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Micaela Auzmendi

Prologue

Some ways of designing change.
Others stay.

More than eighteen years ago I started by designing objects. Over time the tools changed, the formats changed, even the name of what I do changed. The way I stand in front of a problem never did.

My path

Every discipline I moved through taught me to see differently.

I started by designing textile products for babies: thinking about how something is made, how it's used and how it cares for whoever has it close. For eight years I ran it as my own venture and brand. Then came brands and visual identity and, later, experience design, UX/UI and frontend. Each discipline left me a different way of observing, asking and deciding. Today they all live inside a single way of thinking.

How I got here

2013

Industrial design & production

Textile products and my own brand: how something is made and used without anyone explaining it.

2022

Brands & visual identity

Giving shape, voice and coherence to what a brand wants to say.

2023

Experience design · UX/UI

Digital products: how they're used, understood and evolve.

2024

Frontend

Bringing design to the browser and keeping it true to how it was intended.

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Years inside design

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Years in digital product

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Projects that shipped to production

Along the way I worked with

Anfler SolutionsStakeholders ColombiaYo No Fui

And I worked on projects for

Buenos AiresMigracionesSICAM

Every great product begins long before you design it.

The way I work

Every project is different. The reasoning isn't.

I don't follow a closed methodology, I follow an order of questions. The project changes, the team changes, the scale changes — but the way of thinking holds.

01

Investigate

Before proposing anything, I listen: what the business needs, what's happening to whoever will use it, what the technology allows.

02

Prioritize

Not everything makes it in. Deciding what stays out is designing too; that's where the product's focus is won.

03

Design

Only now do the screens appear. Flows, system and detail built to scale, not to show off.

04

Validate

I prototype, test, correct. It's cheaper to be wrong in a file than in production.

05

Implement

I stay close to development. A design doesn't end in Figma: it ends working.

My philosophy

What I believe when I design.

I don't start with the screen.

The screen is the last decision, not the first. Before it comes the problem, the person who has it and what the business needs to solve.

I don't design to impress.

I want something to be understood without effort, not to earn applause. Clarity ages better than effect.

Small decisions build the product too.

Spacing, an error message, the order of two buttons. No one notices them when they're right; everyone suffers them when they're wrong.

AI speeds things up; judgment stays human.

I use AI to explore and iterate faster. Deciding what's actually good is not something I delegate.

Experience

The scale changed. The challenge didn't.

Each job was bigger and more complex than the last. The challenge, though, repeats in all of them: finding clarity where there was noise.

2025 —

Anfler Solutions

Product Designer / UX/UI Designer

February 2025 - Present

MigracionesFronterasArbolado GCBAKhalipaSisgea

Highly complex government systems, now in production and used by thousands of people.

2023–26

Stakeholders Colombia

Lead Product Designer / UX/UI Designer

October 2023 - June 2026

SaaS PlatformDesign System

A design system that put the product in order and gave the whole team a shared language.

2023–25

Other Freelance Projects

Product Designer, UX/UI & Brand Designer

May 2023 - June 2025

Appis GroupKentEmberLa Viandita

Brands built from scratch, with a coherent identity across every touchpoint.

2014–23

Yo No Fui Diseño | Bebés & Niños

Founder & Product Designer

2014 - 2023

Brand developmentBrandingShopping experienceTextile collection

A brand of my own, from idea to shelf: design, production and team under one vision.

Case studies

Decisions that ended up becoming product.

Each one began with a hard question. Open the ones that spark your curiosity.

Migraciones

UX/UI

Arbolado BA

UX/UI

Border Control System

UX/UI

Khalipa

UX/UI

Sisgea

UX/UI

Stakeholders · SaaS

UX/UI

AFIP

UX/UI · 2022

Yo No Fui — Shopping Experience

UX/UI · 2021

Yo No Fui — Shopping Experience

UX/UI · 2021

AFIP

UX/UI · 2022

Stakeholders · SaaS

UX/UI

Sisgea

UX/UI

Khalipa

UX/UI

Border Control System

UX/UI

Arbolado BA

UX/UI

Migraciones

UX/UI

What I bring to a team

Not tools. Ways of contributing.

01

Clarity in complexity

Taking a tangled system and making it understandable: research, information architecture and flows people follow without thinking.

User ResearchBenchmarkingUser PersonasJourney MappingInformation ArchitectureUsabilityAccessibility

02

Systems that scale

Design once, use it a thousand times: consistent design systems that speed up the whole team and hold the product together over time.

Design SystemsUI KitsComponentsWireframingPrototypingAuto LayoutResponsive Design

03

Product judgment

Helping decide what to build and what not to, balancing what the business needs, what the person needs and what the tech allows.

PrioritizationRoadmapValidationCollaboration with developmentAI integration

Tools

Tools change. Judgment should last longer.

Figma
Adobe Creative Suite
Notion
Visual Studio Code
ChatGPT
Claude Design
Claude Code

Frontend

Understanding code makes me a better designer.

I don't sell myself as a developer. But knowing how what I design gets built changes the decisions: I know what's simple, what's expensive and where design and development meet.

HTML
CSS
JavaScript
React
Next.js
Angular

Learning

I never stopped learning.

Education is the foundation. Almost everything else I learned by designing.

Education

Industrial Design

Universidad Nacional de Mar del Plata

2007 - 2013

Other training

  • UX/UI Design (Basic & Advanced)

    2021 - 2022

  • Digital Marketing & Traffic — Academia de Publicidad · Meta Ads

    2026

Languages

  • Spanish Native
  • English B2
Micaela Auzmendi

Epilogue

Now, yes.Hi, I'm Mica.

You walked through the way I think before you saw my face. That was the point. I've been designing for more than eighteen years and it still feels like the best job in the world: understanding a problem until it turns simple. If you made it this far, something here resonated.

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