I have spent close to thirty years working in user experience, and I was one of the first people to take up the discipline in Latin America. I trained in marketing and graphic design, then earned a Master's in Human-Computer Interaction at the University of the Arts London. My career began in banking marketing, but since 1997 my focus has been on how people interact with digital products, and on the idea that design decisions should be backed by data rather than guesswork. That work has taken me across Mexico, the United States, the United Kingdom and Argentina. I have built projects for companies as different as Google, Meta, Leica, McAfee and Automattic, and for governments at both the national and city level, including London, Stuttgart, Frankfurt and Buenos Aires. I have also led pr...