My journey
From UX to digital marketing: a journey shaped by curiosity and human-centered design.
Education
University of Montreal (HEC Montréal) - MSc. in Management and User Experience
Jan 2024 - Present
Pontifical Catholic University of Peru - BSc. in Communications and Advertising
Mar 2015 - Jul 2021
Certificates
Amazon Web Services (AWS)- Generative AI Sales Specialization
2025
Google Education - Google UX Professional Certificate
2023
SCRUMstudy - Scrum Fundamentals Certificate
2022
Languages
English
Fluent
Spanish
Native
French
Intermediate
Experience
UX Researcher, HEC Montréal, Montréal, QC, May 2025 — Present
Directed 40+ usability testing sessions evaluating the effects of multitasking on perceived and behavioral usability on a mixed reality technology (MR).
Automated a component in the experiment that required manual effort, increasing data collection efficiency by 40%.
Generated 5 actionable insights to inform the design of future mixed reality technologies aimed at improving remote collaboration experiences.
UX/UI Designer, Fractal, Lima, PE, Dec 2021 — Present
Led the end-to-end design of the company’s main SaaS HR platform, from UX research to prototyping, reducing internal HR support tickets by 25% and increasing user satisfaction in request submission flows by 18%.
Increased the company’s website lead acquisition by 23% through the redesign and adaptation of their website to include Nielsen’s heuristics and an aesthetic, minimalist design.
Created a scalable design system of 24+ components in collaboration with cross-functional teams.
UX Consultant, Zaddons, Montréal, QC, Feb 2025 — Apr 2025
Conducted a full usability test of the vacation bidding flow for a Canadian HR SaaS platform by leading 12+ user interviews and moderated usability tests, combining behavioral metrics with qualitative insights to identify key pain points.
Delivered 6 actionable design recommendations prioritized by severity and development effort, reducing HR support tickets by 22% and improving task efficiency by 30%.
UX Consultant, Weever.ai, Montréal, QC, Jan 2025 — Apr 2025
Facilitated a usability evaluation on the company’s AI shopping eCommerce platform, by moderating and interviewing 12+ participants to identify core pain points.
Delivered 12+ design recommendations to enhance search relevance, transparency, and system feedback, increasing the website’s conversion rate by 15%.
UX/UI Designer, Ciudapolis, Lima, PE, Aug 2023 — Sep 2023
Led the end-to-end redesign of a mobile app for the real estate sector, mapping 20+ user flows and creating wireframes and prototypes to hand out to the developer team.
Conducted 8+ usability testing sessions to validate and refine the user experience.
Social Media Specialist, FirstJob, Santiago, CH, Apr 2021 — Nov 2021
Planned and executed social media campaigns for LinkedIn and Instagram, reaching a combined audience of nearly 500,000 users.
Managed the company's main digital communication channels, such as LinkedIn (300,000+ users) and Instagram (100,000+ users).
Redesigned FirstJob’s brand identity to strengthen visual consistency across channels, resulting in a 30% increase in social media engagement within three months.
Communications Intern, Pontificia Universidad Catolica del Peru, Lima, PE, Mar 2018 — Sep 2019
• Managed and scheduled social media content for the university’s Faculty of Education across Facebook and LinkedIn, reaching over 40,000 users.
• Rebranded the faculty’s visual identity and introduced a mascot to boost recognition and cohesiveness, increasing social media engagement by 24.8%.