I design with data, build with systems, and prototype with AI.

15+ years of hands-on product design at scale.

Experience 15+ years

Industries Travel, Telecom, Finance, Government

Complex to simple B2C Ecommerce, B2B SaaS, Design Systems, Strategy

AI-augmented Integrated into my design workflow

Selected work

UX Strategy, traveler using Civitatis mobile app at Trevi Fountain

Civitatis 6 min read UX Strategy Diagnosed systemic UX debt and redesigned the booking flow — PDP, Home, PLP, Checkout — validated through A/B tests across ABTasty and Optimizely. +8% Add to cart +6.84% Conversion rate 3-pillar UX framework View case study

Odisea Design System, component library and design tokens panel

Civitatis 8 min read Odisea Design System Built the token architecture, component library and AI workflow from scratch across three platforms. 90% Tokens reduced 46% Variants consolidated 300% Faster with AI View case study

B2B Supply Platform, Civitatis affiliates dashboard on laptop

Civitatis 9 min read B2B Supply Platform Designed multi-role dashboards, inventory management flows and partner onboarding for activity providers. +30K Agencies onboarded +5K Affiliates integrated +6K Suppliers active View case study

Marketplace Platform, two people reviewing Civitatis product comparison interface

Civitatis 6 min read Marketplace Platform Designed the multi-provider booking flow, availability model and comparison UX for 90,000+ activities. +10.31% Conversion rate 90K+ Activities 4K+ Destinations View case study

Kind words, pinned to the canvas.

"…he consistently brought a thoughtful eye for detail and a strong commitment to continuous improvement through data — qualities that make a real difference in any CRO project."

David Gamella Pérez

Customer Success Manager at AB Tasty

"He’s a complete and proper Product professional, not only in Design, but also in UX Research, Product Management, Experimentation and Data… obsessing completely — as one should — about the user journey and overall experience of the customer with the brand, in every touch point."

Fernando Martins

Senior Product Management Leader

"…he is one of the most valuable web design professionals I have ever met: proactive, with great mastery of tools, and above all with the drive to always explore new creative and technological territories."

Ignacio Ceña Tutor

Multi-brand Operations Manager: O2 Tuenti

"Fernando is synonymous with efficiency, speed, and professional solidity. He was a key mentor during my early days as a Junior designer and an exceptional colleague during my transition to a Senior role."

Germán Kaser García

Senior Designer for Marketing & Brand at Civitatis

Systems thinking, data-driven craft, and AI-augmented execution.

Human-centered craft

My work prioritizes people. Accessible, compelling interfaces that connect with real user needs and behaviors, not assumptions.

Data-informed design

Every decision backed by evidence. I build experimentation frameworks and use analytics, A/B testing, and research to validate ideas before scaling them.

Systems thinking

I design scalable architectures, not just screens. Reusable patterns, design systems, and component libraries that grow with the product and reduce debt over time.

Cross-functional fluency

I speak the language of product, engineering and data. I frame design decisions in terms of business impact, technical feasibility and statistical rigour.

End-to-end expertise

From strategy and research to interaction design and frontend, I deliver comprehensive product thinking with technical precision at every stage.

Growth-driven mindset

Driven by curiosity and critical thinking. I pursue continuous improvement, integrating AI into my workflow and pushing the boundaries of what design can achieve.

Good things start
with good conversations.

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