Acting as a product advisor for two startups: one in the area of fashion tech based in Barcelona, and a health tech hardware/software company based in California.

At Roga.ai | Wellness tech startup (wearable + app)

• Advised the CEO on key strategic project prioritization to ensure growth and retention.

• Redesigned the packaging for the Roga 2 hardware device and launched it shortly after.

• Redesigned the onboarding experience, from unboxing to app IA and first-session flow.

• Set up high-level strategy and implementation details for all lifecycle marketing communication.

At Ceylanbcn.com | High-fashion boutique

• Guided the founder to define OKRs and a roadmap.

• Mentored two junior designers through the complete UX design double diamond process.

• Led UX research and implementation of UI updates for the site, improving usability and visual consistency.

Completed a 480-hour hands-on, project-based UX/UI Design immersive program with real clients, with an emphasis on research, systems thinking, and strategic design.

• Roga App Redesign (Health & Wellness, Real Client, Solo, Mobile)

Improved onboarding and app IA to boost engagement and retention; delivered hi-fi mobile prototype.

• Climate Action App (Sustainability, Conceptual, Team, Mobile)

Designed an AI-based onboarding and search flow to build trust and improve conversion for a carbon offsetting app.

• E-Commerce for Artisanal Food (SB e-commerce, Conceptual, Solo, Desktop)

Modernized a local nougat shop’s website while preserving brand personality; delivered UI system & responsive flow.

• Urban Mobility for Seniors’ App (Transport, Conceptual, Solo, Mobile)

Designed initial flow to support healthy route discovery; focused on accessibility and simplicity.

• 2nd-Hand Baby Gear Marketplace (E-commerce, Conceptual, Solo, Desktop & Mobile)

Created responsive e-commerce design for new parents; focused on visual design, moodboards, content strategy.

• Owned and delivered cross-product strategy for Discover (Android -1 screen) and Chrome New Tab under the Digital Markets Act (DMA), enabling user control over defaults and uninstall flows per Article 6(3).

• Aligned four product teams (Discover, Chrome, Android, Play) across Legal, Engineering, PM, and PgM functions, ensuring consistent implementation of compliance while protecting product KPIs.

• Led user research to map user mental models of Online Search Engines (OSEs), identifying behavioral friction points and opportunities in default switching, informing DMA compliance roadmap.

• Conducted competitive analysis of OSE flows across Microsoft, iOS, and Android ecosystems to benchmark UX and shape Google’s product positioning under new interoperability norms.

• Result: Delivered compliant, user-centered product updates across Search surfaces, preserving engagement while meeting legal obligations ahead of regulatory deadlines.

PM Lead responsible for video & audio content E2E. Grew the Content Platform team from 1 engineer to a 15+ full-stack group. Pivoted the eng team to work on Content. Crafted requirements and roadmap for the future of the content library IA (a 3rd of the app).

• Reduced Premium cancellations by 13% through content in context UX.

• Defined team charter, drafted team vision, strategy, and OKRs from 2021 onwards.

• Led the generation of insights for content, with UXR, Consumer Insights, DS, and Customer Support.

• Developed content analytics pipeline and dashboards to measure performance, with PA and Eng.

• Co-authored 9 PRDs for the IA redesign of the Content library of Fitbit and its components.

• Led the evolution of the Freemium Content strategy with VisD and UXR.

• Co-developed a prototype to cast real-time metrics from the watch to Fitbit content.

• Rolled out the first content recommendation engine, reducing premium trial cancellations by 8%.

• Influenced rollout of experiments across health pillars to continue testing the hypothesis that contextual content would drive higher engagement and Premium retention. With content on the AZM tile, decreased Premium cancellation by 13% and doubled workout views (>100% increase)!