12 years making complex technology feel human.
Hi! I'm Mat, a product designer and a proud father, based in Spain. I've spent my career where new technology meets everyday people: voice interfaces before they were normal, accessibility before it was a checkbox, and AI as a design material. The job hasn't changed in twelve years: take something complex and make it feel obvious.
Empathy
Design starts with people, not screens. Research is how I listen; accessibility is how I make sure everyone is in the room, over a billion people live with some form of disability, and designing for them makes the product better for everyone. Function over form, always.
Intelligence
Human and artificial. I treat AI as a design material with its own grain, strengths and failure modes. The interesting work isn't generating screens faster, it's deciding when the interface should adapt, when an agent should act, and when a human must stay in control.
Strategy
Design is a problem-solving discipline; if you're not solving anyone's problem, you're just painting. At a senior level, impact isn't measured by the screens you produce but by the clarity of the foundations you set, aligning what users need with what the business needs.
From Ads to Product 🎨
After years at top advertising agencies winning international awards, I realized I didn’t just want to sell things, I wanted to build them. I left the surface to dive deep into technology and crafting meaningful digital products.
London calling 📲
I co-founded Echo, a voice-based social network built in partnership with Google London, working with the early Google Assistant team on voice-to-text models, before talking to your phone was normal. Meanwhile, at Cafecreate I took 20+ startups from concept to market. The questions AI products answer today, I started asking a decade earlier.
Beyond the screen 👟
Sneakair guided EasyJet travelers through cities with haptic feedback, no screen involved. Around then, accessibility became the foundation of everything I design.
Strategy at scale 🍹
As Head of Innovation at TheDobleGroup, I scaled the design team from 4 to 22 people while revenue grew 20x, leading product and campaigns for Bacardí, Moët Hennessy and Diageo, including Amor de Barrio: a campaign, two apps, and +1,000,000 people went back with their friends.
AI as a design material 🤖
Embedded at Inditex (via Redbility), designing agentic systems and generative interfaces for business-critical operations, while completing a Master in Artificial Intelligence. The problem I want to spend the next decade on: deciding when interfaces adapt, when agents act, and when humans stay in control. A design problem, not a technical one.