Find the real friction
I separate the visible symptom from the decision users are struggling to make.
Product designer · Toronto
Complex ideas, made obvious.
I design digital products by finding the decision underneath the interface—then making the next move feel clear.
My design lens
Clarity is not minimalism. It is knowing what matters.
I use research, system thinking, and visual hierarchy to turn complicated journeys into products people can understand and trust.
Design the logic first
I map information, states, and tradeoffs before polishing a single screen.
Give it character
A useful product can still feel distinctive, human, and memorable.
Selected work
Four stories across product, commerce, operations, and identity. Each case study shows the reasoning behind the final experience.
Selected case studies
Work built around decisions.
Four stories across product, commerce, operations, and identity. Not just what the screens look like—what was unclear, how I framed it, which choices shaped the system, and why the solution works.
About
I make complexity feel manageable.
Structure first. Polish with purpose.
I’m Alejandro, a product designer focused on digital products, e-commerce, and connected systems. I like projects where the interface is carrying real complexity: many choices, different users, or information spread across too many places.
My process moves from evidence to framing, from framing to flows, and from flows to a visual system that helps the product explain itself.
I focus onProduct strategy, UX, interface design, design systems
I bringSystems thinking, clear communication, distinctive visual direction
I care aboutTrust, usefulness, accessibility, and buildable decisions
Contact
Let’s make the next move clear.
Have a product problem worth untangling?
Tell me what you’re building, who it is for, and where it feels stuck. I’ll reply with a thoughtful next step.
Email Alejandro