Design leadership that pays for itself.
Alejandro turns design and UX functions into measurable business value: lower operating costs, higher throughput, faster decision cycles, and revenue growth.
Measured with the business's own instruments, not design's
80%
Cut while maintaining output, with the marketing function moved fully in-house
Read this case study →45%
Gain from a single consolidated operating model, no headcount added
Read this case study →Record
Broke the prior product's revenue record at a design-led relaunch
Read this case study →20yrs
Colombia, France, Canada, Spain and the UK — the span the other three were earned across
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A framework built on years of practice and research.
The Shape of Work is what twenty years of thinking in pictures turned into. Every engagement is positioned on three axes — how abstract the problem was, how many moving parts it carried, how large the system was — so the work becomes a form you can compare rather than a list of jobs you have to take on trust.
Building it was a decision about how to operate. A framework that plots its own results is one that can be argued with, costed and held to a number — which is why the outcomes above are stated in data, ROI and clarity rather than in adjectives.
It is also the plainest evidence I can offer that I take the craft seriously: I did not only do the work, I built the instrument that measures it.
Read a case study example →An arc from art to science, with one thread running the whole length of it.
A kid who drew for hours became a visual designer, then an interaction designer, then an operator running functions. In his thirties he turned toward maths, engineering and cognitive science — which is where the drawing finally acquired a method. Visual thinking is the constant; everything else is what it has been pointed at.
What it produces is a language product, engineering, finance and operations already speak. Not a design vocabulary that needs translating at every handoff — a shared way of seeing the system, used in the room, by the people who have to act on it.
About Alejandro →
Available for a mandate or a role.
Consulting engagements and full-time leadership. Montreal, or remote across time zones I have already operated in.