About
Where I've worked, and what I actually did there.
Principal product designer in Barcelona. 20 years across SaaS, B2B, and operational software.
Where things stand.
Currently working as a freelance principal product designer at a stealth AI startup.
Looking for a stable role (principal, head, VP, etc.) where the product is operationally complex. Barcelona or remote, and I work US hours when a team needs the overlap.
I also take freelance and consulting engagements. If that is what you are after, the consulting page covers it.
Work history.
Different industries, one job repeated: complex operational software for people who have work to do.
Principal Product Designer, Stealth AI Startup
Aug 2026 – present
Current role.
Partner & Principal Product Designer, Pleexy · United States
Mar 2020 – present
Six years. Task automation across Outlook, Todoist, Asana and Trello. Redesigned onboarding, which took trial-to-paid conversion from 9% to 21%, and built the design system the dev team still works from.
Principal Product Designer, AI, Oraion · Ireland
Dec 2025 – Jul 2026
First and only product designer on a five-layer enterprise data platform. Rebuilt the design system by hand alongside the engineers who had already shipped the front end, then wrote it up as a standard both they and their tooling could read (design.md), which let others move without needing me. Created AI skills to help non-designers with design work.
Co-founder & Design Lead, Factopia
Oct 2025 – Jul 2026
AI verification infrastructure for flagging fake news.
Founding Designer (Lead), Otters.ai · London
Feb 2023 – Apr 2025
First designer on an AI collaboration platform. Defined the design system and component library from scratch, and set up discovery and testing practices in a zero-to-one environment.
UX Designer, King · Barcelona
Sep 2023 – May 2024
Redesigned the internal level editor used daily by designers on Candy Crush and Farm Heroes, then worked with the ML team to build AI-assisted features into it. Partnered with OpenAI on where else those workflows could go.
Lead Product Designer, Digitalinkers | Equancy · Paris
Oct 2021 – Sep 2023
Two flagship projects. Schneider Electric: rebuilt the buying journey for electricians. CABB: redesigned Bilbao's water management system, a SCADA platform serving over a million residents in Bizkaia. Managed and mentored a team of six.
Co-Founder & Mentor, gentem · Remote
Mar 2020 – Mar 2022
Co-founded and led an eight-person team across design, development and marketing, building and launching gentem from scratch. Over 200 NGOs signed up in the first month. Mentored the team through early-stage growth.
Lead Product Designer, Actimo, a Kahoot! company · Copenhagen
Jul 2017 – Jan 2020
Owned end-to-end design as the platform grew from a messaging tool into a full mobile intranet with dashboards, pulse surveys and training. Established the design system. Actimo was later acquired by Kahoot!.
Senior Front End Developer, Runroom · Barcelona
Oct 2015 – Mar 2017
Senior Front End Developer, Razorfish · New York
Jun 2011 – Apr 2015
Teams I have led.
Not just the work. The people doing it.
Six designers, Schneider Electric
Managed and mentored the design team, via Digitalinkers.
Four designers and six developers, Actimo
Lead designer for the design team, and team lead for the developers.
Junior and mid-level designers, King
Mentored the team, and helped set up the career framework and maturity levels it grew into.
Design teams recruited and built from nothing, Delightree and Bee the Data
No design function in place at either. Hired into both and set the standard.
Eight people across design, development and marketing, gentem
Co-founded and led the team that built and launched the product from scratch.
Areas of expertise.
20 years across the disciplines that move products forward.
Teaching, alongside the work.
Three years of teaching and mentoring while practising.
Education.
Master’s degree, Design, Elisava School of Design and Engineering
2015 – 2016
Bachelor’s degree, Interactive Multimedia Design, Universidad ICESI
2004 – 2010
Earlier agency work.
Brands I built for at Razorfish and Runroom, before the product years.
Looking for someone who can set the direction and still do the work?
I’ve been doing that for twenty years.