hero · product designer
I design with data, build with systems, and prototype with AI.
15+ years of hands-on product design at scale.
Scrollspecs
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
Selected work
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
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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
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Civitatis 10 min read CRO & Experimentation Owned the full experimentation lifecycle: hypothesis framing, test design, statistical governance and analysis across ABTasty and Optimizely. Multi-year Experimentation program B2C + B2B Product coverage 99% Significance standard
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Civitatis 6 min read UX Strategy Redesigned the end-to-end booking flow: search, filtering, comparison and checkout across desktop and mobile. +8% Add to cart +6.84% Conversion rate 3-pillar UX framework
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Civitatis 9 min read B2B Supply Platform Designed multi-role dashboards, inventory management flows and partner onboarding for activity providers. +30K Agencies +5K Affiliates +6K Suppliers
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assets · companies
comments
Kind words, pinned to the canvas.
"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
why-work-with-me
Systems thinking, data-driven craft, and AI-augmented execution.
01
Human-centered craft
My work prioritizes people. Accessible, compelling interfaces that connect with real user needs and behaviors, not assumptions.
02
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.
03
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.
04
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.
05
End-to-end expertise
From strategy and research to interaction design and frontend, I deliver comprehensive product thinking with technical precision at every stage.
06
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.
contact
David Gamella Pérez
Customer Success Manager at AB Tasty