About me
I designed my first website in 1996, a Nirvana fan page, just a few weeks after my father showed me the wonders of the internet for the first time. I was 16 years old and since the very first minute, I got hooked on the information superhighway. After finishing high school I decided to study Image and Sound Design at the University of Buenos Aires.
My first job was in a school, I was the audiovisual guy, the guy who is in charge of connecting TVs, projectors and sound systems. I was also responsible for the design and development of the school’s website. In my free time, I started doing freelance jobs for friends and family who wanted to have an online presence.
In 2006 I started working at Lenovo, at the multinational company’s local branch in Buenos Aires. That was my first leadership role. My team of six designers was responsible for producing promotional homepage graphics, flash banners, e-mail marketing and newsletters for internal clients from the US, Canada, and Latin America.
During the rest of the 2000, I worked as an Art Director at several design agencies. I was in charge of designing and often coordinating production of campaign-oriented websites for brands like Hewlett Packard, Procter & Gamble, Volkswagen, and Intel.
In early 2011 I started looking for jobs outside Argentina and found an ad for a position at Wences Casares’ next startup in Palo Alto. I decided to apply and numerous interviews and two design exercises later I got the job! I packed my things and moved to California to start Lemon Wallet. During the next two and a half years I was lucky to experience the whole successful startup cycle, from brainstorming ideas for the core product, building the brand, launching the first product, pivoting, finding product-market fit, getting revenue, and finally getting acquired in December 2013.
In 2014 I joined Xapo as Head of Design. My team was responsible for designing the product and the marketing materials. The challenge was huge since we had to create a product based on bitcoin, an emerging technology, and also communicate it to the market. In just a few months we positioned Xapo as the most secure bitcoin wallet in the world.
In 2015 I partnered with Aerolab, one of the best product design agencies from Argentina, to open an office in San Francisco. My role included looking for new leads from the Bay Area and then producing their needs with our team in Buenos Aires.
In 2016 I started working at Airbnb. During my time there I worked on the Search/Decide team. Our goal was to help guests make better decisions when booking a home. I worked on projects like listing cards redesign, product detail page optimization, and urgency and commitment messages.
In 2020 I joined Netflix to work in the Design System team. At Netflix, I mostly worked on creating, extending, and maintaining components for Hawkins Professional, the Design System used to develop internal tools at Netflix.
Today, I'm working independently. I'm open to contract and freelance projects in fields like Product Design, Design Systems, and Product Marketing.
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