About

I've spent fifteen years leading design teams, at McKinsey, BCG, Daimler, and Commerzbank, and a run of startups and design studios before that: Omio, Onefootball, IXDS, UP42. I started as a working designer, with a Master's in Product Design and Engineering from ELISAVA in Barcelona, and I've stayed hands-on enough to still be useful in Figma, even though most of my time now goes to leading rather than shipping pixels myself.

Today I'm at WPP, directing an AI-agentic marketing intelligence platform. Before that I ran the design department at SPREAD AI for three years, turning a pile of siloed industrial engineering data into something people could actually act on.

What I've learned running design teams

Mostly, that the job is building the conditions for a team to do great work, not doing it for them. Give a team a clear target and enough trust to find their own way there, and they'll usually surprise you. Hover, and they won't.

I care about strategy connecting to something real, a metric, a customer outcome, not a deck that gets filed away. And I try to stay technical enough to make good calls fast, not just facilitate other people's.

On AI

It's the most interesting shift I've worked through in fifteen years of this, and design doesn't get to sit it out. For most of my career, a designer's ideas ended where an engineer's queue began. That's not true anymore. Today a designer can bring what they design to life themselves, prototype it, build it, ship it, without waiting on someone else's roadmap. That changes what design is worth: not just the bridge between user needs and business needs, UX, UI, the usual, but someone who can code the experience too, with AI doing the heavy lifting. I think that makes design more valuable than it's ever been, not less.

Outside of work

I run UNTLD, my own studio. It's home to GoLocal, an on-demand hyperlocalized service-hiring platform, and Somsonico, a DJ and speaker equipment rental venture I'm just getting off the ground. I've surfed since I was fourteen, and if I could only ever surf one place again, it'd be the Mentawai Islands. I DJ too, which is where Somsonico actually comes from, not a side hobby I bolted a business onto. I take a lot of photos. And I share an apartment with a cat named Mr. Twinkles, who has opinions about all of it.