IKEA Home Services
Peer-to-peer marketplace connecting homeowners with verified local professionals across 50+ service categories. Launched Madrid 2024, now live across seven Spanish cities. 500,000+ downloads, 4.9/5 satisfaction.
Senior Product Designer · Zaragoza, Spain
Design that works
inside complexity.
I'm Jose Romero. I've spent 12 years designing digital products for companies where the work is hard, the teams are large, and the decisions carry real weight.
Currently embedded at IKEA, working on two of their new business platforms across Europe. Previously at Flat 101, leading CRO and UX for clients including Santander, Meliá Hotels, Mapfre, IQOS, and Mutua Madrileña.
12 yrs
Professional experience
500k+
IKEA Home Services downloads
+41%
Lead uplift, Mutua Madrileña
4.9
IKEA Home Services CSAT
Selected work
Projects across
Projects across
complexity and craft.
Enterprise product design, CRO, and design systems work — across banking, marketplace, hospitality, insurance, and retail. Mostly for large organisations, always in complex environments.
IKEA Second‑hand Marketplace
Peer-to-peer resale of IKEA products using IKEA's own catalogue as a listing backbone. Piloted in Spain, now live in five European countries and scaling across the continent.
Santander Nordics — CRO Programme
Lead UX/CRO designer across consumer loan, credit card, deposit, and insurance funnels in Denmark, Sweden, Finland, and Norway. Data-driven experimentation in a regulated, multi-market environment.
Meliá Hotels — Campaign Management Platform
Conceptualised, designed, and optimised an internal marketing campaign management platform from scratch for Meliá's international headquarters — through director-level workshops to a fully live tool managing campaigns across all countries.
IQOS Club Spain — CRO Programme
Project lead for ongoing conversion optimisation across the IQOS Club loyalty portal — fast-cycle experimentation under limited traffic, behavioral economics applied to habit and retention mechanics.
Mapfre — AFIN App & Digital Expansion
UX design for AFIN, Mapfre's self-service financial app covering investments, savings, and pension plans. Plus digital platform scaling for Mapfre's international brands across Italy, Germany, and Spain.
XTI Store — E-commerce Redesign
Full redesign of a national fashion retailer's digital storefront — balancing brand ambition against the constraints of a Magento platform migration, informed by competitive analysis and Hotjar behavioral data.
IKEA — Ways of Working System
Built a cross-tool design operations framework from first principles — spanning Figma, Jira, Confluence, and Phrase — replacing an informal, person-dependent process with something documented, teachable, and resilient.
Other selected projects
Additional engagements at Flat 101
Insurance
CRO
Mutua Madrileña
Ongoing optimization and redesign program.
+41% lead increase
Insurance
CRO
AXA Spain
Conversion strategy across multiple product lines.
+18% insurance contracts
Banking
Audit
Bankinter
Comprehensive experience and conversion audit.
Results NDA protected
Automotive
Audit
Subaru Spain
Behavioral and structural site analysis.
Results NDA protected
Pet Care
CRO
Affinity Petcare
Ongoing e-commerce conversion optimization.
Results NDA protected
Data published by Flat 101. My role was as part of the wider project team.
Thinking
"Most design decisions are behavioral decisions.
Treat them that way."
Empathy as a strategic tool
Behavioral economics in design
Systems that survive people
Designing with AI
How I approach
the work.
A few core ideas I keep coming back to — drawn from 12 years of project work across enterprise digital products, CRO, and team leadership. Not a blog. Just positions.
Read my approach →