My first studies began with marketing, which I did for 3 years, and continued with training in drama, dubbing and voiceover for film, and industrial product design, areas that I combined while working in marketing between projects. As more and more clients required more help in usability and full product, I identified the need to increase my knowledge in this area and I trained in UX — UI at Ironhack. Having a good background in business, marketing and design, helped me a lot to streamline the process and the not less important part of performance helped me to communicate in a more efficient way and to better understand how people think.

Currently, when I have free time I am training in data analysis, and as a hobby in psychoneuroimmunology.

But aren’t they very different things?

There’s a funny thing. I’ve been extremely curious since I was a kid. I’m interested in a lot of things and I try to satisfy my curiosity and desire to learn, whenever I can find the time to do so.

All this in combination of course with a lot of sport. Without which I can’t conceive anything.

How do you organize yourself?

Huge question. In my student years I was a real mess in terms of organization but when you work as a freelancer, (which were my first years of work) there comes a moment when you understand that without organization it is impossible to do absolutely nothing in life.

And this is the turning point that leads me to adopt a brutal organization.

A lot of agenda, from the moment I wake up and also getting flexibility in, which is just as important.

When I am asked what I do? (people from outside the sector)

I usually respond.

I help solve problems.

They ask: Do you solve problems?

Yes, any problem involving digital product, industrial, or services.
It is the answer that defines what I decide.

Tell me what problem you have. First I analyse, then I understand what is wrong, I study the possible solutions. And I present them.

That’s the definition that most resembles what I do.

What do I do in my current job?

I work in a Venture Capital investment fund.

I am the product designer of a multidisciplinary team formed by different areas: Data, Business, Marketing, Product.

The first phase consists of a discovery call where we discover digital startups that meet the requirements we are looking for.

In the second phase, I analyse the product: interface, web, landings, app, and data. I make a report that I then share with the team. The goal of this first review is to understand what the product is, what it solves and how it does it and what is going wrong.

In the third phase, I meet with the team (Startup) and deliver the review. I analyse with them what pain points are in the product.

In the next phase it is important to quantify the resources we have within the team, profiles of different areas, resources, times, and finally short — medium — long term objectives.

Once I know what profiles, resources and time they have. We set how will be the working methodology that I will follow with them during the duration of the acceleration program. We set weekly deliveries, which will go from less to more as the program progresses. We focus first on the most relevant problems that need to be solved as soon as possible.

And at this point I adapt to the profile that each startup requires (this profile varies greatly from one startup to another). There are startups in which I adapt to a profile more focused on the tasks that a product manager would develop and others in which I work hand in hand with their own product manager, as a product designer, while balancing resources with the business to achieve the times and objectives that we have set from our own product team in TVC.

How do I work with startups?

It depends very much on each specific case.
The first thing is to break it down, flows, screens, users, software interfaces, see the data. At this point the goal is to know exactly what I have to solve and which tool or tools are the only ones that are essential. This is the only way to prioritize methodologies and be scalable.
There are startups where you have to start almost from scratch, and work a lot on the UX phase, others that have very good UX and there is little to tweak and we can focus on the whole experience, there are others that need a lot of support in everything, and others that have very solid products and there is little to tweak and the work is focused on CX (Customer Experience).

  • Software interface
  • Web — Responsive
  • Data-driven design
  • App
  • Landings
  • Services
  • CX




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