MERCADO Magazine Redesign
A refreshed editorial website direction for a Dominican business publication.
Available for select projects
CRO & UX Growth Specialist · Santo Domingo
Turn digital friction into measurable growth.
I help organizations improve digital products and customer journeys through UX research, behavioral data, experimentation, and conversion optimization.
Based inSanto Domingo
Dominican Republic
Dominican Republic
Evidence → Hypothesis → Learning
Experience2018—Present
Current focusCRO & UX Growth
EnvironmentsBanking · Product · Agencies
Based inSanto Domingo · Remote
CRO✦UX Research✦A/B Testing✦Growth Design✦Behavioral Analytics✦Product Design✦Experimentation Strategy✦CRO✦UX Research✦A/B Testing✦Growth Design✦Behavioral Analytics✦Product Design✦Experimentation Strategy✦
Selected work
Reasoning, not just pixels.
Projects that explore complex problems through research, product thinking, and purposeful design.
MindWise
An AI-assisted wellbeing concept designed around reflection, healthier routines, and unwanted loneliness.
Epa! School of Open Participation
A civic-learning platform that makes participation easier to understand and access.
Urbanpet.do — 404 Experience
A playful web and illustration direction for a dead-end moment.
Hospital Wayfinding Experience
Exploring a clearer orientation journey across a complex healthcare campus.
How I work
From insight to measurable growth
A practical loop that aligns customer evidence with business outcomes.
Understand
Use research, analytics, behavioral patterns, and customer evidence to identify the right problems.
Business valueReduce uncertainty before investing in solutions.
Typical deliverablesJourney evidence · Friction map · Opportunity areas
Experiment
Translate evidence into hypotheses, prototypes, optimization opportunities, and measurable tests.
Business valueLearn what changes behavior with controlled risk.
Typical deliverablesHypotheses · Prototypes · Test plans
Scale
Connect user value, business objectives, and cross-functional execution into sustainable improvements.
Business valueTurn isolated wins into a repeatable growth practice.
Typical deliverablesRoadmaps · Measurement · Operating rhythms
Consulting services
Focused help for journeys that should perform better.
CRO Audit
Find and prioritize the friction limiting a digital journey.
Best suited for: Teams with traffic but unclear conversion barriers.
Explore scope →Landing Page Optimization
Clarify the message, reduce objections, and strengthen the path to action.
Best suited for: Paid acquisition, launches, and high-intent landing pages.
Explore scope →Experimentation Strategy
Turn evidence into a repeatable testing system.
Best suited for: Teams beginning or maturing an experimentation program.
Explore scope →UX Research & Journey Analysis
Understand what customers need, where they struggle, and why.
Best suited for: Teams making product or journey decisions with limited user evidence.
Explore scope →Analytics & Measurement Review
Make conversion performance visible and trustworthy.
Best suited for: Teams unsure whether their funnels and events answer business questions.
Explore scope →Ongoing CRO Advisory
Sustained prioritization, analysis, and experimentation support.
Best suited for: Teams that need senior CRO guidance without a full-time hire.
Explore scope →Experience
Design craft, product depth, and growth rigor.
Current
CRO Manager & UX Growth Specialist
Banco Popular Dominicano
Leading conversion optimization and UX growth work across digital journeys.
UX Designer
Banco Popular Dominicano
Applied user-centered design within complex digital product environments.
Design Thinker Internship
Cruces University Hospital, Spain
Explored service-design opportunities in patient wayfinding and orientation.
Senior Designer
Publicis Dominicana
Created digital brand experiences and campaigns across multidisciplinary teams.
Visual Digital Designer
Adventures Digital Agency
Designed digital experiences and visual systems for regional clients.
About Johan
Creative instinct, sharpened by evidence.
I started in visual design and advertising, learning how ideas earn attention. That path led me toward UX, experimentation, and conversion optimization—where attention is only the beginning.
Today I combine creative thinking, user understanding, analytics, business strategy, and cross-functional collaboration to help teams make better product decisions.
More about my approach →Resources
Notes for making digital journeys clearer.
Practical CRO glossary in Spanish
Browse 195 CRO definitions and applied examples, or download the complete Spanish PDF.
Explore glossary →
A/B test significance calculator
Compare control and variation results to evaluate statistical significance, uplift, and uncertainty.
Use calculator →
A/B test duration calculator
Estimate the sample size and recommended planning window for a conversion experiment.
Use calculator →Start a conversation
Have a product or journey that should convert better?
Tell me where the experience is underperforming and what you need to learn or improve.
Discuss your project →