Chapters

I led the design vision for the Disney pitch and presented the product concept directly to Disney.

Together with the lead designer, we created MIX (Multi-IP Experience), a scalable framework allowing Disney and Lingokids characters to coexist naturally within the learning ecosystem.

The system introduced themed character “IP homes” where activities live inside kid-friendly worlds while preserving Lingokids’ simple learning patterns. Before launch, we validated the framework using Lingokids’ own characters to de-risk the Disney rollout.

This shift culminated in a full rebrand with Koto, the global studio behind brands like Airbnb. I led the product implementation of the new identity across Preply’s ecosystem.

Rather than applying the brand mechanically, we introduced a tiered rollout model: some surfaces adopted the visual system quickly, while others were redesigned to fully leverage the brand’s expressive potential.

In parallel, I strengthened Preply’s design culture—recruiting senior designers, establishing critique and design-jam rituals, and bringing in external advisors including Airbnb’s former Head of Design Alex Schleifer and Behance co-founder Matias Corea.

I reframed Product Design and Research as “Product Detectives”: teams responsible for uncovering the deeper user problems behind the metrics.

We hosted live learner town halls, created Preply’s first end-to-end Customer Journey Map, and co-authored the Learning Ecosystem strategy with the CPO.

A major outcome was a North Star experience exploration. While the concepts were not implemented directly, the work revealed a key growth driver: teacher affinity. When learners strongly connect with a teacher’s personality and teaching style, engagement and learning outcomes improve dramatically.

Game teams already had exceptional creativity and strong analytics. What was missing was a systematic way to connect those strengths to player needs.

Working with Product, we developed Player-Centered Design to improve experiment success rates in smaller titles before scaling winning mechanics to flagship games like Candy Crush.

We also introduced King’s first player research practice and created the Useful–Usable–Desirable framework, later scaled across the company through immersive UX Bootcamps.

We introduced unified accounts and social profiles so players could exist as a single identity across King’s games, enabling shared progress, discovery, and competition.

These foundations enabled new network-level features and a redesigned invite system called Kingvites, prioritizing invitations to friends already inside King’s ecosystem.

Delivering invites directly within games increased conversion while reducing spam across external networks.

One challenge was onboarding customers who bought Tuenti SIM cards in retail stores but never activated the digital product. Our redesign connected the retail purchase with the app experience, turning these buyers into one of Tuenti’s most active user cohorts.

We also redesigned the first-time social experience, helping new users connect with friends within minutes through features like Find Friends and People You Might Know.

Finally, I led the design team responsible for “Social Done Simple,” a major redesign of one of Spain’s most visited websites, simplifying the product around its core social interactions.