I make complexity simple.
I’m an AI-native product design leader working across consumer commerce, physical experiences, experimentation, and scalable systems. I lead teams, stay close to the craft, and turn complex customer journeys into trusted products with measurable outcomes.
Rooted in legacy. Recharged perspective.
Leadership Philosophy
I lead with advocacy, efficiency, and trust. My job is to make the team’s work portfolio-worthy and ensure they’re proud of what we build together.
I put people before the company because when teams thrive, the business follows. That means transparency, credit where it’s due, and systems that keep us fast without burnout.
Work creates bonds, not families, and those bonds matter. My role is to clear the path, challenge the process, and help people grow, even if that means writing their next recommendation.
Context dictates process. I enforce rigorous, slow-burn validation to protect core business metrics, and I build fast when speed is what proves a concept. Knowing which mode a problem needs is the job.
Selected Work
Ariat Commerce Experience
Leading experience strategy across Ariat’s global commerce ecosystem, including discovery, navigation, personalization, product detail, checkout, loyalty, and scalable design systems.
Role: UX/UI Manager — led experience direction, remained hands-on in product design, and aligned Product, Engineering, Analytics, Marketing, and Site Merchandising around customer and business outcomes.
Simplifying a Complex Retail Experience
I led UX for MinuteKey, a national robotic-kiosk platform, where digital workflows, physical hardware, store conditions, and high-consideration customer decisions all had to work together.
Role: Lead UX Designer — defined the experience direction, used research and behavioral evidence to simplify customer decisions, and partnered across Product, Engineering, Marketing, retail, and hardware teams.
Osnara
I created Osnara to help people recover the evidence of their work and turn scattered project history into useful stories and case studies. I own the product direction, customer journey, interaction design, visual system, and ongoing iteration.
Role: Founder and Product Design Lead — framed the opportunity, designed the experience, built the product system, and continue to refine it through real use.
AriatGPT – Internal AI Research Tool
Created an internal AI research assistant that helps UX, Product, and Marketing teams synthesize customer evidence and develop informed product strategies faster. Started as a GPT, and evolved to a central internal AI product.
Role: UX Lead and Builder — identified the opportunity, designed the workflow, developed the tool, and introduced it across partner teams.
Global Design System
Founded Ariat’s first global design system, establishing reusable interaction patterns, accessibility standards, and component governance across five international storefronts.
Role: UX/UI Manager — founded the system, established reusable standards, led adoption, and partnered with designers and engineers on governance.
AI Video Production Pipeline
Designed and built an AI product-video workflow intended to make video coverage practical across a much larger product assortment. The current proof of concept includes batch importing and standardized file naming, with controlled dry-run testing still in progress.
Role: UX Lead and Builder — designed the workflow, developed the proof of concept, and defined the production and approval requirements.
How I Work
Strategic Clarity
I turn ambiguous customer and business problems into clear product directions grounded in evidence.
Hands-On Craft
I stay close to the work, moving between strategy, journeys, prototypes, interaction details, and visual design.
Scalable Systems
I create patterns, tools, and design systems that raise quality and help teams work more effectively.
People-First Leadership
I lead through clarity, honest feedback, shared credit, and practical support that helps designers grow.
Leadership Highlights
- ▷Team Growth: Coached designers from junior to senior through async critique and growth frameworks.
- ▷Operational Efficiency: Built internal research ops saving $140K per project and scaled design systems across five regions.
- ▷Business Impact: Directed experiments and redesigns delivering $30M+ in experiment-attributed revenue — including a Save for Later initiative that lifted its primary KPI 152%, and a full-funnel redesign projected to deliver $4.8M annually.
- ▷Executive Alignment: Presented UX strategy to VP and C-suite, driving investment and visibility.
- ▷Culture & Advocacy: Known for transparency, shared credit, and people-first leadership.
About
My background isn’t a perfectly straight line. I started in branding and visual design, moved into product and UX, became a team leader, and eventually began building my own AI tools and products. That mix has become one of my biggest strengths. I care about how something works, how it scales, how it performs, and how it makes someone feel.
I currently lead UX at Ariat, where I manage a small team and stay close to the work. Outside Ariat, I’m building Osnara and a broader family of AI product experiments through Fifth Dimension Labs.
I lead by a simple mantra: “Be the leader you wish you had.” That means offering direct feedback, celebrating credit openly, supporting growth, finding and leveraging potential, and pushing for excellence.
Half Chilean, half Polish — a blend of roots, rhythm, and intentional design. Purposeful. Grounded. Never boring. ¿Qué pasa? Kiełbasa.
Contact
I'm interested in leadership and product opportunities at the intersection of UX, AI, systems, and internal product development.