About
UX designer and DesignOps leader based in Culiacán, Mexico. I’ve spent more than 16 years designing and building digital products, 11 of them at Grupo Coppel, building the invisible infrastructure that lets design scale: systems, governance, and culture.
What I do
I’m currently Manager of UX Governance & Culture at Grupo Coppel’s Experience Design Center of Excellence (CEDE), where we consolidated the DesignOps practice, built strategic partnerships, and defined the team’s operating model. Today design operates at the scale of three businesses and millions of users.
Along the way: Coltrane, a design system running for over five years across web, app, and kiosks for Coppel, BanCoppel, and Afore Coppel; the certification of Mexico’s first accessible eCommerce; and one of the first large-scale DesignOps practices in the country.
Milestones
- 2025: Manager of UX Standards & Culture, CEDE Coppel
- 2023: DesignOps Manager, Grupo Coppel
- 2022: One of the first large-scale DesignOps practices in Mexico, Coppel Retail
- 2019: Start of the Coltrane Design System
- 2018: Certification of Mexico’s first accessible eCommerce (Hearcolors, WCAG 2.0 AA)
- 2015: Co-founded the UX team at Coppel.com
Education & training
- Nielsen Norman UX Certificate, Interaction Design & UX Research Specialties (2016)
- TOGAF (IT Institute, 2024)
- Figma Config (San Francisco, 2024)
- Management 3.0 (ISDI, 2023)
- Integrating Agile and Change Management (Prosci, 2023)
Tools
Design: Figma, FigJam, Photoshop, Illustrator
Development: Claude Code, Cursor, HTML, Git, VS Code, cmux
Productivity: Notion, Google Workspace, Google Analytics, Jira, Confluence
Operating systems: macOS, Windows, Ubuntu
Languages
- Spanish: Native
- English: C1 (CEFR)
Colophon
This site is built with Jekyll, plain CSS, and is hosted on Vercel. Each page weighs under 50 KB.