My story
I have wanted to be a designer since I was four years old. That early curiosity became a career built around understanding how people make sense of complex things and turning that understanding into products that work.
I studied design in Guadalajara, then product development in Barcelona, and I have spent the years since in Calgary. Mexico, Spain, Canada. More than twenty years in product design and design leadership, working with large corporations, governments, and startups across Latin America, North America, and Europe. Fintech, energy, oil and gas, telecom, wearables.
Twice I have arrived somewhere and not known how the room worked. Both times the fastest way through was to ask questions that sounded obvious and listen to the answer. That is most of what I do now, except the room is a control centre or an engineering team, and the obvious question is the one nobody has asked yet.
Alongside client work I co-founded IncluCity Calgary and run Calgary UX as Executive Director, both aimed at getting more voices into the room where technology gets decided. At Enbridge's Technology and Innovation Lab I work on critical infrastructure, which is a useful reminder that some products cannot be iterated on after launch.
I also write about AI, mostly about the language we use for it, because the metaphors we choose determine what people think a system is doing and therefore how much they trust it. I hold a Responsible AI certificate from the Alberta Machine Intelligence Institute. The applied version of that concern is unglamorous: most of what makes AI useful or dangerous in an enterprise happens years earlier, in whether the data going in was entered by someone who understood what they were being asked.
How I lead
Work people can locate themselves in. People do their best when they can see what the work is for. That is a practical claim, not a motivational one: a team that understands the purpose makes better decisions when I am not in the room.
Clear expectations, loose methods. Say precisely what needs to be true at the end. Leave how it gets there to the person doing it.
Humour is not a break from the work. Teams that can laugh at a problem look at it longer.
Experience
IncluCity Calgary
Co-founder and Director
Built the training framework and the teams that run inclusive usability testing for organizations including the City of Calgary, YW Calgary, and Chic Geek.
Enbridge
Lead UX Designer, Enterprise AI and Analytics · Technology and Innovation Lab
Expanded into Enterprise AI and Analytics in June 2026 after leading product direction and UX strategy for critical infrastructure, B2B platforms, IoT, sensors, and enterprise applications. Established accessible design-system standards, partnered with engineering on production-ready solutions, and mentored designers across complex technical programs.
Calgary UX
Executive Director
Grew the community from 900 members to 4,600+. Organized 250 events, trained and managed 200 volunteers, and built partnerships across Calgary's design and technology community.
Paysafe Group
UX Design Lead
Led work across Skrill, Neteller, remittance, crypto, and Income Access, including measurable gains in applications, activation, registration, and affiliate signup.
DocBoss
Lead UX Designer
Complete redesign of the flagship product, plus information architecture for two new products.
Oildex
Senior UX Designer
Field ticket application, procurement-to-pay workflows, and the design system underneath them.
ADP
UX Designer III
MyMobileCoverage
User Experience Lead
Network optimization tools used by telecom clients and government organizations across North and South America.
Sensed Solutions
Owner
Independent UX, UI, product design, and mobile work alongside employed roles.
Education & mentorship
My education has moved between industrial design, product development, software delivery, leadership, and responsible AI. That range reflects how I work: design decisions are inseparable from how products are built, how organizations change, and how people learn to lead.
2005–2006
Master's Degree, Product Development
ELISAVA Escola Superior de Disseny i Enginyeria de Barcelona · Barcelona, Spain
1997–2003
Bachelor's Degree, Integral Design
Instituto Tecnológico y de Estudios Superiores de Occidente (ITESO) · Guadalajara, Mexico
2015–2016
Software Product Management
University of Alberta
January–March 2021
Ten Skills for Agile Leadership
University of North Alabama
January–February 2013
The Sales Success Program
Dale Carnegie Training
Continuing education
Responsible AI — Alberta Machine Intelligence Institute · Activating Strategy — IDEO U · ODD3 Design Management Track Fellow — On Deck · Creating Your Personal Brand · Managing Your Design Career · Managing Technical Teams · Lean Foundations · Data Visualization: Best Practices
Mentorship and advisory work
I have mentored designers through Designlab since 2020 and also work with ADPList, PathWay Pro, ReSkill Calgary, the University of Alberta mentorship program, and Information Design at Mount Royal University. The work ranges from portfolio feedback and career transitions to helping experienced designers grow into senior and leadership roles.
My advisory work includes SPARK Calgary at W21C, University of Calgary; the Information Design Advisory Committee at Mount Royal University; UX Camp Calgary and Edmonton; and community-building through Calgary UX, IncluCity Calgary, and MegaTech Calgary.