Fernando Giménez

My approach is straightforward: I treat every project as my own. I stay involved from the first research session to the moment the data tells me whether something worked or not. Discovery, prototyping, testing, design, and increasingly development with AI. Then user testing, A/B experiments, and metrics to close the loop.

For ten years I've led product design and art direction at Civitatis, the largest Spanish-speaking platform for tours, activities and experiences.

I joined when the company had fifteen people. It now employs more than four hundred and serves fifteen million travelers a year across 160 countries, 4,000+ destinations and a catalogue of over 90,000 activities. Revenue has grown from €10M to over €200M.

During that time I designed and art-directed every surface: the digital product (website, native apps, B2B panels), the brand (identity, campaigns, print, merchandise), and the physical spaces (exhibition stands, offices, and two flagship stores in Madrid).

Covering that much ground pushed me to specialize in design systems, experimentation frameworks and conversion optimization, working hands-on across interaction design, prototyping and data analysis.

Earlier in my career I designed digital platforms for Movistar, Telefónica, BBVA and Endesa, and co-founded a small studio focused on branding and motion graphics.