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25 years of cross-design experience combining creativity, craftsmanship, strategy and leadership skills
Current position
Design & Innovation freelancerCo-founder Z49.XYZ + sumuzu.studio + 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 to have been part of the evolution of Design over the past two decades—from its classical roots to its role as a key driver of innovation and business—I began my career as one of the pioneers of digital design, grounded in the principles of Usability and User-Centered Design. Over time, I evolved from executing tactical tasks with a focus on excellence and detail to addressing more strategic layers through the adoption of Design Thinking, ultimately maximizing impact through the practice of Service Design.
Throughout this journey, I have been fortunate to work with pioneering companies that helped shape and define these tools, applying them to create real impact through hands-on collaboration with major clients and transformative projects spanning Digital Design, Industrial Design, Experience Design, New Services, and Business Models.
Before my current freelance activity, I served as Design Director at Designit’s Tokyo and Barcelona offices, where I led project methodologies and content, commercial activities, and team management across disciplines.
I am often described as an empathetic leader who values emotional intelligence in team management, fostering transparency, ethics, and mutual trust.
Beyond the core practice of design, I have developed a strong interest in managing multicultural teams and in exploring ethics in design.
Throughout this journey, I have been fortunate to work with pioneering companies that helped shape and define these tools, applying them to create real impact through hands-on collaboration with major clients and transformative projects spanning Digital Design, Industrial Design, Experience Design, New Services, and Business Models.
Before my current freelance activity, I served as Design Director at Designit’s Tokyo and Barcelona offices, where I led project methodologies and content, commercial activities, and team management across disciplines.
I am often described as an empathetic leader who values emotional intelligence in team management, fostering transparency, ethics, and mutual trust.
Beyond the core practice of design, I have developed a strong interest in managing multicultural teams and in exploring ethics in design.
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Strengths
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Deep understanding of the whole Design process, capable of delivering detail and craftsmanship 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 craftsmanship 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 combining 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 combining 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 Lecturing experience
Sharing knowledge and collaborating with Design institutions as a lecturer has been an essential growth activity in my professional path as a designer.
This is a short list of my recent activity.
This is a short list of my recent activity.
If you are interested in further details, please ✉️get in touch.
Senior lecturer
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Creativity & Visual Thinking
Postgraduate degree: Creative strategies in illustration and visual communication
ESDI 2023 — 2024, Sabadell, Barcelona.
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Visual Thinking for Innovation Module
Master's degree in Design & Innovation.
H2i institute 2009 — 2013, Madrid
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Visual Thinking module
Postgraduate degree: 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 Collective, 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 a 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 services, their business models, and all their 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 career.
This is a small sample of the projects in which I’ve been involved during my whole career.
If you are interested in 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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NTT Docomo - Tokyo
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Redesigning ATM interface
How might we design a real omnichannel 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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La Caixa - Barcelona
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2025 Mobility service for Barcelona
How might we design a new Mobility service for Barcelona that takes into account social changes in 2025?
Fields
Service Design
Business Design
Strategic Design
Roles
Project director
co-Researcher
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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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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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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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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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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 reference in innovation?
Fields
UX / UI Design
Service Design
Strategic Design
Roles
Project director
UX/UI & service designer
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BBVA - Madrid
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Redesigning Death Insurance
How might we redesign death insurance to be adapted to new times and customers?
Fields
Service Design
Business Design
Strategic Design
Roles
Project director
Co-Resarcher
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DKV Insurance - Barcelona
Illustrations by: Silvia Lleras