Case studies 
About me About me
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Born in Peru -
Studied in Manchester -
Living in Amsterdam
Hi!
I'm Diego, a product designer who started out in graphic design and got hooked on the why behind things.
I care about two things about equally: the craft of design and the people I make it with. I believe the best work a designer can do rarely comes from someone handing down a finished solution. It comes from pulling people into the process early enough that they start seeing what you see.
That thread runs through most of what I've done. At Interbank, I designed for people who didn't fully trust digital banking yet, so half the job was building trust, not screens. Later, on a B2B platform, it was less about convincing users and more about convincing the room: getting developers into user interviews instead of handing them a summary three weeks later.
About ten years in now, banking, B2B e-commerce, a stint building a pharmacy platform from scratch, and what I keep coming back to is this: dig past the obvious ask to find the real problem, then bring as many people along for that dig as you can. Design done alone rarely sticks. Design done together usually does.
My case studies
- Apr ’26
- Navigation
- Prod. design
How efficient navigation solved our biggest reordering obstacle
I identified that reordering users were repeatedly navigating 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 reordering faster and easier.
- Nov ’26
- W.o.W
- UX research
When discovery became a team sport
A simple ritual changed the way our team worked. 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 Hotjar Watchparties, where developers and designers observed real user struggles together and built shared ownership over the solution.
- 2020
- Loyalty program
- Prod. design
Designing for users who didn't yet trust digital banking
I led the end-to-end redesign of Interbank's Visa Premia loyalty program, 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.