AI product management · Service design · Product design
I'm a senior designer in Madrid. I find out what people need, get teams to agree on it, and build the idea far enough to test with real users.
Interviews, surveys and synthesis that give a team one clear picture of its customers.
Journey maps and service blueprints that show where the experience breaks and who owns the fix.
Flows and interfaces designed in Figma, from first sketch to a build-ready handoff.
Working prototypes in code, built with Claude, so teams test something real early.
And the project management that connects them: I set the plan, keep stakeholders aligned and take the work where it needs to go.
The bar on each project shows which of the four stages I covered.
1PD · B2B SaaS · Lead UX designer · 2022
I led the UX from Data Studio reports to a launched product, then prototyped an AI assistant and tested it with nine marketers.
25 card-sort participants · 7 interviews · 9 usability tests
Covered: research, product design, AI prototyping
Global B2B manufacturer · Research and service design · 2025
I led the customer experience research across EMEA and North America and validated the AI-built prototype against it.
6 buyer personas, adopted by four teams
Covered: research, service design, AI prototyping
VenTEA · Non-profit · Design system · 2026
I designed the donation page, then built its parts as a React component library with AI assistance.
3 components · 9 states · 12 colour tokens
Covered: product design, AI prototyping
Earlier work · 2020
YoLocal, a marketplace to help neighbourhood shops through lockdown. 311 survey responses, 30 interviews, and the seller side of the app.
I start with questions, not screens. I talk to the people involved before I propose anything.
I run the workshops and keep people involved, so research gets used instead of filed.
Different teams describe the same customer differently. I get them to one picture they all sign up to.
I use AI to build and test faster. The people using the product still decide what is worth building.
I'm Val. I've worked with B2B and enterprise teams across North America, Europe and APAC. Six years in design have taught me that some of the most important work happens before a solution takes shape. It's about understanding different perspectives, challenging assumptions and finding the right problem to solve.
My background is in customer experience, UX research and service design. I connect customer insights with business needs, bring stakeholders around a shared understanding and turn ideas into experiences people can test. More recently, I've been exploring how AI can help bridge the gap between research and working prototypes.
I've worked as a UX designer since 2019, collaborating with enterprise clients, technology companies and non-profits. Before moving into design, I worked in project management within banking and technology. I hold a degree in Psychology and Marketing and completed Ironhack's UX/UI Design bootcamp. This combination continues to shape how I understand people, navigate complexity and approach design.