Product UX Strategy
For SaaS teams with a solid product but broken conversion — I find the exact moments users drop off and design the fix, backed by evidence not assumptions.
30-min discovery call — no pitch, just diagnosis
Framework
Three interlocking layers that turn broken product experiences into products users aspire to use.
Design anchored to the real job the user hires the product to do. Not features, not flows — the underlying motivation that drives adoption and retention.
Scoping agent capabilities, crafting UX around LLM outputs, designing for conversational interfaces and AI error states. The new frontier of product experience.
Holistic frameworks that unify interaction design, visual design, and UX strategy. Built to scale across platforms, teams, and product lines — not just a component library.
Philosophy
Most product teams design for usability. The ones who win design for desire — products users aspire to use, not merely need to use. Applying Kapferer and Bastien's framework to product design: every touchpoint is a craft decision.
Conversion rate without understanding intent. Retention without understanding loyalty. Both are just part of the picture. The real value lives in translating lagging metrics into leading UX signals.
Track Record
Redesigned a SaaS gamification platform — 40% faster onboarding, full design system, campaigns running across 6+ European markets.
Designing AI-native product experiences for a no-code platform that lets businesses build custom GPT agents. Defining UX frameworks, agent scopes, and interaction patterns for AI workflows.
Built from scratch over 20 months — iOS, Android, and web for BMW's car sharing service. UX research in Madrid, full design system, dealership campaign animations.
Your next great product experience
Design that bridges user needs and business goals — through strategic UX, design systems, and AI-native thinking. 14 years of craft, applied to the problems that matter most.