Built and led the UX strategy and first internal UX organization for Mapfre USA, hiring and scaling a multidisciplinary team of UX/UI designers, Researchers & Front-end, while overseeing design UI vendors to support enterprise digital transformation.

Established the company’s first UX Research practice and the “Mapfre UX Guerrilla” program, introducing continuous user testing into the product development cycle.

Led end-to-end UX/UI design, planning, and execution across B2C and B2B platforms.

Led customer journey strategy across acquisition, onboarding, servicing, and billing, facilitating cross-functional workshops to identify opportunities and drive experience improvements.

Served as Product Owner for the digital transformation of the B2C Customer Portal, leading UX strategy and implementation in partnership with IT and internal business areas across onboarding, servicing, and billing journeys.

Manage & delivered Corporate enterprise-scale transformation initiatives, consolidating Multiple State’s websites into a unified platform and unifying all existing quoting systems into a single experience, improving scalability and consistency.

Acted as a key liaison with Mapfre Corporate representing Mapfre USA, strengthening cross-market collaboration and alignment across digital initiatives.

Led adoption of the Mapfre Corporate Design System, expanding to ~40 applications and driving hundreds of thousands in savings while increasing design delivery efficiency (~2.5x). Contributed to the global Design System CORE team representing Mapfre USA.

Drove innovation and operational excellence initiatives, launching the PWA applications, piloting conversational UIs, and establishing Agile practices (Scrum, Lean) to improve delivery efficiency and alignment.

Designed and implemented a data-driven experimentation and analytics framework (GA, GTM, data layer), running A/B tests, improving quote funnel conversion by ~30% and enabling data-driven decision-making.

Led end-to-end UX/UI strategy, planning, and execution for Verti USA, defining end-to-end experience across quote, servicing, and web platforms in a digital-first insurance business.

Established UX research and design practices within the organization, mentoring UX/UI designers and embedding continuous user testing into the product development cycle.

Optimized acquisition and servicing customer journeys, contributing to measurable improvements in funnel conversion and task completion rates.

Partnered with Product, Engineering, and Marketing to ship user-centered features rapidly, maintaining quality and alignment with business KPIs.

Led UX/UI strategy, planning, and execution across multi-industry digital transformation projects for global clients including MAPFRE, Verti, Telefónica I+D, Bankia, and Reale Mutua.

Drove end-to-end UX activities, including customer journey definition, interaction design, information architecture, and usability testing, ensuring alignment between user needs and business objectives.

Collaborated with cross-functional teams and stakeholders though workshops and design thinking methodology to define product concepts and digital experiences.

Delivered key initiatives including telematics-based insurance journeys, Social media applications integration concepts, and enterprise agent platforms.

Provided design leadership and quality oversight, guiding visual direction and mentoring team members while ensuring consistency and usability across deliverables.

CLIENTS

Telefonica - Global Video Unit

MAPFRE Spain - UBI, User Behaviour Insurance

Bankia - B2B, Business Online Service Portal

Verti USA & China - B2C Web & APP

Reale Seguros - Agents Online Service Portal

Catalana Occidente - Marketing Microsites

Managed UX/UI, project timelines, execution, and stakeholder communication across web and mobile initiatives. Cross-functional teams coordination to deliver high-impact digital and social media experiences for global brands including Pepsi, Disney, IKEA, The Lion King, Desigual, Philips and Spotify.