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.
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I designed my first website in 1996, a fan page I built a few 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 designing and building the school's website. In my free time I took on freelance work for friends and family who wanted an online presence.
In 2006 I joined Lenovo's local branch in Buenos Aires. It was my first leadership role, running a team of six designers producing homepage graphics, banners, and email marketing for internal clients across the US, Canada, and Latin America.
Through the rest of the 2000s I worked as an Art Director at several design agencies, 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. Several interviews and two design exercises later, I got the job. I packed my things and moved to California to start Lemon Wallet — living the full startup cycle over two and a half years: core product, brand, launch, pivot, product-market fit, revenue, and acquisition in December 2013.
In 2014 I joined Xapo as Head of Design, leading both product and marketing. The challenge was huge — building a product on top of bitcoin, an emerging technology, and communicating 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 in Argentina, to open an office in San Francisco. I looked for new leads in the Bay Area and worked with our team in Buenos Aires to deliver.
In 2016 I started at Airbnb, on the Search/Decide team. Our goal was to help guests make better decisions when booking a home — I worked on listing cards redesign, product detail page optimization, and urgency and commitment messages.
In 2020 I joined Netflix on the Design System team, mostly creating, extending, and maintaining components for Hawkins Professional, the design system used to build internal tools at Netflix.
Today I'm working independently — open to contract and freelance projects in Product Design, Design Systems, and Product Marketing.