Background
Following my passion
Design has always been my passion and hobby since my early childhood, I learned to design and code on my own out of curiosity. I studied architecture, where I developed my artistic, functional, technical and humanistic base that has had a great impact on my work.
Due to my concern and passion for the digital world, I completed my studies with a master in digital business and specialized training in mobile and web development, digital marketing and product design, among others.
At work
Turning a passion into a job
I began working with digital products at a young age, starting as a Freelancer for a select group of clients. Over time, I’ve completed 35+ projects across Graphic Design, Development, and UX/UI Design.
As a CEO & Head of Product, I have led multiple impact-driven startups, including Onerz (focused on reducing consumer emissions), Tendfy (supporting local and proximity commerce), and YourFridge (tackling household food waste). In these ventures, I implemented the Lean Startup model, overseeing teams, business strategy, growth, and partnerships.
I’ve also contributed as a Product Designer UX/UI & Growth expert for well-known companies like Guruwalk (the largest marketplace for tip-based tours worldwide), Privalia (a leading online fashion outlet), and Foods (a major online supermarket in Chile). My work with cross-functional teams focused on enhancing user experience to drive growth through conversion optimization, customer-centric design and problem-solving.
With over 10 years of experience in fast-paced and high-demand environments, I’ve held various product roles across industries such as foodtech, edtech, retailtech, cleantech, traveltech and fintech. I am passionate about working on projects that not only deliver business success but also create a positive impact on society and the environment.
In life
Making the most of my life
I love making the most of my life, enjoying everything it can offer me. I value always learning and experiencing new things and being around great people. I’m passionate about traveling (40+ countries), nature, photography and drones. I like to tell stories of my travels through the videos that I post on Youtube and Instagram.
I like sports in general. I’ve been a professional swimmer & lifesaver for 20+ years. World runner-up and European champion several times, I’ve participated in 4 world championships and 6 European championships. I was co-founder of a swimming club, created Aquademy (an online swimming academy) and published a guide to learn to swim on Amazon.
My core skills lie in the intersection of design, business, marketing and technology, which means that I’m skilled in creating digital experiences with a focus on business goals and an iterative, data-driven approach.
Professional
Personal
Those experiences made me the professional I am today.
Ago 2021 – Nov 2023
Head of Product Design UX/UI
GuruWalk is the biggest marketplace for tours based on tips around the world, with more than 300k users/month and more than 1.8k tours in more than 650 cities.
Main Responsibilities
- Lead the user experience and product design mission in the company, measuring the impact and analyzing the results through experiments.
- Lead qualitative and quantitative research through interviews, feedback, usability tests and surveys to identify needs and problems of users.
- Creation of a Design System from scratch with components, rules, style guides, and documentation used to build a coherent and on-brand interface of a product.
Jun 2019 – May 2021
Co-founder & CEO
Onerz is a greentech startup to discover more sustainable and affordable products and services to reduce your environmental impact while saving money. Developed within ZubiLabs, an Impact Venture Builder.
Main Responsibilities
- Lead the definition, development and launch of the MVP from scratch and validate it to reach the Product/Market Fit.
- Lead, grow and motivate a multidisciplinary team up to 7 people chasing company OKRs with Scrum and Kanban methodologies.
Oct 2017 – Jun 2019
Product Designer UX/UI & Growth
Privalia is one of the biggest ecommerce companies in Spain, Italy, Mexico and Brazil with more than 30M users around the world.
Main Responsibilities
- Create persuasive user experience through experiments and multivariate testing in the different channels to improve the conversion rate (CRO), product hacking.
- Qualitative and quantitative research through interviews, feedback, usability tests and surveys to identify needs and problems of users.
Jun 2017 – Oct 2017
Product Designer UX/UI
Indra is one of the 100 largest companies in the world. Working for the new TMS for Hotels, management software for hotel chains. End to end project until launch.
Main Responsibilities
- Identify user needs and problems through qualitative and quantitative research, trend analysis and best practices to recommend the product experience.
- Define easy-to-use conversion-oriented solutions for desktop and tablet that respond to the business objectives and user needs.
Jan 2017 – Apr 2017
Lead Product Designer UX/UI
Foods.cl is an online supermarket in Santiago de Chile with more than 1k recurrent customers. End to end project until launch.
Main Responsibilities
- Translating business goals, user needs and product strategies into user experience, use cases, user stories and features for the development team (up to 5 people).
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Building the product roadmap and maintaining a prioritized product backlog working with Agile Methodologies (Scrum and Kanban).
July 2015 – July 2016
Founder & CEO
Tendfy is a B2B2C marketplace startup that locates the shoes of the stores and shows the nearest ones to the users location based on their tastes and preferences.
Main Responsibilities
- Lead, grow and manage a team up to 5 people working with Scrum and Kanban.
