The full picture
Every hat I've worn taught me something the next one needed
Alfredo Vásquez
I'm a
I've worn many hats.
Each one taught me something the next one needed.
Strategic Design Lead · Lima, Peru
I've worn many hats throughout my life. Every stage, every adventure, every venture, every culture I encountered left me lessons that, in hindsight, shaped a flexible and adaptable mindset. I chose to study computer engineering for the range of possibilities it offered — though I never imagined "designer" would be one of them. Throughout my career I always kept a close relationship with technology, using data analytics applied to product and service management, regardless of the role I was in.
I got into a bank before I got into design. My first job was an internship at BCP in 2009, and by 2011 I was on the founding team of its mobile banking — when checking a balance on a phone was still an unusual thing to do. I've kept coming back to banking ever since. That's why the internal half of a product is never abstract to me: for years I was the internal user.
My path to design wasn't a decision — it was a consequence. And it started in a card shop. During a stint as a freelance front-end developer, my love for Magic: The Gathering led me to start a business: that's how El Tablero de Otto was born. It was while building that hobby store that I started designing without knowing it — finding pain points in other businesses, understanding what different types of users valued, creating experiences that made people want to stay. By the time I realized what I was doing, I was already a designer.
Most of my career has run on project time — secondments, consultancy, squads that assemble for a launch and dissolve after it. Three of those years I spent leading a design team at BBVA Perú; today I'm at BCP as a direct hire, designing internal Salesforce tools. I left almost every project before the business numbers came in. What each one left me was the judgment I took into the next.
Outside the screens, I keep learning in other ways. I'm a cyclist who has pedaled all the way to Urubamba, a trekker who knows the Pampa de la Quinua, a traveler who takes advantage of every friend's wedding to explore a new region. I'm a Scout by training — and that explains a lot about how I approach problems. Family guides my decisions. Games, music and film are how I process the world when I'm not in designer mode. I think all of that shows up in the work.
Some quotes I use as mantras:
Life Milestones
2026
Ayacucho Road Trip — Holy Week
Group trip for Velatoro and Jalatoro.
2025
Product Designer, direct hire at BCP
From consulting to a direct relationship — the natural next step.
2025
New Year in Cusco
Visiting Fer and ringing in the new year with friends from Cusco.
2024
Strategic Design CoE at BCP
UX Designer for Salesforce via Multiplica Talent, within the bank's Design Center of Excellence.
2023
Certified Scrum Product Owner®
CSPO® certification earned in October — one more piece of the product leadership puzzle.
2022
Cebiche Design Team — BBVA Peru
UX Designer and Design Lead via Multiplica Talent, leading design projects for Peruvian banking.
2022
Ayacucho — Holy Week
Group trip for Jack's open house.
2021
Janus — Interbank via LIQUID
End-to-end design of Peru's first 100% digital mortgage.
2020
Advanced UX and Service Design
El Muro program — deepening service design and advanced methodologies.
2020
UX Designer seconded to Interbank
First experience at LIQUID — the start of the Janus project.
2019
Cajamarca — Porcón Farm
Family trip with an obligatory stop at Peru's most photogenic farm.
2019
Cusco — Andean baroque circuit
Fernando's wedding as the perfect excuse to explore the baroque circuit solo.
2019
Digital Culture Bootcamp
Intensive training at En Estado Beta — digital culture and an experimentation mindset.
2018
Ayacucho — Pampa de la Quinua
Eder's wedding and an improvised trip to Peru's most significant battlefield.
2018
Service Design and Lean UX
Specialization program completed — the tools that formalized what I was already doing.
2018
Aelucoop — First UX Designer role
First professional experience as a UX Designer — innovation lead within six months of joining.
2017
Pucallpa — Peke peke canoe
Navigating the river by motor canoe — one of those experiences you don't plan, you live.
2016
Cusco to Urubamba by bike
Riding through Maras and Moray — the kind of trip that only makes sense while you're doing it.
2016
El Tablero de Otto opens its doors
My hobby store sees the light of day — and without knowing it, my design career begins.
2015
Freelance Web Developer
First steps as a front-end developer — the bridge between technology and design.
2014
Digital Marketing Specialization
UP program completed — the foundations of user- and business-oriented thinking.
2014
Grand Prix Santiago — Magic
My first major international Magic tournament — the game that would lead me to start a business.
2013
Oxapampa by bike and on foot
All of Oxapampa by bicycle plus trekking in Yanachaga-Chemillén National Park.
2013
Interbank Bancassurance
Mass Insurance Analytics — data was always part of how I work.
2012
Tiendas Ripley — First job
The professional starting point — where I learned that customer experience is everything.
2012
PUCP graduate — Computer Engineering
The degree that opened doors I didn't even know existed.
2011
BCP Mobile Banking — Founding team member
One of the founders of BCP's mobile banking team — when smartphones were just getting started.
2011
Cusco — Rafting on the Vilcanota
A university trip that included an epic fall in the river — and I survived to tell it.
2011
BCP — Second internship
Process improvement in the branch channel — learning how a bank works from the inside.
2009
BCP — First internship
Strategic Channel Planning — my first real contact with the corporate world.
2007
Scout Troop Leader — Valle de Vitor - Misticamp
Campout in Arequipa — the most honest leadership I exercised before entering the professional world.
Let's talk.
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