Hi I’m Diego!

I’m a UX designer and strategist with 20 years of experience helping businesses turn great ideas into experiences that actually work for people.

I've had the opportunity to work with some fantastic brands like Carnival Cruise Lines, Universal Studios Orlando, ADT, and Verizon, focusing on e-commerce solutions that drive real conversion improvements. More recently, I led design teams at Citrix where we boosted product adoption by 50% year-over-year, and at UKG where I helped integrate their Talent module into a broader product suite—work that contributed to a 2% increase in annual recurring revenue.

What I love about this work is being a systems thinker. I bring structure and attention to detail to every project, but I also make sure we're all speaking the same language and moving in the same direction. Whether I'm advising on UX strategy, leading delivery teams, or managing design teams, I focus on clear communication and bringing people together around shared goals.

I'm what you might call a full-stack designer — I can handle everything from initial user research and strategy through to final UI design and prototyping. I've conducted usability studies, contextual interviews, A/B testing, developed personas, and dug deep into market and competitor analysis. But honestly, what energizes me most is solving complex problems through design thinking and helping teams create those north-star strategies that everyone can rally around.

At the end of the day, I see myself as a catalyst for collaboration. I love bringing people together, aligning everyone, and creating solutions that are both forward-thinking and grounded in real user needs.