- Improve the product through Data Analysis (Machine Learning, Predictive Analysis)
- Lead and execute the marketing strategy (Inbound Marketing, Growth Hacking, etc), sales, partherships and financing (BA, Public Financing, Banking, VC)
Nov 2014 – May 2015
Co-founder & Head of Product
Yourfridge is a smart app that knows your feeding habits and offers you custom discounts, recipes and shopping list.
Jun 2012 – Jun 2013
E-commerce Manager
Ipemoda is a fashion e-commerce with an innovative nationwide dress rental model.
Main Responsibilities
- Development and management of the online sales channel of a fashion store, Magento CMS & ERP, CRM, sales, suppliers and logistics.
- Marketing and communication (SEO, SEM, SMO, etc) and customer care.
2008 – Present
Freelance Product Designer UX/UI
Build, iterate and design the solution through Customer Development, Design Thinking and Lean Startup methodologies. UX/UI design, Material Design & User Centered Design
My design process is based on the principles of Design Thinking and the Agile methodology, focused on people’s problems and needs, making emphasis on empathy, creativity and collaboration. It is iterative and feedback-driven, and includes these phases although it does not have to follow them linearly.
This phase is about deeply understanding the needs, problems and desires of the users. To achieve that, I conduct research through interviews, surveys, data analysis and observation of user behavior.
In addition, alignment with the business and product objectives is also addressed, through transversal coordination with the different stakeholders to obtain the best result.
Tools
- Observation: Interviews, surveys, participant observation, data analysis...
- Empathy map: Visualize the user's needs, emotions, thoughts and experiences.
- Journey map: Describes the user's journey through a process or service.
- Buyer persona: Semi-fictional representation of your customers based on behavior
- Customer discovery: The continuous process of researching and learning about the customer
- Problem statement: Describes the problem clearly and concisely from the user's perspective.
- Prioritization: Select the most important problems to solve.
In this phase I generate innovative and feasible ideas to solve users’ problems or meet their needs, but we should not stick with the first idea that comes to mind. Sometimes the most outlandish ideas are the ones that generate visionary solutions. Good ideas can come from anyone, so collaboration is important.
Tools
- Brainstorming: Generate a large number of ideas in a short time.
- SCAMPER: Technique to modify and improve existing ideas.
- Storytelling: Tell a story to connect with the user's emotions.
- Moodboard: Visual representation of a concept, idea, or theme to communicate ideas
- Impact Matrix: Evaluate the potential impact of solutions.
Fake it until you can make it. I transform ideas into reality to validate it with real users spending the minimum amount of time to create the closest to the real thing. Building prototypes makes ideas tangible and helps us visualize possible solutions.
The user feedback help me to identify improvements, failures or shortcomings and iterate design solutions.
Tools
- Sketches: Quick drawings to capture ideas on paper.
- Mockups: Low-fidelity prototypes to visualize the look and feel of the solution.
- Functional prototypes: High fidelity prototypes that allow testing the solution in a real environment.
- Flow diagrams: Visual representation of a process, system or flow.
- Information architecture: Structure and organize information so that it is easy to find, understand, and use.
- User testing: Observe how users interact with the prototype and collect their feedback.
- Iteration: Refine the solution based on the feedback and feedback received.
It’s time to move it to production prioritizing the delivery of value to the user as quickly as possible, documenting all specifications and requirements to facilitate
the development.
The solutions are also tested to measure the impact quantitatively and think about possible improvements.
Tools
- A/B testing: compare two or more versions of a solution to determine which one performs better based on a predefined objective.
- Heat maps: Visual representation of data where the magnitude of individual values within a dataset is indicated by color.
- Shadowing: Observing and learning from a more experienced professional in their daily work environment.
- Iteration: Refine the solution based on the feedback and data collected.
Awards
- 2025 Best Android and IOS App Designs with @GuruWalk / DesignRush
- 2021 Best Traveltech / Tourism Startup @GuruWalk / VLC Startup Awards
- 2020 Top 14 Best Innovative Projects to contribute to economic and social recovery from Covid-19 with @Onerz / Energia+
- 2016 Finalist II Startup Battle BBVA with @Tendfy / BBVA
- 2014 1st Price Startup Weekend Valencia with @DrinkWay / Startup Weekend
- 2014 2nd Price Startup Weekend Valencia with @YourFridge / Startup Weekend
- 2013 Top 5 Best Final Architectural Career Project with @Molidelspasiego / Polytechnic University of Valencia
Interviews
- 2020 Radio interview in Plaza Radio with @Onerz / Plaza Radio
- 2020 Out in digital journal Emprendedores with @Onerz / Emprendedores
- 2020 Out in digital journal EFE with @Onerz / EFE
- 2016 Out in digital journal Theappdate.es with @Tendfy / The App Date
- 2016 Out in digital journal Eleconomista.es with @Tendfy / El Economista
- 2016 Radio inverview in Libresfera.com @Tendfy / Libresfera
- 2016 Interview in digital journal Impulsandopymesdigital.com with @Tendfy / Impulsando Pymes