About Marta
Service designer and UX researcher with 12 years of hands-on practice across digital products, connected physical systems, and complex service ecosystems. I lead discovery, research, and service design from brief to validated concept: running qualitative research programs, building journey maps and service blueprints, and translating insight into actionable product and experience direction.
I've worked across consumer, fintech, healthtech, and B2B SaaS, for clients including Google, ABN AMRO, Vueling, and Culligan. My work tends to live at the messy front end: defining what to build and why, before execution begins.
Currently available for freelance engagements in the Netherlands and remotely.
Spanish
Native or bilingual
English
Native or bilingual
French
Native or bilingual
Dutch
Basic
Can work on-site
Rotterdam (up to 50km), The Hague (up to 50km)
Experience
- IndependentService Design and UX Research consultantTECHJuly 2025 - Today (11 months)Rotterdam, Netherlands- lign.ai: Defined product strategy and experimentation roadmap for an AI-first platform focused on employability. Currently leading testing of conversational agents to power coaching programs for enterprise clients.- Unspoken: Supporting discovery research for a tech company to holistically understand both end-users and internal support teams. Leading qualitative research execution, synthesis, and insight generation. Acting as quality anchor to ensure coherence, depth, and strategic resonance across deliverables.
- CulliganGlobal Head of InnovationINTERNET OF THINGS (IOT)October 2022 - June 2025 (2 years and 8 months)Milan, Italy• Led a global cross-functional team (~15 FTE) to design and scale a consumer-facing IoT and digital ecosystem, merging hardware, apps, and service platforms.• Drove the flavoured-water propositions and roadmap, building a new category in the product portfolio, from early opportunity identification to implementation. Supported the business units' product launches in the US and EU markets, with a projected revenue of $2.5M in 2025.• Owned the creation of digital management platforms (web app and mobile app) that enabled users and field ops teams to monitor and control connected devices.• Advocated for digital-first, human-centered design practices across global R&D and Marketing, boosting user adoption and retention.• Partnered with R&D, Marketing, and Operating Businesses to align the product strategy with market and customer needs.
- CulliganProduct OwnerINTERNET OF THINGS (IOT)November 2020 - September 2022 (1 year and 10 months)Milan, Italy- Supported early-stage exploration initiatives by establishing experimentationstandards and evaluation criteria within the broader innovation portfolio.- Led experimentation cycles and proof-of-concepts to inform go / no-go decisionsand future portfolio investments.- Collaborated with internal teams and vendors to de-risk technical and UXassumptions ahead of scale.
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Education
- MSc in Strategic Product DesignFaculty of Industrial Design Engineering Delft University of Technology2013MSc in Strategic Product Design
- Bachelor of Arts inUniversitat Autònoma de Barcelona2011Bachelor of Arts in