From Industrial Design to Experience Design

I started my professional career as an industrial designer. In order to design products, I spent time exploring the relationships between people and objects. As time went by, I realized that I am more interested in the situation the product is being created for, than the product itself. And that was when I slowly shifted from core industrial design to focus on designing experiences. The de-emphasis from the "thing", allowed me to position my concerns on the activities, actions, interactions, relationships and interconnections of the product and it's user.

Here are some projects that reflect the things I am thinking about.

Booklifier (Book + Amplifier)


Booklifier explores new ways of creating atmosphere and extreme emotions while reading.

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Playful, Useful Tableware


This set of tableware examines a new and fun way of serving and drinking coffee; Most of all, because of the interactive relationship that these objects have with their user.

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Design Philosophy

I highly admire fine art, but I also have a very practical mind. That is why I can be so good at creating user experiences. My work is the outcome of carefully crafted logic and emotion. In that way, I deal with the challenges of transforming jumbles of raw data into simple, concise information graphics that are easy to understand and visually appealing.

Why Me?

I believe that listening and being open is the best way to approach a project.

I am obsessed with usability and good interaction design.

I believe the best ideas come out of unlikely places.

I am always curious about why and how things work the way they do.

I always stay up to date with new technologies, know how to use them and how to explain them.

My process

Research. What's out there? Explore existing products to discover how our approach can be unique.

Competitive analysis. Find out what users really need and want by observing and interviewing them. Find out what are the business needs. What constraints do we have as a project team?

Brainstorm. The fun part: start sketching! Get messy. Define logic. Create classifications and hierarchies, diagrams and user flows.

Design. Start with navigational structures, then wireframes, then higher fidelity. Direct and finesse animations and interactions. Create visual and functional harmony.

User testing. Invite real users to interact with the design and adjust accordingly.

Site History

Previous versions of this site's design have been archived for your browsing curiosity.

Version 1 - 2009-2011

Version 2 - 2012-2013