Spain, Mexico, Colombia · 2008–2012 | A corner store owner in Mexico City records a transaction. That data travels wirelessly to Frogtek's servers. A McKinsey analyst uses it to advise Unilever on shelf placement across Latin America's traditional retail channel. That was the flywheel I helped design. Frogtek digitalizes neighborhood stores and converts that digitalization into structured market intelligence — a two-sided system where social impact and business sustainability reinforce each other. As design director, I led the strategy and product development of Tiendatek and Agritek: tools built for the real constraints of the informal economy — low connectivity, no prior digital infrastructure, merchants running on thin margins. McKinsey featured Frogtek as one of the world's most socially innovative companies. BBVA and GSMA awarded us €110,000 in funding.