Economics at the base. Product by trade.
I connect strategy, design, and delivery. Today AI speeds up definition and build; the judgment comes from years inside product teams.
01 / A path into product
Judgment is built by doing the work.
Business, stakeholder understanding, and product. Judgment is tested when all three have to be held at once.
- Economics
- Export
- Entrepreneurship
- Design
- Product
- Artificial Intelligence
After studying Economics, I worked in international export sales. At trade fairs I found a supply-and-demand problem that became Obiquo.
Creating Obiquo introduced me to the world of design: understanding services, needs, and experiences. That path led me to service design and UX.
Then came in-house product teams: banking, airlines, enterprise SaaS, and leisure. Different contexts, the same challenge: align what the business needs, what the person needs, and what the team can ship.
Now AI speeds up how I define, design, and build. It does not replace accumulated judgment: it extends the capacity to carry an idea through to the product, with human responsibility kept clear.
How I work ↗Understand how a business works. Design how it is used.
I start from how the business works: what is offered, to whom, at what cost, and what breaks if the decision is wrong. If that is unclear, design improves a screen and leaves the problem where it was.
Stakeholders hold different parts of that decision. Business, operations, technology, and the person using the service do not ask for the same thing. I learn what each one can give up before I propose a form.
Economics says whether it should exist. Technology says whether it can be sustained. Design says how it is used. All three look at the same decision, at different moments.
Economics, product, and technology look at the same decision from different angles.
02 / Experience
Inside the teams. Through to delivery.
Jan 2026 — Present
Remote
Freelance Lead Product Designer
Independent
Product design, AI product, and development. An independent practice that connects definition, design, and build.
Contable AI Pro, a portfolio built with Cursor, and Job Matcher AI. Client: Gama Total.
Oct 2017 — Sep 2025
Global enterprise teams
Lead Product Designer
Globant
Led squads of designers at Santander, BBVA, LATAM, Personio, and PortAventura.
Santander: zero downtime and +18% efficiency. PortAventura: +25% digital revenue in the first season, 2.2 → 4.5 App Store. LATAM: 2.1 → 4.7 app rating.
Sep 2019 · 1 month
Contract · Madrid
Design Thinking Teacher
DevAcademy Spain
Design Thinking workshops for IT professionals.
Teaching alongside the Globant years.
Feb 2016 — Oct 2017
Banking, insurance, telecom, and energy
UX & Service Designer
Opinno
Research, presales, ideation, and high-fidelity design across business contexts.
Projects for Bankia, Axiare, Mapfre, Telefónica, and Enel.
Jun 2013 — Feb 2016
Madrid
Content Manager & Program Administrator
Telefónica
Think Big blog: 200+ articles in 18 months, ES/PT editorial coordination, and social media.
Talentum: 100+ interns, event organization, and Campus Party London.
Dec 2011 — Jun 2013
Startup
Co-founder, Managing Director & Project Manager
Obiquo
Management, marketing, sales, HR, and finance, with a focus on international expansion.
A supply-and-demand problem at trade fairs started the project. Creating Obiquo introduced me to design and opened the path to UX and service design.
03 / Education
A business foundation. A design practice.
2014 — 2015
Digital Experience Design Expert
U-tad
2010
International Business Management
CECO
2007 — 2008
International Marketing & Foreign Trade
CREA
2004 — 2005
Erasmus Programme in Finland
Hanken School of Economics
1999 — 2005
Economics · Master of Science
Universidad de Zaragoza
04 / Skills
From definition to product.
Product Design
UX/UI · Information architecture Design systems · WCAG AA Dashboards
Strategy / Business
Economics-driven UX · Product strategy ROI · Roadmap · DesignOps · Agile
Research
Interviews · Design Thinking Benchmarking · Heuristic evaluation
Leadership
Mentoring · Hiring · Stakeholders Cross-functional collaboration International teams
AI / Technology
Spec-driven · LLM UX · Human-in-the-loop GenAI · Conversation flows
05 / Contexts and tools
A stack to build with.
- Figma · Framer · Miro · Mural · Maze
- Jira · Confluence · Notion · Make · Zapier
- Cursor · Antigravity · Claude · ChatGPT · Midjourney
The context changes.
Experience across many industries
Banking and fintech · Insurance · Real estate · Travel and leisure · Telecom · Public sector · Hospitality · Enterprise SaaS · Sports and media · Pharma
The judgment is connecting strategy, design, and delivery in each of them.
06 / CV
Prefer to see my Curriculum Vitae?
Download my generic CV as a PDF.
DownloadWhat does your product need now?
A hard decision, a team, or a product that has to move. Let’s start there.
Contact: chema.a.job@gmail.com