People transform business, not AI ⚡

I operate at the intersection of UX research, product strategy, and system-level design thinking. My process is grounded in start with user behavior, validate early, reduce cognitive load, and never mistake aesthetics for experience. Complexity does not intimidate me - simplifying it does.

Where I specialize

SaaS is my core domain. I understand the full lifecycle: from 0→1 discovery through design system architecture, dev handoff, and post-launch iteration. I have led UX for cloud-native platforms integrating ERP, MES, and WMS systems - environments where a single interaction error can halt a production line. That context sharpens your judgment fast.

Progressive Web Apps are a particular strength. Designing cross-device, offline-capable, performance-aware interfaces requires both technical fluency and deep empathy for the user's environment. Factory-floor operators, field technicians, and non-technical users all deserve interfaces that do not fight back.

How I work

I work on AI Agentic UX systems, prioritizing measurable impact over interface implementation.

I challenge assumptions. Most interface patterns were created for a pre-AI world, and I'm excited by the opportunity to rethink how products should work when intelligence is built into the experience from the start.

AI is already part of how I design and build. Execution is baseline. Tools don’t win - people do. AI isn’t a tool - it’s language. The edge is how you define the problem and the outcome.

I pay close attention to where AI capabilities are heading, not just where they are today. I design with the future product in mind, creating foundations that can evolve as the technology advances.

I care deeply about craft. The details matter: interaction quality, visual clarity, copy, edge cases, and overall product feel. My goal is to maintain a high bar for quality while keeping momentum and shipping consistently.

I am a designer-founder hybrid. Beyond individual contributor work, I have run OMMO - a digital product design agency - and served as Product Head at ONIRO, an AI-powered rental marketplace live in Spain. That means I understand the pressure on both sides of the table: the team building the product and the business betting on it.

My workflow is AI-native. I use Claude, Cursor, V0, Lovable, Midjourney, and Adobe Firefly not as novelty tools but as leverage - compressing research cycles, accelerating prototyping, and keeping design decisions tightly coupled to evidence.

I collaborate directly with engineers. I understand component architecture, and deliver Figma systems that development teams actually use.

User-Centered Design

Across industries and product stages, I turn complexity into clear, scalable UX that drives measurable results - using AI to speed up decisions and align user behavior with business goals.

I build products that move fast, scale efficiently, and deliver real value.

Based in Spain. Working globally.