Unifying global design systems at Western Union · Founder of Instituto Agéntico

Design Systems Architect & Agentic Systems Director

Architecting today's design systems for the agentic era.

The agents are already consuming your interfaces. I architect the systems that make them intelligible.

Explore the architecture

How I believe digital teams should work

01

Pairs are the new standard

Designers and developers working together from ideation to production. No more silos. No more handoffs. One designer and one developer, together, with an AI agent as the third team member. This is how you build today.

02

One leader, two disciplines

With AI as copilot, one director can lead front-end and design simultaneously without compromising quality. It’s not utopia — it’s the present. AI doesn’t replace the leader, it amplifies their reach. I do it every day.

03

Agentic teams: empathetic, fast, passionate

The modern digital team doesn’t need rigid hierarchies. It needs people with empathy, passion, and drive to build together. Pairs that understand each other, complement each other, and deliver with speed and quality.

CURRENTLY UNIFYING THE AGENTIC CONVERGENCE AT WESTERN UNION. PREVIOUSLY:
Instituto Agéntico
Western Union
Amazon Business
Amazon Alexa

Instituto de Diseno Agentico

Executive Program for Design System Architects

8 weeks · Hybrid (Madrid + Online) · Spanish

01Weeks 1-2

The Machine Language

AI-readiness audits, semantic tokens (W3C DTCG), dual documentation for humans and machines.

02Weeks 3-5

Programming Criteria

Project rules that define good design, context engineering, system prompt configuration.

03Weeks 6-7

The Connection

MCP implementation, autonomy ladder definition, governance model establishment.

04Week 8

Integration

Complete Agentic Design System Kit assembly, end-to-end verification, stakeholder presentation.

You leave with an operational Agentic Design System Kit: tokens, rules, MCP connections, and governance framework.

How I can help your team

Two ways to bring agentic leadership to your organization.

Director of Agentic Area

I lead the transition of your digital team to the agentic model. I implement the pair culture (designer + developer), configure workflows with AI agents, and build governance that scales.

  • Team audit & transition plan
  • Pair model implementation
  • AI agent setup & workflows
  • Governance framework
Team operating in agentic model in 90 days.
Let’s talk

Front-end & Design Lead (dual role)

With AI as copilot, one person can lead design and front-end simultaneously. Your next hire doesn’t need to be two people — it needs to be one person with the right system.

  • Design + front-end leadership
  • Design system architecture
  • Code reviews & quality
  • Team direction & mentoring
One leader, two disciplines, zero compromises.
Let’s talk
Coming soon

Si algo falla arriba, la respuesta esta abajo

Design systems don’t fail because of components. They fail because of the decisions that were made — or weren’t made — at the upper layers. When an interface breaks, when a team doesn’t adopt the system, when consistency disappears between products, the answer is never in the visible symptom. It’s below. In the tokens nobody defined rigorously. In the governance nobody designed. In the pairs that were never formed. This book is a manual for design and engineering leaders who want to stop fighting fires and start building infrastructure that works on its own. From semantic tokenization to AI agent readiness, through the pair model and agentic team culture.

Get the ebook

Where I've Done It

Real systems, real scale, real results

Radical Rationalization
Western Union2023-Present

Radical Rationalization

146 disconnected components refactored into 10 atomic generators. Federated governance across 70+ markets.

Multimodal Agentic Commerce
Amazon2020-2022

Multimodal Agentic Commerce

Architected interaction models for Rufus AI Assistant. Auto-generated multimodal components across voice, screens and wearables.

Internal Tooling Innovation
Amazon Business2021-2022

Internal Tooling Innovation

Built ‘Telescope’, a code-first prototyping tool adopted across 4 global hubs. Reduced iteration time by 45%.

Operating at Scale

My approach to leading design and engineering organizations.

01

01 — Systems are liabilities without measurable ROI

Adoption metrics, performance gains, and engineering velocity are the primary success vectors, never an afterthought.

02

02 — Documentation is the infrastructure

Scalability is limited by self-service capability. If a system requires manual hand-holding, it has failed its architectural intent.

03

03 — AI as an Architectural Multiplier

Leverage AI to collapse exploration and boilerplate cycles, reserving human intelligence for strategic validation and edge-case resolution.

Writing

Briefs on design engineering, system architecture, and AI strategy.

Perihelion: Finding Flow State in an Age of AI InterruptionAI & Future of Work

Perihelion: Finding Flow State in an Age of AI Interruption

Architecting focus in the age of algorithmic interruption. A reflection on creative mastery, systems design, and the discipline of subtraction.

Why your Design System Manager can’t see ROIDesign Systems Mastery

Why your Design System Manager can’t see ROI

For product and engineering leadership: a technical breakdown of metrics, shared debt, and tactical maneuvers to surface systemic ROI.

Your product depends on the interface. Agents ignore it.AI & Future of Work

Your product depends on the interface. Agents ignore it.

From Alexa to Agentic Commerce: architecting interaction models for a post-screen era. What becomes of the UI when the agent is the user?

The best design system is the one you don’t notice

The best design system is the one you don’t notice

Plumbing only becomes visible when it breaks. A good design system should be invisible to developers.

Your design system doesn't fail because of bad componentsDesign Systems Mastery

Your design system doesn't fail because of bad components

It fails because nobody designed who decides when to break the rules. Governance beats any Figma library.

The two scales of design: atoms and ecosystemsDesign Systems Mastery

The two scales of design: atoms and ecosystems

A question on the last day of a design systems course changed everything—from emotional atoms to Amazon-scale ecosystems.

The Day Our Perfect Prototype Started Lying to UsDesign Systems Mastery

The Day Our Perfect Prototype Started Lying to Us

The day our perfect prototype started lying to us.

Systems Thinking in the Age of AIAI & Future of Work

Systems Thinking in the Age of AI

Systems thinking in the age of AI.

Blog post imageAI & Future of Work

Experience

A trajectory focused on the intersection of design, engineering, and scale.

I
2025 — PresentInstituto de Diseño Agéntico

Founder & Director

Leading the transition to agent-consumable design infrastructure. Developing the framework and academic standards for Agentic Design Systems.

W
2023 — PresentWestern Union

UX Manager (Strategy & Governance)

Architecting the European multi-brand Design System. Strategic consolidation of 146 components into 10 atomic primitives. Improvement of communication processes between roles like product, design, and development. Multimodal design system.

A
2020 — 2023Amazon Alexa

UX Engineer Manager

Architected the world's first voice design system for Alexa. Engineered high-fidelity multimodal vision prototypes for 'Rufus'. Project centered on launching Rufus due to competitors (ChatGPT), putting original vision on hold. Redefining and scaling the definition of design systems.

M
2021 — PresentMr Marcel School / UOC

Design Systems Professor

Professor in UX and Design Systems. The 'bad cop' convincing designers to leave their comfort zone and learn to read (not write) code. Documenting learned knowledge from over the years.

Let’s connect

Have a project in mind or want to collaborate? I’d love to hear from you.