Get to know me
A little about me
Designed in Argentina. Built in New Zealand.
+
125%
Revenue Growth
Huntech (Via Backpepper)
+
41
Lift in AOV
Huntech (Via Backpepper)
+
40%
Online Sales in 6 months
Ōamaru Blue Penguin Colony
Go deeper
The longer answers
How I think, how I work, and what makes me different.
How do you approach your design process/workflow?
My process changes depending on the project, but I follow a consistent structure. First, I make sure I understand the brief, the user needs, the business goals, the success criteria, and any technical constraints. If something isn't clear, I prefer to ask questions early. Then I review the current experience and any available insights, such as research, analytics, customer feedback, or stakeholder knowledge. I prioritise the highest-impact opportunities, explore solutions through wireframes, and move into high-fidelity UI and prototyping once the direction is clear. I collaborate with developers and stakeholders throughout the process, prepare a clean handoff, review the implementation, and use any available post-launch data to identify further improvements.
How do you balance user needs, business goals, and technical constraints?
I believe the best solutions create value for everyone. Before making design decisions, I try to understand the user needs, the business goals, and any technical constraints. Sometimes there are trade-offs, so I work with the team to find the best balance. My goal is to create a solution that works well for the user, supports the business goals, and is realistic to build.
How do you measure if a design is successful?
For me, success means improving both UX and business outcomes. I look at how the design reduces friction, brings clarity, and helps users complete their tasks. In eCommerce, relevant metrics include Conversion Rate, Cart Abandonment, and Average Order Value. In marketing and digital projects, I look at engagement, how clearly the message is communicated, and brand consistency across channels. In UX/UI, I also pay attention to qualitative feedback — whether the experience feels clear and easy to use, even when there isn't hard data available. I haven't always tracked the metrics myself, but I design with those goals in mind and use available team data to inform and improve my work.
How do you use design systems and component libraries?
At Blackpepper, I helped maintain design systems for multiple eCommerce clients — adding new components, improving existing ones, and making sure everything stayed consistent and scalable. I worked in Figma using shared libraries, variants, auto layout, and design tokens for things like colour, typography, and spacing. I believe a good design system is very important because it helps teams work faster, maintain consistency, and reduce mistakes, especially when working across multiple brands.
How do you communicate design decisions to stakeholders?
I start by explaining the problem before presenting the solution. Then I explain how my design decisions support the user needs, the business goals, and any technical constraints or available insights. I like to use wireframes, prototypes, flows, or simple examples to make the reasoning easy to understand. I also like to share ideas early and create space for discussion, because stakeholders can bring useful context that I may not have. My goal is to make the reasoning clear, get everyone aligned, and find the best solution together.
How do you collaborate with developers?
I like to work closely with developers throughout the project, not just at the end. I like to involve them early to understand any technical constraints and discuss what is realistic to build. During the project, I prepare clean and organised Figma files with reusable components, different states, and clear documentation. I also add notes or examples when needed to make the design intent clear. I also have a basic understanding of HTML and CSS, which helps me communicate with developers and understand what is feasible to build. During implementation, I stay available to answer questions, review the work, and discuss any issues with the developers to find the best solution.
How do you work with copywriters and content teams?
I have experience working closely with copywriters and content teams. At Tourism Waitaki, I worked with a colleague who was responsible for campaign copy, blog content and other communications. We worked together to make sure the copy and design supported the same idea and worked well across the campaign. At Blackpepper, I also worked closely with the SEO team, who provided copy and content for digital projects. I believe working with content teams early helps align the message and the design, improve the overall customer experience, and create stronger digital work.
Tell me about your digital marketing experience?
I've worked closely with marketing teams throughout my career. At Tourism Waitaki, I supported digital campaigns across the organisation's main brand and sub-brands, including Tourism Waitaki, Alps 2 Ocean, and the Oamaru Blue Penguin Colony. I worked across different channels, including social media, websites, landing pages, EDMs, digital assets, banners, and other campaign materials. At Blackpepper, I did similar work for the agency and its clients, adapting the design to different brands, audiences, and campaign goals. I usually worked from marketing briefs and translated the message and campaign goals into clear visual communication across different channels.
Do you have experience using AI in your design process?
I use AI quite a lot as part of my design workflow. I use it to work faster, automate repetitive tasks, explore different ideas, and quickly create or test assets. For example, I use tools like Figma Make and Claude to explore design directions, generate assets, work with existing design systems, analyse briefs, and organise information. I see AI as a creative partner. It can help me explore more possibilities and move faster, but I need to guide it, ask the right questions, and use my design judgement to decide what works and what doesn't. I think AI is becoming an important part of the design process, and it's constantly evolving. So I believe designers need to keep experimenting, learning, and finding better ways to use it in their work
