UX Designer passionate for crafting exceptional digital experiences.
With over 3 years of experience delivering impactful design solutions that align with user needs and business goals.

Based in Kitchener, Ontario.

My purpose is building digital products that add value to all actors in a system: Users, clients, social and business stakeholders, also ecosystems and communities.

My background lies on industrial and product design, and my focus is leading strategies that takes the most from people and technology to solve problems through human centered design.

My process starts by setting business and product goals, understanding user needs through user research and catalyze the information to validate hypothesis, iterate prototypes at all level of fidelity, then handoff the right documentation for developers.

Freelance work

Apr 2017 to date

As I learned digital design early in my career, I had the opportunity to design websites for clients in LATAM

Websites for LATAM food design network 2017 and 2019

A/B Testings for local entrepreneurships

Brand, Identity and service design for local businesses


Feb 2019 to Jun 2019

Academic internship where I designed websites and digital strategy for a local company.

UX research and strategy to identify clients needs and respond to them

Website design and content management

Digitalization for inner processes


Jun 2021 to date

I build a team from scratch to offer consultancy services in UX research and design strategy fields for many local clients.

Service design and implementation.

Workshops for UX Research and Team building.

Digital business strategy.


Dic 2019 to May 2021

I worked for the biggest beer company building inner digital products, improving processes and employee experience.

Deep user research around LATAM.

Design systems from scratch.

Multiple projects with differents goals and segments.

Mercado Libre

Jun 2021 to May 2023

I embrace the challenge of design an ecommerce builder for the biggest tech LATAM company.

Research and testing with final users to iterate experience.

Design templates with atomic system.

Sitebuilder redesign

🎓 Education
Industrial Designer

Bachelor of Arts in Industrial Design by National University of Colombia | (Feb 2014 - Dec 2019)

Courses and certifications
Design Leadership

By Echos Desirable Futures Lab | (Oct 2021)

Facilitating and designing workshops with the Lego Serious Play method

By Association of Master Trainers  | (Oct 2020)

Scrum foundations professional certificate

By Certiprof  | (Jul 2020)

Globant Design Center

By Globant  | (Sep 2019)

Html & CSS foundations

Coreditec  | (Sep 2016)


🧠 Hard skills

Information Architecture

Problem and opportunity framing

User interface design

User experience research

Wireframing & prototyping

Digital product strategy

Responsive and adaptative design

Usability testing

Usability testing

Html & CSS foundations

🤝 Soft skills

Assertive communication

Storytelling and pitching

Team player


Leadership and proactivity

Group management

Workshop designer and facilitator


Stakeholder & Clients management

💻 Tools & Frameworks





Trello & Jira

Adobe Illustrator & Photoshop

Optimal workshop

Mural - Miro - Figjam


Selected work

Give a look to some projects I am proud of.

Template System for Mercado Shops builder.
See full project
E-commerce sitebuilder for Mercado Shops
See full project
A/B testing and experiment strategy for e-commerce
See full project
Diego Franco
Product Designer
Made by me, in webflow.