Sr. Product Designer · AI-Assisted Design · UX Design · AI Designer Engineer
Product design that turns complex workflows into experiences people actually enjoy.
8+ years leading product design and UX strategy across e-commerce, fintech and insurtech, partnering closely with product and engineering to ship human-centered solutions that move the metrics that matter.
- Based in
- Bogotá, Colombia
- Experience
- 8+ years
- Focus
- E-commerce · Fintech · Insurtech
Selected work
Case studies from research to shipped solution, each measured against a real business outcome.
Current work — SELLIT9
29.1% open rate, an all-time highGiving every SELLIT9 email one brand voice and one job
Redesigned SELLIT9's email system around two ideas: every send should look like it came from the same brand, and every send should be built for the one job it actually has, earning a click or delivering a fact, not both.
40% drop-off at this stepTurning the funnel's most-abandoned decision into a guided quiz
Reframed item-condition selection from a static side-by-side comparison into a short sequence of confident yes/no questions.
Earlier work
~85% adoption in usability testingGamifying inventory counting for small merchants
A card-based, swipe-driven inventory count that replaced a slow manual process small merchants kept avoiding.
3 KPI-linked concepts shippedRedesigning FOK's meal planner for conversion and retention
A research-driven redesign of the #1 plant-based meal planning product in the US, tying every UI change to three business KPIs.
4.1★ rating, up from 3.2Building Colombia's first insurance super-app
A complete redesign of an insurance app, unifying every policy category into one daily-use platform to shift insurance from an emergency-only interaction into everyday value.
Experience
Eight years moving from project management into product design leadership, across e-commerce, fintech and insurtech teams.
Sr. Product Designer · SELLIT9Current
Apr 2026 — PresentRemote
Redesigned the post-purchase confirmation experience, cutting mobile dead clicks 29% and rage clicks 98% against a locked 90-day baseline.
Own end-to-end product design for SELLIT9's core trade-in funnel across two commercial journeys and a 21+ merchant retail network, partnering with Product, Engineering, Growth and Ops in a Figma-to-React workflow. Rebuilt the newsletter and abandoned-cart email programs, lifting open rate to a 29.1% all-time high and cart recovery from 0% to 3%. Built and maintain the SELLIT9 design system in Figma, with tokens synced to the shared React component library, and led a typography and accessibility audit adopted as an engineering-wide guideline.
Sr. Product Designer · Treinta
Jul 2025 — Apr 2026Bogotá
Designed a new inventory counting feature that solved one of users' top pain points, driving conversion and retention inside the app.
Led end-to-end product design strategy and execution for mobile and web, from discovery through engineering delivery. Defined user-centered experiences across key product modules, integrating a scalable design system and continuous validation through user testing. Drove optimization of complex workflows, like inventory counting, through simplification, gamification and micro-interactions. Partnered with Product and Engineering to translate business goals into high-impact solutions using metrics, experimentation and AI-assisted design.
Lead Product Designer · Pet Supermarket
Jul 2023 — Jun 2025Remote
Led the full integration of a new service into the e-commerce, end to end.
Led responsive website design across devices, defining UX strategy through discovery sessions, developing brand identity and establishing scalable UI guidelines. Produced high-fidelity prototypes and visual assets, aligned business and UX goals through stakeholder presentations, and collaborated cross-functionally to ensure feasibility, consistency and impact on KPIs.
Product Designer · Uruit
May 2021 — Apr 2023Remote
Renovated the #1 plant-based diet product in the US, improving usability and shipping features driven by customer needs.
Designed digital experiences for web, mobile and VR with a strong focus on usability. Led end-to-end design using agile methods and iterative feedback, conducted UX research and testing, and applied Design Thinking and Business Model Generation to shape strategic digital solutions.
Co-Leader, Product Innovation Teams · Grupo Bolívar
Jan 2021 — May 2021Bogotá
Co-led the end-to-end design process for Colombia's first insurance super app.
Co-led innovation projects focused on usability and product navigation, managing design teams to align UX with strategic goals. Specialized in UX/UI design, prototyping and project management, conducting research and usability testing.
