Currently embedded at IKEA, working on two of their new business platforms across Europe.
Twelve years designing digital products for companies where the work is hard, the teams are large, and the decisions carry real weight.
Previously at Flat 101, leading CRO and UX for Santander, Meliá Hotels, Mapfre, IQOS, and Mutua Madrileña. The environments change — the way of working doesn't.
A selection of clients worked with directly or through agency partnerships. Most engagements covered by NDA — 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. What's stayed constant across all of it: I work best when the environment is complex, the brief is incomplete, and the answer isn't obvious yet.
I work in English and Spanish at professional level, and operate comfortably across both.
"Most design decisions are behavioral decisions. Treat them that way."
Understanding what people actually do — not what they say — is a commercial advantage, not a soft skill.
A process that only works when its author is in the room isn't a system. It's a performance.
AI accelerates the work. It doesn't decide what's worth making — that judgment is still the job.
"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.