About Me

Designer with 10+ years of experience across UX, UI, branding and digital product design. I’ve worked across the UK, Canada and Spain — moving fluidly between strategy and execution.

I translate complexity into clarity, systems into scalable experiences, and ideas into products that feel meaningful and human.

Outside of design, I’m addicted to Pilates Reformer, and I enjoy sharing my UX experiences—the challenges, insights, and lessons—both internally at IBM and at external events.

Currently Senior UX Designer at IBM, shaping enterprise experiences and helping teams rethink the way digital products are built.

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Experience

Senior UX Designer

IBM — Present

Leading product and service design initiatives in enterprise ecosystems.

Lead UI Designer

Debenhams — 2019–2020

Owned and evolved the design system across digital platforms.

Global UI Lead

Avon — 2018–2019

Unified global design systems across markets and platforms.

UX/UI Designer

Media 10 — 2016–2018

Delivered branding and digital campaigns across events.

Graphic & Web Designer

The Traveller — 2016

Produced print and digital campaigns for major brands.

Recommendations

Rocio brings clarity, structure and humanity to complex UX challenges. A true professional and inspiring collaborator.

Francia Vallasciani

UX Manager

Creative, thoughtful and deeply user-focused. Working with Rocio elevated our entire design process.

Khushmin Mistry

Product Designer

Detail-oriented, strategic and always collaborative. An incredible team member and design leader.

Matias Villagra

UX Researcher