About me

At eight years old, an Amstrad 286 computer and art classes set the rhythm of my dual passions: code, form, and colour. I left an IT degree to study Graphic Design and Multimedia Production, building self-taught websites for my first clients during endless nights that sparked my vocation.

I launched Grafitio, my own studio with a physical office. Specialising in branding, packaging, signage, SEO, and more than twenty websites in two years, I learned how to budget, negotiate each pixel, manage clients and employees, and deliver projects end-to-end. It formed the foundation of my client-focused, systemic approach.

I led, designed, and developed digital projects across multiple sectors, from public administration to British aviation museums, shopping centres, breweries, e-commerce, and art galleries. Launching over forty websites, I refined my blend of project management, design, and development skills amidst the intense deadlines of advertising agencies and a British studio.

At El Confidencial’s innovation Lab, I coordinated the comprehensive redesign of their digital newspaper, bridging design and technology. A/B testing, heat maps, analytics, user interviews, and feedback shaped every decision. The project won the SND award for best digital design. Using agile methodologies, I took on the role of Product Owner, simplifying and modernising the interface to spotlight the content itself.

At Telefónica, I transitioned fully into UX, designing interactions for the Latam platform and creating animated prototypes to ensure consistency among country stakeholders, product, and technology teams. I established a rigorous QA-UX process and participated in exploratory research, inspiring new features and user flows for millions of viewers.

At Naturgy, I led the research and design-first service, then product for an internal time-tracking tool. By gamifying the experience with virtual journeys and donations to charities, and through personalisation algorithms that reduced repetitive tasks, I significantly boosted adoption. Managing a team of two designers and coordinating information flow with the technology team, I successfully shifted the internal culture from resistance to collaborative engagement.

In the BBVA Next Technologies Lab, I explored trends in HCI, ethical AI, decentralised identity, context analysis, and omnichannel experiences. I also did or facilitated open innovation. I connected future signals with business needs, transforming ideas into tangible solutions using foresight and service design methodologies. I facilitated workshops, trained teams in design thinking, and presented findings in both internal and public talks.

As a Service & Product Designer at Ferrovial, I worked on digital transformation and AI-driven tools for civil engineering projects. I conducted interviews, mapped workflows, negotiated product roadmaps, and prioritised backlogs, aligning user experience, business goals, and technical requirements. Redesigning UI within a corporate design system and conducting ideation workshops helped technical teams find clarity and vision beyond agile cycles.

After dedicating a year to contemporary dance and creative exploration, I returned as a strategic consultant, researching, designing services and products, driving organisational change, and teaching Foresight at Universidad Europea. There, I combine theory with hands-on workshops, enabling students to visualise and prototype future scenarios.

Winning a public tender with the Ministry of Consumer Affairs, I analysed global realities and trends. I facilitated workshops involving municipal, regional, state offices, and associations, mapping the ecosystem and identifying potential scenarios towards a desirable 2035. Through structured ideation and convergence processes, I delivered three distinct solution pathways, comprehensive reports, service blueprints, challenges, opportunities, and risk analyses, all strategically aimed at strengthening consumer protection from the present day forward.