About Me


I am passionate about understanding businesses and their users and creating digital experiences that matter

After working for several years as a professional filmmaker (and picking up a few awards in the process), I became interested in the possibilities of digital platforms to create interactive and immersive narratives.

That led me to discover the field of User Experience Design and develop a passion for all its facets, from user research to UI designing and prototyping.

Combining my experience as an audiovisual content creator and my skills as a UX Designer, I have mostly worked with charities, HE institutions and membership organisations designing and creating experiences to engage, educate and inspire change.

I am highly proficient in designing and prototyping software (Sketch, Omnigraffle, Axure) and video applications (Premiere Pro, After Effects, Audition). I also have knowledge of HTML, CSS and PHP and a basic understanding of Java Script.


Designing, planning and carrying out user research

Establishing research needs, recruiting participants, designing and implementing qualitative (interviews, focus groups, workshops, ethnography) and quantitative (surveys, A/B testing) research methods.

Designing, planning and carrying out usability testing

Conducting moderated (both live and remote) and designing unmoderated user tests. Testing usability on websites, e-commerce platforms, apps, multimedia experiences and games.

Data analysis and reporting

Analysing existing user flows and data. Integrating data obtained from a number of sources. Presenting insights and data to other stakeholders in a visual, succinct way.

Information Architecture & Content Strategy

Designing and testing information architecture (card sorting, tree testing) for content heavy websites with many different audiences. Creating content strategy and designing content.

Wireframing, prototyping and UI design

Experience designing UI for a range of digital products. Quickly creating iterative prototypes of all levels of fidelity using a range of software programs (Keynote, Sketch, Flint, Omnigraffle, Axure)

Pitching to potential and existing clients

Extensive experience managing and collaborating with client-side stakeholders, including senior leaders at global corporations. Writing proposals and pitching for new business.

Agile environments

Experience working with and implementing agile methodologies.


Curriculum Vitae


(2016 – )

UX Lead

  • Designed and user-tested websites and apps for charities, member organisations and universities, including complex CRM integrations and eCommerce solutions.
  • Conducted both qualitative and quantitative research, across very diverse user groups.
  • Created digital strategies, discovery reports, content audits, user journey and CX maps, personas and other key UX deliverables.
  • Developed and tested Information Architecture and created content strategy for websites with hundreds of pages.
  • Created wireframes and prototypes for a broad range of user journeys and content types, taking a mobile-first approach.
  • Presented and pitched for new business to key stakeholders of national and global companies and NGOs.
  • Wrote thought leadership pieces on UX and digital transformation and presented seminars and webinars.
  • Recruited, managed, mentored and supervised a UX/UI team.

Curriculum Vitae


(2014 -2016 )

UX Designer and Content Creator

  • Researched and designed digital experiences for NGOs, ranging from training websites to a campaign web-game.
  • Conducted both qualitative (desk research, focus groups, interviews) and quantitative (surveys, A/B testing, sorting, etc.) research, both live and remotely, with users in 4 continents.
  • Conducted extensive game and usability testing.
  • Designed and built mock-ups, wireframes and prototypes in Axure.
  • Implemented agile work methods.
  • Identified insights and designed reports for clients and funders.
  • Created visual and video content for digital platforms.

Open Cinema / Freelancer

(2011 – 2014)

Filmmaker, Editor and Motion Graphics Artist

Contenido Neto

(2007 – 2011)

Writer and Director

  • Directed TV advertisements in Mexico (and wrote copy for some of them) for clients including Mattel, Coca-Cola and Neolpharma.
  • Wrote, directed and post-produced corporate videos.

El Norte

(2002 – 2004)

Web Designer

  • Created design elements and interactive pieces to support daily news content.
  • Created interactive infographics in Flash.

Professional Education


General Assembly. London.

User Experience Design course.

2004 – 2007

Istituto Europeo di Design. Milan.

Video Design post-diploma course.

1998 – 2002

Tec de Monterrey. Mexico City.

BA in Media Studies.