Pablo Massa
Product & UX Designer
Product strategy • Interface craft • AI workflows & agents
Montevideo, Uruguay.
Bio
Product & UX Designer with 10+ years across media, e-commerce and fintech. I connect user needs and business goals to decide what is worth building and deliver clear, well-crafted experiences. I use AI tools to prototype and iterate faster, with greater autonomy to turn ideas into working products while maintaining design quality.
Selected work
Maxxmod • Designed, built and launched a browser extension that gives people more control over YouTube.
maxxmod.com • Demo and build journey (Spanish)
Cambio Colombia • Led the redesign of a news platform, simplifying subscriptions and creating a consistent user experience.
Case study
Selected experience
Independent Product & UX Designer • pablomassa.com
2012 – Present
Work as an independent contractor, partnering with clients and development teams to research, design and build digital products, using AI agents to accelerate prototyping and development.
Design Lead • Cambio Colombia
2024 – 2025
Led UX direction for a CMS migration and subscription redesign, from research and information architecture to design system and implementation. Simplified the subscription flow, reducing support requests and improving user feedback, while coordinating developers to maintain design quality.
UX Designer • Kaizen Softworks
2021 – 2024
Designed and researched client products across e-commerce, food safety, quality management, and customs compliance.
UX Designer • La Diaria
2017 – 2021
Led UI/UX design and research for the news platform and other digital products.
Product Designer • Moneero
2014 – 2015
Shaped product direction through competitive analysis and feature roadmapping, and designed the UX and UI of a mobile payments app.
Capabilities & tools
Product definition, prioritization and roadmapping informed by user research, usability testing and data analysis.
Interaction and visual design, design systems and accessibility, with AI-assisted prototyping and building to turn ideas into working products.
Ideation & design: Figma, FigJam, Figma Agent.
AI-assisted building: Codex, Claude Code.
Research and analytics: AI agents, Hotjar, Google Analytics.
Education & languages
Graphic Design • Universidad ORT Uruguay • 2008 – 2010
Spanish: native • English: Upper Intermediate (B2)
Beyond design
I also have a strong interest in culinary arts and food culture.
I completed an Amateur Cook program in 2019 and an International Cuisine course in 2021.
I like to run, cook, do volunteering work, create things through art and make side projects for fun.
I enjoy discussing design, films, painting, photography, literature, music, and culture in general. I’m curious about many things and have a particular appreciation for words.
I also share my thoughts on film on a dedicated YouTube channel.
On social media
Get in touch
Want to collaborate on crafting great experiences or just say something? Drop me a line.