I’m a product designer based in Culiacán, Mexico. At Coppel I lead UX for Purchase & Payments; before that I was a UX researcher there, and I led the UX team at Onikom Systems for clients like Movistar MX. My work sits between business, technology, product and design: I research early, prototype fast, test small and keep the customer at the center. Lately I treat AI as a co-creation partner, prototyping with Claude Code to get to ideas and to the shape of a problem faster.
Experience
Coppel
2022 - Present
Design Lead — Purchase & Payments
Led a team of 6 (3 UI, 2 UX, 1 UX writer) through the cart and checkout redesign during the Salesforce Commerce Cloud migration: web conversion +2 pp (digital analytics, Jan 2026, 4 months after launch).
With the team, designed and launched Motorcycle Insurance, Extended Warranties and Recurring Shipping (web and app): average ticket +25% (BI, Jan 2026).
Removed the Order Review step and rewrote card BIN messaging, which let us move card payments to a secure iFrame: dynamic CVV rejections −60% (Operations, Jan 2026).
Brought Design System standards to the “Coppel Soluciones” landing pages and in-store systems: +80% adoption across operations teams (Jan 2026).
Set up UX metrics tracking for the Purchase team: usability (SUM), accessibility (Lighthouse, axe), NPS (Medallia), CSAT, task completion and drop-off.
Coppel
2019 - 2022
UX Researcher — E-commerce New Customers
Piloted two practices for a UX team without design governance: the Validation Onion, to find and validate user problems layer by layer, and a Contribution Process, a shared way to add new research. Both were absorbed by Coppel's Experience Design Center of Excellence.
Set up heuristic evaluation as a shared practice across the UX team.
Conducted UX Research for the Digital Credit Application (100% online acquisition).
Onikom Systems
2018 - 2019
UX Lead
Built a UX team that could serve several clients and products at once.
Joined client discovery and brought users' needs and problems back to the team to shape the product.
Introduced Lean UX and designed and taught an internal Lean UX course.
Delivered UX design for Movistar MX, CFE Contigo and Nadro.
Education
Universidad Nacional Autónoma de México (UNAM)
B.A. in Design & Visual Communication, 2014 – 2017.
Sperientia
Diploma in Service Design & Jobs-to-be-Done, 2021.
Skills
Design Leadership & Operations
Team management, UX governance, design process scaling
Team Leadership
Jira
Confluence
Notion
Design & Prototyping
User interface design, tokens, UI component libraries, design documentation
Creation and maintenance of websites and web applications using front-end and back-end technologies
Next.js
React
TypeScript
GitHub
Tailwind CSS
Vercel
AI-Powered Design
I work with AI as a co-creation partner: rapid prototyping and co-creation with Claude Code to explore more ideas and understand problems faster. This portfolio and its design system were built that way.
