Software as a craft.
With more than two decades of experience as a Product Designer, my recent years have been dedicated to contributing my skills to renowned tech companies.
I designed my first website in 1996 — a fan page, weeks after my father first showed me the internet. I was 16. After high school I studied Image and Sound Design at the University of Buenos Aires.
My first job was as the audiovisual guy at a school — connecting TVs, projectors, and sound systems — while also building the school's website. On the side I freelanced for friends and family who wanted an online presence.
In 2006 I joined Lenovo's local branch in Buenos Aires — my first leadership role, running a team of six designers producing homepage graphics, banners, and email marketing for clients across the US, Canada, and Latin America.
Through the rest of the 2000s I was Art Director at several agencies, designing and coordinating campaign websites for brands like Hewlett Packard, Procter & Gamble, Volkswagen, and Intel.
In early 2011 I found an ad for Wences Casares' next startup in Palo Alto. Several interviews and two design exercises later, I got the job and moved to California to start Lemon Wallet — living the full startup cycle over two and a half years: product, brand, launch, pivot, product-market fit, and acquisition in December 2013.
In 2014 I joined Xapo as Head of Design, leading product and marketing. The challenge was huge — building on top of bitcoin, an emerging technology, and communicating it to the market. Within 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 in Argentina, to open an office in San Francisco — finding leads in the Bay Area and delivering with the team in Buenos Aires.
In 2016 I started at Airbnb on the Search team, helping guests make better decisions when booking a home — listing cards redesign, product detail page optimization, and urgency and commitment messages.
In 2020 I joined Netflix on the Design System team, creating and maintaining components for Hawkins Professional, the system behind Netflix's internal tools.
For the last four years I've been working independently with companies like Meta, Mercado Libre, Pachama, Luxury Presence, Possible Finance, and Collate.