I fell in love with UX 9 years ago while I was studying instructional design. Solving problems and organising information was always my thing, I just didn't know it had a name! I left the comfortable world of corporate training and never looked back.
I've worked at Netcraft, a prestigious design agency in Israel. I went on to AVG Antivirus, leading the design of a 100 million users app, and later moved to the Citi Innovation Lab where I designed complex financial systems. Nowadays I am a Senior Product Designer at WeWork, working to improve the billing and payments areas. I continue running design workshops, lecturing on design events and mentoring new designers. I have a wide design and teaching background, and I enjoy learning new areas and tools every day.
I was born Uruguayan but I'm Israeli by choice. I am a lover of technology and nature. I enjoy baking delicious cakes, travelling to exotic locations, diving and reading.
My design philosophy is that beautiful products are worthless if not suited to the user's objective and need. I act upon data, research and apply user-centred design on every process I take part of. Observations, interviews and data analytics are my usual tools of choice, and they help me discover aspects that I could never guess alone. I stand by functional design that has a goal and a defined use case; design that feels familiar and keeps conventions while including a pinch of creativity, innovation and delight.