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.
Today's problems don't come with instructions. The context shifts, the signals compete, and the playbooks everyone relied on were written for a world that no longer exists. Every case below was built without one. I see through the noise to bring clarity and direction, then stay through delivery to prove it holds. Based in Madrid, working with startups, corporations, and professionals across B2C, B2B SaaS, e-commerce, and public sector.
Latest posts
See all posts- 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.
- Superstition Deadlock, Part 1: How to Recognize ItSuperstition Deadlock Theory explains why capable teams stall on obvious choices. Not from lack of data, but from contradictory beliefs that cannot be discussed without consequences.
- Designing Operations, Not Just InterfacesWhy front-stage interactions and back-stage operations must be designed as one system, and what breaks when they are separated.
Projects (case studies)
See all projects-
BatchLab, Content Visibility Platform, Strategy to ProductI designed and built a developer-first platform for content visibility — from early proof-of-concepts through continuous research and iteration — for an industry that had not yet agreed on what it needed. -
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, Internal ERPI shipped a v1 internal ops ERP in ~3 months, unifying fragmented data and workflows to support a reported ~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.