Keep in touch with meI'm using Intch to connect with new people. Use this link to open chat with me via Intch app
Network Power<100 people
Roles
✔️57%
IT
🔥42%
Startup Founder
🐦42%
Design
Geos
🇲🇽28%
Mexico
🇦🇪14%
United Arab Emirates
🇮🇳14%
India
Work Background
Openpay by BBVAExperience Design Manager at Openpay by BBVA
Nov. 2023MéxicoI lead experience strategy and design for the eCommerce Tribe at Openpay by BBVA, focusing on scalable solutions for merchants and new digital products across Mexico, Colombia, Peru, Argentina, and Spain. Previously, I led the Service Design discipline from a transversal role within the Strategy division, shaping key capabilities and working across teams to strengthen our experience culture. 📌 Strategic highlights:
• Co-led the redesign of the technical certification process, boosting clarity, empathy, and efficiency.
• Originated the concept and vision for the post-onboarding support microsite for merchants, now a strategic initiative.
• Created the first suite of product sheets, consolidating business and technical knowledge across regions and market segments.
• Designed the taxonomy for categorizing solutions and standardizing core business terms for internal and external use.
• Defined the initial concept for the Global Product Hierarchy model, enabling self-management of complex merchant structures (multi-brand, multi-store) through the control panel.
• Spearheaded the governance and complete redesign of merchant-facing technical documentation, with a modular, scalable approach.
• Strengthened multidisciplinary collaboration across product, content, research, and design, promoting alignment and shared ownership. I bring together systemic thinking, business alignment and user insight to co-create experiences that are intuitive, resilient and impactful. My leadership style is grounded in strategic listening, cross-functional facilitation and a deep commitment to real user value.
Walmart de México y CentroaméricaDigital Product & Service Experience Manager
Jan. 2023 - Nov. 2023Mexico CityDuring my time at Walmart, I led the design of strategic product initiatives that transformed internal tools and decision-making processes for key business roles such as Category Managers. My mission was to connect fragmented workflows, reduce operational friction, and turn complex systems into intuitive platforms aligned with Walmart’s omnichannel strategy. I reimagined critical tools like Kraken and Cost Analytics, enhancing pricing analysis, prediction accuracy, and adjustment flows to deliver on the brand promise: everyday low prices. I redesigned ATOM, the demand forecasting module, and helped shape the architecture and UX principles of the new SoM (Smart Omnichannel Merchant) portal from the ground up. Beyond product redesign, I implemented a performance framework using NPS, CSAT, and CES metrics by module and feature, enabling data-driven, high-impact decisions. I also developed governance and documentation models to ensure consistency, efficiency, and scalability across initiatives. I contributed to the evolution and adoption of Clapp, Walmart’s design system, applying it across multi-format solutions for banners such as Sam’s Club and Bodega Aurrera. I also collaborated on the development of an internal AI tool catalogue to accelerate design and decision-making processes, and improved the flow of purchasing and pricing processes—both national and international—through automation and systems integration. This experience sharpened my ability to detect structural frictions, lead interdisciplinary teams, and design human-centred solutions that create tangible impact. My work bridged business strategy, operational needs, and user experience—delivering tools that were not only functional, but empowering, scalable, and aligned with Walmart’s mission.
MetafinancieraProduct Owner
Aug. 2021 - Sep. 2022Ciudad de México, MéxicoAs a Product Owner, I led the design and implementation of a digital credit origination solution that transformed the operational and commercial experience for financial advisors — from prospecting to contract signing. While my official title was Product Owner, I also took on core Product Management responsibilities such as roadmap definition, cross-functional alignment, and business opportunity validation to ensure scalability and real impact. I worked closely with UX designers, developers, legal, compliance, and data teams to prioritise high-impact initiatives, streamline critical processes, reduce friction, and improve conversion. My approach combined user research, data analysis, and a deep understanding of business context to design customer-centred solutions aligned with strategic goals. Key achievements include the launch of a fully digital and modular origination flow, the integration of automated validations and business rules, and the definition of a scalable architecture that paved the way for future financial products.
MetafinancieraSenior Product Designer
Apr. 2021 - Sep. 2021Ciudad de México, MéxicoAt this fintech company focused on financial inclusion for SMEs, I led the digital product experience strategy, aligning user needs with business goals. My main challenge was to design frictionless, functional and consistent journeys for a diverse user base, enabling self-service and multichannel communication (web, SMS, WhatsApp, call center). I created Metafinanciera’s first design system from scratch —a foundational framework to unify visual and interaction standards across platforms. This enabled faster development cycles, better cross-team collaboration, and an enhanced user experience. I also improved the mobile app’s adoption by redesigning the onboarding process and removing pain points. Working across tech, risk, data, and operations, I translated regulatory and technical constraints into actionable design decisions supported by user insights and business data. I fostered a design culture based on systems thinking, qualitative research and testable hypotheses. This role consolidated my expertise as a product experience strategist capable of scaling usable, inclusive and business-aligned solutions.
