A Product Design Leader who combines strategic insights, AI, and engineering with a deep commitment to user experience, delivering solutions that drive both engagement and business success. Also building products of her own.
Josefina combines meticulous attention to detail with a commitment to craft excellence, delivering high-quality solutions that enhance user experience and drive meaningful results. Much of my work is protected under NDA — to view password-protected content, please reach out directly.
An AI-powered SaaS designed and built from scratch. Social Bot Studio automates social media content creation and publishing for small businesses across LATAM, where US-first tools fall short on language, culture, and pricing. Owned product strategy, UX, frontend (Next.js), and AI integrations end-to-end.
Unified various travel touchpoints within Booking.com to create a connected journey from search to support. Through targeted UX enhancements like Smart Filters and improved property recommendations, this initiative increased Priority User Actions by 1.13% and boosted engagement metrics, such as meaningful conversations, by 3.79%. This user-focused approach effectively addressed critical journey gaps and aligned with strategic business growth objectives, reinforcing Booking.com's commitment to a seamless, reliable booking experience.
Led a user-centered overhaul of Booking.com's B2B products, reducing load times by 25% and enhancing consistency through a new design system. With 100% of pageviews on the updated platform, this initiative improved user satisfaction and engagement. The scalable design framework streamlined go-to-market efforts, empowering 20+ teams to deliver high-quality, intuitive solutions aligned with strategic business goals.
Led a cross-functional initiative to enhance customer personalization, aligning over 70 stakeholders on a scalable, AI-driven approach that boosted engagement. Key UX improvements, like machine learning-powered bubbles in conversation threads, increased property recommendations by 4.7%. Through structured workshops and future-state visioning, this project bridged silos, setting a 3-year personalization vision that underscored the strategic role of UX and AI in delivering tailored, impactful user experiences.
Enhanced booking flexibility with a user-centered approach, boosting non-refundable bookings by 4.53% (~700/day) and reducing cancellations by 1.57% (~110/day). Simplified UI and partner opt-ins led to 24x growth in partner adoption, with 500 partners joining daily. This approach bridged guest and partner needs, underscoring the strategic role of UX in delivering scalable, high-impact solutions.
Implemented a unified design system across B2B platforms, creating cohesive UI/UX standards that enhanced clarity and user engagement by 15%. This initiative included rolling out scalable components and streamlined design updates through the BUI Figma plugin, improving usability and consistency across teams. By standardizing the UI, this approach reinforced brand trust and delivered a seamless experience for users across multiple products, empowering teams to build with speed, accessibility, and alignment.
Josefina fosters a culture of transparency and values-driven leadership, empowering teams to collaborate authentically and create user-centered solutions that resonate and drive meaningful impact.
Problem: Misalignment of product goals with user needs reduced the effectiveness of design initiatives.
Solution: Defined a 3-year vision to align cross-functional teams around shared, user-focused objectives. This strategic roadmap unified product goals, prioritized user-centered design, and fostered a collaborative, values-driven culture that guided long-term growth.
Problem: Fragmented processes and operational inconsistencies hindered seamless collaboration and efficiency.
Solution: Established scalable UX operations with standardized processes that improved alignment and reduced project friction. This approach streamlined team productivity and strengthened a unified design vision across projects.
Problem: Siloed teams and communication gaps slowed product development and limited cross-functional synergy.
Solution: Introduced structured communication frameworks that fostered collaboration and accelerated project timelines. By improving team cohesion, this approach reduced delivery times by 30%, enabling faster, more aligned product launches.
Problem: Inconsistent guidelines created onboarding challenges, impacting productivity and alignment for new team members.
Solution: Developed scalable design guidelines that created a cohesive product experience and streamlined onboarding, reducing time to productivity by 20%. This initiative enhanced team alignment and established consistent design practices.
Solution: Led mentoring and skill-building initiatives to foster growth within the design team. By focusing on individual development, Josefina cultivated a collaborative, high-impact team culture, driving professional growth and design excellence across the organization.
If you're shipping something ambitious at the intersection of design, AI, and product — let's talk.