behavioural ux, upstream of every tool that builds

Senior product designer for B2B companies, working end-to-end from sketch to shipped. I build products and the design systems they run on. The lens is behavioural — why adoption stalls, what specific intervention moves it. Diagnosis first, design second; outcomes measured, not claimed.

Based in Barcelona, working globally.

Available

01 Dante AI · Generative-AI chatbot platform · 2025-2026
Dante AI — website and positioning Dante AI — in-product surfaces composite Dante AI — chat widget light and dark

one design system, three numbers that moved.

6% → 25% activation. 20+% website conversion. 3x dev velocity.
02 VMware · Horizon Accelerator · F500 apparel · 2022
VMware Horizon Accelerator — Operational Insights composite VMware Horizon Accelerator — Infrastructure index VMware Horizon Accelerator — guided support request

partnership that felt like a feature.

a Fortune 500 sporting apparel company went live on day one.
03 Anunta Tech · EuVantage · 2023–2024
EuVantage — Monitoring infrastructure surface EuVantage — scope hierarchy with breadcrumbs and foldable panel EuVantage — Change Management on the same foundation

tribal knowledge, now the product's job.

50% faster issue isolation. Deployed at an FTSE 100 operator.
04 CloudOptimal · Anunta Tech · Cloud spend optimisation · 2023
CloudOptimal — composed surfaces: home dashboard, expense monitor, cost optimiser, and alert detail CloudOptimal — expense monitor with cost summary and daily cost tracking CloudOptimal — expense monitor with the full left filter rail (Domains, Subscriptions, Host Pools, Resource Providers, Regions, Custom Tags, Azure Tags) and a Cost Tracking Details panel triggered by clicking a chart bar

five patents, one move: making waste visible.

31–80% off the cloud bill per customer. 95% adoption.
05 Anunta Tech · AI Fabric · Gartner showcase · 2025
AI Fabric — composed surfaces: executive view and vertical drill-downs across Security & Compliance, Digital Employee Experience, and Automation AI Fabric — Executive Dashboard with the four-vertical scoring view and the AI agent insight panel AI Fabric — Digital Employee Experience drill-down with weighted score, daily trend, and component breakdown

a score that refuses to hide its weakest link.

New scoring framework, AI agent layer, Gartner-ready in two months.
Now · Building

Nudgent. A behavioural substrate beneath the LLM.

A deterministic engine that reads a screen the way a behavioural scientist would. Seventy years of peer-reviewed research, indexed by industry, surface, and stage, scored against your page in five minutes. The substrate compounds with usage and with every model release that follows.

1972
Cognitive dissonance theory
Festinger
Behaviour realigns with attitude when both are visibly tied. Used to weight commitment cues on confirmation screens.
1979
Loss aversion
Kahneman & Tversky
Losses weigh roughly twice as much as equivalent gains. Surfaces wherever copy frames an outcome to avoid versus an outcome to pursue.
1984
Social proof
Cialdini
People follow the visible behaviour of others, weighted by perceived similarity. Scored on testimonials, counts, and named adopters.
1993
Peak-end rule
Kahneman, Fredrickson, Schreiber, Redelmeier
Memory of an experience is dominated by its peak intensity and its ending. Drives weighting on confirmation, error, and exit moments.
2003
Default effect
Johnson & Goldstein
Pre-selected options are taken at vastly higher rates. Audited on every form, settings panel, and consent surface.
2006
Endowed progress effect
Nunes & Drèze
Pre-existing progress raises the rate of completion of the same task. Surfaces wherever a multi-step flow is presented.
2008
Choice architecture
Thaler & Sunstein
The structure of how options are presented changes which is chosen, without removing any. Frames the audit's weighting on layout decisions.
2011
Goal gradient effect
Kivetz, Urminsky, Zheng
Effort accelerates as the perceived end approaches. Audited on progress indicators, completion rings, and step counters.
2015
Labour illusion
Buell & Norton
Visible work raises trust and perceived value. Drives weighting on loading states and reasoning surfaces.
…
Three hundred and counting
Indexed by industry, surface, and stage
Each one named, weighted, and scored. The substrate compounds with every paper added and every model release.
Nudgent — the live product
Open the live product →