I start with behavior and outcomes, not content or screens. Before designing anything, I focus on understanding what clients/users are actually trying to do, where they get stuck, what they avoid, and what drives or blocks progress in real contexts. I use a mix of UX research, stakeholder interviews, and behavioral analysis to map those patterns. From there, I design learning flows that directly support those behaviors, rather than simply organizing information.

One of the frameworks I use is action mapping, which helps ensure that every piece of content connects to a real-world behavior or decision. This is often where I simplify or remove content that doesn’t contribute to measurable outcomes. From there, I move into prototyping early, testing frequently, and building modular systems that can scale without needing to be rebuilt.

The goal is always the same: reduce friction, improve clarity, and design for real behavior change—not just content delivery.

I use AI as part of the system design, not as an add-on feature

There is an important distinction between AI-enabled and AI-native products. AI-enabled tools add AI on top of existing workflows. AI-native systems are designed from the ground up with AI as a core interaction layer. In my work, this means designing learning experiences where AI supports personalization, safety, and adaptability as part of the core experience, not as an optional enhancement.

The tools vary depending on context (e.g., automation workflows, LLM-based systems, or agent-based designs), but the principle stays the same: AI must serve the learning outcome, not the other way around.

I'm told I make complex things feel manageable, which I think comes from spending years translating between languages, as well as engineers, designers, researchers, and business stakeholders who all speak slightly different languages 😉. I work well in ambiguity, I ask many questions early so I can move fast later. I document and organize thinking about company legacy, prototype before I commit, and I'm direct about tradeoffs, because I'd rather surface a problem in week one than paper over it until launch. I care deeply about the quality of the work, and I bring that same rigor to how I collaborate: clear on expectations, flexible on approach, and always focused on the outcome.

I know that can feel a bit awkward to ask in a 1:1, so I’ll just say it here haha! I was born in Spain, but I’m also a U.S. citizen, so no sponsorship needed. Yay! 🥳

And my name is Catalan, by the way, it's spoken in the Balearic Islands, the islands where I’m from.