Hello, my name
is Claudia
I am a Peruvian Strategic Experience Designer with background in Digital Product Management. I have 10 years of experience working hands-on and leading design, technology and innovation teams, driving user and market research within different industries and major companies. My entrepreneurial spirit drove me to launch Claudiailustra, my illustrator personal brand.
And with this brief introduction I give you a warm welcome to my About section! Thanks for being here!
My journey as a
Strategic Experience professional
My undergrad degree 2012 - 2016
I did my undergraduate degree in Graphic Design at Pontificia Universidad Catolica del Peru in the Faculty of Arts.
Kick-off of my career, late 2016
In my last year of my degree I started working as a Design intern at Belcorp, a Beauty & Personal Care direct selling company with presence in America and annual sales +1.2 million dollars.
2016 - 2018
Soon after I had my first Trainee role as a UX Trainee at BBVA, one of the biggest banks in the world. After that, I continued in the banking industry working in User Experience areas working closely with multidisciplinary teams.
2018
I went back to Belcorp -where my career started- as a Product Owner of the mobile application for Consultants (Belcorp's final users). During my tenure, my team and I managed to grow the digital channel by 50%, turning it into the most used digital asset in direct sales in Peru and eight other countries in Latin-America.
2019 - 2021
Before taking my Masters Degree, I had the opportunity to work as a the main Design Strategy and Innovation Consultant for Excellia, the in-site Consultancy business from the Grupo Romero (most important economic group in Peru that conglomerates various agroindustrial companies with presence along Latin America).
_edited.jpg){kind=small}
User and market research together with enhancing my knowledge for taking business initiatives to the next level has been my passion for the last few years, thus studying a Masters programme abroad that combines both was a big priority
Hello London! September 2021
I moved to London to do my Masters in Design Strategy & Innovation at Brunel University London.
I got Distinction for my Dissertation where the topic was Redesigning the running experience to make it accessible for beginners, a research project that explored how human-centred and experience design could be used to reduce emotional barriers to create an accessible and less intimidating experience for beginners when it comes to join sports. Learn more
Til 2023
I've had an amazing journey at EF London, a global education powerhouse. This journey gave me the opportunity to thrive in a fast-paced, multicultural environment, connecting with people from around the world and developing my communication, leadership, and problem-solving skills. Being recognized as a Top Performer made this experience even more rewarding and strengthened my passion for working in international environments.
2024
I returned to Peru to join RIMAC, one of the country's leading insurance companies with over USD 1B in revenue, as UX Research Lead. I led research strategy, championed a user-centered culture, and translated customer insights into strategic decisions that shaped digital products and experiences at scale.
November 2026, the journey continues!
Relocating to Vancouver for good! Excited to start this new chapter, connect with inspiring people, and explore new opportunities where I can bring my passion for research, design, and innovation to life.
My design & innovation process
My leadership is focus on people, so every time I am part of a new project or initiative, I make sure to understand what the user needs but also what the business is willing to get so that the output of the work is even more insightful in more than one way.
My design research practice combines human centered design & behavioral design by understanding Users needs and combining quantitative data with qualitative feedback from the business. This approach has allowed me to design well driven strategies able to meet project goals. I like using the NN Group Design Thinking framework as a basis to my approach. Then I have been adding other elements of my own to solve problems.
both of final users and business
Understand the context
Define the problem
Create hypothesis
Considering metrics and KPIs
Design
experiments
Test
Release
Having measured its impact
UNDERSTAND
EXPLORE
MATERIALIZE
Software & skillset
Hands-on skills & experience
Experience working with agile frameworks (Certified by SAFe as a Product Owner & Product Manager), running design workshops & fostering creativity among teams and working closely with third party service providers.
Design tools
Sketch
Invision
Figma
Adobe Creative Suite
Marvel APP
Other things about me
Claudiailustra, my entrepreneurship
In my free time, I have been running a small brand of my own illustrations seeking to provide self-love in a fun and motivating way through a children illustration style (Check out my instagram page! @claudiailustra) Learn more
Running
I feel very passionate about running! It has helped me to set objectives and be goal oriented, perseverant and to bring people closer to the culture of sports and the importance of being active. I have run two full marathons to date. My next race is coming up! BMO Vancouver Half Marathon 2027!
I also enjoy!
Outdoor sports & activities
Crafts & knitting
Reading
Things I'm learning
Playing the charango
Yoga
French