Bio
I am a Digital Product Designer with a background in advertising as an Art Director for over 12 years.
I started my career in Advertising in Spain and Finland before moving to Australia, where I have been working as a UX/UI consultant for large corporations over the past 10 years.
I specialise in research-driven prototyping and I love leading zero-to-one projects.
Academic
- User Experience Design Course in Academy XI 2016
- Master in 3D in FX Animation Barcelona 3D School 2015
- Master Degree in Audiovisual and Advertising in UAB 2014
- Erasmus (Bachelor's) Finland 2013
- Bachelor's in Advertising and Public Relations in URV 2013
About
- 2 Design Master's Degrees
- Advertising Bachelor's degree
- English, Spanish, Catalan
- Adobe Suite, Figma, Blender
- 7 Awards and recognitions
- 6 Recommendation letters
worked With
my Skills
Rapid prototyping
From wireframe to clickable prototype in a smooth, quick and agile way. Tools: Adobe XD, Sketch, Figma.
Human centered design
High-quality UX design solutions through wireframes, process flow diagrams and storyboards.
User testing
Conducting sessions with key product users to confirm hypothesis and iterate on changes. Skilled in User Zoom.
Design systems
Atomic design approach. Scalable UI language and streamlined UX guidelines.
Development delivery
From prototype to MVP delivery with efficient tools and practices. Creation of component libraries and documentation.
Interaction design
Optimal use of the Gestalt principles. Error states, corner cases, optimal use of space, time and expected behaviours.
Information architecture
Content inventory, usability testings, groupings, taxonomies and mental models.
Art direction
Setting the tone and driving artistic decisions. Consistent look and feel for multi-faceted design projects.
some of my Projects
JAN 2024 - PRESENT
Google Global Network
Internal dashboard tools for engineers
The Global Networking (GN) team is responsible for designing, developing, building, and operating Google’s global network, which underpins all Google services, including Google Cloud Platform. I joined the newly formed division, the Network Lifecycle Solutions UX Working Group, alongside two UX researchers. Collaboratively, we leveraged the needs of GN engineers and within a year, I exceeded KPIs and successfully delivered on numerous projects, these are some examples:
1. Revamped the UI and fixed workflows on three different internal dashboards. Leading the ideation workshop sessions, I brought engineers together to discuss their pain points and develop a mock-up of UI solutions for existing tools. After several iterations and testing, the proposed designs were sent to production.
2. Worked closely with UX Researchers on two ambitious projects. Several tools needed to be merged, so interviewing our engineers was crucial. The resulting products streamlined the process of planning and designing new GN connections worth millions of dollars, such as submarine cables or data centers.
3. Compiling and then building over the course of the year a new Design System in Figma where all the GN components were based on Google Design Principles, Google Material, and industry UX best practices. I referred to internal User Journeys and Case Studies to follow their methodologies.
TPG Telecom
DEC 2022 - JUN 2023
Vodafone
App wrapping redesign
I addressed the inconsistent user experience between TPG My Account IAS (web) and the TPG Native App. In response to resource constraints, we consolidated these services into a single, mobile-responsive web self-service platform while laying the groundwork for a future strategic app. This involved creating a Wrapper App for both Android and iOS, offering a seamless Web View for mobile-responsive self-service web channels. As part of this project, we decommissioned the outdated TPG App, re-launching it as a wrapper app.
This transformation aimed to enhance the customer experience, irrespective of the customer’s product, improve self-service web and app performance, app ratings, and usage. Notably, we achieved reduced customer care call volume and churn by leveraging a single code base and focusing on maintainability. I also contributed to the identification and selection of high-value features from various platforms to be included in the Wrapper App, a critical step in bridging the gap and providing a superior customer experience.
TPG, iiNet, Westnet, Internode
Maximum Attainable Speed (MAS) downgrade initiative
Main problem: some customers are paying for speeds they can’t reach in their area. I provided UX/UI support to this initiative when we developed a system that proactively assesses customers’ line speeds. It then sends tailored communications to those whose current plans exceed their attainable speeds, offering options to stay on their plan, downgrade, or switch providers without penalties.
Additionally, we integrated this capability into the Sales Quoting (SQ) process for new customers and existing customers relocating or purchasing new services. This allowed us to show customers their estimated MAS range and guide them to purchase plans that align with their achievable speeds, promoting transparency and customer consent. Existing customer journeys remained unaffected, ensuring that they receive accurate MAS information during upgrades. This project not only complied with new regulations but also enhanced the overall customer experience.
Woolworths Group
NOV 2021 - Jun 2022
WooliesX
Multi Carrier Tracker dashboard system for deliveries
I worked as a Senior User Interface designer in 2 teams within WooliesX, both taking care of different areas of the fulfilment process of all of Woolworths online orders. In this team, we controlled how the orders were managed at the back-end dashboard of the Woolworths employees.
