Based in Madrid, Spain

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I design stuff since 2011

Currently, Head of Design at Rappi

Some projects.

Mustache

Overall improvement of Rappi's Design System.

Rappi Mix

Add products to your restaurant order.

New add to cart

Redesign the interaction to improve the usability.

Roostfy

Largest Hispanic freestyle platform in the world.

Clash Royale

The famous game reactions made by me.

Writing.

Memory in UX

Memory is the ability of our brain to encode, store and retrieve information voluntarily. Basically, it is this capacity that allows us to remember facts, ideas, sensations, relate concepts to each other… And in short, all those stimuli that occurred in the past and we want to recover.

Full article on

MVP? Better look for the MUP

Often we seek to develop the Minimum Viable Product (MVP) by establishing a series of features that the product must have as a minimum to go to market, the problem here is: What good are these features if the user is not able to use them? Therefore, we must change the focus and look for the Minimum Usable Product (MUP).

Full article on

Read all my articles on

My story.

I began my career in graphic design, working as a freelancer for clients across the globe. This experience allowed me to develop a strong foundation in design while adapting to the diverse needs of international clients.

Driven by a desire to understand how software works, I taught myself to code and spent +3 years as a full-stack developer at a tech company. This role gave me valuable insights into the technical side of product creation, bridging the gap between design and development.

With this blend of skills, I decided to create my own products. I designed, developed and launched two apps in over 80 countries, achieving more than 3 million downloads and a rating of over 4 stars on Google Play.

As a result, I am now a design leader with +10 years of hands-on experience. My co-founder mentality drives me to solve problems with a strong product vision, ensuring that my work is always aligned with business strategy.

I love what I do!

Education.

2012-2014

Graphic design

IES Europa

2015

Mobile apps development

CF TIC

2014-2016

Web apps development

Cañaveral Institute

2020

Mobile UX design

Interaction Design Foundation

2020

Web design for usability

Interaction Design Foundation

2020

UX Management: Strategy and tactics

Interaction Design Foundation

2020

Human-Computer Interaction

Interaction Design Foundation

2020

Gestalt psychology and web design

Interaction Design Foundation

2020

UX Research: Methods and best practices

Interaction Design Foundation

2023

Master in Business Adminstration (MBA) *

thePower Business School

*

MBA credentials here

Experience.

Head of Design

  • Executive leadership of Rappi’s entire design organization, driving the vision, strategy, and execution across all products.
  • Ownership of the Design System, ensuring consistency, scalability, and efficiency across all user touchpoints.
  • Building a high-performance design culture, fostering innovation, excellence, and collaboration across multidisciplinary teams.
  • Direct collaboration with founders and C-level to build a strategic vision aligned with the startup's growth stages.

Apple store

CEO & Designer

  • Development of the idea and value proposition.
  • Design and coding of the MVP to go to market.
  • Strategic decision making to gain market share in Spain and LATAM.
  • Monetization of the platform once a good number of active users have been reached.
Case study

Co-Founder & Designer

  • Development of the idea and value proposition.
  • Design and coding of Alpha version for testing with first customers.
  • Testing and iteration to build a truly useful MVP for customers.
  • Business model study for organic growth.

*This was an entrepreneurship that failed due to a lack of business and operational knowledge.

Full Stack Developer

  • Framework integrations in the company product.
  • Building and coding APIs.
  • Development of new modules in the web application.
  • Project manager at one of the company's customers.

www.sisnet360.com

Graphic Designer

  • Web graphics with Adobe Photoshop.
  • Vector illustrations with Adoble Illustrator.
  • Preparation of final artwork for print products with Adobe inDesign.

www.copysell.com

Designer & Illustrator

  • Graphics and illustration design for web and mobile applications.
  • Motion graphics for web and mobile applications.
  • Branding design.

Readings.

Updated:

02/2025

Influence
Never eat alone
How to win friends and influence people
The secret life of mind
Influence and persuasion
The Prince
Designing for the real world
The 80/20 Principle
Lean UX
UX: Methods and principles
Black box thinking
Leadership
Thinking, Fast and Slow
Atomic habits
The 7 habits of highly effective people
Learning how to learn
Don't make me think
100 Things every designer needs to know about people
Rocket surgery made easy
It's not how good you are it's how good you want to be
Lateral thinking
Steal like an artist
Competitive strategy

Awards & features.

Honorable Mention

Awwwards

Portfolio of the month

Pafolios

App featured

Mobbin

Best UX Design

CSS Design Awards

Best UI Design

CSS Design Awards

Best Innovation

CSS Design Awards

diegovz.com

© 2025 All rights reserved.
Design, coding and motion graphics made by me.

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