That idea — the literal meaning of the character for “to work” — has shaped my whole career. From games to teaching to payments, the job has always been the same: find the real problem, and make it feel simple.
I've been in product design for 7 years, and my path was never a straight line — which is exactly why I design the way I do.
I started in gaming. I studied digital game design, and that's where I fell for UX: figuring out how to make a player understand a game's mechanics without a single line of instruction was fascinating to me. For a while I was also a teacher, and that taught me something that still shapes how I work — there's never just one way to explain something complex. You adapt until the other person actually gets it. Games and teaching are where my whole approach comes from.
Today I'm a Product Designer Specialist at Fiserv, in a strategic layer for LATAM inside the culture & innovation pillar. I partner constantly with HR, Marketing, CX and the Executive Board — reading satisfaction data and UX research to spot opportunities nobody has formalized yet.
The clearest example is a customer referral program I built from the ground up. No one asked for it: I connected CX data to an internal engagement initiative, piloted it internally first, and it now converts 13% of referrals versus the usual 2% — paying back its investment in four months.
I believe design only works when you understand both people and business deeply enough to be trusted by both. That's why I bring hands-on craft together with real commercial awareness — and early this year I was recognized as a Fiserv Ambassador for putting exactly that into practice.
Strategic design across HR, Marketing, CX and the Executive Board. Built a referral program from zero across 4 countries; recognized as a Fiserv Ambassador.
Full home redesign shipped in 3 weeks, a research-ops rebuild that turned a cost center into a B2B revenue channel, and a component and gamification system used across the product.
A gamification redesign for a trading community where expertise had quietly become a barrier to belonging — making it safe to ask, and worth it to answer.
Learned to teach mechanics with no instructions, and to explain complex things more than one way until they land. Still the core of how I design.
The brief is rarely the problem. I dig until I find the thing actually worth solving — then solve that.
Empty, loading, error, disabled, success. The happy path is the easy 20%; the other states are the product.
Design works when both people and business trust it. I speak craft and commercials equally.
A home redesign in 3 weeks beats a perfect one in six months. I pilot, measure, and iterate in the open.
The teacher in me: if it isn't landing, that's on the explanation, not the audience. I adapt until it clicks.
I don't stop at screens. The flow, the incentives, the ops around them — that's where design really lives.
I'm always up for a conversation about product, design and the messy middle in between.
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