Hello,

My name is Sergio, and I’m a product designer based in Barcelona, originally from Almeria (southern Spain).

I’ve always been drawn to understanding how things could be different. As a kid, I was more interested in possibilities than instructions. Fascinated by the logic behind how things behaved. That same mindset is what led me into product design.

The road here was not exactly planned. I started out learning how to build things with code. Later, I got into visual work and communication. Somewhere along the way, I realized what I really cared about was creating things that make sense to people, things that feel good to use and solve real problems.

Now I help founders and companies turn messy ideas into clear, usable products. I care about flow, simplicity, and making digital experiences feel effortless. If someone does not have to think too hard while using something, I’ve done my job right.

I believe in being honest, staying curious, and not taking things too seriously. I enjoy working with people who are passionate, open to experimenting (and messing up), and who see feedback as a way to get better, not as something personal. Bonus points if you can make me laugh in the process.

Where: Barcelona, CET. Remote across Europe.
How long: 7+ years in product, mostly SaaS and mobile apps.
Who with: Teams of roughly two to forty people. Founders, and the person who can change the plan.
What kind of work: Zero-to-one product, scoping under a deadline, and saying the thing nobody in the room wants to say.
Languages: Spanish and English.

What I’m good at.

Making the hard thing look easy: The best compliment a product gets is that nobody notices it. That takes throwing away most of what you drew, and it is the part I am actually good at, not adding, removing.
Taking a vague problem to a shipped first version: Somebody describes a mess in a meeting, and six weeks later there is something real in front of a user. Small team, no ceremony. Most of the work on this site comes from here.
Scoping when the deadline is not negotiable: Finding the version that can exist in the time available and still be worth showing. Twice now, six weeks to a working demo — both times by cutting more than felt safe.
Saying the thing nobody in the room wants to say: Usually a version of “we have not checked whether anybody wants this”. It makes meetings longer and quarters shorter, and it is most of what you are actually paying for.

…and what I’m not.

Brand, illustration, motion: I would be competent and somebody else would be good. Paying me for it is paying a premium for competent.
Making a decision you have already made look validated: I will agree with the parts that are right and say the rest out loud, in front of whoever is in the room. If that is inconvenient, hire somebody cheaper — it is a much cheaper way to get the same nothing.
Pushing pixels on a roadmap somebody else wrote: I am genuinely worse at this than the person you can hire full-time, who will be faster, cheaper and closer to the product. This is not modesty. It is a warning about your money.
Being the reason the project is late: I am one person with one client at a time, and I will tell you before we start if the dates do not work. What I will not do is take the project anyway and manage your expectations afterwards.