I'm a product design leader with 14+ years across Fintech, Healthcare, Education, Automotive, Gaming, and enterprise SaaS. I've grown from hands-on designer to the person who builds the teams, systems, and culture that make great design possible at scale.

I've led end-to-end product design for organizations like Oracle Health, Zurich Santander, and Universidad Anáhuac — where I built a 10-person design and engineering org from zero and shipped the institution's first design system. My work turns fragmented, high-cost processes into clear experiences that reduce friction, drive adoption, and move business metrics.

I lead through clear goals, structured design reviews, and onboarding frameworks that help teams integrate faster and decide with autonomy. My teams don't need me in every room to make good decisions — that's the point of leading well.

I'm the founder of PSD Publicidad y Soluciones Digitales, a UX and product consultancy I've run since 2012, and of Kaans, a design and technology training company — so I've owned strategy, hiring, and P&L, not just design.

I share the craft as a speaker at Microsoft, Women in UX, and UX Nights, and as a university lecturer — and I mentor designers building their careers.