Medalla Cabezudos

Lestoil Hack del Año

Lestoil Puerto Rico launched a user generated content based contest in which the users could submit their hacks for the possibility to win money. This was aligned to the brand’s online strategy to highlight the creative spirit of the target user.

I was responsible for the user experience design and management of resources (internal/external) of the project.

Instance userflow:



lestoil_yearhack_mobile_submission lestoil_yearhack_mobile_voting Lestoil_yearhack_mobile_winners[1] lestoil_yearhack_voting_rev22-7-15

Layout (submission period):



Tu primera tarjeta

Bancoop is a cooperative based bank which launched a campaign with two new products, a debit card and a credit card focused on a younger target. We designed and developed a responsive landing page to inform the clients of the benefits of both their products. It can be accessed at

I was responsible for the user experience design and the management of the resources (internal & external) that produced and developed the project.

Mobile wireframes:


Bancoop_mobile_home_swipeB Bancoop_mobile_menu

Current website (desktop view):

Screen Shot 2016-07-27 at 9.49.26 AM


Current website (mobile view):

Walmart Puerto Rico Template Design Optimizations

We provided the redesign of templates within Walmart Puerto Rico’s online property, the website. In support of Walmart’s strategic plan to enhance marketing with a DIY/Lifestyle approach, we aimed to provide prospective clients with an improved customer interaction. The redesign focused on building a content rich website which provided a simplified and more user-friendly approach for existing and potential clients.

WM_wireframes_11mayo_Page_5 WM_wireframes_11mayo_Page_4 WM_wireframes_11mayo_Page_3 WM_wireframes_11mayo_Page_2 WM_wireframes_11mayo_Page_1

Walmart Digital Catalog (Navilooks & Diario de Verano)

Walmart Puerto Rico decided to launch its first digital catalogue, focused on the categories of apparel and personal care.

We proposed a platform in which different looks could be displayed with product and price information on a responsive microsite.

I produced the sitemap and wireframes based on the brand character and heuristics. I was also the Project Manager/Digital Producer for the project, working closely with all the production resources to complete all the dependencies according to the project’s timeline.

Desktop/tablet wireframes:



Mobile wireframes:



Desktop/tablet layouts for Navilooks (Christmas Season Catalogue):


Mobile layouts for Navilooks (Christmas Season Catalogue):


Mobile version for current catalogue (Spring/Summer), Diario de Verano.

Screen Shot 2016-07-27 at 9.52.20 AM

Desktop version for current catalogue (Spring/Summer), Diario de Verano. Screen Shot 2016-07-27 at 9.52.11 AM

Lexus Website Redesign

We were approached by Toyota de Puerto Rico, Corp. to redesign the website for Lexus, their luxury brand. The focus was to display the content of the site with the same qualities their vehicles have: comfort, elegance, power. We designed and developed a desktop & tablet friendly version, and a mobile version.

I was responsible for the scoping and production management of the project, with internal and external resources.

Desktop version of the website (as of April 2015):

Mobile version of the website (as of April 2015):

Millas de Felicidad

Every year, Toyota de Puerto Rico, Corp. sends their Christmas Card to their employees and suppliers all across the globe. On 2012, the creative proposal was to use the multiple miles Toyota cars gather, because of their durability, for a socially responsible cause. Paired with Fundación Ferni, we were able to produce a website that was shared throughout social media and email, to gather 32 million miles worldwide, which translated onto 19 wheelchairs that were donated to underprivileged children.

Case study:

Website screen shots:

You may access the microsite here.

Toyota Website Redesign

Toyota de Puerto Rico, Corp. hadn’t redesigned their website for almost a decade. The challenge was to redesign it in order to show the brand equity and leverage upon the competition. We developed a website very rich in content and keen on high quality aesthetics.

Here are some screen shots of the desktop version for Puerto Rico:



The corporation also has presence in the US Virgin Islands, therefore, we developed a full english version of the website.

We also developed mobile versions for both websites:


Trident Jam

We developed a game in which the user could chew gum in order to create music. This was for Trident, at the moment part of Kraft (now Mondelez). The game used new technology, both software and hardware based. We designed and developed the whole experience, including icons, motion graphics, gameplay and the interface.

It was installed on one of the biggest shopping malls for a promotional period of three weeks.

Here’s the case study video:

Screen shots from the gameview:

We also developed a Media Campaign and a Microsite in which the game was explained, along with the itinerary so the user could visit the booth and play.


Sal! Awards 2011

Sal!, the leading restaurant and gastronomy related hub in Puerto Rico, held their first awards last year. Sal! Awards meant to recognize the local food establishments for their type of food, special features and/or experience. Thirty categories were presented. Both the nomination and voting phases were open to and decided by the public.

The prize given to the winning restaurants. Photo by Claudia Robiou.
My work in this project not only limited itself to information architecture, design and art direction of several applications; I was also in charge of managing it in a specific period and was responsible for the overall outcome in terms of website QA for both web and mobile versions, social media implementation, managing the data of the nomination and voting phases, among other tasks.

Process of information architecture processes for Sal! Awards.
Information Architecture
In terms of IA, I developed several iterations of wireframes for the three phases of the website: nomination, voting and winners’ presentation. Notions of gamification and reward systems were implemented to the voting phase of the website, such as badges that the user would earn depending on the amount of categories he or she would vote for. Social media integration was a pivotal aspect of the website, as you could share each category you voted for and the badges you earned in Facebook, Twitter and LinkedIn. Flow charts and site maps were created in order to organize the information translated onto the wireframes.

Selection of pages of the print edition.
Art Direction & Design
I was responsible for the conceptualization and production of several applications, such as the awards’ logo, an icon system for the thirty categories, advertorial campaign for the three phases (nomination, voting and winners/finalists announcement period),  landing pages for web and social media, the physical prize given to the winning restaurant of each category at the awards’ ceremony and the special print edition with all the information about the awards.

Design process for the icon system.
I was also responsible of directing the supplier on the front-end design of the website on all the phases previously mentioned. 

Nominating and voting phases of the website (not the final iteration)