What people say, what they do, and what they actually need.
I design digital products grounded in research. For the past two and a half years I've led research at Volaris, looking at the whole service rather than one screen at a time: the messages people receive, the flows they move through, the extra products they're offered, and how all of it adds up to a single experience.
Selected work
Four projectsBoarding Groups
Crowded gates and slow lines led to a new way of grouping passengers. Four rounds of research turned a colour palette into a boarding system that works in print, on web, app and Wallet, and at every gate.
Sell or Change Your Flight
First people had to believe an unexpected email was real. Then the ones who did got stuck at a verification step.
Check-in Stand By
The numbers said the flow worked. People understood it and still didn't want it, and the business needed to hear that before launch.
Booktel
A reading app for readers who want to find each other, not just keep track of what they've read.
About
How I got hereI started in design, and little by little I've moved toward what sits behind it: why people react the way they do, how they decide, and how much of that is shaped by the design itself — how it works, how it looks, and what it tells them.
I studied Design at Tecnológico de Monterrey and moved to Guadalajara for the digital products specialization. UX found me through the work itself: a smart waste-sorting machine at MOA Estrategia, where I designed both the physical prototype and its app, and an internship at Wizeline with a team spread across Mexico, Colombia and the United States.
That design background is also what lets me see the whole experience, including the parts that happen before and after the screen, and it's what turns findings into recommendations a team can build rather than a list of problems.
I read what people say alongside what they do
A design can score high on clarity and still leave people uneasy. When opinions and behaviour disagree, that contradiction is usually the finding.
I pick the method that fits the problem
Unmoderated tests with heatmaps, diary studies, benchmarks, A/B tests, or interviews with the people who said no. Whatever the decision actually needs.
I make sure everyone understands the why
Designers, writers, developers, product owners and directors each need a different version of the same reason. I look at business, development and users, not only design.
I check what's buildable before I recommend it
A recommendation nobody can implement isn't one. I confirm the constraints with the people who will build it, so what I propose has a real chance of shipping.
That curiosity about people doesn't clock out at six, and mostly it shows up in what I read.
Currently reading
Finding someone who's read the same book is my favourite kind of coincidence, and it's where one of the projects above came from.
Playground
Design I make for the fun of it, outside work. This shelf is still empty, but not for long.
Borrow cards
Sign before you goSign the card before you go
Like the card at the back of a library book: your name, the date, and what you're reading right now.
The card slot opens shortly.
Who's been here
Every signature, newest first, so you can see what other visitors are reading.
Contact
Always happy to talkTell me what your users keep getting stuck on.