About me
My name is Fernando, and I am a product designer who has been creating digital products for more than 10 years, focusing on making them useful for people and profitable for business. I've experience working both in the corporative & consultancy world (Redbility, Paradigma, BBVA, UNIR).
For me, designing is not only creating sexy things, but creating things that work and solve people's real problems. Everyone talks about being user centric, but really few do that throughout the entire design process (not just at the beginning). My career has gone from a visual design profile to a much more multidisciplinary & strategic role, backed by my career and the passion I feel about building products.
I like to add value in each part of the process: from researching to find the market fit of a product, ideation, prototyping, testing, executing, measuring results, creating an efficient system to obtain constant feedback from the users…I also love to be involved in hiring new people, planning how to scale teams, creating a culture that is aligned with product values... in the end, creating a good product goes far beyond screen design.
In addition, I love teaching and sharing knowledge, and I am a teacher at several design schools in Madrid, such as the European Design Institute (IED), Neoland, Trazos or CICE, and I have collaborated teaching and mentoring at universities such as Nebrija .
I love working with people, specially if we share the same passions. If you have a project, an event that you'd like me to speak at, or just want to say hello, I'd be happy to meet you!
Hello@ferbaez.com