I design B2B and B2C products people stick with.
Senior Product Designer with 10+ years in product design across SaaS, marketplaces and green tech, from discovery to measurable results.
Worked with
From complex to simple.
Companies bring me their most complex products. I make them simple, and every number behind it is a design decision. Here’s what my work changed.
- −39.8%
- Support ticketsEV charging dashboard for property managers, EVPassport.
- +46.6%
- EngagementApp-free EV charging across iOS, Android and App Clip.
- 7→3 min
- OnboardingTeampact retrospectives that teams actually finish, Haufe Group.
- 10+
- Years in productStartups and scale-ups, from Barcelona to the Netherlands.
Selected work
All 8 projects
An EV charging dashboard property managers can run on their own
EVPassport · Sole product designer
Charging an EV without downloading an app
EVPassport · Sole product designer
What I bring
Aligning product, engineering and design on what to build and why. Depending on the company, also support, customer success, sales, marketing and growth.
- Aligning product, engineering and design on what to build and why. Depending on the company, also support, customer success, sales, marketing and growth.
- Starting design systems from scratch, scaling them and helping them grow, with engineers and every stakeholder on board, and pushing for adoption.
- Qualitative and quantitative interviews, prototypes and usability tests on Lyssna, before a single sprint is spent.
- I make design decisions based on data: I analyse product data to find what to change, and measure the impact once it ships.
- My design degree shows in the craft: polished, consistent UI, and brand alignment when the product needs it.
- Mentoring designers and raising UX maturity across teams.
Hi, I’m Aïda.
Crafting digital experiences that matter.
I spent ten years in Barcelona designing B2B and B2C products for Spanish startups and for US, German and UK companies with teams there. Now I’m in the Netherlands. I like the messy part: getting product, engineering and the business aligned on what to build, then proving it with research and numbers.
- 10+years in product design
- 15+years in design
- 4languages, Dutch at A2
- BCN → NLfrom Barcelona to the Netherlands
More about me“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.”
Beyond the day job
What I design when nobody asks me to.
- Illustration
European-inspired illustrations and watercolour prints that I design and sell on Etsy.
Visit the Etsy shop - ämespun studio
Branding and fast no-code websites for small businesses, in four languages.
See studio work - Mentoring
Mentor on ADPList for designers at every stage.
Book a session - Writing
Case studies and process notes on Medium and Prototypr.
Read on Medium