Design is a way to align people, technology, and intent.
My journey started in Argentina when design lived mostly in print. – hand-painting colour wheels and type at the uni, working with the early versions of Adobe, later moving from packaging design to crafting visual systems for festivals and government campaigns, when digital products were still rudimentary.
Then came a move across the world to the UK– and over time, the discovery of a new way of working. Product teams (and many early mornings of self-paced study) pulled me into the world of user experience. What captivated me most wasn't technology for technology's sake, but how user-centred design puts humans at the heart of it all. It’s a two-way exchange – a product is shaped by those who craft it, but also by those who use it to achieve something.
Today, I’m a Head of Design with 20+ years of experience spanning branding, advertising, UX, and product.
What drives me is the unique combination of craft and impact that only design can deliver. That design makes a difference. That teams feel empowered. That we build with empathy and rigour. That the work ships – and works.
In more than two decades of working, many times I discussed with friends and colleagues designers the frustrations that come with the profession. I want to challenge the fact that the only problems that designers are called to solve are design problems, and that overcoming obstacles when making a vision a reality is also part of the job. Over time, I’ve come to believe that a designer’s responsibility lies far beyond polishing logos or interfaces. Design can drive change – especially in complex domains – and we have unique tools to make that happen. I lead with the hope of inspiring designers to embrace that broader role.
I’ve built outcome-focused design processes that have delivered results in employee-facing platforms, SaaS products, AI-powered tools, and consumer-facing software. I’ve also focused on shaping the design org itself – leading capability-building initiatives, developing skills frameworks, and putting the designers' professional development into practice. As a design leader, I try to create the kind of environment I’d want to work in: clear in purpose, open to ideas, and grounded in collaboration, encouraging soft skills that allow our ideas to influence.
Occasionally, I write and speak about design, hoping to share some of the tools and experiences that have worked for me with the broader community.
Projects
About me
Contact
lautecce@gmail.com