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About

I help organizations improve their products, services, and operations by aligning business goals with user needs—driving measurable impact through user research, strategic design, and scalable processes.

Services

Strategic Design & Research

Planning and executing end-to-end research that informs product and service decisions.

Value Proposition Testing

Validating business hypotheses through qualitative research and frameworks.

Organizational Transformation

UX maturity models, operational workflows, team capability mapping, and leadership workshops focused on commitment and performance.

ResearchOps & DesignOps Structuring

Designing systems and operational models tailored to the organization’s stage and culture.

UX Talent Evaluation

Assessing design teams through tailored evaluation tools and growth paths.

Mentorship & Team Coaching

Supporting UX professionals and guiding leadership through coaching practices.

Professional background

Areas of expertise

I’m a bilingual UX strategist from Colombia with 18 years of experience leading digital initiatives across Latin America. I began my career in global advertising agencies such as McCann Erickson, J. Walter Thompson (VML), and MullenLowe SSP3, where I worked on digital campaigns and creative strategy for major brands including Ford, Unilever, Procter & Gamble, AB InBev, Juan Valdéz Café, Chevrolet, AVAL Group, DataCrédito Experian and VISA, among others.

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Since 2017, I’ve focused exclusively on strategic UX and service design—partnering with organizations like Google, WhatsApp, Bancolombia, Grupo Éxito, Tecnológico de Monterrey, and Entel Chile. My work centers on connecting business strategy, user research, and operational efficiency to drive product innovation and organizational change.

  • Strategic UX Research & Service Design.

  • Business value validation.

  • UX Capability assessments & talent frameworks.

  • ResearchOps & DesignOps implementation.

  • Organizational transformation processes.

  • Strengths-based mentorship & team leadership.

 

Passionate about strategic transformations, innovation, business design, tackling business challenges, problem-solving, creativity, and mentoring while nurturing new design talent.

Nicolas Franc

Partner & Creative Director

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Diane Collins

Senior Designer

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Dan Gomez

Developer

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