I design digital products where function and form are inseparable.
I currently lead the design team in the Video & Entertainment Innovation area at Telefónica, where I shape user experiences for one of Europe's largest TV platforms — integrating emerging technology to make them more effective, more human, and genuinely delightful.
PROYECTOS RECIENTESLive Shopping –
Entertainment & Commerce on TV
I led the design of Live Shopping on Movistar Plus+ — a feature that lets premium subscribers browse and buy from brands like IKEA, Adolfo Domínguez, and Clikalia, without leaving their TV. My focus was on shaping the product direction, raising the quality of existing interactions, and introducing new capabilities that make transactional TV feel natural rather than intrusive.
2025
Shoppable Ads –
The evolution of TV advertising
I led the end-to-end design process for a new ad format that turns passive viewing into an active experience. Instead of interrupting users, these ads offer contextual information and let viewers act on what they're watching — a better experience for users, and a stronger signal for advertisers. I worked closely with product, engineering, business, and sales to bring it from concept to launch.
2024Fairdrop –
File transfer for Web3
A ground-up redesign of a decentralized file transfer portal built on Swarm technology. I started with a heuristic audit of the existing product, then designed a new end-to-end experience — desktop and mobile — with a single constraint: make something technically complex feel obvious to use. Shipped in close collaboration with engineering, product, and marketing.
2022
Project GO –
Content discovery on the go
I led the design of a new content discovery system for Vivo Play — Telefónica's video platform in Brazil. The brief: help millions of users find what to watch, faster, and on the move. I ran the full design process from research to final handoff, working across product, research, content, engineering, and localization teams. The result improved active usage and drove meaningful growth in VoD conversion.
2020-21
