Case studies 
About me 
Designing with as much care for the people I work with as for the users I design for.
Senior product designer
12 years of experience across B2B e‑commerce and banking
Drove a payment network launch
9M+ users across Peru's main banks
Grounded in behavior change
Payments, loyalty, onboarding for skeptical users
MA Digital Mgmt, Hyper Island
Amsterdam-based. English, Spanish, Dutch WIP
Senior product designer
12 years of experience across B2B e‑commerce and banking
Drove a payment network launch
9M+ users across Peru's main banks
Grounded in behavior change
Payments, loyalty, onboarding for skeptical users
MA Digital Mgmt, Hyper Island
Amsterdam-based. English, Spanish, Dutch WIP
Case studies
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Allowed users to take compliance into their own hands.
Gave Heineken compliance visibility across outlets at a scale.
Concept to live prod. in two markets in 2.5 months.
When we used AI to turn compliance into a 2-min job
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Jun ’26 Jun ’26 -
AI image analysis AI -
Product design Prod. design
Outlet owners had no way to self-assess whether their fridges met Heineken's branding and placement standards without a sales rep visit. I led the end-to-end design of the AI Fridge Scanner, from conceptualization through on-site testing in Brazil to delivery across two markets, in 2.5 months.
View case study -
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64,3% nav bar use
+27,9% orders visits
+3,4% club visits
-22,1% hamburger menu usage
How efficient navigation solved our biggest reordering obstacle
- Apr ’26 Apr ’26
- Navigation Navigation
- Product design Prod. design
Shop owners who need to reorder drinks frequently for their businesses were forced to repeatedly navigate between the product list and order history through a hidden hamburger menu. I designed and tested a bottom nav bar that brought key sections within reach, validated with real data, and iterated to make their reordering journey more efficient.
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All sessions led to backlog-ready design initiatives
Familiarity with user behavior increased from 2.7 to 4.5/5
100% recommended keeping sessions recurring
When discovery became a team sport
- Nov ’25 Nov ’25
- Ways of Working W.o.W
- UX research UX research
A simple ritual changed how our designers, developers, and business representatives collaborated on building our B2B platform at Heineken. Insights coming out of discovery rarely reached the people building the product, and I wanted to fix that. I designed and led the concept of User Behavior Watchparties, where the whole team observed real user struggles together and built shared ownership over the solution.
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S/ 200.00 increase in monthly spending
Visa Premia holders: 10% increase in mobile-first users
2X in amount of coupons redeemed per month
Designing for users who didn't yet trust digital banking
- 2020 2020
- Loyalty program Loy. program
- Product design Prod. design
I led the end-to-end redesign of the Visa Premia credit card's loyalty program for Interbank, Peru's third largest bank, for users who were just warming up to online banking and were skeptical of big banks. Through multiple rounds of interviews and design iterations, we turned a program people had stopped using into one that doubled coupon redemption in six months.
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Working with Diego
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Andrew Slifkin
Principal Designer at Southern Glazer's
I managed Diego on HEINEKEN's eazle CX team from 2025-2026. He started Hotjar watch parties where designers, engineers, and the PO sat with real session recordings, then turned what we saw into bottom-navbar experiments and a quick add-to-cart for regulars who just needed to reorder fast. He was proactive without being asked, and the team's conversations got sharper because we were looking at the same evidence. I'd work with him again without hesitation.
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Michelle Maung
Product Owner at Heineken Head Office
Diego has shown ownership of the topics he's responsible for. He asks thoughtful questions and tries to understand things deeply rather than just executing tasks. The watch parties he organized were super insightful and well planned — a great example of how he brings the team together to learn and reflect. His structured approach and attention to detail make those sessions really engaging and valuable.