Understand before solving.

Design starts well before the first wireframe and ends well after delivery.

I start from the business problem and the moment the user decides.

I come from economics, and it shows in how I work: each screen is a hypothesis with a cost, and I want to know what that cost is before it reaches development.

My method follows one chain: viability, product architecture, and scale. The order matters because each link depends on the one before it. A flawless architecture is useless if nobody needed the product. And a system that scales badly turns every good decision into debt for the team that comes next.

I use the same chain whether the role is design, product, or AI. The deliverable changes; the order of the questions does not. I have applied it for more than ten years in banking, travel, and enterprise, with very different teams and contexts.

Step 1: First, should it exist?

Before opening Figma I check that the problem deserves a solution and that the business can sustain it. Sometimes the best deliverable is not building.

I have recommended no-go when an early test showed the market was not ready. I have presented pivots when research showed demand could not sustain the model. And I have validated the business plan before designing, because sometimes the bottleneck is funding, not the interface.

Step 2: Discover with the access you have

Users are not always within reach. I pick the method that gives the most signal with the access available, and when I can go to the field, I go.

I have run in-person field research as the only designer on a vertical, and interviewed manufacturers, distributors, installers and end customers to find where the funnel broke. With no access to users, I built an indirect research framework from benchmarking and usage data. The method follows the signal, not the ritual.

Step 3: Decide and make the trade-off visible

I structure the product around the decision moment and explain what we do, what we skip, and why, in business terms.

I have designed blueprints to unify flows scattered across email, chat, and loose tools. Five years of presales taught me that scope, team, and timeline get negotiated before work starts: that is where a project’s conditions are set. And I learned that chasing perfection can triple time to launch: since then I push for an MVP with clear expectations.

Step 4: Systems and quality that outlive the project

A design only counts if others can build on it. I work in systems and treat accessibility as a constraint from the first wireframe.

I have worked inside mature design systems with teams across countries: when to respect coherence and when to propose an exception without breaking it. I have seen real adoption when the system solves an everyday problem, and I have operated in large design orgs where quality only scales if the criterion is written down, not held in my head.

Step 5: Structure is the decision

On a large project, the design is the architecture: the system the team shares, the audiences that have to coexist, and what can change without stopping live operations.

I have built design systems from scratch with accessibility from the first wireframe. I have defined one architecture for local and international audiences that do not overlap, from field research. And I have redesigned core platforms in production without interrupting live portfolios: structure has to carry change without stopping the business.

Three at scale

In each one, structure was the decision: system, audiences, and live operations.

A system from scratch

LATAM Airlines

A design system from scratch, with WCAG AA from the first wireframe. Call-center demand for purchase and change in Brazil fell 50%.

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Web + App

Saudi Arabia football federation

One architecture for local and international fans. Research in Riyadh set the structure, and the brief grew from the website to web and app.

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Without stopping operations

Santander private banking

Core platform redesigned in production, without interrupting live portfolios. Efficiency on critical flows rose 18%.

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A system from scratch

Web + App

Without stopping operations

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