Designing products, brands and experiences that drive growth.

Transforming one of the most fragmented industries in sports.

Professional football transfers involve thousands of stakeholders exchanging critical information through disconnected systems and manual processes. LDP Tech.ai was created to centralize discovery, evaluation, communication and decision-making into a single scalable platform.

Operating at the intersection of strategy, product and design.

How do you simplify one of the most complex ecosystems in professional football while creating trust between clubs, agents and players?

Validating Shadow Teams with a real client.

Shadow Teams is an interactive pitch view where clubs, agents and scouts position players by role, save named lineups and export the result. This session combined a client meeting, a user interview and a prototype test to validate the feature.

Building a connected experience across every stakeholder.

Designing beyond the interface.

Building a scalable foundation for growth.

Building an ecosystem, not a gym.

The challenge was to align every customer touchpoint under a single vision.

Four pillars shaping the experience.

How do you create a consistent fitness experience when the brand, space, products and services evolve independently?

Designing every touchpoint.

A platform ready to scale.

A Smart Venue, from architecture to app.

The vision of building a unique, state-of-the-art stadium focuses on the Smart Venue concept — integrating 360° screens, augmented reality and smart seating to maximize audience interaction.

A discovery process built on real fans and staff.

A centralized authentication system to have one single view of a fan's engagement across digital and physical channels.

— Fan Identity, product principle

Designing moments across the entire journey.

From At Home to Post-Event, every touchpoint was mapped end-to-end — fan identity, access control, payments, frictionless commerce and in-suite experience.

A complete ecosystem, delivered at scale.

Service station environments demand efficiency.

Customers often experienced friction during the payment process — long lines, reliance on physical cards, and a lack of integration between payment and loyalty systems.

The project was guided by two fundamental objectives.

Agile collaboration, sprint by sprint.

We adopted an agile methodology to ensure collaboration, flexibility, and rapid iteration, working closely with business stakeholders and the iOS/Android teams across multiple design sprints.

An experience that felt effortless from the first interaction.

The redesign was grounded in a deep understanding of user needs, motivations, and daily behaviors — reducing cognitive load and prioritizing clarity.

A more contemporary experience, aligned with the brand.

Every visual decision was designed to reinforce clarity, trust, and simplicity — enhancing speed and giving users greater control over their transactions and rewards.

Exploring the future look & feel of the app.

We explored different design approaches for the app, each including a moodboard, a style tile, and an example of how that style could be reflected in the real product.

A design system built for consistency at scale.

The final Figma file acted as a single source of truth — a comprehensive UI Kit with reusable components, variants, states, and visual guidelines.

Three UI proposals, tested with real users.

Through guerrilla testing with 5 users across 3 proposed versions, we explored how each version communicated the Pris Points rewards program.

“I see everything as gamified — the accumulation of little points, like leveling up.”

— Andrés, usability testing participant

This is the app, live at Puma Energy stations.

These screens show the finished experience currently used by customers — the Home screen, the Pris Points flow, and Purchase History.

Designing for markets without a station attendant.

Puma Energy operates in various countries where the figure of the gas station attendant isn't found everywhere. Panama required adapting the product with demanding UX writing and rethinking how users self-serve. This feature is currently in beta and not yet fully defined.

A more contemporary, frictionless experience.

A global event with fragmented communication.

IBEC had built a strong reputation through its speakers and educational content. However, communication across channels lacked consistency.

Designing a communication ecosystem.

How do you create a single communication system capable of representing dozens of experts, multiple audiences and an international event experience?

Creating consistency across every touchpoint.

Supporting the event before, during and after.

A stronger and more cohesive international presence.

Creating a foundation for everyday performance.

The athletic apparel market is saturated with products competing through complexity and constant novelty. Berserker identified an opportunity to focus on essentials.

Designing the core of the brand.

How do you create a collection that feels essential enough for daily life while remaining aspirational for athletes?

Building the modern athletic uniform.

Creating a culture around simplicity.

A stronger connection with the urban athlete.

Building trust through design.

In categories related to home services, trust becomes one of the most important competitive advantages.

Aligning perception with experience.

How can a brand communicate trust, cleanliness and expertise before a customer even experiences the service?

Designing a language that feels reliable.

Consistency across every interaction.

A stronger perception aligned with the company's expertise.

Creating a destination for football culture.

The existing venue provided the infrastructure for amateur football, but lacked a distinctive identity capable of fostering emotional connection.

Aligning space, culture and identity.

How do you transform a football venue into a place people want to belong to, not just play in?

Designing environments that encourage connection.

Building a visual identity around passion and community.

A stronger identity for a growing football community.

A structured path from problem to impact.

Every case study I document follows the same ten-step methodology.

Five roles, five different reasons to compare.

How might we let a scout compare a player, a club and a league in the same breath — without the panel losing meaning?

Three compatibility rows, always present.

Every card reserves the same three compatibility rows, so the layout never jumps as entities are added or removed.

Comparativa as a growth lever, not just a feature.

From single profiles to one panel, one conclusion.