TensorIoT
02/2024 to now!

At TensorIoT, we focus on commercial, industrial, and sometimes consumer Internet of Things connected applications empowered by Machine Learning and Generative AI.

My role as Principal UX Designer is to bring my years of experience designing and architecting world class experiences in all sorts of media to our customers.

I also work to mentor our team of designers, and work with my management and leadership to provide vision and clarity for the functional design practice in this fast-changing landscape.

I often run workshops to enhance team learning and vision, and for our clients to gain insight into their business, product, and customer needs.

Graham
10/2023 to 11/2023

Led the User Experience Design for the Graham SharePoint intranet dedicated to their Product Delivery Model (PDM), with the aim of improving reference and training usability.

Conducted discovery sessions with stakeholders to gain insights into crucial business and user requirements.

Implemented essential usability improvements to existing information delivery methods, resulting in a more streamlined and accessible pathway to PDM resources. Deliverables included user journey maps, user flows, information arc

Greater Miami Visitors and Convention Bureau
06/2023 to present

Conducted comprehensive competitive analysis of over 180 competing DMO websites, resulting in proposed website enhancements that significantly improved user satisfaction and conversion rates.

Devised and executed a strategic UX survey methodology utilizing HotJar, enabling continuous testing and optimization of user experiences.

Transformed GMCVB's extensive 200+ artifact design system from Adobe XD to Figma, leveraging Figma's innovative variable system for enhanced efficiency and collaboration.

City of Madrid, Spain
07/2023 to present

Spearheaded the user experience and creative design, significantly influencing the website, print, and digital media platforms.

Formulated and implemented the creative direction, while establishing a comprehensive style guide and Figma files containing components for streamlining engineering handoff.

Collaborated closely with the engineering team throughout the creative process, ensuring the practicality of development within specified time limitations.

Related Case Study
Only In Madrid

Health Care Service Corporation
06/2019 to 12/2022

Spearheaded the redesign and re-architecture of all public-facing BCBS web properties at HCSC.

Provided comprehensive UX Design and Content Strategy for the development of the new BCBS MobileRX mobile app.

Led the design efforts for Dearborn Group's (HCSC subsidiary) new member portal, ensuring a seamless and user-centric experience.

Played a key role in providing business support and module contribution to the BCBS Fiber Design System.

Developed an innovative and efficient design system for enhancing internal interdisciplinary communications.

Collaborated closely with leadership to design a new organizational structure for the Customer Experience Design organization, optimizing their collaboration with Engineering departments.

Related Case Study
BCBS.com Redesign

Cannabinder
05/2017 to present

Cannabinder helps cannabis consumers find the perfect product for whatever journeys lie ahead. We have developed a proprietary method for matching new cannabis products to individuals based on what they've tried before and let them know the most convenient place to buy.

Our cornerstone product, The Cannastamp™, allows cannabis consumers, budtenders, and healthcare providers to visually compare product terpene and cannabinoid profiles without any prior knowledge of cannabis chemistry.

As Chief Marketing Officer at Cannabinder, my core focus is to bring our brand into the cannabis market through scalable marketing and advertising strategies while matching our product features and fixtures to our customers' needs.

Related Case Study
Cannabinder

WittKieffer
05/2022 to 10/2022

Led the revamp of WittKieffer's SharePoint intranet solution by leading discovery and design sessions with diverse client teams.

Conducted multiple fact-finding meetings with leadership and various business teams to gather crucial information.

Defined top-tier User Experience solutions for the WittKieffer intranet, ensuring optimal usability and information architecture.

Delivered high-quality project handoff documentation to the SharePoint Development team, ensuring seamless implementation and successful outcomes.

Beam Suntory
07/2018 to 04/2021

Led the design and development of the bartender-focused website, https://theblend.world, to effectively promote Beam Suntory products and showcase drink recipes

Successfully refactored the design of https://www.courvoisier.com/ and seamlessly implemented it within the Drupal 9 content management framework

Developed the Maison Courvoisier website, utilizing the Courvoisier team's creative direction, incorporating Parallax design, custom animations, and full-screen video effects

Designed and developed the DyC Whisky website (http://www.dyc.es) specifically for Beam Suntory Mexico, ensuring a user-friendly and visually appealing experience

Ricondo
08/2018 to 01/2020

Collaborated with Ricondo, a leading aviation consulting services firm, to create a dynamic website powered by a user-friendly Drupal CMS for streamlined content management

Led the design direction and crafted high-fidelity wireframes and UI compositions, ensuring a visually appealing and intuitive user experience

Utilized Drupal and the modern hosting solution Platform.sh to develop and deploy the responsive website https://www.ricondo.com

Continuously maintain, update, and optimize the website based on client requirements for enhanced performance and user satisfaction.

The Marketing Store
04/2014 to 03/2016

Led and collaborated with teams to develop user experience strategies for multiple domestic and international clients, such as T-Mobile, Coca-Cola, McDonald's, Nissan, and General Growth Properties.

Led the User Experience, User Flow, and Promotional Systems design for the TMobile Tuesdays app.

Spearheaded concepting and user experience design efforts, contributing to new business pitches that generated over $1MM in revenue from existing clients, including McDonald's, Coca-Cola, and Nissan.

Played a pivotal marketing strategy concept role to successfully acquiring General Growth Properties as a new business client in 2014.

Served as a key contributor in strategy development, UX design, and production of a new tech prototype for retail promotions centered on scanning, reading, and submitting peel-and-play game pieces.