Sebastian Palma

Design Lead • Product Strategy • Design Systems • UX Research • AI-powered Workflows

I shape products by turning complexity into clarity—for the people who use them and the teams that build them.
From product strategy to hands-on design, I help teams make better decisions, build scalable products, and create the systems that make great work possible.

richierosales95@gmail.com
+52 55 3431 8767
chido.world

Awards

Premio Nacional de Periodismo

Podio· 2020

KEIA Furniture Design

2nd Place· 2019

FORMA · Design Week México

Winner· 2018

Pack Lab Awards

2nd Place· 2018

Jump The Gap by ROCA

Finalist· 2019

Vitro Perfume Design

Finalist· 2019

Ambientes Magazine

Publication· 2018

Expertise

Software

FigmaJiraClaudeUX TweakMazeHotjarIllustratorDaVinci

Certifications

Design SystemsAdvanced UX – UIGoogle AI StudioDesign Thinking

Experience

EDILAR2025 – Present

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.
CHIDO2024 – 2025

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.
ViaDirect2022 – 2024

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.
Versatio2021-2022

UI Designer

•Designed websites, landing pages, and brand systems supporting client digital transformation.
EARLIER2017 – 2021

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.