Barcelona, Catalonia, Spain
I’m a Strategic UX Designer and Researcher working at the intersection of user insight, product, and business decision-making. I specialize in discovery and experience strategy within complex and regulated environments, helping teams frame the right problems and translate research into clear, actionable direction. With experience across automotive and insurance, I collaborate closely with design, product, and engineering to ensure research drives prioritization, reduces uncertainty, and creates meaningful impact. I’m currently strengthening my focus on Customer Experience Strategy and business-oriented design.
En Flat 101 somos referentes internacionales en diseño y optimización de productos y servicios digitales. Gracias a nuestro consolidado enfoque metodológico BXOp (Business eXperience Optimization), combinamos estratégicamente diseño, datos, tecnología, negocio, ciencia y la aplicación transversal de la IA para impulsar la rentabilidad de los negocios mediante soluciones innovadoras que maximicen el rendimiento. Abanderamos nuestra forma de hacer las cosas como activo de nuestro trabajo: la atención al detalle, nuestro compromiso ético y nuestro enfoque centrado en el bienestar de las personas nos define, nos hace diferentes y forma parte de nuestra identidad. Con casi 300 profesionales y oficinas en España y México, formamos parte de Minsait (Indra) desde 2021, lo que nos permite llevar nuestra propuesta de valor aún más lejos.
At SEAT/CUPRA, I’m part of the team shaping the in-car digital experience within the HMI ecosystem — blending user research, strategy, and design to create seamless and meaningful interactions. I focus on turning insights into actionable design decisions that enhance usability and ensure coherence across interfaces. I lead research processes end-to-end from framing research questions and conducting user testing to synthesizing insights and translating them into clear design opportunities. Working closely with cross-functional teams in Design, Engineering, and Product, I help ensure that concepts are implemented consistently both in simulation and real vehicle environments. 🔹 Strategic and usability research 🔹 Definition of user flows and HMI architecture 🔹 Qualitative and quantitative testing 🔹 Communication of insights and recommendations to stakeholders In essence, I bridge user needs and product vision helping design more intuitive, user-centered digital experiences within the automotive context.
- Design analysis - Layout of resources in Sketch. - Preparation for development (Graphic specification of assets). - Creation and maintenance of libraries in Sketch. - Management of technical and graphic documentation. - Specification of workflows and views that make up the HMI of the instrument cluster. - Collaboration with the design department, the conceptualization team, and the development team. - Verification of the implemented work through simulation and in "real" environments (test models/vehicles). - Process management (Jira).
Responsible for the pre-production of photo shoots, organizing and producing sessions (including contacting models, styling, locations, and subsequent post-production). Creation of wireframes and prototypes for the app and website. Benchmarking: researching trends in competitor brands as well as in other sectors. Selection, retouching, and subsequent adaptation for newsletters/social media, design of banners and landing pages. Management of content uploaded to the website and newsletters, graphic design of landing pages and banners, and fabric rendering.
CX Designer / Visual Experience Responsible for enhancing the in-store and digital customer experience at the El Born location. Collaborated with external creative teams from Nike and Adidas to ensure visual and experiential consistency across campaigns. Designed and implemented visual content, in-store events, and product launches focused on strengthening brand engagement and emotional connection with users.
- Product Designer - Creation of wireframes - Benchmark: Market and competitor analysis. - Research