Hi, I am Valentina de la Garza.
Hi, I am Valentina de la Garza.
Design Manager | CX & EX Lead
Design Manager | CX & EX Lead
Transforming business challenges into human-centric, profitable ecosystems.
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I am a believer in Applied Curiosity. Since completing my Master’s in Strategic Design at PUC Chile, my focus has shifted from designing objects to architecting complex service ecosystems that bridge the gap between user needs and business viability.
With over 12 years of experience, I’ve moved from the hands-on craft of Industrial Design to leading high-impact Experience Management (XM) strategies. Currently, as a Consultant and Project Manager at IZO, I design and implement CX/EX governance models for Tier-1 corporations in the banking, insurance, and automotive sectors.
I thrive at the intersection of strategy, data, and empathy. For me, Service Design isn’t just about mapping journeys; it’s about systemic transformation—whether that means increasing NPS by 10 points for a global bank or digitizing public services to enhance citizen participation.
I view design as a holistic tool for 'designing intangibles': relationships, organizational cultures, and strategic systems. My practice is grounded in fieldwork and radical collaboration. I believe that a designer’s most powerful skill is the ability to translate deep human insights into measurable business outcomes (ROI) and operational efficiency.
Valentina de la Garza Guevara (she / her)
Born on February 23, 1987
Based at México City
I´ve worked for, with or at...
I´ve worked for, with or at...
IZO (Experience Design Co.) :: Banpro :: Banco GYT Continental :: Seguros GYT Continental :: BDF :: Banesco :: Gobierno del Estado de Nuevo León :: Pontificia Universidad Católica de Chile :: Universidad Nacional Autónoma de México :: TEDx Cerro Santa Lucía :: América Solidaria :: Design Week México :: World Design Organization :: Accenture :: Ariel Rojo Design Studio :: Bimbo :: Telmex :: BBVA :: Televisa :: Blu dot :: Arte&Cultura :: Fomento Cultural Banamex :: Porcelanosa :: Firenze :: Comex :: WantedDesign :: TV Azteca :: We work :: Proméxico
Work Experience
Work Experience
2023 – Present
IZO The Experience Design Company
Experience Management Project Manager & Consultant
Leading end-to-end CX and EX transformation for Tier-1 corporations in the Banking, Insurance, and Automotive sectors across Ibero-America.
2021 – 2023
Secretariat of Citizen Participation (Gov. of Nuevo León)
Head of Innovation
Led the digital and service transformation of the state's citizen engagement platforms.
2021
Pontificia Universidad Católica de Chile
Accreditation & Innovation Manager
Coordinated speed mentoring sessions for the Innovation and Future Festival, bridging the gap between academia and the startup ecosystem.
Managed accreditation processes for postgraduate strategic design programs.
2016 - 2019
Design Week México / World Design Capital
Head of External Affairs & Strategic Alliances
Managed partnerships with 10+ embassies and coordinated the Design Pavilion for World Design Capital CDMX 2018.
Led fundraising and strategic alliances for 3 editions of major commercial fairs, reaching 9,000+ annual visitors.
2012 - 2013
Insitum (now Accenture Song)
UX Researcher
Conducted deep-dive user research for major clients like Bimbo, Telmex, and BBVA, translating complex human behaviors into product strategy and actionable service touchpoints.
Foundational Roles in Design & Entrepreneurship
Foundational Roles in Design & Entrepreneurship
2013 - 2016
TALLER ®
Strategic Design & Project Manager
Drove a 40% increase in sales through export strategies
2011 - 2013
APPIO
Co-Founder & UX Designer
2010 - 2011
ARIEL ROJO DESIGN STUDIO
Jr. Industrial Designer
Education
Education
MDes in Advanced Design (Strategic Design Focus)
Pontificia Universidad Católica de Chile
2019 – 2021
Technological Innovation Program (ME310)
Stanford University
2009 – 2010
International collaboration project for undergraduate thesis in product innovation.
BA in Industrial Design (Diploma al Mérito)
UNAM - CIDI
2006 – 2011
Certifications & Continuous Learning
Certifications & Continuous Learning
Customer Journey Mapping Expert :: IZO University :: 2025
Employee Experience (EX) Diagnosis Certification :: IZO University :: 2024
CX Strategy & Governance :: IZO University :: 2023
Strategic & Technical Skills
Strategic & Technical Skills
Expertise & Strategy
Experience Management (XM): CX/EX Strategy, Governance Models, ROI of Experience.
Service Design: Service Blueprints, Journey Mapping, Ecosystem Orchestration.
Strategic Research: Ethnography, Insight Generation, Behavioral Analysis.
Leadership: Project Management, Cross-functional Team Leadership, Stakeholder Management (C-Level).
Design & Execution
Digital & Product: UX/UI Strategy, Prototyping, Wireframing (High-fidelity).
Physical & Spatial: 3D Modeling (Rhino), Industrial Design Fundamentals.
Co-Creation: Workshop Facilitation, Participatory Design, Design Thinking.
Technical Toolkit (Software)
Design: Figma (Expert), Adobe Creative Cloud (Illustrator, Photoshop, InDesign).
Engineering: Rhino 3DS.
Collaboration & Ops: Asana, Slack, Miro/Mural, Google Workspace, Microsoft 365.
Languages
Spanish: Native Proficiency.
English: Professional Proficiency (TOEFL iBT 95).
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