LEAD PRODUCT DESIGNER
Design that moves
business and people.
I'm Cristina, a strategic thinker with design skills. I find the balance between what the business needs and what customers will actually adopt.
Selected use case
2018 to 2026
01. B2B Marketplace · 2026
From Digital Presence to a Connected B2B Marketplace
Rebuilding a B2B marketplace journey from the data up: intelligent registration, a public catalogue for discovery, and one shared language of insights across services.
02. AI Launchpad · 2025
Letting teams launch their own AI pipelines
A launchpad where teams define their transcription pipeline (users, language and model) themselves, without waiting on engineering.
03. AI Guardrails · 2025
Giving supervisors control over generative AI
An observability tool where supervisors see how generative AI models behave, tune them, and control the outcome.
04. Express · 2023
A contact center in 5 minutes
A product built from zero on top of in house legacy technology, so a small business with no contact center experience could set up customer service in minutes, and telcos could resell it under their own brand.
05. CXA · 2025
Customer Experience Analytics
An analytics product where supervisors and managers see what customers talk about, how their mood shifts, and where teams need coaching or recognition.
06. K.im · 2018
Making paid content as easy as a download
A blockchain powered platform where journalists, creators and artists sell their content with cryptocurrency, and consumers pay and access it in a few clicks.
07. Tiko · 2018
Making solar energy at home simple to manage
A smart home app that connects devices across every area of the house, so families can use their solar electricity wisely, stay comfortable and spend less.
08. Inovretail · 2020
A store assistant on the wrist
Designing a smartwatch companion that keeps store staff aware of stock, customer needs and targets, so they can serve every client better without leaving the floor.
09. MOXY · 2018
MOXY brand
Designing and leading the studio's full brand: logo, illustration, motion, merchandise and web, one system across every touchpoint.
How I create impact
Where business goals meet human behaviour.
Strategy
Framing the right problem, aligning leadership on outcomes and in-house vs market solutions into a clear growth strategy.
Experience
Journeys centred on the customer, grounded in research, designed to be adopted, not just shipped.
Visual craft
Design systems and visual direction that make products feel clear, credible and coherent.
Leadership
Growing teams, rituals and design culture that make good decisions repeatable.