Owned end-to-end product design for startups, enterprises, and public institutions, shipping MVPs and scaling journeys across diverse industries, establishing project-level design systems, analytics-led iteration, and partnering closely with developers and product/business on integrations and delivery.
Pedro Iniesta No precedent. No playbook. 40+ products shipped.
The context shifts, the signals compete, and last year's playbook no longer applies. I help teams figure out what is actually worth building, then stay through delivery to prove it holds. Based in Madrid, working with startups, enterprises, and public institutions across B2C, B2B SaaS, e-commerce, and public sector.
Latest posts
See all posts- When Your Product Becomes Someone Else's SourceAI systems repackage your content without asking. Retrieval-ready content design and governance control how your product appears in LLM answers.
- The Users You Forgot to Design ForDevelopers and AI agents are product users who never open a browser. Designing for them is product design — the industry just has not claimed it yet.
- Superstition Deadlock, Part 2: How to Dismantle ItDeadlocks form because organizations protect contradictions the way immune systems protect the body. Dismantling them requires making the contradiction speakable without triggering the defense.
Projects (case studies)
See all projects-
BatchLab, AI Content Platform, Architecture to ProductI designed and built an AI platform end-to-end: architecture, integrations, and developer tooling — from proof-of-concept to shipped product. -
EU Institution, Observatory Technology Guide, UX AuditUX audit and roadmap for an EU agency-affiliated knowledge guide: clearer entry, stronger discovery, and governance for reuse via search and AI assistants. -
Subscription App Studio, 8-App Portfolio, Decision LoopI helped an app studio improve decision quality across eight subscription apps by aligning product managers, ASO, design, and engineering. -
TUI Tours, Operations Platform, Data & API HubI shipped a v1 operations hub in ~3 months: data architecture, API integration design, and workflow unification — ~50% productivity lift for ops. - TUI Tours, Immersive Tours Marketplace, E-commerce B2B+B2C‘I shipped a multi-market beta for TUI’s culturally immersive tours in ~8 months by aligning content, brand, and legacy ops constraints for reliable booking.’
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Cloud District, Multi-Client Portfolio, Senior UX ConsultingUX consulting across DKV Seguros, Naturgy, Natura, and OBS Motorpool: compliance and ops constraints turned into decision-ready systems teams could ship. -
One Firelight, Wellness MVPIn 2020–2021, I shaped One Firelight's content-led wellness idea into a testable MVP: content categories, navigation, and a lean design system. -
Acapulco, Hospitality Restock Marketplace, Go/No-Go DecisionSolo venture after my MBA: field research, service blueprinting, and unit economics to decide when to pause before scaling. -
Carrefour Spain, Online Grocery, E-commerce Redesign‘Modernized Carrefour Spain’s grocery e-commerce on a legacy stack using research, information architecture, and alignment—+20% sales after launch.’
Work
See all work- June 2016 - Present (Remote & Hybrid, EU)Independent ConsultantUX/Product Designer & Researcher
- December 2025 - March 2026 (Spain)batchLabCo-founder Product & Engineering
Co-founder shipping the MVP end-to-end: UX & Market Research, Frontend, Backend, infra, CI/CD, design systems, CLI/API/MCP & Developer Experience Design.