ShopperProduct Experience Lead
Aug. 2020 - May. 2021Mexico CityPromoted to lead Shopper’s PX team, I orchestrated the full design strategy for the development of new internal tools and customer-facing experiences, including the conceptualisation of “Shopper Deli Lite” — an agile platform for restaurant owners and dark kitchens. I fostered cross-functional collaboration and translated strategic goals into user-centric design initiatives, shaping not only the product vision but also internal processes and rituals that supported team alignment, continuous improvement and outcome-driven design. Key achievements: Led end-to-end strategy for Shopper Deli Lite: from ideation to final prototypes. Facilitated co-creation sessions, sprint planning and backlog definition with PMs and developers. Defined KPIs and design metrics (CSAT, CES, NPS) for core modules. Championed the adoption of PX practices company-wide, including Moments That Matter and service blueprints. Developed rituals for team recognition, skill development and emotional engagement. This role sharpened my ability to detect structural friction points and transform them into scalable opportunities. I thrived in highly dynamic environments, combining critical thinking, storytelling, and design craft to align operational needs with user aspirations. I built strong relationships with cross-functional teams, always advocating for inclusive design and measurable impact. My leadership at this stage was hands-on, empathetic, and anchored in delivering tangible value.
ShopperProduct Experience Designer Senior
Jan. 2020 - May. 2021MéxicoAs Senior PX Designer, I helped define and elevate Shopper’s user experience strategy during a period of high growth and service diversification. I led discovery, user research, and design processes to translate complex operational and customer journeys into intuitive, scalable solutions. My work enabled the organization to align user value with business goals, driving improved conversion, retention, and usability across key platforms. I designed end-to-end experiences grounded in behavioural insights, friction mapping, and JTBD methodology. I collaborated across product, tech, and operations to create user flows, prototypes, and detailed UI specifications, while fostering inclusive and ethical design practices. Key contributions: Designed frictionless customer journeys and user flows aligned with conversion and retention KPIs. Translated customer insights into high-fidelity prototypes and information architectures. Co-led UX research and usability testing across multiple business lines. Documented CX improvement processes across touchpoints and channels. Advocated for inclusive and scalable design practices within the product team. This role sharpened my ability to detect structural friction points and transform them into scalable opportunities. I thrived in highly dynamic environments, combining critical thinking, storytelling, and design craft to align operational needs with user aspirations. I built strong relationships with cross-functional teams, always advocating for inclusive design and measurable impact. My leadership at this stage was hands-on, empathetic, and anchored in delivering tangible value.
TotalplayUX / CX Product lead
Jan. 2019 - Jan. 2020Mexico CityAt Totalplay, I led the design and strategy of a new digital experience aimed at small and medium-sized business clients, supporting the company’s expansion beyond the residential segment. My role involved aligning business goals with real customer needs to define an intuitive, modern, and scalable product experience that would empower users to manage multiple devices through a single application. Working in close collaboration with product, design, business, and development teams, I designed and delivered a full end-to-end CX strategy, helping shape both product functionality and visual identity. This project not only created a differentiated user experience for the business customer segment, but also influenced subsequent improvements in the residential app experience. Key contributions and impact: Defined user personas and customer journeys using internal data, qualitative research, and interviews with representative business users. Led workshops and cross-functional co-creation sessions to align all stakeholders and secure strategic approval from senior leadership. Delivered a robust MVP proposal with mockups, UX flows, and user validation plan—approved by Directors of Product, Business, and Engineering. Established a complete CX framework including usability principles, design system recommendations, and validation strategy. Created high-impact storytelling and strategic documentation to support executive decision-making. This experience strengthened my ability to uncover new business opportunities within mature organizations, lead with empathy and clarity, and translate customer insight into scalable, high-impact design strategies.
Grüt StudioUI/UX Designer
May. 2017 - Jan. 2018MéxicoAt Grüt, I made the transition from frontend developer to UX strategist by taking the lead in high-impact projects for major clients such as Banorte, GNP, Sura, and qiip. My work focused on creating intuitive, data-informed, user-centered experiences for web and mobile platforms, often operating with the autonomy and responsibility of a senior designer from day one. One of the most notable challenges was designing the first mobile app for Afore Sura, aimed at four distinct user types: existing Sura clients, users from competing providers, freelancers, and first-time retirement account holders. I led Design Thinking workshops with key stakeholders, conducted extensive field and remote user research, and delivered full high-fidelity prototypes aligned with strict brand standards. In parallel, I collaborated remotely with Chef Company (in partnership with Grüt) on the qiip app, participating in research, information architecture, and early system design proposals. Key achievements: Delivered 18 complete UX flows for the MVP of Afore Sura’s app. Facilitated 5 Design Thinking workshops with business and product stakeholders. Conducted and analysed 3 days of user testing sessions to extract key insights. Delivered high-fidelity mockups and clickable prototypes within tight project deadlines. Proposed innovative features like biometric login and accessible onboarding animations. This role shaped my foundational approach to user experience—combining empathy, structure, and creativity—and sparked my passion for designing products that are both strategic and human-centered.
