Product Designer
I design scalable systems and data-informed experiences.
15+ years building products at scale.
Selected Work
Odisea Design System
From overengineered tokens to AI-powered design operations.
Marketplace Platform
Multi-provider architecture for 90,000+ activities across 4,000 destinations worldwide.
CRO & Experimentation
Built the experimentation framework from scratch. Designed governance, tooling, and a culture of testing across product teams.
UX Strategy
End-to-end booking flow redesign. Simplified search, real-time comparison, and optimized discovery across desktop and mobile.
B2B Supply Platform
Enterprise platform for activity providers. Multi-role dashboards, inventory management, and partner onboarding.
Companies I've worked with
About
Designing with intention.
Principal Product Designer with 15+ years of experience, currently based in Madrid, specializing in scaling products through design systems, experimentation, and conversion optimization. My work focuses on product strategy, interaction design and scalable systems — tackling challenges such as booking flows, availability models, discovery and design systems.
Previously Head of UX at Civitatis, where I led a multidisciplinary team of 8 across design, research, and content. Earlier in my career I designed digital platforms for companies like Movistar, Telefónica, BBVA and Endesa, and co-founded a small studio focused on branding and motion graphics.
Outside of product work I enjoy helping to build brands, experimenting with artificial intelligence, and photography.
Why work with me
Systems thinking, data-driven impact, and seamless collaboration.
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.
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.
Human-centered craft
My work prioritizes people. Accessible, compelling interfaces that connect with real user needs and behaviors — not assumptions.
Cross-functional alignment
I build trust through transparent communication across product, engineering, and data teams — aligning objectives and driving seamless collaboration.
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.
What others say
Kind words from people I've worked with.
David Gamella Pérez
Customer Success Manager at AB Tasty
"I truly enjoyed working with Fernando during my time as his CSM at AB Tasty. As Head of UX/Product Design, 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. What I especially appreciated was his ability to listen, collaborate openly, and bring out the best ideas. Beyond his professional skills, Fernando is also a genuinely kind and great person to work with."
Luis Bravo
Product
"Fernando is one of those colleagues who truly add value. He creates a great atmosphere in the team and has the ability to make you think and reconsider ideas or decisions to take them a step further. Working with him makes conversations better and the product you build as a team better too."
Fernando Martins
Senior Product Management Leader
"It was a great pleasure to work with Fernando Gimenez. He's a complete and proper Product professional, not only in Design, but also in UX Research, Product Management, Experimentation and Data. He combines all these talents to be an amazing Head of Product Design and beyond, obsessing completely — as one should — about the user journey and overall experience of the customer with the brand, in every touch point. I found him restless and a true linchpin, not only in Product but in the overall organisation, with great knowledge far outside his domain. Besides, he's an incredible human being: interesting person, kind and easy to work with, yet doesn't leave out what has to be said! I'd love that our paths crossed again, anytime, anywhere."
Ignacio Ceña Tutor
Multi-brand Operations Manager: O2 Tuenti
"I worked with Fernando during my first stage as head of user experience and web design at movistar.es. I must say 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. For me, this is what makes him especially valuable to start any new digital venture where experience, creativity, and design are an important part of the value proposition."
Get in touch
Let's talk.
Open to new opportunities. Based in Madrid, working globally.