Bogotá, Colombia



About me

Problems solved through user experience

I am a music lover, coffee, reading and family time.

I am a specialist in digital content design, with more than 8 years of experience working in the digital product design industry.
I am currently the UX / UI coordinator at Intcomex for the digital experience team, where I lead the graphic processes of digital assets in B2B (Business to Business) models with conversion-oriented products such as e-commerce. These included in the design and implementation of usability strategies from the graphic field, empathizing with the real needs of the user and developing practical and applicable solutions in digital environments.

Also previously, I was part of the Intcomex creative team in the Marketing department for the Cloud Computing Products division as a web designer, developing graphic material for brands such as Microsoft, BitTitan and Acronis.
Before joining Intcomex, I was a web designer at Colchones Paraiso, where I consolidated the e-commerce platform and implemented tools that contributed a degree of website conversion and therefore the percentage of sales by this means, and the growth of the team of attention of this channel.
I worked for Indet as an interface designer, where we attended to products of the B2C (Business to Custumer) model, we generated a research and development service aimed at the needs of each business.
I offer my services of digital experience by projects, with tailor-made developments according to the needs of the client focused on the digital field. Likewise, I dedicate a large part of my time to continuous learning and professional growth, both empirical and directed.
In addition to this, I live in Bogotá – Colombia, I am happily married, and I am the father of two wonderful children. I am music lover, coffee, reading and family time.


UX / UI Lead designer
Digital content design specialist

Usability specialist with more than 8 years of experience in the digital experience industry. I coordinate the usability and experience processes in electronic commerce environments. Oriented in digital product creation in terms of usability and user experience. I have strengths in the creation and fulfillment of improvement strategies in the purchase flows of the conversion funnel, based on user-centered work methodologies. I direct the achievement of results and objectives based on data analysis. I am passionate about optimizing digital environments based on usability and conversion.

UX/UI Coordinator

August 2020 – Present | 1 year 2 months

Lead the usability strategies in the e-commerce of the company, oriented to the optimal UX / UI, based on web analytics metrics, guiding the improvement of purchasing behavior. Encourage the user to use the site’s tools. Ensuring the correct UX for the purchase flows in the conversion funnel.


Creation of a wide catalog of commercial spaces for the new e-commerce platform where brands can advertise for our clients

Organization and design of the ecosystem of platforms integrated with e-commerce, all associated with a multiplatform access

Ideation of the main cross-sell strategy of e-commerce to increase sales in the home carousels

UI Coordinator

October 2018 – September 2020 | 2 years

Lead the graphic processes of digital products, which include the design and implementation of usability strategies for digital products at the graphic level, empathizing with the real needs of the user developing practical and applicable solutions in digital environments, all this based on research, survey, tests and metrics.


Study and application of user-centered methodologies with management teams at the regional level.

Continuity in the graphic proposal for subcontracting with suppliers giving support to the new digital implementations of the company.

Creation of usability processes for the team

Web Designer

2016 – 2019 | 3 years

Responsible for the Cloud Computing brand, creating and leading graphic regulations in all its scenarios. Responsible for the administration of websites as brand products. Creation of communications for mass shipments. Creation of material with Look’n feel of subsidiary brands (Microsoft, Bittitan, Acronis, etc.).


  • Readaptation of the Cloud brand in graphic guidelines according to the Buyer Persona
  • Order of the website in WordPress according to the products and the type of B2B client, simplifying the acquisition of Leads

Graphic designer

Colchones paraíso
2014 – 2016 | 1 year 3 months

Responsible for corporate identity management. Creation and administration of the online store, continuously improving the interface and the user experience to increase transactions from the platform. Creation and administration of the chat tool for the website. Customer service through online chat and web forms. Creation of communications for mass shipments. Product management on MarketPlace platforms.


  • Contribution of 14% in increase in the general sales of the company for the first year of the implementation of the e-commerce together with marketplace platforms (MercadoLibre and Linio)
  • Creation and administration of new digital media of the brand (Own and Earned)
  • Creation of new customer service and support lines (Chat and Contact us)
  • Creation of Leads database from subscription to the newsletter from the e-commerce

Graphic designer

2013 – 2014 | 1 year 6 months

Design of user interfaces for web pages and mobile applications developed by the company. Database management and performance in the graphic area, digital and printed advertising material.

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