If you don’t measure things,
you can’t know what’s missing.

I've been designing digital products for over fifteen years. Long enough to have watched entire empires rise (Adobe, Figma, Claude) and fall (Macromedia, NFTs, the Metaverse) and to have learned that the fundamentals don't really change: talk to the people who will use the product, plan thoroughly, fail fast and often, iterate until it's right.

I love every step of the design process, from early discovery and research to systems and iteration. The gaps between those stages are where the most interesting decisions live. Currently I'm a Staff Product Designer at Hexaware, where I work across FinTech, Healthcare, and Data Security. A generalist by nature, operating at staff level by choice.

I grew up in Madrid surrounded by computers and videogames (which technically makes me an early adopter). I studied at Miami Ad School, moved around for a bit, and eventually set up shop in Amsterdam in 2018. I work natively in English and Spanish, and Dutch is coming. Slowly, but it's coming.

Change is the only constant in product design. The perfect product is a moving target. The best we can do is chase it as closely as possible.

A big part of my work is strategic rather than executional: deciding which problems are worth solving, building an environment where the team can bring their best work, and communicating honestly with empathy at its core.

When I'm not working, you can find me hunting down the best vegan food Amsterdam has to offer (do yourself a favour and visit Men Impossible), trying to make a dent in my Steam library, or buying books I'll probably read next year.

I'm always happy to talk about design, work, or anything else. The contact form is the quickest way to reach me.