Markets punish vagueness
Start with evidence.
I run focused research, shape an executable strategy, and ship solutions that evolve at the pace of the business.
Known for generating innovative, effective ideas
Curious and positive, transforming complex challenges into scalable solutions that enhance user experience and achieve business objectives.
Helping clients in Madrid and Worldwide since 2016.
Senior Product UX Designer and Strategic Consultant
- MBA
- UX / HCI
- Poduct Design
- Service Design
- +9 years
- +36 projects shipped
- Worldwide
Why work with me?
I bring clarity, build what works, and ship without drama.
Fast, honest, measurable
Short cycles, clear trade-offs, visible metrics, adoption, activation, conversion.
So you see impact, not theater.
Tailored process vs. one-size-fits-all
Right-sized methods for your stage and constraints.
Better decisions, work in production, and momentum instead of template theater.
Core Services
Research
Actionable research to understand your business, users, and market. I map jobs-to-be-done, frictions, motivations, and competitor moves, then size opportunities so decisions are evidence-led.
Metrics & Impact
I define KPIs and instrumentation (analytics/events), set up clear dashboards, and track adoption, activation, retention, and conversion. Experiments (A/B) turn learning into lift.
Discovery
From hypotheses to viable options. I align business and tech, de-risk with fast prototypes, and validate with real users to decide what to build first.
Iterate & Grow
Close the loop: prioritize by impact, ship improvements on a steady cadence, and scale what works. Frequent releases, tight feedback cycles, compounding growth.
Design & Implementation
End-to-end product design: information architecture, flows, wireframes, and UI. Clickable prototypes, accessible patterns, a tidy design system, and developer-ready specs.
Strategy & Product
- Product Strategy
- Roadmap
- OKRs
- KPIs
- Prioritization
- Product Discovery
- Value Proposition
- PMF
- Pricing & Packaging
- Go-to-Market, PLG
- SaaS
- E-commerce
- Marketplaces
Research & Insights
- UX Research
- JTBD
- User Interviews
- Usability Testing
- Surveys
- Field & Diary Studies
- Card Sorting
- Tree Testing
- Heuristic Evaluation
- Analytics Review
- Funnel & Cohort Analysis
- Voice of Customer
- NPS
Service & Innovation Design
- Service Blueprint
- Journey Mapping
- Touchpoints
- Moments of Truth
- Frontstage
- Backstage Orchestration
- Omnichannel Experiences
- SLAs
- SOPs
Design & Content
- Information Architecture
- Flows
- Wireframes
- Prototyping
- UI Design
- Design System
- Accessibility
- Content Design
- UX Writing
- Localization
- Internationalization
- Motion
- Interactions
- Voice UX
- Chatbots
- AI/LLM UX
- Prompt Flows
- Guardrails
- Trust & Safety
Delivery & Engineering
- Design Engineering
- Frontend Architecture
- Handoff
- Dev-ready specs
- Agile/Scrum
- CI/CD
- QA
- Design Ops
- Research Ops
- Integrations
- Security
- Privacy (GDPR)
- Performance
- Multi-tenant
- White-label
Data, Experiments & Growth
- Instrumentation
- Event Taxonomy
- GA4 / Mixpanel
- A/B Testing
- CRO
- Onboarding
- Activation
- Retention
- Churn
- Lifecycle
- CRM
- LTV/CAC
- Growth Loops
- Adoption
- Conversion
- TTV/TTFV
Works
I selected these 12 of 38 projects that show how I think and how I ship.
They span discovery, strategy, UX/UI, content, and design systems, and they were delivered under real constraints.
If you would like to learn more, please feel free to visit my Portfolio ⟶
2025
BatchLab
SEOCopyLab • Web Services • Worldwide
Tools for content creators and web-masters, SaaS.
Research on Social Engineering
Confidential • Cybersecurity • Worldwide
UX Research on Social Engineering on Dating, Communities & Networking.
2024
Various Projects
Leadtech • Native Apps, Tools, B2C • Worldwide
UX Research & UX Design Consultancy for 6 apps (OS/Andorid) from one developer, with millions of downloads.
2023
TUI Tours Operational Platform
TUI Group • Internal operations platform (ERP) • EU & Worldwide
Built a central operations hub that turned fragmented data into actionable flows and lifted team productivity by about fifty percent. First version shipped in about three months.
2022
TUI Tours E‑commerce
TUI Group • Travel and leisure e‑commerce • EU & Worldwide
Launched a new storefront for culturally immersive tours and connected it to real operations without breaking trust. From zero to beta in eight months, attracting a premium traveler segment.
2021
DKV Seguros — CRO for regulated funnels
DKV Seguros • Health insurance • Spain
Turned pretty but hesitant landings into confident conversion paths using disciplined CRO. Clearer messages, cleaner forms, and evidence‑led iterations produced measurable gains without a redesign.
Natura — Headless CMS and design system
Natura • Retail e‑commerce • Spain & EU
Migrated the storefront to headless and mapped the design system to the CMS so marketing could ship pages in hours with governance that protects the brand.
OBS Motorpool — Olympic‑scale dispatch
Olympic Broadcasting Services (Owned by Olympic Committee) • Operations tooling • Worldwide
Reframed an event‑critical motorpool as an Uber‑style service. Delivered dual‑sided UX and a lean design system so crews and gear move on time with predictable dispatch.
One Firelight — Content‑led wellness MVP
One Firelight • Consumer wellness • USA
Shaped a creative vision into a testable, content‑driven MVP with a clean information architecture and an editorially aligned design system ready for build.
2020
Naturgy — Interactive bill
Naturgy • Energy utility • Spain
Turned Spain’s most dreaded envelope into an interactive explainer. Paired legal accuracy with plain language so people finally understand what they pay and why.
2018
Acapulco — Online supplies for bars, cafés, and restaurants
Founding team • B2B marketplace • Spain
Built a smart restock prototype and the unit‑economics model that made us pause. We saved capital by proving what must be true before code, trucks, or inventory.
2016
Carrefour Online Supermarket — E‑commerce redesign
Carrefour España • Grocery e‑commerce • Spain
Re‑architected navigation and checkout with research and prototypes. After launch, online sales increased by about twenty percent and teams gained a structure that lasts.
Don't forget to visit my portfolio! portfolio!