Creating 'Vodafone Energia': a new player in the Spanish Energy Market
Improving design team processes and enhancing Global design system
Revamping Iberdrola: Spanish top-rated Energy management app
Rebuilding Foster's Hollywood Design system and digital Brand
✦ BUILDING PRODUCTS WITH PURPOSE AND A LONG SHELF LIFE
Discovery & Future Focus
Informed decisions lead to meaningful products.
I lead research and strategy to uncover what customers really need, define the minimum lovable product that sparks adoption, and anticipate future scenarios that shape a product’s long-term relevance. The aim? Guiding teams in where to invest design effort and helping product leaders make confident, evidence-based bets.
Value Reimagining
Sometimes value lies in connections not yet made
From reframing how a feature is positioned, to rewriting a microcopy that unlocks adoption, I help organizations see opportunities hidden in plain sight. Beyond execution, I influence strategy by connecting user insights with business goals—helping teams articulate why this matters now and how it scales tomorrow.
Evaluative Delivery
Good enough is rarely good for long
Scaling products requires balancing continuous delivery with raising the quality bar. I identify bottlenecks, find opportunities to pivot features into impactful v2s, and embed design practices that keep teams shipping while improving outcomes. The aim? Creating frameworks, nurturing design culture, and mentoring peers so impact multiplies beyond individual contributions.