About
A Journey in Product Design Leadership
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.
With over 12 years of experience, she has led transformative projects at Booking.com and beyond — from B2B platforms to AI-driven personalization — prioritizing accessibility, engagement, and cohesive user journeys for hundreds of millions of users.
Today she's building Social Bot Studio, an AI SaaS for small businesses across LATAM — owning product, design, and code end-to-end. The kind of full-stack ownership that's reshaped how she leads.
She contributed to Onna Bugeisha, the first scientific book in STEM by Spanish-speaking women, sharing insights on Design Systems and UX. Outside her professional work, she enjoys nature, art galleries, and spending time with her two chihuahuas. Based in Buenos Aires, working with teams everywhere.
Design Values
Josefina's product design philosophy is built on core values that have driven her projects to deliver substantial outcomes.
User-Centric Design
Prioritizes the needs and experiences of users, striving to create interfaces that are intuitive and enjoyable.
Innovation
Continuously seeks the latest technologies and methodologies to enhance project functionality and aesthetics.
Simplicity
Committed to transforming complex processes into seamless interactions that delight and effectively serve users.
Collaboration
Works closely with cross-functional teams, aligning design decisions with both user needs and business objectives.
Quality & Excellence
Guided by a commitment to quality, ensuring every project not only meets but surpasses expectations.
Strategic Impact
Focuses on design decisions that drive the business forward, considering the broader strategic impact of each project.
Design Process
A structured, user-centered design process is fundamental — each phase ensures solutions align with both user needs and business goals.
01
Research
Conduct user research and gather insights to understand needs and objectives.
02
Define
Clarify objectives and constraints, setting a clear vision for the project. This step was key in the Flexible Non-Refundable Policies initiative, aligning team goals.
03
Ideate
Brainstorm and explore solutions that balance user needs and business goals.
04
Prototype
Develop interactive prototypes to visualize solutions, as with the B2B Platform Redesign, ensuring design consistency and scalability.
05
Test
Conduct usability testing and refine the design based on feedback. In the Personalization Deep Dive, this helped validate AI-driven recommendations.
06
Implement & Iterate
Work with cross-functional teams to bring designs to life, as with the Unified Design System, creating scalable standards and refining as needed.
Let's talk
If you're shipping something ambitious at the intersection of design, AI, and product — let's talk.