Senior Product Designer, specialised in Business UX Strategy, B2B2C SaaS
10+ years of experience in startups and scale-ups, and 15+ years in the design field. I specialise in UX strategy, design systems, and aligning user experience with business impact, particularly in B2B2C SaaS.
I thrive on solving complex problems, strategic thinking, scaling design processes, and collaborating across product, engineering and leadership teams. I’ve also been a mentor on ADPList, supporting the next generation of designers. I’m a people person: I do my best work face to face, so I enjoy going to the office and working side by side with my team, not 100% remote.
As a side project, I also create no-code websites, help small businesses scale, do branding and design European-inspired illustrations that I sell on Etsy, blending tech and creativity in hands-on projects.
- 10+years in product design
- 15+years in design
- 4languages, Dutch at A2
- BCN → NLfrom Barcelona to the Netherlands
Experience
The NetherlandsSince 2026, in-house at a Dutch scale-up.
- Skydreams (opens in a new tab)Senior Product Designer
Barcelona, SpainSpanish startups and international companies from the US, Germany and the UK, working from their Barcelona teams.
- Papaya Dash (opens in a new tab) UK companySenior Product Designer
- EVPassport (opens in a new tab) US companyStaff Product Designer
- Haufe Group (opens in a new tab) German companySenior Product Designer
- Badi (opens in a new tab)Product Designer, Growth & Design Systems
- Airflye (opens in a new tab) US companyProduct Designer
- Fluendo (opens in a new tab)Product Designer
- Tekman Education (opens in a new tab)Product Designer
Education
BA in Design, Graphic and Interior DesignElisava School of Design and Engineering · Barcelona2012 – 2016
BA in DesignUniversity of Winchester · United Kingdom2012 – 2016
UX Design Bootcamp, full timeIronhack · Barcelona2018 – 2019
Interaction Design coursesThe Interaction Design Foundation (IxDF) · Online2019 – 2020
What I bring
- Product vision & roadmapping
- UX strategy
- Design systems & style guides
- End-to-end product design
- Growth metric analysis
- Stakeholder alignment
- Cross-functional leadership
- Design operations
- Driving UX maturity
- SaaS conceptualization
- Research & testing
- Art direction & branding
- Mentoring
Tools I use
Design
FigmaDesign and prototyping
StorybookDesign systems
ZeroheightDesign system documentation
FramerWeb design
Designing with AI
Claude + FigmaAgents, skills and connectors that edit my Figma files and design system- Figma AIAI features inside Figma
- ClaudeBrainstorming, research, and building this site on GitHub
ChatGPTIdeation, UI and brand exploration
MidjourneyBrand assets
Product & collaboration
Jira & ConfluencePlanning and documentation
LinearPlanning
MiroWorkshops and brainstorming
Research & data
LyssnaUsability testing
ClarityHeatmaps and session recordings
TableauData analysis
MobbinUI patterns
DribbbleVisual inspiration
Languages
- HolaSpanishNative
- Bon diaCatalanNative
- HelloEnglishFull professional
- BonjourFrenchC1
- HalloDutchA2, learning
What people say
“It’s hard to find people as proactive and decisive as Aïda. She’s been a key member of the UX/UI team ever since her arrival. She’s a natural leader and a team player.”
“Aïda took on the challenge of redesigning the app, transforming it into a much more intuitive and user-friendly experience. Her collaborative approach and openness to iteration fostered a strong dynamic between product and design.”
“Aïda has an exceptional ability to foresee project needs and tackle them efficiently. Her designs stand out for their aesthetic appeal and functionality, reflecting her deep understanding of user experience.”
“An innovative thinker who can conceptualize and design aesthetically pleasing and functional products. She is always willing to take on feedback, which she incorporates into her work to ensure the final product meets or exceeds expectations.”
