I'm Diana. Product Designer with 10+ years building digital products across consulting, media, retail, and fintech.
I lead design processes end-to-end, with a strategic focus.
From graphic design to product design an intentional, non-linear path.
WD
Web design
UI
Interface user
UX
Experience user
PD
Product designer
TRAJECTORY
?
Your company here?
The next story is yet to be written
Available now
Product Designer
Tyba by Credicorp Capital
Senior UX & Product Designer
4 years
Fintech
Investments
Colcomercio Alkosto/Ktronix
UI/UX Designer
3 años 5 meses
RETAIL
E-COMMERCE
Caracol Radio · Prisa Group
Senior Web Designer
1 year 3 months
MEDIA
ConCol S.A. now WSP
Visual & Web Designer
10 years
CONSULTING
engineering
ABOUT ME
From graphic to product
I started making things look good. Now I make them work.
My role is to lead and execute end-to-end initiatives from discovery to launch aligning user experience with business objectives. I make decisions grounded in research and data, working closely with Product, Engineering, and stakeholders at every stage. My approach combines problem definition, experience architecture, and scalable design always focused on generating measurable value for both users and the company.
UI/UX Design
UX Research
Product Design
Strategic thinking
Facilitation
Data-informed decisions
Product vision
10+
YEARS IN DIGITAL PRODUCT
From graphic design to product design
4
INDUSTRIES
Consulting · Media · Retail · Fintech
End-to-end
Discovery → Research → Design → Delivery
CASE STUDIES
Three projects with real impact
Diagnosing the onboarding flow
“The root cause wasn't where everyone was looking.”
Qualitative research with the operations team to identify the real origin of friction in the onboarding flow translated into concrete business decisions.
QUALITATIVE RESEARCH
OPS & BUSINESS
STRATEGIC DECISION
See full case →
Watchlist Feature
“Data discovered what the product hadn't yet taken advantage of”
A feature that lets users organize and track assets in personalized lists bridging user intent with conversion. Launched in production with strong post-launch adoption.
data
Benchmarking
ui/ux
See full case →
Redefining the home architecture
“A product's main screen cannot grow without direction.”
Cross-functional workshop and user research to redefine the information architecture of the home screen for the international stocks product. From internal consensus to a clear product direction.
INTERNAL WORKSHOP
INTERVIEWS
card sorting
See full case →
SKILLS
How I work
design process
Qualitative UX Research
Advanced
User interviews
Expert
Research Tools
Advanced
Workshop facilitation
Advanced
Information architecture
Advanced
Prototyping & Wireframing
Expert
METHODOLOGIES & SOFT SKILLS
Lean UX
Expert
Design Thinking
Advanced
Agile / Scrum
Advanced
Cross-functional collaboration
Expert
Stakeholder presentations
Expert
English
B2
tools
Figma
Expert
Miro
Expert
Notion
Advanced
Jira
Advanced
Maze
Familiar
HTML5 & CSS
Expert
LET'S TALK
Looking for a designer who cares about the business as much as the user?
“I'm not interested in just designing the solution. I'm interested in understanding whether we're solving the right problem.”
Good design doesn't start in Figma or end at handoff. It only works when you truly understand the real problem, when there's a strategy to prioritize what's worth building, and when you have metrics to know if it worked. If that's what you're looking for in your team get in touch to alejandracreative@gmail.com.
I'm Diana. Product Designer with 10+ years building digital products across consulting, media, retail, and fintech.
I lead design processes end-to-end, with a strategic focus.
From graphic design to product design an intentional, non-linear path.
WD
Web design
UI
Interface user
UX
Experience user
PD
Product designer
TRAJECTORY
?
Your company here?
The next story is yet to be written
Available now
Product Designer
Tyba by Credicorp Capital
Senior UX & Product Designer
4 years
Fintech
Investments
Colcomercio Alkosto/Ktronix
UI/UX Designer
3 años 5 meses
RETAIL
E-COMMERCE
Caracol Radio · Prisa Group
Senior Web Designer
1 year 3 months
MEDIA
ConCol S.A. now WSP
Visual & Web Designer
10 years
CONSULTING
engineering
ABOUT ME
From graphic to product
I started making things look good. Now I make them work.
My role is to lead and execute end-to-end initiatives from discovery to launch aligning user experience with business objectives. I make decisions grounded in research and data, working closely with Product, Engineering, and stakeholders at every stage. My approach combines problem definition, experience architecture, and scalable design always focused on generating measurable value for both users and the company.
UI/UX Design
UX Research
Product Design
Strategic thinking
Facilitation
Data-informed decisions
Product vision
10+
YEARS IN DIGITAL PRODUCT
From graphic design to product design
4
INDUSTRIES
Consulting · Media · Retail · Fintech
End-to-end
Discovery → Research → Design → Delivery
CASE STUDIES
Three projects with real impact
Diagnosing the onboarding flow
“The root cause wasn't where everyone was looking.”
Qualitative research with the operations team to identify the real origin of friction in the onboarding flow translated into concrete business decisions.
