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20+ years of cross-design experience combining creativity, craftsmanship, strategy and leadership skills
Current position
Design & Innovation freelancerCo-founder Z49.XYZ + brecha.XYZ
Currently researching
The role of design in the post-digital era—
Professional Timeline
2019 — Today
Design & Innovation freelancer
Z49.xyz, Barcelona, Spain
2016 — 2019
Strategic Design Director
Designit, Barcelona, Spain
2014 — 2016
Design Director
Designit, Tokyo, Japan
2007 — 2014
Lead UX designer
Designit, Madrid, Spain
2005 — 2007
Creative director
Envision, Madrid, Spain
2002 — 2004
Art director
Iconmedialab, Madrid, Spain
2000 — 2002
Web Designer
Intercom Girona, Spain
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About me
Proud of being part of the evolution of Design over the past two decades, from its classic roots to its use as a key tool for innovation and business, I started my career as one of the pioneers of digital design under the principles of Usability and User-Centered Design, evolving from tactical tasks, focusing on excellence and detail, to more strategic layers adopting Design Thinking, ending up maximizing its impact through the use of Service Design.
During that time, I have been fortunate to work in pioneering companies incorporating and defining these tools, having the chance to apply them while creating impact from the real practice with big clients and transformative projects ranging from Digital Design, Industrial Design, Experience Design, New Services and Business Models.
In the last 6 years, my role was as Design Director in the offices of Designit Tokyo and Barcelona, leading transversally the methodology and content of projects, the commercial activity, and the management of teams.
It is said I'm an empathetic leader who likes to manage teams considering emotions through the intense use of transparency, ethics, and mutual trust.
Apart from the essential activity of design, I developed a special interest in the management of multicultural teams and ethics in design.
During that time, I have been fortunate to work in pioneering companies incorporating and defining these tools, having the chance to apply them while creating impact from the real practice with big clients and transformative projects ranging from Digital Design, Industrial Design, Experience Design, New Services and Business Models.
In the last 6 years, my role was as Design Director in the offices of Designit Tokyo and Barcelona, leading transversally the methodology and content of projects, the commercial activity, and the management of teams.
It is said I'm an empathetic leader who likes to manage teams considering emotions through the intense use of transparency, ethics, and mutual trust.
Apart from the essential activity of design, I developed a special interest in the management of multicultural teams and ethics in design.
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Strengths
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Deep understanding of the whole Design process, capable of delivering detail and craftmanship as well as facilitating and building strategies simultaneously.
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Cross-design experience, from Interaction & digital design, to industrial and Service/Business-Experience projects.
Deep understanding of the whole Design process, capable of delivering detail and craftmanship as well as facilitating and building strategies simultaneously.
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Cross-design experience, from Interaction & digital design, to industrial and Service/Business-Experience projects.
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Early adopter and proof field experience in combinig Classic Design, User Centred Design, Design Thinking and Service Design methodologies for the best results.
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Multicultural management & leadership experience from Asia to Europe.
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Creative mindset, always thinking beyond design and its boundaries, looking for ways to cross paths with other disciplines.
Early adopter and proof field experience in combinig Classic Design, User Centred Design, Design Thinking and Service Design methodologies for the best results.
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Multicultural management & leadership experience from Asia to Europe.
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Creative mindset, always thinking beyond design and its boundaries, looking for ways to cross paths with other disciplines.
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Teaching and Talking experience
Sharing knowledge and collaborating with Design institutions as a lecturer has been an essential growth activity in my professional path as designer.
This is a short list of my recent activity.
This is a short list of my recent activity.
If you are interested on further details please ✉️get in touch.
Senior lecturer
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Visual Thinking for innovation module
Masters degree in Design & Innovation.
H2i institute 2009 — 2013, Madrid
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Visual Thinking module
Postgraduate degree in innovation and design thinking.
