The tools behind twenty years of product and brand work: research, UX strategy, interface design, design systems and production code.
Every design call carries the trade-off, the choice and the evidence behind it. AI shortens the research and the reviews. It does not replace them.
Selected brand, packaging and web work. Each case study covers the problem, the decisions that mattered and what shipped.
BACKGROUND
Two decades in the design industry have honed my adaptability and expertise. From UX Strategy to Brand Refresh, and from bustling LA studios to Miami’s dynamic scene, my journey is about embracing challenges with a design-thinking approach. At its core, though, I’m a family man, fueled by love and inspiration.
My 20-year design journey is rich with experiences, from mastering UX Strategy to leading Brand Refresh initiatives. This path has taken me from LA’s vibrant studios to Miami’s eclectic streets, always with a design-thinking mindset. But beyond all, my true joy comes from being a husband and father, my greatest sources of inspiration.
IN LIFE
Mountain bike trails, UI trends and a running list of things to build. A software development bootcamp (React, Flask, SQL, Python) turned into shipping code: today that means Astro, TypeScript and Rust, and two products of my own, uxuiprinciples.com and Kernex.
The constant is staying curious.
AT WORK
Since 2019 I have led design as UX/UI Senior Design Director with a US agency serving enterprise clients. The work runs from discovery research and UX strategy to design systems and production QA, in English and Spanish, across the US, Latin America and Europe.
Books behind the work, across art, graphic design, UX/UI and marketing, in English and Spanish.
