shipped flows, prototypes and microinteractions.
02
UX Research & Insights
Turning interviews, usability testing and analytics into clear, confident decisions.
03
Service & Systems Design
Journeys, blueprints and ecosystems so the whole experience holds together.
04
Builder Mindset
Prototyping in code with AI and Spec-Driven Development, from idea to working product.
▌ 02 — SKILLS & QUALIFICATIONS
What I bring to a team.
Data, Delivery & AI
- Spec-Driven Development
- Data-Driven Design
- Data Visualization
- Workshop Facilitation
- Hand-off & QA
- AI-Driven Prototyping
Product & Experience Design
- Product Design
- Experience Design
- Interaction Design
- Information Architecture
- User Flows
- Wireframing
- Prototyping
- Design Systems
Research & Insights
- User Research
- Usability Testing
- Heuristic Analysis
- User Interviews
- Surveys
- Card Sorting
- Competitive Audits
Strategy & Service Design
- Service Design
- Service Blueprints
- CX Mapping
- User Journeys
- Personas
- Feature Roadmaps
- Self-Service Strategy
Toolkit ▸FigmaCursorClaudeMuralHotjarOptimal WorkshopDovetailn8nSketchGoogle AnalyticsPower BIPencil · Paper · Post-its
▌ 03 — EXPERIENCE
The career log.
—
UX Designer — Unified Booking Journey
Merlin Entertainments · Poole, UK
Led a UX/UI audit and information-architecture redesign across theme-park sites to simplify booking journeys and lift conversion.
—
UX Designer — Digital ID
SEVEN (Saudi Entertainment Ventures) · Riyadh, KSA
Defined interaction patterns and design guidelines so visitors can manage their Digital IDs, profiles, plans and attraction assets throughout a park visit.
—
UX Designer — Identity & Loyalty
LA Clippers · Los Angeles, USA
Shaped account creation, user profile and loyalty experiences for the Intuit Dome app, plus a comprehensive loyalty-program strategy.
—
UX Designer — MiDirecTV Web
DIRECTV Latam · Buenos Aires, Argentina
Designed self-service features and a consistent information architecture for web customer care, validated with Hotjar and analytics.
—
Service Designer — Voluntary Churn
DIRECTV Latam · Buenos Aires, Argentina
Orchestrated an omnichannel retention strategy — service blueprints, journey maps and personas — that improved self-service adoption.
—
UX Designer — Data Warehouse & ShareTrust
Ernst & Young · USA
Built Power BI data-visualization and storytelling guidelines that made complex insights legible for business decision-making.
—
UX Designer — RAIDER / PCB Integration
Rockwell Automation · USA
Designed phygital manufacturing-automation flows and cross-device information architecture for business engineers.
—
UX Designer — Mortgages
Openbank · Spain
Streamlined a complex digital-mortgage request into a user-friendly, self-guided flow for online-bank customers.
Education
Graphic Design
Universidad Cooperativa de Colombia · 2001–2004
Computing Project Management
SENA, Medellín · 2010–2011
Interaction Design Foundation
Member · since 2018
Languages
- Spanishnative
- Englishprofessional
▌ 05 — SIDE QUESTS
Beyond the pixels
The best experiences are built by humans who live them. When I'm not shipping products, you'll find me here.
Cycling & MTB
Climbing Antioquia's mountains on two wheels — road and trail. Endurance training for long design projects.
Board games
Strategy, mechanics and player experience — every game night is a systems-design masterclass.
Cooking
Recipes are just service blueprints you can eat. Prototyping flavors for family and friends.
Music
Always playing — from salsa to synthwave. The soundtrack behind every sketch and sprint.