Hi, I'm Alejandro.
As a freelance Product Designer, I help companies and entrepreneurs design and develop their digital products.
Projects
Tools
Skills
Empathize & Define
Application of qualitative and quantitative methods for deep user understanding. Transforming insights into key artifacts (Personas, Journey Maps) and defining an actionable Problem Statement for design.
Information Architecture
Structuring content and navigation to optimize product usability. Designing User Flows and Low/Mid-Fidelity Wireframes that establish the interaction logic and intuitive experience.
Prototyping
Creation of visually polished, development-ready interfaces using design systems. Building Interactive Prototypes that simulate the final product, validating interaction and accessibility principles.
Data Driven Iteration
Planning, execution, and analysis of Usability Tests. Capturing feedback and metrics to sustain design iteration, ensuring measurable improvements in product experience and performance.
Experience
Product Designer
- Define the context, business objectives, and core challenges alongside project leads or stakeholders.
- Conduct research and analysis, market studies, competitor analysis, user interviews, and other research methods, to ensure the product and design approach is aligned with real needs.
- Design end-to-end solutions: define flows and screens, create prototypes, run usability tests, and establish KPIs to improve through iterative cycles.
- ctively participate in development or implementation whenever the project requires it.
Head of Marketing
Led the company’s digital strategy and user acquisition initiatives, combining analytical and creative approaches to strengthen the brand’s online presence:
- I led marketing operations for an industrial manufacturer with €5M in annual revenue, driving an €1.2M yearly increase in the sales pipeline through a comprehensive B2B strategy.
- I developed the brand identity, digital infrastructure, and performance analytics systems, ensuring full alignment between marketing, sales, and management.
Community Manager
Supported the company’s digital communication strategy through content creation and community engagement:
- I managed client portfolios and led engagement strategies that boosted monthly active users by 12% and added 30K new followers in six months.
- I improved brand perception by reducing negative mentions by 20% and maintaining a 100% response rate during peak campaign periods.
About me
I’ve always been fascinated by understanding people — what motivates them, what frustrates them, and why they act the way they do. Listening and empathizing is the starting point, but it’s through observation that we truly understand how they live. That curiosity about human behavior led me to product design, where every decision shapes someone’s experience.
Outside of work, I find balance through sports, cooking, and traveling. Spending time with loved ones and discovering new experiences keeps me inspired and designing with purpose.
Education
User experience: The definitive guide
UI pattern design for successful software
Information visualization
Emotional design: How to create products that people love
Design for the 21st century with Don Norman
Human-computer interaction
Mobile user experience (UX)
Visual design: The ultimate guide
User research: Methods and good
Gestalt psychology and web design
Fundamentals of user experience
Bachelor's degree in marketing