Hello! I’m Alejandra.
I'm a product & service designer.
15+ years in service design, UX research, and learning ecosystems. Now working in product, and interested in edtech, civic tech, and responsible AI.
I research human needs and design solutions around them.
I start with people.
Most projects start with the problem. I start earlier: locating what users need, even if they don’t have the words to name it yet. That research defines the design challenge.
I've done it where it's hardest.
15 years across entrepreneurship, social impact design, and NGO work (including 5 years researching and designing for activists, human rights defenders, and communities operating under political risk across 19 countries). That context doesn't leave your practice.
I know how research connects to product decisions.
PM-trained and certified. I know how features get prioritised, how roadmaps get built, and how to frame a research finding so it changes what gets built, not just what gets reported.
Design for behavior change
Inspiratorio: Learning Experience Design (2020-25)
Designed and grew a free training platform for 2,500 human rights communicators across 19 countries. U used joy and aesthetics as deliberate UX levers to move emotionally exhausted users from paralysis into curiosity.
OYE! (2016-22)
Founded and ran a behavior change community for 1,500 users over six years. Designed for people who supported gender equality but rejected feminist identity. Full double-diamond process, a proprietary methodology, and a co-authored academic paper.
Let Yourself Go! (2015)
Product discovery for a platform seeking to help young Latin American women navigate sexual health information. Spoiler alert: The barrier wasn't access. It was shame.
→ Project page coming soon
Conversion campaign design (2021 - 2022)
Conversations in Movement: Dialogues for a Shared Space (2022)
A landing page designed to recruit participants for an 11-session online conference on inclusive communication and cultural change. Produced by Inspiratorio.
CommsLab: The Art of Storytelling (2021)
A landing page designed to recruit participants for a storytelling workshop. Produced by Inspiratorio.
CommsLab: Behavior Design for Social Change (2021)
A landing page designed to recruit participants for a hands-on theoretical workshop exploring how behavior sciences can be leveraged for social change. Produced by Inspiratorio.
Product strategy and discovery (2025)
The AI was wrong. The product said nothing. (2025)
What do users who churn because of AI hallucinations actually want? An independent PM case study on trust, imperfection, and what "good enough" really means in an AI product.
→ Read the case study
About me
I'm a product and service designer with a strong background in graphic design, branding, and advertising. For fifteen years, I've been researching human needs and designing services around them: learning ecosystems, behavior-change communities, and participatory experiences for human rights defenders and underserved communities across Latin America. Life has taken me down this route, but I’ll always be a graphic designer at heart.
Research is at the center of how I work. I use it to frame problems, test assumptions, and keep users visible throughout the process. I design for both function and feeling: aesthetics and emotion are as deliberate as any functional decision.
I'm currently working as part of the Product Design team at a SheHub cohort, and looking to join mission-driven organizations at the intersection of technology and social impact: edtech, civic tech, responsible AI, arts and culture, or mental health.