Passion brought me here
I’m Fabio — born in the mountains of Ecuador, shaped by my years studying and living in London, and now designing my way through the Middle East. Over the last 13 years, design has taken me across countries, cultures, and industries, giving me a global perspective on how people interact with digital products.
I’m an early riser, dog lover, coffee drinker, and paddle enthusiast who believes great work is built on curiosity, collaboration, and a good sense of humor.
Today, I focus on creating products that balance beauty, usability, and business impact — while keeping people at the heart of every decision.
It's about your brand, but most of all, people.
Experience Design Lead -Sweden
Swedbank | February 2019 - August 2019
Drove design strategy for the digital banking platform, improving engagement and key user journeys. Through research and iterative testing, I streamlined complex flows and aligned features with customer needs.
Experience Design Lead - UAE
Publicis Sapient | September 2019 - April 2022
Used data-driven insights to optimize flows and improve conversion. I delivered scalable design systems, collaborated with global teams, and mentored designers to lift overall output.
Product Design Lead - UAE
Chatfood, Dubai | May 2022 - September 2022
Partnered closely with clients to align design decisions with business goals and streamline workflows. I led product ideation and designed features that improved retention and simplified the ordering experience.
Product Design Lead - UAE
Majid Al Futtaim | January 2023 - Present
Leading cross-functional teams to deliver scalable, user-focused features for the SHARE app. I drove research, shaped strategy that lifted engagement by 75%, and mentored designers to elevate team performance.
Experience
SHARE App
More than Loyalty
