About

I’m a forward-thinking product designer with a background in front-end development and ten years of experience in the field of UX/UI design, focusing on creating emotional connections between humans and digital products. I use proven user-centered design and research methods to make web and mobile apps, websites and software simple, delightful and easy to use for people. While the experience of the products and services I design may belong to the user, by being curious, empathetic and understanding context, I can influence such experience with intention and purpose.

I was born in Cuba, the largest island in the Caribbean. I’m currently based in Silicon Valley, home to many of the world's largest high-tech corporations and the top startup ecosystem in the world. In the past, I've had the pleasure of working with many talented people alongside some incredible companies—including BlackBerry, Yahoo, Cisco, TIBCO, Intuit and Gusto.

My approach to design is experimental, intuitive, and collaborative

When I start working on any project, no matter how big or small, whether it’s a kickoff meeting or near the end, I always ask or know the answers to these three questions: What is the problem we’re trying to solve and why it matters? Who are we designing for? What are the success metrics that will indicate if we achieved our goals for the project? I also find it useful to start with questions that could lead to insights. This knowledge will form a baseline for discovery, iteration, and collaboration cycles.

When facing a design problem, I always try to identify hypotheses and then run quick prototype experiments to test them out as early as possible. I like to use both, evidence and expertise-based intuition to better inform my design decisions. Relying solely on data (qualitative and quantitative) can lead to biased decisions, and it only tells one piece of a very long story.

I believe in the design philosophy “less is more, unless more is required”. I don’t believe in over styling and confusing the heck out of users with unnecessary complexity—every word, color and element in the user interface of a product should have a purpose. Anything that doesn't play a role in allowing the user to meet their needs (e.g. completing a task), or the business to reach the outcomes it aims to achieve (e.g. improving profitability or customer satisfaction), should be removed.

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10 random facts about me

• I prefer to work for design-led companies that (1) understand where design adds value to an organization; and (2) empower designers with what they need to be successful, productive and above all, happy.

• I actually like the buzz of an office and having people around, but there are limits to the amount of noise and distractions I can handle. Sometimes I need space, a quiet space to think. A hybrid work environment is the best of both worlds.

• I’m always open to learn new things. Always looking things up, reading up on stuff I'm curious about, and learning something new every day.

• My 2 cents are always free!

• I have, somehow, gained a reputation as a very organized person.

• I search for meaning and purpose, even in small things.

• I love listening to music! I recently became a fan of couple of electronic music genres new to me: dub and progressive house. So of course I got myself a DJ Controller and started DJing as my new hobby.

• I decorated my home using a contemporary interior design style.

• Things I love in no particular order: wine tasting, sushi and French food, jazz music, opera, science fiction and foreign movies, dogs, sport cars, modern architecture, traveling the world, working out, hiking, a romantic dinner with my wife, spending time with family and friends.

• I’ve never really been a “spin class” type of guy, but I bought a Peloton bike and I couldn’t be happier with my impulse buy. I also added to my “home gym” a Tonal machine and an indoor rowing machine called Hydrow for a total body workout. This is a game-changer for me, so now I have to stop making excuses of not having time to workout, and get in the best shape of my life!

  
  

  To learn more about me through an interview format, please visit this page.

The humor corner — The mysterious life of UX Designers

Video duration: 3:22 — This parody is hilarious! I have to admit that being a designer isn’t easy, but it’s epic.