About

I came to design for the making. I stayed for the people on the other side of it.

I 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, starting in my hometown and moving to Guadalajara for the digital products specialization. That's where 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 the project went on to be recognized at the National Design Awards; and an internship at Wizeline, on e-commerce and internal platforms for a team spread across Mexico, Colombia and the United States.

Since June 2024 I've been at Volaris, where I lead research for the app and the website. That covers the whole journey: searching and booking a flight, choosing seats and add-ons, checking in, getting to the gate, and everything that happens when plans change, from moving a flight to selling it back. Those decisions now reach millions of travelers.

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.

How I work

I read what people say alongside what they do

Opinions and behaviour each tell you something real, and the interesting part is where they meet or pull apart. A design can score high on clarity and still leave people uneasy; users can name a favourite while their clicks point somewhere else. I look at both, and when they disagree, that contradiction is usually the finding.

I pick the method that fits the problem, not the one I'm used to

Some questions need a quick unmoderated test with heatmaps. Others need a diary study, a moderated exercise, a survey, a benchmark, an A/B test, or interviews with the people who said no. I choose based on what's actually being asked and how much time the decision allows, and I'll combine methods when one alone would only tell half the story.

I make sure everyone understands the why, in their own terms

Findings reach a lot of people: the designer adjusting a screen, the writer reworking the copy, the developer building it, the product owner weighing scope, and the director deciding whether to launch. Each of them needs a different version of the same reason. I look at the problem from all sides at once, business, development and users, not only from the design side, and I organize recommendations by effort so teams can act on them instead of filing them away.

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 actually build it, not only with a point of contact, and I document what we learn so the next redesign starts from there. It's the difference between handing a team a problem and handing them something they can ship.

Experience

UX Researcher & Designer · Volaris

Mexico City · Jun 2024 – present

Research lead for the app and website: usability testing, interviews, benchmarking, A/B testing, and interface and copy work alongside the design team.

UX Design Intern · Wizeline

Guadalajara · Aug – Dec 2022

E-commerce and internal platforms for a cross-border team. Design library components, research documentation, testing support.

UX Design Intern · MOA Estrategia

Guadalajara · Feb – Jul 2022

Smart waste-sorting machine: physical and digital prototypes, image detection, user research and testing.

Education

Bachelor's in Design, minor in Design and Technology

Tecnológico de Monterrey · 2019–2023

UX Design | Innovation Experience Program

Wizeline Academy · 2022

Awards

National Design Award (Premio Diseña México) — Winner, Product Design

Botti · 2022

National Design Award (Premio Diseña México) — Finalist, Product Design

Clever Buddy · 2022

Award for Innovative Social Entrepreneurship Design

Tecnológico de Monterrey · 2023

Recognition for Outstanding Performance

MOA Estrategia · 2022

Certifications

Claude 101, Anthropic Education · Interaction Design Foundation member · TOEFL C1 · UX research and mapping coursework.

See all certifications
  • Claude 101 — Anthropic Education, 2026
  • UX Deep Dive: Mapping — LinkedIn, 2022
  • UX Deep Dive: Remote Research — LinkedIn, 2022
  • UX Deep Dive: Foundational Research — LinkedIn, 2022
  • UX Foundations: Research — LinkedIn, 2022
  • Design Thinking: Implementing the Process — LinkedIn, 2022
  • UX Design 1–5: Overview, Analyzing User Data, Creating Personas, Ideation, Scenarios & Storyboards — LinkedIn, 2022
  • Figma Essential Training: The Basics — LinkedIn, 2022
  • Learning to Write for the Web — LinkedIn, 2022