About me

Pablo Massa

UX Designer

Bio

I’m a seasoned UX Designer based in Uruguay with over a decade of experience. Throughout my career, I’ve collaborated with a diverse range of clients, including agencies, organizations, and artists, to craft digital products.

My expertise spans key areas of User Experience (UX), User Interface (UI), and Product Design, backed by a robust skill set that encompasses everything from design thinking and research to UI prototyping and user data analysis.

My early education in Graphic Design has equipped me with a strong foundation in digital and print design, making me well-prepared to deliver exceptional UX solutions in today’s dynamic digital landscape.

Main areas of expertise

UX

UI

Product Design

What I do in practice

Benchmarking and market best practice analysis
Generative and evaluative UX research
User behavior, metrics and usage data analysis
Supporting product decisions through research and design
Turning research into clear, actionable insights
Designing user flows, wireframes and prototypes
Improving UX processes within agile product teams
Close collaboration with developers throughout implementation
Collaborating with internal and external stakeholders

Topics and methodologies

Design thinking
Research & brainstorming
UX audits
Planning
Product & content strategy
Information architecture

Product & features roadmapping
User flows
Copywriting
Visual design
Design systems
Prototyping

Usability and accessibility
User testing & survey
User data analysis
Agile methodologies
Remote work
A bit of front-end development

Tools

UI Design & Prototyping

User Flows, Brainstorming, +

Data Analysis

Communication & Planning

Languages

English – Upper-Intermediate (B2) proficiency
Spanish – Native proficiency

Selected experience

UX Designer @ pablomassa.com (2012 – Present)

pablomassa.com
Collaborative work as a contractor with agencies, organizations, contractors, and artists to design and build digital products.

Founder & Product Designer @ Maxxmod (2026 – Present)

maxxmod.com
Founder, Product design, UI/UX design, and strategy for a YouTube-focused browser extension.

UX Lead @ Cambio Colombia (2024 – 2025)

cambiocolombia.com
Responsible for end to end design decisions and UX direction, leading a full CMS platform migration redesign focused on improving the subscription experience and overall UX, while coordinating and supervising developers during implementation.

Key tasks I carried out:

Managed and supervised developers during implementation to ensure UX and design consistency
Conducted market research and competitive analysis
Defined the UX diagnosis and overall work plan
Led the CMS platform migration from a UX perspective
Designed and documented the design system
Redesigned information architecture and core UI/UX
Reworked the subscription flow and product structure
Integrated and optimized payment methods
Designed and shipped new product features focused on conversion and usability

UX Designer @ Kaizen Softworks (2021 – 2024)

kzsoftworks.com
I worked as a UX designer and researcher on various projects for the company’s clients, spanning industries such as e-commerce, food safety and quality management, customs compliance software, and more.

UX Designer @ La Diaria (2017 – 2021)

ladiaria.com.uy
I worked as a lead UI/UX designer and researcher for ladiaria.com.uy and other digital brand products.

Product Designer @ Moneero (2014 – 2015)

moneero.com (archived)
I worked as Product & UI/UX Designer of Moneero’s payment app.

Web Designer @ eLace (2011)

e-lace.com (archived)
Web designer of an online gaming site.

Web Designer + Team Lead @ TCS (2009 – 2010)

tcs.com
Web Designer • 2009
Team Lead • 2010
I worked as Web Designer and later Team Lead at TCS. As a Web Designer I managed design, maintenance, and traffic statistics for the PwC US website, while as a Team Lead, I oversaw a team of 4 designers for an Online Marketing Group project for PwC, focusing on leadership, process execution, and effective communication procedures.

UI Designer @ INI (2006 – 2008)

interactiveni.com (archived)
I worked as UI designer at INI, where I specialized in creating and enhancing the user interface, implementing features, integrating branding, and front-end development for their flexible messaging platform.

Education

Graphic Designer @ Universidad ORT (2008 – 2010)

ort.edu.uy
The education provided comprehensive training in digital and print design.

Subjects:

Graphic expression (drawing)
Visual communication
Digital image processing (Adobe Photoshop)
Digital drawing (Adobe Illustrator)
Digital photography
Typography

Layout design (Adobe Indesign)
Advertising and editorial design
Web design
Web Animation (Adobe Flash)
Printing techniques
Corporate identity
Packaging design

Web Designer @ Taller de Informática (2004)

tallerdeinformatica.edu.uy

Theoretical and practical knowledge to create websites, from the creation of the initial sketches to its implementation, with the aim of reinforcing the client’s visual identity and user experience.

Subjects:

UI design
Front end development
Illustration
Animation

Portfolio

Other stuff

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 trough art and make side projects for fun.

I enjoy discussing design, films, painting, photography, literature, music, and culture in general. Many things can easily capture my intellectual curiosity, and I have a deep appreciation for words.

On social media

Get in touch

Want to collaborate on crafting great experiences or just say something? Drop me a line.

pablo.msnub@simplelogin.com