I bring clarity to complex product decisions.
I bring clarity to complex product decisions.
I bring clarity to complex product decisions.
I help founders and product leaders bring clarity to complex product decisions—so teams move faster, with confidence.
I help founders and product leaders bring clarity to complex product decisions—so teams move faster, with confidence.
Trusted by teams and founders at ↓
Trusted by founders at ↓
Trusted by teams and founders at ↓
Hi, I'm Carolina
More than
a designer.
Over the past 17 years working with startups and product teams, I kept seeing the same pattern repeat:
Teams were talented.
Execution was fast.
But decisions kept looping.
Priorities shifted.
Alignment faded.
And design often became reactive instead of strategic.
That's where most friction comes from—from lack of clarity.
Hi, I'm Carolina
Over the past 17 years working with startups and product teams, I kept seeing the same pattern repeat:
Teams were talented.
Execution was fast.
But decisions kept looping.
Priorities shifted.
Alignment faded.
And design often became reactive instead of strategic.
That's where most friction comes from—from lack of clarity.
How I think about design
To me, design is not about screens or deliverables. It's about creating shared understanding.
To me, design is not about screens or deliverables. It's about creating shared understanding.
When teams are clear on:
When teams are clear on:
◇ What problem they're solving
◇ Who they're solving it for
◇ And why it matters now
◇ What problem they're solving
◇ Who they're solving it for
◇ And why it matters now
...decisions become easier.
...decisions become easier.
Execution becomes faster.
And design turns into a lever for alignment—not debate.
Execution becomes faster.
And design turns into a lever for alignment—not debate.
This belief shapes everything I do.
This belief shapes everything I do.
I don't start with solutions. I start with clarity.
I don't start with solutions. I start with clarity.
How this shapes my work
This is why my work usually begins with:
This is why my work usually begins with:
◇ An expert scan before big commitments
◇ Alignment workshops before execution
◇ Shared frameworks before solo decisions
◇ An expert scan before big commitments
◇ Alignment workshops before execution
◇ Shared frameworks before solo decisions
Example:
Example:
Before redesigning a checkout flow, we first clarify what success looks like—not just for UX, but for the business and the user.
Before redesigning a checkout flow, we first clarify what success looks like—not just for UX, but for the business and the user.
Whether it's a short engagement or a long-term partnership, the goal is always the same:
Help teams make better decisions—and feel confident about them.
Whether it's a short engagement or a long-term partnership, the goal is always the same:
Help teams make better decisions—and feel confident about them.
Who this work is for
This approach works best for teams who:
This approach works best for teams who:
✅ Are moving fast, but feeling friction
✅ Want clarity before scaling further
✅ Value collaboration over heroics
✅ See design as a strategic function
✅ Are moving fast, but feeling friction
✅ Want clarity before scaling further
✅ Value collaboration over heroics
✅ See design as a strategic function
✅ Are moving fast, but feeling friction
✅ Want clarity before scaling further
✅ Value collaboration over heroics
✅ See design as a strategic function
It's not a good fit for teams looking for:
It's not a good fit for teams looking for:
❌ Visual polish only
❌ Quick mockups without context
❌ Execution without alignment
❌ Visual polish only
❌ Quick mockups without context
❌ Execution without alignment
❌ Visual polish only
❌ Quick mockups without context
❌ Execution without alignment
A bit about me
I'm Carolina. I've spent 17 years in design—the last 8 leading design at fast-growing startups like CoachHub, Heartbeat, and MODIFI.
I've built design teams from scratch, taken products from MVP to scale, and worked across B2B SaaS, coaching platforms, and fintech.
I'm Carolina. I've spent 17 years in design—the last 8 leading design at fast-growing startups like CoachHub, Heartbeat, and MODIFI.
I've built design teams from scratch, taken products from MVP to scale, and worked across B2B SaaS, coaching platforms, and fintech.
I'm Carolina. I've spent 17 years in design—the last 8 leading design at fast-growing startups like CoachHub, Heartbeat, and MODIFI.
I've built design teams from scratch, taken products from MVP to scale, and worked across B2B SaaS, coaching platforms, and fintech.
What I've learned:
What I've learned:
The best design work happens when teams are aligned first.
That's why I now work as a fractional design partner—helping founders build clarity before they build features.
What I enjoy most is helping teams step back, make sense of complexity, and move forward with clarity.
That's the kind of work I choose—and the kind of teams I work best with.
That's why I now work as a fractional design partner—helping founders build clarity before they build features.
What I enjoy most is helping teams step back, make sense of complexity, and move forward with clarity.
That's the kind of work I choose—and the kind of teams I work best with.
That's why I now work as a fractional design partner—helping founders build clarity before they build features.
What I enjoy most is helping teams step back, make sense of complexity, and move forward with clarity.
That's the kind of work I choose—and the kind of teams I work best with.
I'm also a Miro Hero & Creator
My templates have been used by 7K+ designers and product teams.
My templates have been used by 7K+ designers and product teams.
My templates have been used by 7K+ designers and product teams.
What this means for you
If this way of thinking resonates, there's a good chance we'll work well together.
Most teams start with an Opportunity Scan to clarify where they are and what to focus on next.
From there, we decide the right path—together.
If this way of thinking resonates, there's a good chance we'll work well together.
Most teams start with an Opportunity Scan to clarify where they are and what to focus on next.
From there, we decide the right path—together.
I also like to write
I also like to write
And I send weekly strategic notes for founders and product leaders who want to build with clarity, find product-market fit, and scale with confidence.
Read by 100+ founders and teams from all over the world.