Hi, I’m Joaco — a product designer based in Valencia, originally from Argentina.

I’ve spent over a decade working in design across fintech, SaaS, B2B and B2C, in both early-stage startups and more structured environments. I’ve led small teams, collaborated closely with engineers, PMs and C-levels, and helped shape digital products that are intuitive, scalable, and grounded in business context.

I’m curious about how people behave and make decisions — and that curiosity drives my approach to UX: blending research, systems thinking, and interaction design to improve how products work and feel.

These days, I split my time between evolving design systems and leading product design initiatives within tech teams. I’m also exploring how AI can support creativity, design ops and faster iteration — as part of the modern designer’s toolkit.

To me, design is more than aesthetics: it’s about building bridges between people, products, and the information they need — at the right moment.