Understand people.
Design what matters.

User research, product design
and customer experience.

Five years of research activity at Vodafone.
Earlier CRO experience at Línea Directa.
Master’s in Customer Experience and Innovation.

Málaga · Remote · Planned travelLet’s talk ↗

Selected decisions

My work, at a glance

AI marketplace / Product definition & research

Organising discovery
around business needs.

I built an AI-assisted prototype and evaluated it with users. Their hesitation informed a more guided discovery approach.

Prototype evaluated. Revision not retested; product not launched.Explore the case ↗

Observed in evaluation

Open input.
Hesitation.

Proposed discovery structure

Business need
Category
Relevant category
Category
Guided choice

Retrospective illustration. Proposed revision, not retested.

Enterprise quoting / Journey & interaction design

Less repetition.
A clearer journey.

I led the journey and interface design. Testing showed the cost of configuring locations one by one; the revision separated entry from configuration and enabled reuse.

Original service launched. Shorter turnaround reported by the team, not independently measured.Explore the case ↗

Initial: repeat the setup

Location + setup
Location + setup
Location + setup

Revision: configure & reuse

Reusable configuration
Entered locations

Retrospective illustration. Simplified interaction structure, not an original deliverable.

SME evaluation / Research-led decision

The right decision
was not to build.

My moderated evaluative research showed the proposed tool did not fit our users’ characteristics or offer them value. I recommended not proceeding. The PO verified the limitation with the provider and made the final decision to stop.

Explore the research ↗

Research led the recommendation

My moderated evaluative research Exposed a mismatch with users’ characteristics.
My recommendation: do not proceed The proposed tool did not offer them value.
PO verified the limitation with the provider The evidence informed the PO’s final decision.
Initiative stopped

Retrospective illustration. My research and recommendation informed the PO’s decision.

Beyond the brief

Self-initiated products and business systems.

ERGO BOX · Agent-built operations

A service, and the system behind it

I founded ERGO BOX, a CrossFit equipment maintenance service in Málaga, and built the Hermes agent system that runs its operations: scheduled outreach, inbox monitoring, follow-ups and dashboards.

Operating privately

More about the system ↗

BabyDex · Solo product

Baby milestones, reimagined as collecting

Born as a joke with friends: a baby milestone tracker where babies level up, Pokédex-style. I took it from concept to public launch, with AI across concept, design and build.

Live · not user-validated

Visit babydex.es ↗

Satén Barre · Web & booking

From no website to real bookings

My girlfriend's barre studio in Rincón de la Victoria had no website. I designed and built its web experience end-to-end: first-time booking, payments, calendar and live class availability.

Live · real bookings

More about the build ↗ Visit satenbarre.es ↗