Hi, I’m Eugenia
A multidisciplinary designer & user experience strategist based in Miami & Mexico City.
In my 18+ years of professional experience, I have touched upon nearly every field of design:
- graphic design
- web, e-commerce e-commerce
- brand identity
- product, ux/ui
- packaging
- service design
- marketing/advertising marketing
- industrial & interior design
Over the course of my design journey, I have:
- Focused on building digital products & brands
- Led design teams in early-stage tech startups
- Taught product design to bootcamp students
- Launched and directed multiple B2C brands
A design philosophy that transcends the screen.
Stepping into the world of User Experience was a paradigm shift for me. I went from relating to design as an aesthetic expression, to understanding it as a user-centric problem solving process. Approaching design from a place of observation, instead of opinion, fundamentally changed the way I perceive, understand, and interact with my work - and the world at large.
Today, I focus on creative direction and user experience strategy.
Recent Work
Betterway
Co-founder / Creative Director
Since 2019, I've been focused on building Betterway – the B2C brand I co-founded and creatively direct - taking it from 0 to 8 figures in sales over the last 4 years. Since the scope of this role has been so broad, I created a collection of projects that showcase the work I've done for the brand.
- Marketplace Concept Product Designer
- Lupa Visual Identity
- Campcuki Visual Identity
- Vai Head of Design
- Ironhack UX/UI Curriculum Developer
- Home 61 Product Designer