root mode · red is measurements, green is judgment · press R
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grid 12 · gutter 24 · baseline 24
viewport / 1 · state: not compiled
Buenos Aires, Argentina

I design from the root.

Product Design Lead. I design systems, processes and teams, and the surface people end up touching.

6 banks across Latin America · 3 countries in production
root, literally. In CSS, the root of a site is the block where the decisions that govern everything else live. This is the one for this site. 
:root {
  --void: #0C0C0B;  /* near black: pure black vibrates and tires the eye */
  --bone: #F0ECE3;  /* bone: lowers the contrast without losing clarity */
  --red:  #FF4A1C;  /* measurements. Only exists here */
  --acid: #C8FF3D;  /* judgment. Only exists here */
}
/* The live site has no color. There was an electric blue and I removed it:
   it's the default accent of almost everything that generates itself.
   Now color means one single thing: you're looking at the draft.
   Above, "root" is highlighted with width. */
correction h1 · v5. For four versions the title was my name. It took me a while to accept that nobody cares about my name until they care about my work. v4 said "the layer you don't see" and I cut that too: if the site already shows it, saying it out loud is redundant.

Root and surface are the two words that hold the whole site together: they're the title, they're the subhead and they're the two states of this button. I do the whole path.

Case studies

03 selected
correction I got the approach wrong in MOB's first months. I spent them making tidy components, convinced that what the system needed in order to exist were more components. What it needed was someone using them. It only started to exist when I took it out of Figma and put it in the repository, next to the code.
01
Design system · Architecture

From design system to source of truth

How I turned a request to "modernize the aesthetics" into a layer of rules decoupled from the technology, the one engineering now consumes to rebuild the platform. Six weeks, without stopping a rebuild already in progress.

View case →
62components living in the engineering repository
02
Generative AI · Visual + UX

From zero to two decks in a week

Five generative AI tools to explore six visual directions in parallel. The CEO decided with full traceability. It ended up as a keynote at Fintech Americas.

View case →
06visual directions explored in one week
03
Complex UX · Fintech · Strategy

From patch to product

The real challenge sat behind the interface: understanding the true size of the problem and deciding what not to build yet. From a stalled v1 to a v2 in pilot in four months.

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03countries: live in Panama, rolling out in Chile, Brazil next
One number per case, sometimes less is more. There were four metrics in a row here (7, 6, 3, 3) and they competed with each other until none of them won. A 3 at 54px reads smaller than a 3 written inside a sentence. Same reason I dropped the thumbnails: a tiny screenshot proves nothing and steals the headline's job.

How I work

05 principles
The scope

I joined N5 Now to do web design, at a company where the UX practice didn't exist. I built it, led a team of up to 3 designers and defined the methodology and the standard the team works with today.

01

I interviewed and hired designers for the area. The ones I approved ended up being the ones who stayed longest at the company.

02

I adapt rituals to each profile, always on a base of trust to be transparent. I take criticism from anyone on the team and we rethink ideas together. That way the team loses its fear and gives its best.

03

In every review I point out something to fix and highlight something that went well, to motivate and guide. I aim for each delivery to move one step forward.

04

With PMs and analysts I start with a short meeting to agree on a way of working that suits them, then follow up. If it stops working, I propose adjusting it. With development I join from day zero and keep refining the result in production.

05

I work directly with the CEO. When a standard matters, I hold it as long as it takes. With MOB I spent months convincing teams that didn't think it was needed, and today it's the company standard.

This is where what I can show ends.

The rest lives inside private platforms. Write to me and I'll tell you about it.

geefedesign@gmail.com
About me → View the CV → Download PDF ↓
There's no form here, and that's on purpose. Nobody fills them in on a portfolio, and the email ends up hidden behind three fields. So I made it the largest element in the section. The other thing I changed is the tone: it used to say “I'm looking for a place where…”, which sounded like I needed something. Now it says there's more to see and that you have to ask for it.