What I do
Fintech, B2B credit platforms, mobile commerce — these are domains where users face real stakes and real friction. My job is to remove that friction without losing the nuance that makes the product work.
I've led design end-to-end at Thoughtworks, Rappi, and CVC Corp. I write briefs, run research, build systems, present to executives, and ship with engineers. I don't hand things off — I see them through.
Education
Academic foundation.
Leadership & Management
IN PROGRESSMcKinsey · Forward Program
AI for Product Design
IN PROGRESSUX Unicornio
Design Foundation AI
IN PROGRESSUX Unicornio
Master-Level Product Design
UX Unicornio
Post-Graduation · Digital Design
Belas Artes
Graduation · Digital Design
Universidade Anhembi Morumbi
Languages
Working across LATAM.
Core tools
Design principles
How I think.
Experience
Product Design Lead
Joined into one of the most turbulent design fronts I've seen — a team delivering 1–2 months late, no defined process, bad design decisions, and endless uncontrolled changes. In under two months, I replaced that chaos with a structured 3-week sprint cadence covering all 5 design phases with quality gates — a 62% reduction in cycle time. I also introduced an AI-first prototyping workflow that cut operational overhead and accelerated validation. The same client who walked out of meetings later described the new plan as 'solid and leading to excellent results.' Formally designated Leader of the UX Front, added to the Client Leadership Team, rated Consistently Exceeded Expectations — performing at Lead grade. All navigated in Spanish.
Senior Product Designer
Three years designing fintech and growth products at one of Latin America's most demanding tech companies. I led the full redesign of restaurant onboarding — a product used by hundreds of thousands of merchants — driving +53% conversion and +135% lead verification. Alongside that, I shaped the activation and retention experience for Rappi's financial products, built and evolved Design System components adopted across multiple squads, and collaborated with PMs and engineering on concurrent workstreams under real pressure.
Product Designer
I inherited a mobile app with a 2.0★ App Store rating, a 40-second load time, and a checkout that converted at 6%. What followed was a full native redesign of the flight booking experience — from research and architecture to UI and launch. Within one month of the flights redesign going live, the rating jumped to 3.2★. After rolling out across all products, it reached 4.6★. Checkout conversion went from 6% to 20% (+212%), load time dropped from 40s to 6s.
UX / UI / Web Designer
Agencies
Seven years across digital agencies — e-commerce, multimedia, web, and brand. Where I built the craft: front-end intuition, visual communication, 3D visualization, and a habit of shipping under tight deadlines for demanding clients. The foundation everything else is built on.
Recognized by
What leaders say.
“Rafael's dedication, strong design process, and proactive mindset consistently led to exceptional results. A top-tier designer.”
Allan Cardozo
Design Manager, Delivery Hero · Ex-Rappi Director
“Rafa led a major revamp of restaurant onboarding, pushing the team toward first-principles thinking and delivering real impact.”
Nima Zahedi
Product Director, Monzo
“Rafa's user-centered approach, adaptability, and high-quality solutions made him an invaluable asset to the team.”
Diego Villarroel
Head of Design, Rappi
“Rafael's designs significantly improved usability and boosted conversion rates, aligning perfectly with business goals.”
German Sotelo
Engineering Manager, Rappi
“Rafa kept a complex project on track despite shifting deadlines, showing resilience and delivering outstanding results.”
Santiago Martinez
Product Manager, Rappi
“Rafael played a key role in redesigning the Merchants Onboarding process, simplifying the flow and improving the user experience.”
Daniel Isael
Product Manager, Scopely
“Rafael is not only an exceptional designer but also a fantastic teammate — proactive, detail-oriented, and always raising the bar.”
Paula Lenis
Design Lead, Rappi
“From the moment I interviewed Rafa, I knew he had incredible potential. Seeing his growth and contributions over time has been inspiring.”
Carolina Ledesma
Design Manager, CVC Corp
“I brought Rafa to Rappi for his strong work ethic and ability to turn complex challenges into impactful design solutions.”
Luis Alegria
Founder & CEO, Storytime