Selected cases
Projects where research, systems thinking, and craft came together to make a measurable difference, from AI dashboards at Google to building a UX practice from scratch at ProMark.
B2B SaaS · 2024 - Present
As ProMark's first UX designer, I established the company's entire user experience practice: drove user adoption and self-service for the flagship product, led evaluative research, and built a design system of standards and reusable components now scaling across the Nordics and the UK.
B2C Health · Mexico
Main product designer on a healthtech platform that finally connects doctors, patients and pharmacies in Mexico, where unregulated medicine sales mean patients often switch to cheaper generics without their doctor ever knowing. With a user researcher and one more designer, I ran a Jobs-to-be-Done discovery across 25 patients, 20 doctors, 20 pharmacists and 3 pharmaceutical companies (fully remote workshops), then designed the patient app for iOS and Android (find specialists, book appointments, read lab results and prescriptions, order medication) plus the web app for doctors, nurses and secretaries (prescriptions, lab results, schedules, fees, SMS/email).
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B2B / B2C · Google Cloud
Certification providers had no platform connecting them with sales reps, school administrators, teachers and students, and the internal tool built to replace spreadsheets reached only 30% adoption. I ran a one-day Google Design Sprint, think-aloud tests and stakeholder workshops across Mexico, the USA, Ireland and India, then defined an MVP that development could ship in three months while reusing existing work.
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SaaS · 2020, 2023
Recruited and led a cross-functional design team while shipping hands-on product design for customers across the Nordics and Belgium, championing product-led growth and evolving design standards across the platform.
Health · Freelance 2020
Collaborated with Tres Prima on a leading mental health app for Pfizer in Mexico, translating research into a supportive, accessible experience for patients.