I'm a design leader focused on building high-performing teams that create products solving real-world problems. I've been building experiences, products, systems, research and strategies since 2005. More about me >>
Here are a few case studies that have defined my design philosophy and honed my approach to solving complex user and business challenges.
VMware Partner Connect
VMware Partner Connect was a program designed to simplify and streamline how 30k partners engage with VMware, enabling them to build, manage, and offer VMware-based services to customers. It emphasized a pay-as-you-grow subscription model and rewarded partners for performance and capability achievements through a points-based system.
Role: Lead Design
Scope: Simplified Partner Journey, Transparent Subscription & Growth, Gamified Motivation System, Unified Information Architecture, Seamless integration.
ROI
- Forrester Program of the Year, CRN Highest Score 5/5, Gartner® Magic Quadrant 2023
- From .5B to 4.1B usd Subscription and SaaS growth 2020-2023, 1/3 of VMware yearly revenue
- 27.5 growth per year, <+4 cloud partners, +120 countries available, +10M VMs
- VMware Partner Connect delivered measurable benefits for partners, driving growth, efficiency, and profitability by aligning with VMware Partner Connect, partners achieve faster time-to-market, higher deal velocity, and sustained profitability, making it a strategic growth engine for their business.
VCF Security Center
A unified platform within VCF that consolidates security operations, compliance, and drift detection. It provides a single interface for monitoring security across products. The challenge was bringing clarity, consistency, and confidence to security operations for admins and IT teams, not just combining features.
Role: Shared Design Lead
Scope: Security UXR, Consolidated Dashboard, Information Architecture, Key personas empowerment, Seamless integration.
ROI
- CUBEd Awards 2025 Most Innovative Cloud Infrastructure Solution Product
- 90 percent of IT practitioners trust private cloud for security and compliance
- VCF bakes security directly into the platform, integrated and ready to protect your business without adding complexity and cost
- A modern private cloud platform that breaks down silos and unites IT, developer, security, networking, and app teams on a single, unified foundation
VMware Source Intranet
VMware Source is the essential digital hub for all employees. It unifies applications, collaboration tools, and corporate technology into a seamless, relevant intranet. This empowers staff with easy access to everything internally produced at VMware, making it indispensable to the digital workspace strategy.
Role: Lead Designer
Scope: UX, UI, Content Strategy, Integration design, responsive & accessible design
ROI
- Best Intranet of 2021 by NN/g Intranet Award
- Achieving 55% faster task completion
- Connected 39k employees during COVID
- 120k positive employee engagement
Samsung The Frame
Samsung The Frame transforms your TV into art. When not in use, it displays curated artwork or personal photos, seamlessly blending into your home decor. With customizable bezels, it functions as a beautiful piece of furniture, not just a television.
Role: Shared Design Lead
Scope: Aesthetic Integration, Art-First UX, Curated Art Gallery Experience, Info Architecture, Seamless Transition Mode, Art Store with Payment integration.
ROI
- IF Design Award, CES Innovation Award Best in Show, IDEA design Award, IDEA design Award, Red Dot Design Award, IFA Berlin, Fast Company Award, Salone de Milan among others
- First Home Art Gallery Experience when the TV is off, is enhancing home aesthetics and personal enjoyment by transforming a black screen spaces into personalized content.
- Samsung Art Store partners with over 50 world renowned museums and access over 2,500 artworks.
- Breaks the paradigm to eliminate physical art purchases/frames and energy savings from its motion-sensor Art mode.
Banorte Private Banking Platform
Banorte's Private Banking platform delivers a sophisticated, all-in-one digital wealth management experience for high-net-worth clients. It seamlessly integrates portfolio oversight, personalized investment strategies, and exclusive service access into a single, secure interface. Designed with discretion and clarity in mind, the platform empowers clients with real-time insights and tools to make informed financial decisions aligned with their unique goals.
Role: Design Lead
Scope: Holistic Financial Dashboard, Personalized Journey & Tools, Exclusive Access & Concierge Experience, Trust & Discretion, Seamless Banking Integration.
ROI
- World Finance Banking Awards 2017 (Banorte / IXE Consumer Internet Banking)
- Rank as the 2nd most important bank with high revenue growth.
- Increase client retention by reducing attrition by 20% directly protecting revenue.
- Reduction of support tickets by 50% by better tools and clear engagement.
- Reinforces Banorte's brand equity as a modern, sophisticated and client-centric private wealth management bank.
Experience forged in the design teams of industry- leading companies, my expertise lies in translating emerging technology into intuitive human solutions that scale to millions of users. More about design process >>
Career Journey
20 years of design leadership — from industrial design to AI-driven product design strategy
2023-2025
Broadcom
2018-2023
VMware
2016-2018
Samsung Research America
2016
Honda of America
2015-2016
ITESM
2014-2016
IBM
2012
Walmart
2012-2014
WPP / VML / Crossmedia
2005-2012
Various
Principal Product Designer
Leading AI-driven automation strategy for VMware Cloud Foundation. CUBEA Award 2025, Forrester Program of the Year 2023.
Staff Product Designer
Transformed Partner Connect portal from 1/5 to 5/5 CRN rating. Led enterprise search and intranet design (NN/g Award 2022).
Senior UX Designer
Award-winning IoT ecosystem design. IDEA Gold Award, Red Dot Award. Led The Frame TV, Family Hub, and Art store Samsung Pay.
HMI Infotainment Engineer
Safer driving via intuitive controls on Car Infotainment systems.
University Lecturer
Lectured UX/Product Design, developed curricula & research for service design programs
Sr. Product Designer
IBM-IX design studio with comprehensive digital banking platform contributing to Banorte Bank of the Year 2016 recognition and CEMEX design maturity.
Lead UX Designer
Launch Walmart MX Super 1st Home Groceries store, GM end-to-end grocery UX, scaling digital experience at national scale.
Usability Consultant
Led award-winning Citibank/Banamex digital banking UX, driving research, prototyping, and design systems
Previous Design Positions (Industrial design, Product Design, UXR, Design Management)
Career foundation in medical device design / medisign, industrial design, 3D modeling & rendering, VR research, UXR and early digital product work.
Professional Certifications & Education
Continuous learning and professional development from leading institutions, spanning business strategy, design research, and human-centered innovation. More about certifications >>
Awards
Over 30 design awards recognized for innovation and impact such as Forrester POV, NN/g Intranet Award, CRN, IDEA, IF design Award, Red dot Design award, The Banker, Fast Company Innovation, Braun Prize among others. More about awards >>
Voices from Colleagues, collaborators and industry friends
The question is "what is like to work with me?"
The projects I've shared tell one story, but the real measure of impact lives in the experiences of colleagues and collaborators.
Let's connect
I'm interested in discussing new projects, creative ideas, and opportunities to contribute to ambitious visions.