Hi there!
I'm Armando
I'm a product designer who strives to create digital experiences where strategy, empathy, and technology intersect.
About Me
I'm a digital product and UX leader with over 11 years of experience creating meaningful user experiences across multiple industries — from low-cost aviation to global entertainment. I currently serve as Deputy Director of Digital Product & UX at Cinépolis, one of the largest cinema chains in the world.
My work sits at the intersection of UX strategy, agile product leadership, and data-driven decision making.
Porfolio
Here’s a selection of projects I’ve led or contributed to over the years — from designing digital booking flows for airlines to building large-scale experience platforms for cinema audiences. Each case reflects my approach to blending strategy, creativity, and technology to deliver meaningful user experiences.
About my professional experience
I’ve spent the last 10 years building and leading digital experiences that bring together business goals and real human needs. Right now, I’m the Digital Product & UX Global Director at Cinépolis, where I lead the strategy and execution of platforms like our website, app, self-service kiosks, loyalty programs, and even the kitchen display systems (yes, even those!). It's a big, exciting challenge that mixes tech, design, and business at scale. Before that, I was the Head of UX at Viva Aerobus, one of Mexico’s fastest-growing Low-cost airlines, where I helped redesign the entire new Website and Apps and led a great team focused on making travel smoother and smarter. Earlier in my journey, I worked as a Lead UX/UI and digital designer at El País, where I crafted editorial interfaces and visual content that brought journalism to life. Outside of work, I share what I’ve learned by teaching as a practitioner at Colectivo23 — mentoring designers and product thinkers who want to shape meaningful experiences. It’s been a ride full of learning, collaboration, and creating things that (hopefully) make people’s lives a little easier.