Selected projects.
Across 12 years, across industries. Product design, conversion optimisation, and design systems work — mostly for large organisations, always in complex environments. Some details have been omitted in line with NDAs. The methodology and decision-making is always mine to share.
Featured case studies
IKEA Home Services
Peer-to-peer home improvement marketplace, launched Spain 2024. 500,000+ downloads · 21,000 service requests · 4.9/5 satisfaction
IKEA Second-hand Marketplace
Peer-to-peer IKEA resale platform, now live in five European countries.
Santander Nordics — CRO Programme
Lead UX/CRO designer across four Nordic markets, ongoing since 2023.
Meliá Hotels International — Campaign Platform
3-year engagement. Platform built from zero, live across all Meliá markets.
Mapfre — AFIN App & Digital Expansion
Self-service financial app + international platform scaling (Verti Italy, Germany, Spain).
IQOS Club Spain — CRO Programme
Project lead, ongoing optimisation of Philip Morris loyalty portal.
XTI Store — E-commerce Redesign
Full redesign within Magento platform constraints.
IKEA — Ways of Working System
Cross-tool workflow architecture built from first principles.
Shorter engagements
Mutua Madrileña — CRO
Part of programme: +41% lead increase (Flat 101 published)
AXA Spain — CRO Programme
Part of programme: +18% insurance contracts (Flat 101 published)
Bankinter
CRO & Experience Audit
Subaru Spain
CRO, Experience & Behavioral Audit
Affinity Petcare
Ongoing CRO Programme
Independent web projects
NimbusPC
Brand, IA, UI design, Webflow build with relational CMS, and interactive 3D hero (Spline). Miami-based B2B IT services. Full lifecycle, solo delivery in two weeks.
MD Staff Solutions
Corporate website for a Florida healthcare staffing and AHCA compliance firm. Regulated B2B audience — brand direction, UI design, and Webflow development with trust and credibility as primary conversion drivers.
MEKCO Group Aviation
FAA and EASA-certified aviation MRO firm with four specialist service divisions. Brand architecture, multi-section information design, and Webflow development — balancing division-level depth with group-level coherence.
Hard problems,
welcome.
If the work is complex, the team is large, and the decisions carry weight — that's the environment I'm built for. Open to the right project or conversation.