The Multi Carrier Tracker was an existing rudimentary tool that we leveraged from UX and UI standpoints. It is used to track the delivery of orders in trucks and third-party delivery systems like Uber. It is also used to track when an order is dispatched to the customer, either in hand or through the direct-to-boot service.
We took a data-driven approach to creative development, including eye-tracking technology for user testing. I produced UI concepts, mock-ups, prototypes, test variants and final designs while methodically documenting the creation and maintenance of the Design Systems.
WooliesX
Pick Up App for customers and store workers
The second team I worked within WooliesX was tasked with taking care of the Pick Up orders and Direct-to-Boot (customers or third app drivers) orders. This is the app that the workers at the supermarket now use to gather the items and put them in their bags for delivery.
The process might look simple, but many considerations have to be taken into account; the age of the person picking it up, restricted items like tobacco and alcohol, and if the products are hot, chilled or frozen, which need to be collected inside a time window.
I translated sketches and wireframes into high-fidelity visual designs with appropriate execution of brand colours, typography, iconography and relevant style guide specs. Then, we customer-tested the designs before the development to validate our solution using online and in-person user interviews. I followed WCAG 2.0 AA web standards and worked closely with QA and test teams to ensure design acceptance is well understood and considered.
Accenture
feb - sep 2021
Officeworks
Flexiworks, working from home spin-off
I worked in Fjord, the Digital Department agency inside Accenture, as a Senior Product Designer. We developed a new digital marketplace for Officeworks, which offered solutions to work from home (products, services, ergonomic assessments, etc).
I managed Service and Interaction Design activities at the project level. I had to frame and tell the story of the designed solutions, present the communication of research findings, the conceptual ideas, detailed designs, and design rationale.
Adobe XD was used as the main tool for prototyping, library compilation and delivery to developers.
FusionLabs, now Deloitte
Jul 2015 - Jan 2021
Boral Australia
Pour App, the Uber Eats for concrete pours
One of my roles in this Innovation consultancy was developing prototypes and the concepts that we presented to our clients.
I designed the prototype of Pour, a mobile app for ordering, tracking, managing and paying for concrete. Users could order a truck of concrete on the go while keeping preferences and book keeping in place.
We tested the clickable prototype on-site with builders and run iteration cycles. I took part of the transition to development of this lengthy project and now is available in app stores.
University of NSW
Thinklytic, neuroscience for job hunting
Working closely with a talented team of researcher scientists of UNSW, we built the MVP of this new concept hiring platform. Interaction design was a strong element, as the user has to play 20 games to be evaluated and matched with potential roles. We called it gamified neuroscience.
After passing the problem-solution phase, we evolved the wireframe to a fully-fleshed clickable prototype. Then we did a Minimal Feature Evaluation, sent it to development and put it in front of users to gather additional feedback.
After the MVP, we developed a beta version and was included in an accelerator program to scale it to market.
Boral Australia
OkayMate, a safety digital tool for construction sites
Winner of Australia’s first industry-wide Construction Hackathon.
My role as the lead UX/UI designer consisted of building a working prototype in a 2 week sprint. This is a digital tool that captures the safety experience on a construction site by everyone for everyone at any time so that more meaningful safety conversations (and change) can occur.
I facilitated ideation workshops, wireframe design and rapidly iterated and built a practical and neat UI.
Boral Australia
Mojo, the wellbeing of front line construction workers
Runner-up of Australia’s first industry-wide Construction Hackathon.
As in the previous project, I was the Digital Designer and built a working prototype in a 2 week sprint. This app concept is meant to measure the collective wellbeing of front line construction workers in real time.
It works by indicating the daily ‘mojo’, which is represented in a bubble of work-life balance. Workers submit their wellbeing through the app and on-site kiosks and the aggregated data is used to take proactive actions.
I facilitated workshops of ideation, wireframing and quickly built a brand including motion design.
Academy Xi
1More, the Personal Trainer marketplace
This was a 10 week exploration-ideation project sprint. I conducted the research, designed the business model and conducted interviews that included user testing.
I used Human Centric Design tools, such as the Rapid Feature Identification or the Heuristic Evaluation; created Personas, Customer Journey flows and built the branding and clickable prototype.
This is a ‘marketplace’ app for trainers and clients that allows them to push themselves with group training and also reduces training session costs.
Freelancing
From 2014
Art Director
Graphic design and 3D modelling
I started my career as Art Director in advertising agencies such as Havas Worldwide, Ogilvy and McCann, in which I have worked on skills such as graphic design and 3D modelling.
I also have personal projects in which I use photo mashup, video editing and illustrations. Many of them come from freelancing jobs and Master graduation projects.
Moreover, Saṃsāra LSD is my personal apparel brand on which I sell my designs in a print-on-demand business model.
