Design leadership that moves organizations, not just pixels.

You don’t need another designer. You need a senior voice in the room who can align product, engineering, and business leadership around a user-centered strategy that actually ships.

The real problem

Your design team is busy.
But is it moving the product forward?

T H E   P A I N

Design is reactive, not strategic — and everyone feels it

Designers are executing tickets instead of shaping direction. Product decisions get made without UX input. The design system is a mess. Roadmaps don’t reflect user needs. And leadership doesn’t speak design’s language — so design’s impact is invisible, until something breaks.
T H E   S O L U T I O N

Embedded design leadership that aligns teams and elevates product

I step in as your UX Strategy lead — setting design direction, facilitating stakeholder alignment, structuring the design process, and giving your team the senior voice it needs to operate at product level, not ticket level.
What's Included

Strategic leadership.
Delivered, not theorized.

UX Audit & Opportunity Map
A structured audit of your current product, design process, and team — identifying the highest-leverage opportunities for UX improvement with a prioritized action roadmap.
Design Strategy & Vision
A documented UX strategy aligned to your business objectives — defining design principles, user archetypes, experience pillars, and a 6–12 month design roadmap.
Design System Leadership
Architecture, governance, and implementation leadership for your design system — building the component library and documentation your team can actually use and scale from.
Stakeholder Facilitation
Design sprint facilitation, stakeholder workshops, executive presentations, and cross-functional alignment sessions — getting the room to the same page before a line of code is written.
Team Mentoring & Process
Design critique frameworks, process documentation, and team coaching to elevate your in-house designers and build a culture of quality and user-centered thinking.
Research Program Setup
User research methodology, interview protocols, usability testing frameworks, and synthesis templates — so your team can run research consistently without starting from scratch.
What you gain

Design that leads strategy.
Not the other way around.

Aligned product direction
Cross-functional teams operating from a shared understanding of the user — reducing friction, rework, and the endless "what does the user want?" debates.

A design team that operates at product level
Designers who understand the business, engage proactively with roadmap decisions, and ship with confidence rather than waiting for specs to land in Jira.

A design system that actually gets used
Not a Figma file graveyard. A living design system with governance, documentation, and adoption — that accelerates every team building on top of it.

Design credibility at executive level
Design decisions backed by research, framed in business outcomes, and presented with executive-ready rationale that gets sign-off without battles.

Faster, cleaner product decisions
A structured design process that eliminates the "design by committee" dynamic — with clear ownership, documented rationale, and faster review cycles.

Measurable design impact
KPI frameworks, success metrics, and post-launch review structures that let you show the ROI of design investment — not just the aesthetics.

The process

Strategic engagement.
Structured from day one.

01
Strategic Discovery
A deep-dive session mapping your product, your team's current process, your stakeholder dynamics, and your most urgent design gaps. I'll tell you exactly where the leverage is.
  • Week 1 · Free consultation included
02
UX Audit & Diagnostics
A structured audit of your product, design process, and team workflows. Delivered as a prioritized opportunity map with specific, actionable recommendations — not a list of vague suggestions.
  • Weeks 1–2
03
Strategy Definition
Design principles, user archetypes, experience pillars, and a 6–12 month design roadmap aligned to your product and business objectives. Presented to leadership for alignment and sign-off.
  • Weeks 2–4
04
Embedded Leadership
Ongoing retainer engagement — participating in sprint planning, design critiques, stakeholder sessions, and product decisions as your embedded senior design leader.
  • Monthly retainer
05
Team Elevation & Handover
Knowledge transfer, process documentation, and team coaching to ensure your in-house team can sustain the design culture, process, and system quality after the engagement closes.
  • Final phase
Strategic work

Leadership at scale.

Enterprise · Strategy · EY

Maestro — EY Design Strategy

Led UX strategy for EY’s Maestro engagement platform. Stakeholder workshops, prioritization matrix, and design system architecture for 200+ PMs and 30 EMs across EY US.

Enterprise · Leadership · Carnival

SeaMS — Multi-role Product Strategy

Defined the role-based product architecture, design strategy, and stakeholder alignment framework for a fleet operations platform serving crew and C-suite simultaneously.

 
Media · System · MSG

MSG+ — Design System Leadership

Built and documented the cross-platform design system for MSG+ — component library, interaction patterns, and accessibility specs leveraged across 6 platform surfaces.

 
Agency · Team · Orbit Group

Orbit Group — Design Team Leadership

Led and mentored a UX design team through structured design sprints — building team capability, design system foundations, and client delivery excellence.

 
What clients say

Organizations that found their design direction.

testi1
VP of Product, B2B SaaS, US

Fer came in during a moment of real organizational confusion — product, design, and engineering were all pulling different directions. By the end of the engagement we had a shared design language and a roadmap everyone believed in.
“
author-blog
Chief Digital Officer, Logistics firm, EU

The UX audit alone was worth the engagement. Fer identified 11 specific opportunity areas we hadn't seen despite looking at the product every day. Five of them were shipped within the first quarter.
“
testi1
Design Lead, Digital agency, LATAM

He doesn't just tell you what to do — he teaches you how to think about it. Our design team came out of the engagement fundamentally more capable than when he joined.
“
Common questions

Strategy questions get direct answers.

Is this a consulting engagement or do you actually do the design work?
Both. UX Strategy engagements are strategy-first but always grounded in artifacts — audits, journey maps, design principles, design system components. I don't produce slide decks divorced from the actual product. Strategy always lands in something tangible.
Do you work with teams that already have designers?
Yes — and this is where I add the most value. I'm not replacing your designers. I'm elevating them. I provide the senior design leadership layer that mentors the team, structures the process, and interfaces with product and executive stakeholders at a level that in-house mid-level designers rarely can.
What's the minimum engagement for UX strategy leadership?
A UX audit and strategy definition is a bounded 4-week engagement. Embedded leadership retainers start at 3 months, with most clients continuing for 6–12 months. I don't do one-time "strategy workshops" without accountability for the outcome.
Can you work with a team outside your time zone?
Yes. I've led design for teams across US, EU, and LATAM simultaneously. I structure async-first work with synchronous touchpoints at sprint reviews, stakeholder sessions, and key milestones — your team is never blocked waiting for me.
Strategic partnership

Your product needs a design strategy. Let’s build it.

Start with a free UX strategy session — 45 minutes to map your current design gaps and identify the highest-leverage opportunities for your product.

Available for remote projects globally · Barranquilla, Colombia (GMT -5)

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