Hi! I'm Cristina, but everyone calls me Kuri.

I shape connections.

Coming from a design background, I've learned to navigate the worlds of strategy, innovation, and business.

See my work ↗ Let's talk
10+
Years of experienceacross strategy, innovation, and experience design
7+
Industries exploredretail, consumer goods, food, entrepreneurship, and construction
5+
Years leadingmultidisciplinary teams and collaborative design processes
02 — Who I am

A few tensions
that shape me

Japanese heritage
Latin American vibes

Born in Japan into a family with Okinawan roots and raised in Peru, I've grown up between Japanese values and the warmth of Peruvian life.

Thoughtfulness
Bridge-building

I enjoy taking the time to understand people, have meaningful conversations, and find unexpected ways to bring people, ideas, and opportunities together.

Untangling complexity
Moving intentionally

Part of how I navigate the world is making sense of complexity and helping things move forward with intention.

03 — What I do

I enjoy creating meaningful brands, products, services, and experiences
through strategic thinking and a human-centered approach.

Human Experiences Brand Design Product & Service Design Org Design Strategy

Selected projects

04 — Experience

Where I've
been & built.

UNACEM Group [ Construction Materials ]
2024 Discovery & Design Lead

Building discovery and design capabilities while uncovering new digital and business opportunities.

Candela Brand Kitchen [ Brand Strategy Studio ]
2020 Co-founder & Design Director

Building brand strategies, identities, and visual systems for brands across industries.

Alicorp [ Consumer Goods ]
2023 Research & Service Design Lead

Leading research and service design capabilities across B2B and consumer experiences.

Promart [ Home Improvement Retail ]
2022 Organizational Transformation Lead

Leading transformation initiatives across customer experiences, operations, and organizational ways of working.

2018 Design Strategist / Service Designer

Designing seamless services by integrating digital tools, logistics, operations, and physical spaces at scale.

La Victoria Lab [ Corporate Innovation Lab ]
2016 Designer

Designing human-centered experiences and new ventures at Intercorp, with IDEO as a strategic partner.

Interested in working together?
I'm currently exploring opportunities in Singapore.

If you think my experience could be a good fit for your team, I'd love to hear from you.

Send an email ↗ LinkedIn