Product Innovation Intern · Grupo Bolívar S.A.
Jul 2020 — Jan 2021Bogotá
Collaborated on end-to-end innovation projects, gaining hands-on experience in UX/UI design, prototyping and user research through interviews, surveys and testing. Designed user journeys and interactive prototypes aligned with business goals.
Earlier career
- Marketing Project Manager · Dann Carlton Hotels · Jan — Jun 2019
- Strategic Project Manager · Siegfried · Sep 2018 — Jan 2019
- CX Project Manager · SAI Avianca Holdings · Jan — Jun 2018
Skills & tools
Product & UX
- End-to-End Product Design
- Interaction Design
- Design Systems
- Prototyping
- Accessibility (WCAG)
Research & Experimentation
- UX Research
- Usability Testing
- A/B Testing & CRO
- Data-Informed Design
Content & Lifecycle
- UX Writing & Content Design
- Email Design (MJML)
- Lifecycle & CRM Design
Tools & Craft
- Figma & Figma Variables
- React & Next.js
- Notion
- AI-Assisted Design
Strategy & Leadership
- Agile / SCRUM
- Stakeholder Management
- Design Ops
- Business Analytics & KPIs
Languages
Education & credentials
- Web Engineering for Designers · PlatziNov — Dec 2025
- AI Design · MemoriselySep — Oct 2025
- MBA · ENEB — Escuela de Negocios Europea de Barcelona2024 — 2025
- Master in Project Management · ENEB2024 — 2025
- Postgraduate Certificate, Innovation & Project Management · ENEB2024 — 2025
- Business Executive Program, Decision Making & Business Development · IEAD2024
- Postgraduate Certificate, Managerial Skills · ENEB2023 — 2024
- Postgraduate Certificate, Digital Business · ENEB2023 — 2024
- Postgraduate Certificate, Digital Transformation · ENEB2023 — 2024
- Web and Product Design Diploma · Designlab2021
- Business Administration & Hospitality Management · Universidad de La Sabana2016 — 2021
What people say
Recommendations from managers and teammates I’ve worked with directly.
Working with Julian has been one of the most rewarding experiences I've had. Beyond immersing himself in the user journeys to understand the entire process and deliver complete, well-rounded product proposals, he consistently finds ways to measure the impact of those proposals and the changes we implement. This always helps clarify the best path forward for understanding our customers and improving conversion rates. He listens patiently to recommendations and ideas, integrates them when they add value, and gives great feedback. Conversations with him are always productive—they end with clear takeaways, concrete tasks, and proposals worth developing in the future.
From an early moment in his career, Julián brought a systems thinking approach to the team, even without being fully aware of it. That innate talent made it easy for him to connect different components of a system in unobvious ways, landing on very valuable insights and action paths. His hard skills certainly make him a fit for any product- and design-related roles that require a combination of user, technical and business acumen. As a teammate, he is great to work with and will always come with a contagious good vibe and optimist perspectives.
Julian is a rare blend of strategic thinker and creative problem solver. He excels at leading end-to-end product design, aligning user needs with business goals, and delivering measurable impact. His expertise in UX, Agile, and Design Thinking, paired with his collaborative spirit, makes him an asset to any team.
I had the opportunity to work with Julian for 2 years at Uruit, and I always valued his commitment, professionalism and ability to solve problems creatively. Julian doesn't just deliver results, he brings a positive attitude that lifts the whole team. He has a great capacity to adapt to new challenges and lead with empathy.
I want to recommend Santiago, who I had the opportunity to work with as a teammate at Pet Supermarket, where he worked as a UI/UX Designer. He's a great professional, dedicated and committed to every project he's part of. Thanks to his initiative and knowledge, he drove meaningful improvements in the design area, contributing to the growth of the e-commerce business.
Julian is a suitable profile for projects that are applying communication strategies. He has all the knowledge in research and ideation methods. In addition, he connects the financial world well with the user's vision. His experience allows him to perform well in interview spaces, workshops, and fieldwork.
Have a product that needs a clearer story?
Open to new product design roles and collaborations. Based in Bogotá, working with teams anywhere.
Message me on LinkedIn