I design and implement solutions that make happy to both users and the business, because one cannot thrive without the other.
My experience spans both external consulting and internal leadership, enabling a holistic approach and offering a unique perspective to every project
What I do
I unveil needs and translate them into business solutions
I help you to really understand your client. Through a qualitative analysis, where I apply different techniques within design research to detect non-latent needs and translate them into insights.
I design and implement solutions that make real impact
I manage teams and make change happen
I use strategic and service design to develop businesses that answer those needs.
Bringing together qualitative insights and data from the outset.
I turn strategy into action, creating systems and processes that drive transformation with a focus on people — the cornerstone of business evolution.
I mentor, guide, and train teams in new methodologies to empower effective change.
Need to conduct user testing but lack the team capacity?
Have quantitative data on customer insights but need qualitative perspective and fieldwork support?
Designing a new product/service but unsure if it truly addresses real needs?
Looking to facilitate a productive idea generation or team workshop?
Worked with consultants who provided a long PowerPoint with concepts that felt disconnected from reality?
Looking to expand your business by launching new lines and want to start off right — by truly understanding your users?
In the middle of a digital transformation but noticing old, inefficient processes still holding on as new ones struggle to take root?
Need a neutral leader to coordinate multi-departmental projects and keep things moving forward?
Concerned that your company’s strategic plan — full of high-level ideas — may never turn into concrete actions?
Companies I’ve supported in their innovation and business processes.
Take a look at my latest works
In recent months I have been immersed in deploying the transformation office of a fashion company, while I have also collaborated in qualitative research projects in fashion. I have combined all this with teaching business development at the university.
The client was at the starting point of a new strategic plan with a strong focus on digital transformation and expansion into other markets. Deploying and laying the foundations of the Transformation Office was an indispensable requirement to ensure the successful execution of the strategic plan.
After months of implementation and redefinition of the foundations of the office, I have managed to generate a procedure and dynamics in the company that ensure a transparent, efficient and up-to-date monitoring of strategic projects. At the same time, I have instilled indispensable values to ensure that everyone works under the same premises and commitments.
This has helped the general management to have total visibility of the execution of key projects as well as their results, to be more agile in the launching of solutions and to improve interdepartmental work.
How I Helped This Fashion Company Boost Conversion Rates and Cut Checkout Abandonment
+8 areas
+60 projects/year
+15 accompanied leaders
The customer experience team of this company collaborates with all areas helping them to incorporate the customer's point of view in all their solutions.
On this occasion, I collaborated with them to work with the different squads of the web and app to test their prototypes as part of the design process they have internally before launching new versions.
I have been able to help them to incorporate the customer's point of view and bring them closer to what the end user really needs in various tests both in the purchase process and in the post-purchase inspiration process, as well as in the implementation of campaigns in physical stores.
+5 projects
+20 user testings
+5 different teams
About me
Since I started working in 2015, I have worked both in niche strategic design and innovation consultancies as well as in process engineering. This has allowed me to work for various sectors, especially 6 (Retail and distribution, pharma, banking, insurance, education and energy).
I have been able to carry out +20 projects for +15 companies such as Adolfo Dominguez, Mango, Mondragon Unibertsitatea, Eroski, Accenture Song, among others.
After my last experience in Eroski I decided to take the leap to the freelance world; a very curious mind and with many hobbies, a traveling soul and nature lover and a parallel profession as a musician, I was crying out for it!
Although I decided to pursue a solo career, what I enjoy most about my work is the contact with people, working for and with them and seeing how, in collaboration, we manage to take challenges forward.
That's why I also combine my client-facing work with teaching at the university where I teach business development in the ADE degree.
If I had to define myself quickly in one sentence I would say: I love to think and create solutions but I love even more to make things happen.
