Case studies 
About me -
Born in Peru -
Studied in Manchester -
Living in Amsterdam
Hi there!
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 redefining a pharmacy platform's value proposition, and what I keep coming back to is this: dig past the obvious ask to find the real problem and bring as many people along the ride as needed. The best solutions I've shipped were never built alone.
Design principles
Design is a mindset, not a role
Design becomes most powerful when it stops being the responsibility of a specific team and starts being a shared way of approaching problems. My work aims to balance equal parts design mindset and craft.
Design should be experienced
First-hand experience along the design journey creates a different kind of understanding. Getting the right people into the process, not just the output, is one of the highest-leverage things a designer can do.
Design also applies to the environment
The culture, the collaboration, the way a team shares information and makes decisions are all design problems too, and I've found that some of the most meaningful changes I've contributed to had nothing to do with a screen.
My case studies
See all case studies
- Jun ’26
- AI
- Prod. design
When we used AI to turn compliance into a 2-min job
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.
- Apr ’26
- Navigation
- Prod. design
How efficient navigation solved our biggest reordering obstacle
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.
- Nov ’25
- W.o.W
- UX research
When discovery became a team sport
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.
- 2020
- Loy. program
- Prod. design
Designing for users who didn't yet trust digital banking
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.