QUALITATIVE RESEARCH
OPS & BUSINESS
STRATEGIC DECISION
See full case →
Watchlist Feature
“Data discovered what the product hadn't yet taken advantage of”
A feature that lets users organize and track assets in personalized lists bridging user intent with conversion. Launched in production with strong post-launch adoption.
data
Benchmarking
ui/ux
See full case →
Redefining the home architecture
“A product's main screen cannot grow without direction.”
Cross-functional workshop and user research to redefine the information architecture of the home screen for the international stocks product. From internal consensus to a clear product direction.
INTERNAL WORKSHOP
INTERVIEWS
card sorting
See full case →
SKILLS
How I work
design process
Qualitative UX Research
Advanced
User interviews
Expert
Research Tools
Advanced
Workshop facilitation
Advanced
Information architecture
Advanced
Prototyping & Wireframing
Expert
METHODOLOGIES & SOFT SKILLS
Lean UX
Expert
Design Thinking
Advanced
Agile / Scrum
Advanced
Cross-functional collaboration
Expert
Stakeholder presentations
Expert
English
B2
tools
Figma
Expert
Miro
Expert
Notion
Advanced
Jira
Advanced
Maze
Familiar
HTML5 & CSS
Expert
LET'S TALK
Looking for a designer who cares about the business as much as the user?
“I'm not interested in just designing the solution. I'm interested in understanding whether we're solving the right problem.”
Good design doesn't start in Figma or end at handoff. It only works when you truly understand the real problem, when there's a strategy to prioritize what's worth building, and when you have metrics to know if it worked. If that's what you're looking for in your team get in touch to alejandracreative@gmail.com.
I'm Diana. Product Designer with 10+ years building digital products across consulting, media, retail, and fintech.
I lead design processes end-to-end, with a strategic focus.
From graphic design to product design an intentional, non-linear path.
WD
Web design
UI
Interface user
UX
Experience user
PD
Product designer
TRAJECTORY
?
Your company here?
The next story is yet to be written
Available now
Product Designer
Tyba by Credicorp Capital
Senior UX & Product Designer
4 years
Fintech
Investments
Colcomercio Alkosto/Ktronix
UI/UX Designer
3 años 5 meses
RETAIL
E-COMMERCE
Caracol Radio · Prisa Group
Senior Web Designer
1 year 3 months
MEDIA
ConCol S.A. now WSP
Visual & Web Designer
10 years
CONSULTING
engineering
ABOUT ME
From graphic to product
I started making things look good. Now I make them work.
My role is to lead and execute end-to-end initiatives from discovery to launch aligning user experience with business objectives. I make decisions grounded in research and data, working closely with Product, Engineering, and stakeholders at every stage. My approach combines problem definition, experience architecture, and scalable design always focused on generating measurable value for both users and the company.
UI/UX Design
UX Research
Product Design
Strategic thinking
Facilitation
Data-informed decisions
Product vision
10+
YEARS IN DIGITAL PRODUCT
From graphic design to product design
4
INDUSTRIES
Consulting · Media · Retail · Fintech
End-to-end
Discovery → Research → Design → Delivery
CASE STUDIES
Three projects with real impact
Diagnosing the onboarding flow
“The root cause wasn't where everyone was looking.”
Qualitative research with the operations team to identify the real origin of friction in the onboarding flow translated into concrete business decisions.
QUALITATIVE RESEARCH
OPS & BUSINESS
STRATEGIC DECISION
See full case →
Watchlist Feature
“Data discovered what the product hadn't yet taken advantage of”
A feature that lets users organize and track assets in personalized lists bridging user intent with conversion. Launched in production with strong post-launch adoption.
data
Benchmarking
ui/ux
See full case →
Redefining the home architecture
“A product's main screen cannot grow without direction.”
Cross-functional workshop and user research to redefine the information architecture of the home screen for the international stocks product. From internal consensus to a clear product direction.
INTERNAL WORKSHOP
INTERVIEWS
card sorting
See full case →
SKILLS
How I work
design process
Qualitative UX Research
Advanced
User interviews
Expert
Research Tools
Advanced
Workshop facilitation
Advanced
Information architecture
Advanced
Prototyping & Wireframing
Expert
METHODOLOGIES & SOFT SKILLS
Lean UX
Expert
Design Thinking
Advanced
Agile / Scrum
Advanced
Cross-functional collaboration
Expert
Stakeholder presentations
Expert
English
B2
tools
Figma
Expert
Miro
Expert
Notion
Advanced
Jira
Advanced
Maze
Familiar
HTML5 & CSS
Expert
LET'S TALK
Looking for a designer who cares about the business as much as the user?
“I'm not interested in just designing the solution. I'm interested in understanding whether we're solving the right problem.”
Good design doesn't start in Figma or end at handoff. It only works when you truly understand the real problem, when there's a strategy to prioritize what's worth building, and when you have metrics to know if it worked. If that's what you're looking for in your team get in touch to alejandracreative@gmail.com.