From customizing phone themes at 13 to my first e-commerce project, I learned design through doing. Early freelance work taught me hard truths: working alone won't take you far, designing without context is a gamble, and having the right answer means nothing if you can't bring people with you.
At SiCredit, I designed a digital onboarding experience that replaced outdated face-to-face processes. That's when I realized design isn't just visual—it's operational, human, and deeply systemic.
I was already guiding others, facilitating workshops, aligning decisions. When I stepped into a complex organization, I realized design wasn't about deliverables anymore—it was about establishing practice, building bridges between silos, and proving that design could scale into organizational capability.
As UX & Innovation Manager, we weren't just delivering design—we were building systems so everyone could design better. Together, we launched our first design system, established research operations, and created strategic rituals that brought teams together.
Design became more than a service—it became a true partner in product, marketing, and CX. My role evolved: designing the system, not just the product. Creating space for others to lead, grow, and build with purpose. Leadership isn't control—it's clarity, trust, and empowerment.
Scaling a multidisciplinary design practice to transform how a company learns, collaborates, and builds digital experiences.
Translating vision into approachable digital experiences for a fintech platform for SME's in México.