About

I’m Sebastián Correa, Seba for short. I design and build stores, interfaces and admin tools, mostly on NetSuite and Shopify. Co-founder and CCO at BrokenRubik.

Seba Correa, portrait

I started in 2009 designing stores for NetSuite clients, and I have never stopped at the design: I build them inside NetSuite too, with custom themes and code. Seven years at SuiteCommerce and then at NetSuite, always looking for a better way to implement the next one. In 2017 I co-founded BrokenRubik with Mercedes Lerena, Joaquin Vigna and Gustavo Cañete.

There I look after everything clients see, from the design to the code that ships it, on NetSuite and on Shopify. Lately I have been sharpening SEO: rankings, speed and site structure for our e-commerce clients. On the side I build small things with AI in the Lab and write about what changes when software can make itself.

Career

  1. 2017 – NowCo-founder & CCO, BrokenRubik

    Started a NetSuite-only consultancy with Mercedes Lerena, Joaquin Vigna and Gustavo Cañete, built on one idea: quality first. More than 100 companies since, across NetSuite accounts and e-commerce sites. I look after everything clients see, from the design to the code that ships it.

    • Creative direction across every project: the quality bar, and the final review before anything reaches a client.
    • Stores on SuiteCommerce Advanced and Shopify, designed and built: custom themes, extensions and code, from the first workshop to launch and the years after.
    • Admin tools, dashboards and portals that sit on top of NetSuite: dealer portals, B2B account areas, back-office screens.
    • SEO and performance for e-commerce clients: rankings, page speed and site structure.
    • Conversion and accessibility: analytics, A/B tests, better checkout and search, and stores that meet WCAG.
    • Shopify apps and the integrations that connect a store to NetSuite.
    • The BrokenRubik brand: identity, website and sales decks, and more than 40 articles on NetSuite, AI and MCP for its blog.
    • Pre-sales with the commercial side: scoping, proposals and quick prototypes for new clients.
    • AI in the daily work: prototyping with vibe coding, and connecting NetSuite to assistants through MCP.

    Figma · SuiteCommerce Advanced · Shopify · Liquid · SuiteScript · Search Console · Lighthousewww.brokenrubik.com

  2. 2016 – 2020UX/UI Front-End Developer, RST Brands

    Designed and built the online stores, and the marketing campaigns that ran on them, alongside the first three years of BrokenRubik.

    • Design for the marketing campaigns, from the idea to what went live on the sites.
    • UI and UX improvements across the sites, designed and implemented.
    • Third-party tools integrated into the stores.
    • A steady stream of improvements, proposed and shipped together with the in-house development team.
    • Home, category and product pages, navigation and checkout, designed and coded.

    HTML · Sass · JavaScript

  3. 2012 – 2016Web Developer & Senior Web Designer, NetSuite

    Designed e-commerce sites for NetSuite clients and implemented them inside NetSuite. Grew from designer to senior designer.

    • Store design for NetSuite clients across industries, from the first mockups to launch.
    • Themes, templates and custom code to build those designs inside NetSuite.
    • Always a better way to build the next one: cleaner templates, reusable styles, faster pages.
    • Maintenance and improvements on new and existing sites.
    • Reviews of other designers' work and the standards the team followed.
    • Close work with consultants and developers in the US on client projects.

    HTML5 · LESS · Sass · jQuery

  4. 2009 – 2012Web Designer, SuiteCommerce

    Where it started: designing stores for NetSuite clients and building them myself, inside NetSuite.

    • E-commerce sites for NetSuite clients, designed, developed and maintained.
    • Themes and templates customized in code, not only in the editor.
    • Stores built on Site Builder, NetSuite's storefront tool at the time.
    • Web campaigns for online launches, email marketing and banners.

Elsewhere