Who am I

Growing Up Between Cultures: Finding Meaning Through Design

Navigating between Spain and Finland shaped my worldview and approach to design. In Finland, design is integral to daily life, a process that structures ideas rather than just a visual art form. Rooted in Nordic heritage, I see design as a means to uncover purpose, distill ideas to their essence, and shape them into something meaningful.

This mindset drives my work. Whether crafting a digital solution or a physical product, my goal remains the same: to create experiences that truly matter.

Blacksmithing: Crafting Strategy and Problem-Solving

Before formal design education, I learned problem-solving through metalworking and blacksmithing. This craft taught me the importance of strategic thinking—each hammer strike required foresight, understanding that every action shapes the material in a specific way. Problems don’t disappear; they shift, resurface, or change form.

This experience taught me to embrace complexity and the value of hands-on experimentation, principles that continue to guide my design approach today.

Embracing Form and Function: Studying Industrial Design

At the Lahti Institute of Design, with its Bauhaus-inspired curriculum, I deepened my understanding of how design integrates form and function. The hands-on approach encouraged material experimentation while always prioritizing the user’s needs, understanding the why and for whom behind every design decision.

I embraced the Nordic ethos of simplicity, functionality, and sustainability, which refined my approach. I learned that true innovation happens when form follows function, with both in harmony to address real user needs.

Shaping the Future of Mobility: From Concept to Production

After graduating, I joined an R&D team focused on designing products for public mobility. The challenge was balancing user experience, business goals, and engineering feasibility. I managed product pipelines from concept to production, always with a customer-first mindset.

During this time, I secured a personal patent and strengthened my ability to turn ideas into tangible products. This experience sparked my desire to broaden my impact by contributing to the strategic decisions that drive the business forward, beyond product design.

Designing for Impact: Aalto University

After my experience as an industrial designer, I pursued a Master’s in International Design Business Management at Aalto University to expand my strategic thinking and influence decision-making. Aalto’s multidisciplinary approach allowed me to bridge design, business, and technology, enabling me to create value-driven, holistic solutions.

My thesis focused on sustainable product-service systems, specifically distributed food production. I explored how businesses could shift from product-centric models to service-oriented solutions that reduce environmental impact and support local economic growth. This research, alongside my specialization in IT Service Business, deepened my understanding of digital transformation and service innovation.

Bridging Physical and Digital: Fjord and Accenture Song

At Fjord, now part of Accenture Song, I expanded my expertise in business design and digital transformation. Working with a top-tier creative team, I contributed to high-impact projects across the Nordic markets, addressing complex challenges that bridged physical and digital landscapes.

A key project involved co-managing the North Star vision for a Salesforce integration with a leading truck manufacturer. We developed a comprehensive strategy that aligned operations, optimized workflows, and seamlessly integrated systems to enhance efficiency and drive CX. I also traveled across markets to interview management teams, drive system adoption, and support change management, further honing my ability to deliver rooted, business-driven solutions.

Embracing Change: New Challenges in Spain

After more than two decades in Finland, I returned to Spain to embrace new challenges. At EY Design Studios in Madrid, I’ve led diverse projects, from managing system implementation for a global hotel chain to optimizing UX operations for Spain's largest telecom company. As a senior designer, I drive initiatives that embed design thinking across teams and ensure alignment with business strategy. I create strategic proposals and innovative solutions that fuel growth, collaborating closely with stakeholders and leadership to transform business challenges into opportunities.