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Fernando Báez is a Partner and Head Product Designer at Farco Studio, specializing in digital-first branding, digital products, and digital systems. Prior to Farco, Báez was the Head of Design at UNIR - La Universidad en Internet, leading the design team in redesigning the online learning experience. With a background in education and extensive experience in design leadership roles at companies like BBVA and Redbility, Báez has a strong foundation in industrial design, graphic and web design, and computer programming. Through speaking engagements and freelance work, Báez has demonstrated a commitment to driving measurable results through UX design and business strategy.