TRUSTED BY 20+ BRANDS ACROSS 10 INDUSTRIES WORLDWIDE.
United States Clients
I’ve been fortunate to lead and collaborate with wonderful people and companies to transform digital experiences. In the U.S., I built and led a team to enhance CNB’s consumer and business portals and mobile apps. Previously, crafted a new UX vision for Microsoft Dynamics GP and TGI Friday’s mobile app, and facilitated product innovation workshops for JLL. I also developed the B2B and CX strategy for US Foods, designed an immersive web experience for Herbalife Nutrition, and created micro-sites for The Church of Jesus Christ of Latter-day Saints
Canada & UK Clients
At RBC, I built and led a team that drove award-winning Client and User Experience initiatives for RBC Wealth Management and RBC Insurance. I also founded X1, an internal consulting practice that delivered strategic insights and service design across seven verticals while training over 3,000 colleagues in Design Thinking. Additionally, I redesigned mobile and hybrid apps for Subaru and Kia Motors, spearheaded the development of design systems for Rogers and WIND Wireless, and had the privilege of teaching Interactive Design at Humber College, a rewarding opportunity to mentor the next generation of designers.
South America Clients
I’m originally from Colombia, where my career began. At 25, driven by a vision for better design, I founded Pinxelar Inc., a creative studio that provided brand and digital production for Leo Burnett and its clients, including Kellogg’s products. We also partnered directly with BBVA, Legrand, RedAssist, and other renowned brands, delivering tailored digital applications. Over time, Pinxelar became one of Colombia’s leading digital studios, recognized for its industry impact.
The Challenge
When I joined, 46% of clients felt the digital experience was disjointed and outdated, and 82% of partners and colleagues believed UX deliverables didn’t meet expectations.
The Transformation
Over four years, I redefined B2B and B2C banking experiences with measurable OKRs and impact. To drive this, I built and scaled cross-functional teams across US and Canada and developed the TOPS Framework (Thinking, Operations, Practice, and System), advancing design maturity and maximizing business value across CNB’s digital ecosystem.
This work contributed to CNB’s client adoption, retention, increase in deposits, and total assets growth—from $65.9B in 2020 to over $94B in 2024, a 42.5% increase.
Key Outcomes
- 1,500+ fewer monthly call center inquiries, increasing client trust and generating $3.7M+ in operating cost savings per month.
- Redesigned products and features to address 300+ user pain points, driving a 35% increase in active users and boosting mobile app user satisfaction by 23%.
- Increased design operations efficiency by 81% through improved processes, design standards, and quality of hand-offs and outputs.
TOPS FRAMEWORK
DESIGN THINKING
DESIGN OPERATIONS
DESIGN OPERATIONS
Built cross-functional partnerships with more than thirty groups, established a dedicated research team, and embedded a culture of client empathy, user-centered data, and innovation.
Outcome: 250% increase in user insights and a 75% boost in data-driven decision-making.
DESIGN OPERATIONS
DESIGN OPERATIONS
DESIGN OPERATIONS
Created a consistent, predictable, end-to-end process and model for delivering design value across Product, Technology, and Business teams.
Outcome: 81% increase in design efficiency, fully integrating design and research teams into SAFe Agile processes.
DESIGN PRACTICE
DESIGN OPERATIONS
DESIGN PRACTICE
Co-developed programs, standards, and tools to nurture talent and mature CNB’s UX frameworks and culture, ensuring best-in-class digital experiences.
Outcome: 100% retention rate over three years and 70+ learning & skills development sessions enabled.
DESIGN SYSTEM
DESIGN OPERATIONS
DESIGN PRACTICE
Founded CNB’s first design system, Roxbury, to streamline digital delivery, enhance efficiency, and ensure consistency, usability, and accessibility across all digital products.
Outcome: 3X increased speed to market, adopted by 20+ products and in-house and external teams.
DESIGN THOUGHT LEADERSHIP
Design Strategy & Practice
Is client and user experience a true priority in your organization? How do you know?
Simplification is one of the most fundamental principles of good design
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End to end Design Thinking approach for CX and UX that delivered results
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Slides from my University of Toronto lecture, delivered to an audience of over 500 professors and students
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Culture Transformation
What is your company doing to create a measurable Human-Centered culture?
An interview with Andres Ospina, Director of Human-Centered Design at RBC
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I love teaching, mentoring and giving back to the next generations of designers
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