Currently embedded at IKEA, working on two of their new business platforms across Europe.
Twelve years designing digital products for companies with large teams, hard problems, and decisions that actually cost something if they go wrong.
Previously at Flat 101, leading CRO and UX for Santander, Meliá Hotels, Mapfre, IQOS, and Mutua Madrileña. Different clients, different industries, but roughly the same way of working every time.
A selection of clients worked with directly or through agency partnerships. Most engagements are covered by NDA, though methodology and decisions are always mine to share.
35+clientsSelected work.
Nine case studies across products, CRO, and design operations. Hover to preview.
IKEA Home Services
Peer-to-peer services marketplace, live in seven Spanish cities. 500,000+ downloads, 4.9/5 satisfaction.
Mapfre · AFIN Financial App
Self-service financial management for one of Spain's largest insurers, built around user trust.
Santander Nordics · CRO Programme
Data-driven experimentation across four regulated markets: Denmark, Sweden, Finland, Norway.
IKEA Second-hand Marketplace
IKEA · Ways of Working System
AI Workflow Design Framework
Mapfre · Digital Expansion
IQOS Club Spain · CRO Programme
XTI Store · E-commerce Redesign
Twelve years.
One consistent way of working.
Zaragoza, Spain
I've been doing this since I was 21, and one thing hasn't changed: give me a messy environment and a half-written brief and I'll do my best work trying to figure out what actually needs to happen.
I work in English and Spanish at professional level, and operate comfortably across both.
"Most design decisions are behavioral decisions. Treat them that way."
What people actually do tells you more than what they say. Reading that gap correctly is worth money, not just goodwill.
If a process only works while its author is watching it, that's not a system yet. That's just someone being careful.
AI can speed up the work all day. Deciding what's worth making in the first place is still mine to do.
"If there's chaos, he can bring order to it. His exceptional ability to lead and organise a design process impressed me from day one."
"Jose stands out from the average UX profile. Beyond his eye for detail, he brings the layer of strategy and fluent client communication that is so in demand — and so scarce."
Your hardest problem
is a good place to start.
Open to senior product design roles and selective consulting engagements, in English or Spanish.