I map the rules before I design the screens.
Senior UX/UI Designer with 14+ years across digital, visual and experience design. I specialise in complex interfaces, configurable systems and phygital experiences: the kind of product where a single administrative decision has to produce a predictable result for thousands of people who will never see the backoffice.
What I bring
System thinking
I model rules, states and dependencies before I draw screens, so the interface has something honest to describe.
Visual craft
Twelve years of graphic design before product. Brand constraints are a starting point, not an obstacle.
End-to-end design ownership
Information architecture through developer handoff and post-launch iteration, including the parts nobody enjoys.
Multidisciplinary collaboration
Founders, engineers, external agencies, creative directors and production teams, often at the same time.
The short version
I trained as a graphic designer in Argentina and spent my first decade in brand, campaign and editorial work. The move into product happened gradually: first designing features inside two startups, then owning the UX of a platform end to end.
What carried over is the part I still rely on: the discipline of a visual system, and the habit of asking what a thing is for before deciding what it looks like. What I added is the layer underneath: architecture, states, rules, and the conversations with engineering that decide whether any of it survives implementation.
Today I work on products where the complexity is structural rather than visual: configurable platforms, gamified systems, and experiences that cross from a screen into a physical room.
How I work
- Clarify complexity before proposing an interface.
- Map dependencies, states and edge cases explicitly.
- Prototype the interaction, not just the layout.
- Align early with engineering on what is buildable.
- Protect design intent through implementation reviews.
Experience
Design Lead · POAP Studio
End-to-end UX/UI, from brief to implementation, across 20+ phygital activations for global brands in luxury, finance, sports and gaming: Cartier, Oracle, Sibos/Swift, Hugo Boss, Shell, MetaMask, Aston Villa FC, Ubisoft and Mahou.
UX/UI Designer · Cryptoplaza
Designed the first version of POAP Passport and its backoffice, plus two phygital NFC activations: a POAP collection experience at Movistar Estudiantes games, and an exclusive NFC experience for Porsche 911 GT3 RS owners.
Graphic Design Specialist · timbrit / HolaPepa
Product features including grace-period logic for lapsed subscriptions and subscription funnel improvements, plus the appointment booking flow for HolaPepa. Campaign design across two concurrent startups.
Lead Graphic Designer · Centenario / Sarmiento Shopping
Four years owning the graphic design output for two shopping centres. It is the longest single tenure on this list, and where designing at volume taught me to build a reusable system instead of a new answer every time.
Graphic & Web Designer · SHOCK
First role after the degree, and the first time the work had to run on a screen as well as on paper.
Education
MA, Web Design & Multidevice Programming · ESdesign / Universidad Internacional de Valencia, Barcelona, 2017.
BA, Graphic Design, Universidad Nacional del Nordeste, FAU, Argentina, 2012.
Recognition
Treasury DAO at ETHGlobal Lisbon 2023. Four sponsor awards: Uniswap Foundation, Aave Grants DAO, The Graph and Chainlink.
Finalist, Best Master’s Thesis, ESdesign Barcelona.
Second-highest GPA in the programme’s history at UNNE FAU.
Tools & languages
Figma · Illustrator · Photoshop · InDesign · After Effects. Working knowledge of HTML and CSS.
Spanish (native) · English (C2, Cambridge Grade A).
Currently
If your product has more rules than screens, we should talk.