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.
A selection of clients worked with directly or through agency partnerships.
Most engagements covered by NDA — methodology and decisions are always mine to share.
Three featured case studies — different brands, different problem types, different scales. Full work index below.
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.
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.
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.
Ongoing optimization and redesign program.
Conversion strategy across multiple product lines.
Comprehensive experience and conversion audit.
Behavioral and structural site analysis.
Ongoing e-commerce conversion optimization.
Data published by Flat 101. My role was as part of the wider project team.
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 →"Most design decisions are behavioral decisions.
Treat them that way."
"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 — if he's part of it, quality and efficiency are guaranteed."
"Jose stands out from the average UX profile. Beyond his eye for detail in the design itself, he brings the layer of strategy and fluent client communication that is so in demand — and so scarce."
Open to senior product design roles and selective consulting engagements — in English or Spanish.
