The Process

I CREATE Digital Experiences that work, by taking care of the journey!

For the las 12 years, as Creative and Art Director,  i have delivered many projects from conception to end by either participating on different stages or by taking care of conducting the process.

My work inside teams has evolved with the digital industry to new strategies more aligned with a Lean and Agile iterative workflows.

Working as a freelance my process has evolved while trying all the different hats needed for the completion of the task, taking care of UX, UI, Visual Design and in some cases even Interaction.

Research & Analysis

Strong foundations for a project are the key to a successful product.

Wide experience gathering information, conducting customer research, setting up Personas and building Customer Journey Maps.

Defining approach by analyzing all the information and prioritizing problems.



Strategies & Prototyping

Creation of Storyboards for the testing stage as well as Pitching are essential.

Once i get the appropriate feedback its time to start Prototyping, focusing in the general flow of the service and establishing Site Maps.

Design & Animation

I first create Mockups, LOW-FI designs or wireframes. I define LAYOUTS and INTERACTIONS before going further on the Design and development stages.

Then i create the HI-FI Designs and Animations.



Wrapping it up!

I usually work side by side with a Developer who takes part of Coding/ Backend. Communication during the whole process is vital for a correct completion of the project.

At this point the product should be ready for the Marketing stage, in case the client requires this service, or for final delivery.


During my career i have acquired several skills which allow me to tackle different projects and make me proficient in several parts of the process.

Graphic and Web Design

Branding, Publishing, Photo retouching, Illustration

Html/CSS, CMS (WordPress, Joomla, Magento)

UX/ UI Design

User Testing Tools

Sketch / Figma, Adobe XD / Principle / Flinto, Invision / Axure

Motion Graphics

2d/3d Animation (Cinema 4D, After Effects, Flash )


Digital Marketing

Social Media, Google Analytics and AdWords, Mail Marketing


  • “A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away.”

    - Antoine de Saint-Exupéry -