About

Adaptability, communication, empathy, problem-solving and teamwork

Hi! I'm Alejandra, a product designer based in London with 15+ years shaping complex digital products across AI-enabled operations, enterprise systems, and commercial customer experiences.

I'm drawn to ambiguous problem spaces: the places where customer trust, business goals, operational complexity, and real user behaviour all collide. I pair strategic product thinking with hands-on execution, plus an entrepreneurial streak built from founding and scaling my own digital products and consumer brands from 0 to 1.

Outside of work, I'm a proud taco lover and an unapologetic Hanson fan (yes — Mmmbop).

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Experience

Senior Product Designer

Led produc t design across AI-assisted workflows, enterprise systems, and commercial customer experiences within Tesco's app and web ecosystem.
Led U X for an AI-assisted call summarisation product within OneCEC (~ 4 million calls annually ), reducing post-call wrap-up by ~70 seconds per interaction, releasing ~100 a gent h ours daily, an d delivering ~£ 1m annual operational value.
Designed for a core AI product challenge : introducing AI-generated outputs into live operational workflows while preserving human. oversight and data quality through human-in-the-loop review patterns.
Led redesign of a legacy CSM management system for 22 million Clubcard users, consolidating 4 fragmented systems into a single unified platform, reducing cognitive load and task completion time
Led design across a multidisciplinary team of 30+ from discovery through delivery, contributing to ~£425k in annual platform savings
Defined how commercial capabilities, video advertising, sponsored formats, shoppable media, integrate into core shopping journeys without disrupting customer trust
Acted as a strategic design partner across Product, Engineering, Data Science, and Commercial teams while mentoring junior designers through critique, problem framing, and day-to-day guidance

Senior Experience Designer - Contract

Costa Coffee | UK | Aug 2021 - Jun 2022

Owned product design across mobile app and in-store digital experiences across multiple international markets.
Designed a gamification experience for the Costa app driving +12% new user acquisition, +14% registrations, and +20% engagement
Led UX for a global self- order kiosk — from competitive research and multilingual access through to usability testing and rebrand alignment
Navigated regulatory and technical constraints to deliver a compliant calorie counter for iOS and Android, balancing legal requirements with user needs
Established scalable design standards across multiple markets

Senior UX/UI Designer
Phase II & SES | UK | Nov 2018 - Aug 2021.

Led end-to-end design of a scalable medical education platform deployed across 8+ therapy area products (Lymphoma, AML , Lupus, Multiple Myeloma and more), sponsored by Bristol Myers Squibb, Roche, AbbVie and Pfizer
Conducted patient research to design patient-facing awareness platforms (Know AML , Know ALL), balancing health literacy, emotional sensitivity, and clinical accuracy across distinct user needs
Built the design system and component library enabling consistent deployment across all platform instances, with developer documentation to streamline handoff
Drove 3x in crease in user acquisition an d retention and a 35% in crease in enterprise sponsorships

Founder - Product Designer

A Donde Ir Con Niños.com | Mexico | 2016 -2018.

Built a family leisure discovery platform from 0→1, growing to 50,000+ monthly users through organic distribution and translating user demand into a scalable product MVP .

Founder
Taco toons | Mexico | 2012 -2018.

Built and scaled a consumer product brand from concept to multi-location retail distribution across major airports in Mexico, covering product design, manufacturing, logistics, and retail partnerships .

Product / Digital Designer — Freelance + Agency
2008 – 2016
Delivered digital products across multiple industries including LEAP Legal Software and The Wire Room .