Deseret Digital MediaPhoto Editor | Graphic Designer | Writer | Content Seeder
Jun. 2013 - Jan. 2017Salt Lake City, Utah, Estados UnidosThis early-stage role shaped my creative mindset and taught me how to collaborate with multicultural teams in a fully remote environment—well ahead of its time. I joined familias.com, a digital publication focused on family, wellness, and relationships for Spanish-speaking audiences across the Americas. My work blended visual storytelling, editorial sensitivity, and audience engagement. I handled everything from photo editing and illustration to graphic design and article writing. As a content seeder, I also interacted directly with readers to foster traffic and retention, using early strategies to increase organic reach and build community through visual and written content. 🔹 Key contributions: Edited and adapted hundreds of images for online articles and social media, aligned with editorial tone and style. Designed graphic assets including headers, logos, and branded templates for visual consistency. Wrote and co-developed articles on family, emotional wellbeing, and personal growth topics. Boosted site engagement as a content seeder, interacting with readers and identifying content with viral potential. Maintained a smooth remote workflow with writers, photographers, and community managers across the U.S. and Latin America. This experience strengthened my visual communication, content strategy instincts, and ability to work effectively across time zones—foundational skills that continue to enrich my work in design, leadership, and storytelling.
The Church of Jesus Christ of Latter-day SaintsMedia Consultor
Mar. 2010 - Dec. 2012Ciudad de México y alrededores, MéxicoAs part of the Communications Council for a global nonprofit institution with headquarters in the United States, I contributed to the planning and execution of high-impact public events, digital initiatives, and multimedia content strategies across the Mexico Area. My role bridged the gap between local leadership and international media teams, ensuring alignment in quality, technology, and cultural relevance. I acted as a strategic advisor on media and technology topics, supporting the national director and collaborating closely with teams in Salt Lake City to ensure technical and narrative consistency across materials. Key contributions: • Led the design and implementation of a virtual tour for the Visitors Center in Mexico City, integrating storytelling, photography, and interactive technology.
• Participated as Assistant Producer in a documentary project coordinated by the U.S.-based media team, gaining experience in international audiovisual production.
• Advised on digital strategy, infrastructure, and content development for public-facing initiatives.
• Edited photography for print and digital publications distributed nationally.
• Supported cross-functional coordination and planning for events, communication campaigns, and outreach initiatives. This role marked a pivotal point in my career, blending digital media, cultural strategy, and communication at scale. It also became the foundation for my transition into global remote collaboration and human-centered experience design.
NUEVA WALMART DE MEXICOBusiness Solutions Center Leader
May. 2005 - Jun. 2010MéxicoPilot Project Lead (2010–2012) I was one of only two leaders selected to launch and manage the Business Digital Solutions Center, a pilot project at Sam’s Club Mexico that reimagined the traditional PhotoLab as a value-added service hub for business members and high-tier customers. My role involved leading the entire operation of this new business model from scratch — from building the team and setting strategic goals to implementing operational processes, managing vendor relations, and ensuring an excellent customer experience. Key responsibilities included:
• Recruiting, hiring, onboarding, and payroll management of the team
• Budget planning, inventory oversight, and monthly reporting of business performance
• Supplier negotiations and commercial promotions tailored to enterprise and SME members
• Daily pipeline metrics review, issue resolution, and stakeholder coordination across departments Results achieved:
• Ranked #1 in national sales performance for two consecutive years
• Exceeded first-year sales targets by 3%, reached 100% in year two while reducing losses by 40%
• Achieved lowest employee turnover rate nationwide in our business line
• Reached a 70% profit margin over total departmental sales This experience strengthened my business acumen and leadership capabilities, especially in team management, stakeholder engagement, and aligning daily execution with long-term strategy — all within a highly structured corporate environment.
Intch is a Professional Networking App for the Future of WorkSee more people like Elzbeth on Intch
300k+ people
130+ countries
AI matching
Get Intch if you'd like to
1085460 people
15
Interior Designer
17
Ingeniero en desarrollo de producto @ Bioana SA.PI
90
Animator @ Free Lance
166804 people
17
Ingeniero en desarrollo de producto @ Bioana SA.PI
15
Founder & CEO @ MARVA STUDIO
19
Product Manager @ Buddemeyer