Pedro Iniesta I turn ambiguity into decisions teams can ship.
Pretty interfaces don't fix unclear value propositions. I help teams figure out what's actually worth building — through research, decision frameworks, and cross-functional alignment — so the product makes sense to the business and the people using it.
Portfolio Projects
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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.’
Selected clients & collaborators
Organizations
- Telefónica — Telecom · Website
- Wayra — Venture capital & startup accelerator · Website
- Leadtech — Product company (digital business) · Website
- DKV Seguros — Insurance · Website
- Natura — Retail (lifestyle) · Website
- Musement — Travel experiences marketplace · Website
- Nezasa — Travel tech (trip planning) · Website
- Carrefour España — Retail (grocery e-commerce) · Website
- Alcampo (Auchan) — Retail (grocery) · Website
- EUIPO — Public sector (intellectual property) · Website
- European Union — Public sector · Website
- KPMG — Professional services (consulting) · Website
- TUI Group — Travel · Website
- Softtek — IT services & delivery · Website
- Cloud District — Digital transformation consultancy
- Charles Oakes — Independent client
- Machiina — Software studio (legacy)
- Hermanos Clever — Design studio (legacy)