01.LeadtechProduct Designer
+28% conversion to paid
Monetization & Paywall
Subscriptions, one-off packs and paywall timing on a QR product. +28% conversion to paid.
Product:Subscription-based QR product (B2C and B2B)
/Almar Labs
Product designer, end to end.
Senior Product Designer based in Madrid. I work on problems where a design decision shows up in conversion, retention or adoption, and I'm exploring how AI changes the way we design.
/Projects
Selected work
Four case studies. Three shipped, one in progress.
02.LeadtechProduct Designer
+34% cross-selling take rate
Cross-sell Platform
From a single passport product to a multi-service platform. +34% cross-selling take rate.
Product:US government document services
03.Large-scale B2C ecommerce retailerProduct Designer, end-to-end ownership (about 90% of the design)
+20% completed purchases
Fulfillment & E-commerce
Moving ZIP code, store and fulfillment mode to the start of the shopping journey. +20% completed purchases.
Product:Enterprise retail web experience
04.LeadtechProduct DesignerIn progress
98% token accuracy target
AI Agentic Design System
Can an AI agent build inside a design system without breaking it? In progress.
Product:Passport services design system
/About me
Mindset, methods & experience
What I do
I design digital products end to end: research, flows, UI and the systems behind them. I start from how people actually use what I build.
Background
Born in Buenos Aires, based in Madrid. Senior Product Designer across B2B SaaS, government platforms and large-scale ecommerce.
My approach
I design from evidence, not intuition. I start with the problem, test against real data and keep iterating on what the numbers and the users show.
CAREER TRAJECTORY
Leadtech[Current]
Scaling the unified government-services platform, leading cross-selling optimization from the private dashboard, and championing the AI agentic design system initiative.
Jan 2024 – present
TipS
Booking platform for event organizers. Redesigned organizer ticketing flows, reservation mechanics, and attendee onboarding.
Oct 2023 – Feb 2024
Empathy(Client: Kroger)
Led end-to-end design for location, store selection, and multi-mode fulfillment for Kroger, the largest grocery retailer in the United States.
Mar 2022 – Aug 2023
Global Alumni(Clients: MIT, Duke University)
Designed digital learning experiences, cohort platforms, and credentialing journeys in partnership with top global academic institutions.
Jun 2021 – Mar 2022
/Process
How I work
A repeatable discipline focused on discovery, rapid hypothesis testing, and quantitative validation.
01.
Frame the problem
I start from the data, customer feedback and a competitive benchmark to find what is actually driving drop-off or low adoption.
02.
Explore and decide
Flows, wireframes and prototypes, working with Product and Engineering, until the trade-offs are clear.
03.
Test
Usability sessions and A/B tests, so a decision rests on evidence and not on opinion.
04.
Ship and measure
I stay through implementation, then check the numbers to see if it worked.
/Services
End-to-end design services
01
Product strategy & discovery
Framing the problem, competitive benchmarking, defining what to test and aligning product bets with measurable revenue outcomes.
02
UX/UI design
User flows, wireframes, rapid prototyping, and high-fidelity production-ready UI built for speed and clarity.
03
Design systems
Semantic token architecture, component specifications, multi-brand scaling, and AI-agent readiness.
04
Experimentation & measurement
Defining success metrics, structuring A/B tests, and translating behavioral analytics into confident design decisions.
/FAQ
Before you ask
Mostly B2B SaaS, ecommerce and subscription products. Anything where a design decision shows up in conversion, retention or adoption.
GET IN TOUCH
Have a project or leadership role in mind?
Open to new roles and product initiatives. If you're building something, even if it's still an idea, let's talk.