I turn organizational friction into products, systems, and measurable outcomes.
I work across customer experience, internal tools, AI workflows, experimentation, and design systems—helping teams move from scattered inputs to clear, useful products.
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.
Featured Work
Ariat.com Sitewide Redesign
Directed Ariat’s first sitewide redesign, securing CMO buy-in and aligning PM/Eng/Marketing around a scalable mobile-first experience.
Role: UX Lead & Design Director — drove strategy and cross-functional delivery.
AriatGPT – Internal AI Research Tool
Initiated and launched an AI-powered research assistant, adopted across Marketing and Product for faster insights.
Role: UX Lead — concepted, directed, and evangelized adoption.
MinuteKey Robotic Kiosk Redesign
Led UX redesign of national kiosk flow to improve usability and conversion, guiding a designer + copywriter team.
Role: UX Lead — set design direction, pitched strategy, mentored execution.
Global Design System
Founded Ariat’s first design system, standardizing UI across global teams and creative orgs.
Role: UX Lead & Design Director — initiated system, led build-out, drove adoption.
Loyalty System Launch
Partnered with CRM and Marketing to launch Ariat’s first loyalty program, embedding flows across dashboard thru PDP/PLP/checkout.
Role: UX Lead — guided execution, reviewed flows, coached designers.
Navigation Restructure for Segment Clarity
Spearheading nav redesign to align with customer + brand segmentation, led and validated by testing.
Role: UX Lead — initiated concept and led validation.
AI Video Production Pipeline
Designed and built an automated AI-video production pipeline using Veo and Runway to replace high-cost manual workflows — from technical architecture through functional proof of concept and rollout planning.
Role: UX Lead & Builder — architected the workflow, integrated generation APIs, defined QA and approval requirements, and developed the adoption plan.
UX + CRO Work Management Dashboard
Built a working full-stack work-management application unifying UX and CRO workstreams, custom-coded in Next.js with a Supabase backend.
Role: UX Lead & Builder — designed, coded, and delivered independently.
Director-Level Impact Areas
Strategic Clarity
Unite product, design, and technology around frameworks that turn ambiguity into measurable outcomes.
Creative Soul
Blend brand, product, and storytelling to create experiences that resonate and endure.
Scalable Systems
Design systems and processes that raise quality, cut cycles, and enable consistency across markets.
People First
Lead through clarity and empathy, coaching designers to senior levels and building trust through transparency and growth.
Systems Architecture
Translate behavioral, technical, and business logic into product structure, mapping interfaces that scale across scenarios.
Execution Velocity
Coordinate design, product, and engineering to turn complexity into action, mapping workstreams into plans that scale.
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
I’m a UX Design Leader with over 15 years of experience spanning brand, product, and eCommerce. My strength is translating complex systems into clear product frameworks by mapping behavioral, technical, and business logic into intuitive pathways that help people make better decisions. In short: I make software on top of software — when the way a team works has friction, I build the tool that removes it.
My leadership style is rooted in clarity, empathy, and accountability. I believe great design leadership means building great teams as much as great products — advocating for people, removing blockers, and creating transparency that builds trust.
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.
I also explore systems thinking through personal conceptual tools, experimenting with early decision-architecture prototypes that support clarity, values, and weekly planning.
Half Chilean, half Polish — a blend of roots, rhythm, and intentional design. Purposeful. Grounded. Never boring. ¿Qué pasa? Kiełbasa.
Let's build what comes next.
I'm interested in leadership and product opportunities at the intersection of UX, AI, systems, and internal product development.