Freelancer profile translated to English.
Back to original languageAbout Sergio
Product Designer UX/UI specializing in digital accessibility (WCAG 2.2) and the development of scalable Design Systems in Figma. I design usable, inclusive, and sustainable products and platforms, with clear documentation for advanced development and prototyping that accelerate delivery and reduce design debt.
I work across the entire design cycle: research, information architecture, ideation, wireframes, prototyping, user testing, and cross-platform interface design (desktop, mobile, apps, Smart TV).
I have participated as UX Lead and Product Designer in complex projects for sectors such as tourism, fashion, banking, education, e-commerce, and corporate, collaborating with brands like Barceló, Oysho, BBVA, Iberdrola, Telefónica, Real Madrid, Santander, Volkswagen, AXA, and the Ministry of Industry, among others.
Spanish
Native or bilingual
Can work on-site
Madrid (up to 50km)
Experience
- BarcelóProduct Designer | UX/UI Designer for Barceló Hotel Group – Redesign of the booking processHOSPITALITYJanuary 2024 - August 2025 (1 year and 7 months)Madrid, SpainClient ContextBarceló is one of the leading international hotel groups, with a presence in over 20 countries. They needed to modernize their online booking process to align with current user expectations and increase conversion.Project Challenge
- Optimize the booking flow to make it clearer, faster, and more usable.
- Ensure WCAG 2.1 AA accessibility throughout the process.
- Integrate the new pricing architecture, packages, and experiences (Royal Hideaway, Wellness, Romantic, Family).
Approach and Methodology- Usability research on the existing booking funnel.
- Benchmarking with competitors in the hotel sector.
- Prototyping in Figma with validation of real use cases.
- Documentation for development (tokens, components, accessibility guidelines).
Design Solution- Complete redesign of the booking funnel, simplified into fewer steps.
- Creation of a scalable Design System with color tokens, typography, spacing, and reusable components.
- Application of digital accessibility (WCAG 2.1 AA) in forms, buttons, and keyboard interaction.
- Responsive interfaces adapted for desktop, tablet, and mobile.
- Incorporation of microinteractions and states (hover, focus, pressed, disabled) for greater clarity.
- Coherent visual integration with brand experiences (Royal Hideaway, Wellness, Romantic, Family).
- Exhaustive documentation in Figma to facilitate handoff and reduce design debt.
Impact and Results- Improvement in conversion rate for the booking process.
- Reduction in average time to complete a booking.
- Accessibility audited and certified according to WCAG 2.1 AA.
- Increase in user satisfaction measured in post-booking surveys.
Role and ContributionComplete UX/UI Design, definition of the accessible design system, and documentation for development. - Sngular People S.LProduct Designer | UX/UI Designer - Oysho Training – Personalized training appTECHMarch 2021 - December 2023 (2 years and 9 months)Madrid, SpainClient ContextOysho launched OYSHO Training, an app for personalized workouts to practice sports anywhere.Project Challenge
- Create an attractive and usable app that combined community, personalization, and inspiring design.
- Ensure user experience and visual consistency with the Oysho ecosystem.
Approach and Methodology- Research on fitness apps and analysis of user habits.
- Design of workout personalization flows.
- Creation of interactive prototypes and user testing.
Design Solution- Minimalist interface, focusing on audiovisual content and immediate feedback.
- Accessible mobile Design System (contrasts, legible typography, touch navigation).
- Personalized experience through dynamic dashboards and adapted routines.
- Digital branding aligned with Oysho's identity and active lifestyle.
- Prototyping in Figma with component documentation and agile handoff.
Impact and Results- Competitive positioning in the digital fitness market.
- High user ratings for ease of use and visual inspiration.
- Increase in average time spent in the app thanks to personalized workouts.
- Reinforcement of Oysho's digital identity as a sports brand.
Role and ContributionUser experience design, interface design, digital branding, and design system for mobile. - Sngular People S.LProduct Designer | UX/UI Designer at Oysho – E-commerce and information architectureTECHMarch 2021 - December 2023 (2 years and 9 months)Madrid, SpainClient ContextOysho, a brand of the Inditex group, sought to modernize its e-commerce to adapt it to new consumption habits and ensure a seamless experience on desktop and mobile.Project Challenge
- Restructure the catalog's information architecture.
- Optimize navigation based on user testing.
- Create a consistent and accessible design system.
Approach and Methodology- Card sorting and tree testing to validate product categories.
- Navigation wireframes and checkout flows.
Design Solution- New information architecture with optimized navigation and smart filters.
- Redesign of the Design System in color tokens, typography, and key components.
- Clean interfaces focused on conversion with mobile-first as a reference.
- Simplified checkout design with clear and accessible validations.
- Consistent application of Oysho's digital branding throughout the user journey.
Impact and Results- Reduced friction in navigation.
- Increased conversion on mobile devices.
- Greater visual consistency between e-commerce and the Oysho Training app.
- Improved purchase satisfaction measured in user feedback.
Role and ContributionUX research, information architecture, wireframes, and definition of an accessible design system.
Reviews
Recommendations
FU
These freelancer profiles also match your criteria
Agatha Frydrych
Backend Java Software Engineer
4.7
(3)
2
Baptiste Duhen
Fullstack developer
4.6
(4)
5
Amed Hamou
Senior Lead Developer
4
(2)
7
Audrey Champion
Web developer
4.3
(3)
4
Education
- Postgraduate in Interaction Design and User Experience (UX)Universidad Carlos III de Madrid2018Postgrado de Diseño de Interacción y Experiencia de Usuario (UX)
- Analytics CertificationGoogle2016Certificación de Analytics
Certifications
- Analytics CertificationGoogle2016