About

I'm Izaias, a product designer, strategist, and writer with over 25 years of experience in user experience design. I specialize in simplifying complex systems and advocating for clarity in tech, law, and UX.

Throughout my career, I've focused on reducing what I call "cognitive distance" — the gap between how designers envision users will interact with a system and how users actually understand it. This conceptual gap manifests as friction when users navigate digital products that don't align with their mental models.

My work spans enterprise organizations and tech startups, where I've led UX improvements focused on aligning system design with user expectations. I've developed practical methodologies for measuring cognitive distance in digital products and continue to advocate for user-centered design approaches.

I'm also a heavy user of AI and have built my own stack of AI tools that allow me to automate the work of a multidisciplinary team. These custom AI systems have become integral to my workflow, enabling me to tackle complex design challenges with greater efficiency while maintaining a focus on human-centered outcomes.

My Philosophy

I believe that the most successful products aren't those with the most features or the cleanest aesthetics, but those that most effectively bridge the gap between designer intent and user reality. My approach to design begins with understanding how users think about their tasks and goals, not how systems are built.

The first step in addressing cognitive distance is humility—acknowledging that our own mental models are not universal and that our expertise often blinds us to novice perspectives.