Strategic & Service Design Leader

Led the Design Strategy practice, defining how design should be used to tackle complex business, product and experience challenges. My work often started by reframing briefs and symptoms into strategic problems, then defining the approach, methods and teams needed to solve them.

Built and led multidisciplinary teams, ensured the strategic quality of the work, and presented and defended approaches, decisions and outcomes with business leaders and senior stakeholders. I also contributed to offer definition, project scoping and company strategy.

The work helped create stronger stakeholder alignment, shared direction and more coherent, tangible and actionable value propositions.

Worked on complex, strategic projects from research and framing through concept development and validation. I worked directly with clients and presented and defended findings, decisions and proposals, including Ibercaja's digital banking transformation and strategic work for Defensor del Pueblo.

I was responsible for UX/UI at an IoT startup, working across the end-to-end experience between physical devices and digital products. I collaborated with technology teams and industrial design partners to ensure coherence across hardware, interfaces, app and web.

I was part of the founding team and led UX and design from concept to launch of an on-demand services platform. I iterated the experience through testing and hypothesis validation, working closely with technology.

Planeo · Ready4Ventures · Taguin · Universia