01How I think
For over fifteen years I've been asking the same question: can this be said with less?
I come from film direction and production, and that taught me the only thing that matters. A story works only if it reads clearly from beginning to end. You know what to look at, when, and why the next thing matters.
An interface is exactly the same. It has an opening shot, an order of reveal and an ending. If people cannot tell what to look at first, the story is badly told, not badly decorated. Designing means directing that sequence, deciding what enters the frame, what holds and what deserves silence.
Attention is won before anything is read
A screen is judged in under a second, before a single word is read. I design for that first second, for what is seen first, what competes and what is noise.
Clarity can be measured
It is not a matter of taste. Hierarchy, contrast, density and CTA focus are observable signals. If they can be measured, they can be argued with data instead of opinions.
Removing is harder than adding
Almost every product that reaches me has too much, not too little. The work is usually deciding what deserves to disappear.
02Tools
Foundersuperclarity.co
Super Clarity
I built the tool I was missing. It analyses a screen from your website, product or ad and predicts what will capture attention, which elements compete with each other, and how clear the message is. Powered by our own VisualCRO™ engine.
Predictive heatmap
Which areas of a screen are likely to draw the most attention.
CTA clarity
Whether the call to action stands out enough or competes with everything else.
Legibility
Signals of size, contrast, density and ease of reading.
Visual hierarchy
Whether the main message, blocks and actions follow a clear order.
A/B comparison
Two versions side by side to see which one reads clearer.
Downloadable reports
Findings ready to review, share or document.
03School
Founderuxfacil.com
UX Fácil
Learning to design digital experiences should not require tuition. On UX Fácil I publish what I know about the craft, open and free.
Complete UX/UI course
The step-by-step process for building intuitive interfaces. Published on video, free, no sign-up.
Watch the course(opens in a new tab)Blog
Articles on fundamentals, interface design and frameworks such as Scrum.
Read the blog(opens in a new tab)UX salary benchmark
What experience design pays in Spain, Chile, Colombia, Mexico and Argentina, compared with each country’s minimum wage.
See the figures(opens in a new tab)
04Podcast
New season soonDesign Smart
Design Smart Podcast
Straight-talking conversations about product, career and judgement. What works, what does not, and why. Published episodes remain available in full, and the next season is in the works.
05Collaborate
I work on two fronts
With teams who need their product to be understood, and with designers who want to break into UX or grow in it. Pick yours.
For companies and teams
Your product is good. The problem is nobody gets it on the first try.
People almost never call me because something looks ugly. They call me because the team can no longer tell what a new user looks at first, because the CTA competes with six other things, or because every redesign gets decided by whoever argues loudest. I arrive with a measurable diagnosis and a priority order you can defend in front of leadership.
Clarity audit
I review your product, landing page or campaign and deliver a report of what competes for attention, what each point of friction costs and in what order to fix it. A diagnosis with data, not a design opinion.
Product consulting
I support teams that already have traction and need judgement to decide. Information architecture, hierarchy, design system and the hard calls nobody wants to make.
Experience design
End-to-end interfaces and flows, working alongside engineering until what was designed and what was built are the same thing. No handing over a Figma file and vanishing.
For designers
You want to break into UX or grow in it, and there is too much noise.
There is far too much content and far too little judgement. What is usually missing is not another tool or another course, it is knowing which decision to make and how to hold it when someone questions you.
Moving into UX
You come from graphic, web or another discipline and want to move into product. We sort out what to learn first, what you can skip and what is pure social media noise.
Portfolio review
I look at your portfolio the way a hiring manager does. Which case should go, what story is missing, and why good work still is not getting you calls.
Judgement, not templates
Sessions to learn to defend design decisions with arguments instead of references. The goal is that you stop needing anyone to validate you.
06Contact
Let's talk
WhatsApp is the fastest route. I am also on Instagram and LinkedIn, and I publish about the craft on Design Smart.