I shape products by turning complexity into clarity — for the people who use them and the teams that build them.

Experience

• 2025 — Present

  Edilar

  Head of Design (prev. Lead Product Designer)

  • Lead a team of 4+ designers across three digital products serving Mexico's education sector.
  • Own design strategy end to end: discovery, product vision, and releases shipped to production.
  • Shipped Red Magisterial (36K+ active users), Portal de asesores, Red Potencia, and the Nuevo León data-visualization platform.
  • Built the design system and AI-assisted workflows that cut delivery and revision time by 27%.
  • Mentored and grew 2 designers; set hiring and design-review practices that raised the team's craft.
• 2024 — 2025

  Chido

  Founder — independent design practice

  • Advise brands and agencies on design strategy, systems, and best practices.
  • Lead projects from brief to delivery across product, brand, and content.
• 2022 — 2024

  ViaDirect

  UX/UI Designer

  • Designed UX/UI for digital wayfinding products deployed in public spaces.
  • Shipped tailored client interfaces with engineering and PMs under hardware constraints.
• 2021 — 2022

  Versatio

  UI Designer

  • Designed websites, landing pages, and brand systems supporting client digital transformation.
• 2017 — 2021

  Earlier

  Creative & craft foundation

  • Luminica — Filmmaker: directed and produced brand campaigns end to end.
  • SEER — Designer: ceramic collections exhibited at MUMEDI, BLEND, and Design Week México.
  • Fabien Cappello — Design Intern: prototyping, model making, product photography.
  • COPAL — Photographer & Filmmaker: grew from assistant to lead shooter.

Awards

• Premio Nacional de PeriodismoPodio
  2020
• KEIA Furniture Design2nd Place
  2019
• FORMA · Design Week MéxicoWinner
  2018
• Pack Lab Awards2nd Place
  2018
• Jump The Gap by ROCAFinalist
  2019
• Vitro Perfume DesignFinalist
  2019
• Ambientes MagazinePublication
  2018

Expertise