BAU, Escola Universitaria de Disseny, Universitat de Vic, 2018 — 2019, Barcelona
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Design Research, Strategic Design, Service Design, Prototyping and testing
Design Thinking program for developers.
NTT Docomo 2015 — 2016, Tokyo
Inspirational talks
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Visiting Designer - Design and innovation in Japan, a weird story
Master of Design in Innovation Design Strategies.
Columbus College of Art & Design 2018,
Ohio USA
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Digital design in Japan, Digital colonialism or not?
Master's Degree in Design and Internet Web Project Direction
Elisava, Barcelona school of Design and Engineering. Pompeu Fabra University. 2017, Barcelona
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Becoming a Designer in a new design era.
EINA, Centre Universitari de Disseny i Art de Barcelona, UAB 2017, Barcelona
- Applied Research and Design Management in Barcelona
DMA colletive, Transforming ideas
into research outcomes
Professional
Development
Workshop
RMIT 2018,
Barcelona
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Digital design in Japan, victims of digital colonialism?
Digital retail Innovation forum
Google HQ 2015, Tokyo
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Work Samples
The magic of Design happens when
all its fields get combined into a single project.
all its fields get combined into a single project.
I’ve been involved as designer, team leader and project director in several fields, from pure User interface / Interaction design projects, Branding / Art Direction, Industrial Design, Retail / Architecture, to designing new sevices, it’s business models and all its artifacts, both in the digital and physical dimensions.
This is a small sample of the projects in which I’ve been involved during my whole carreer.
This is a small sample of the projects in which I’ve been involved during my whole carreer.
If you are interested on further details please ✉️ get in touch.
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Petoco, the family robot
How might we design a device to improve social relationships between
Japanese early teenagers and their parents?
Fields
Product Design
Ux Design
Service Design
Strategic Design
Roles
Project director
Industrial + Interaction & service designer
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2015 — 2016
NTT Docomo - Tokyo
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Redesigning ATM interface
How might we design a real Ominchannel ATM interface so customers can optimize the time they spend on it?
Fields
Ux Design
Service Design
Roles
Project director
UX/UI & service designer
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2019
La Caixa - Barcelona
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2025 Mobility service for Barcelona
How might we design a new Mobility service for Barcelona that takes in account social changes in 2025?
Fields
Service Design
Business Design
Strategic Design
Roles
Project director
co-Researcher
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2017 — 2019
SEAT - Barcelona
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Rebranding & product strategy
How might we redesign the brand and whole design language of a premium cutting edge contact lenses company?
Fields
Art direction
Branding
Strategic Design
Roles
Project director
ndistrial + Interaction & service designer
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2014
Mark’ennovy - Madrid / London
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New Retail Experience
How might we redesign the whole retail experience at a global level for SEAT?
Fields
Service Design
Strategic Design
Roles
Project director
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2018 — 2019
SEAT - Barcelona
Illustrations by: Sebastián Matiz
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Global Product range redesign
How might we redesign the whole product line and create a design language for one of the most important elevator companies in the world?
Fields
Product Design
Ux Design
Strategic Design
Roles
Project director
Industrial + Interaction & service designer
Co-Researcher
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2013 — 2014
Thyssenkrupp - Madrid
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Rich interaction catalog
How might we redesign the way customers explore Camper’s catalog into a more interactive and visual experience?
Fields
UX Design
Roles
UX / UI designer
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2003 — 2004
CAMPER - Madrid
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Innovation Center Portal
How might we design a portal for one of the biggest banks in the world in order to become a global refference in innovation?
Fields
UX / UI Design
Service Design
Strategic Design
Roles
Project director
UX/UI & service designer
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2012 — 2013
BBVA - Madrid
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Redesignig Death insurances
How might we redesign death insurances to be adapted to new times and customers?
Fields
Service Design
Business Design
Strategic Design
Roles
Project director
Co-Resarcher
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2018 — 2019
DKV Insurance - Barcelona
Illustrations by: Silvia Lleras