María Losada SanzPositionAbout
Feed Case Studies

Digital Product Designer
Strategic & Human-Centered Design
UX/UI Designer

Diverger | Inditex
Bemobile
Soluble Studio
Vranded Haus
Tailor Hub

CV



My passion is design that impacts people’s lives.
I love transforming complex ideas into simple, disruptive, and memorable experiences with a high visual value.
I work from a strategic perspective, aligning business, brand, and product to make meaningful decisions.

Throughout my career, I have worked in agile environments, startups, agencies, and creative studios, as well as in in-house teams such as Inditex and a fintech startup. I collaborate closely with developers, PMs, and stakeholders to foster understanding and alignment from a holistic perspective, designing with purpose. I believe in data-driven design and constant iteration to create memorable products.

Ascendant by Minsait
    Data Platform
    2024

    Responsive Design
    Design System
    Storytelling
    Design Concept
    UX Research
    UI Design
    Sitemap
    Userflow

    Unleashing the potential of data through digital experiences is one of the formulas that many companies are using to activate their brand and make it grow.

    This is a path that Minsait (Indra Group), one of Spain's leading consultancy firms, has taken through Ascendant: an annual report in which they study, through client interviews, the technological and digital maturity of businesses in the Spanish business world.

    The goal was clear: To aspire to improve conversion and the number of visits to the web through quality knowledge adapted to each style of consumption (online, offline...).





    Knowing and understanding
    A deep dive was necessary to get to know the reality of the project and, of course, to work side by side with the people who provided the necessary knowledge to unleash the power of information. To make the report look as good as it really is.

    An in-depth study with all the team's documentation to empathize with their audiences, detect needs, pain points and opportunities that we were able to observe in the google analytics, understand perfectly the creation process executed by Minsait and carry out a benchmark, identifying competitors and benchmarks, holding a workshop with the team.

    So we understood that this report opens the door to a wealth of knowledge thanks to the fact that the experts deal with high-value data and that the methodology is disruptive. A powerful idea also emerged that facilitated - and empowered - the work: that of a more human technological revolution. Data and knowledge at the service of people who need to understand and make decisions.





    A step forward in experience
    We were clear about the pain points and the opportunities we saw, that is why our goal was to generate accessible and didactic content so that the learning curve in the use of the web would be minimal, to structure a related and classified content to be read by the users.
    related and classified content for personalized reading, as well as easy access to essential links such as downloading the report.

    In addition, we ensured that the information was easily consumable from all devices with a robust and scalable design system, designed the sitemap and created wireframes that offered a global view and helped optimize the entire user journey.





    A consistent and user-friendly interfaceFollowing the visual identity provided by the Minsait Brand Center, we worked to give it an innovative touch in order to modernize the perception of data visualization. In this way, the information is consumed in a more didactic and attractive way.

    A wider and more accessible chromatic range, and a wider range of visual elements and resources -cards, navigation, graphics...- smoothed the user's path while maintaining congruence with the rest of Minsait's contact points.












    IESE Platform
      Education
      2022/23

      Responsive Design
      Design System
      UX Research
      UI Design
      Service Design
      User journey
      User testing
      Sitemap
      Userflow
      My IESE is a digital platform that encompasses everything students need when learning at IESE Business School, the world leader in MBAs and Executive Education.

      We were faced with a major strategic challenge: To achieve a digital experience that would match IESE's excellent brick-and-mortar campus.  




      Holistic vision Three pillars have guided our work: community, education and support. After assimilating the whole concept and understanding the customer journey together with the Service Design team, we worked hand in hand with IESE so that all departments —education, tech, finance, marketing, community and student support— had their needs met with the launch of My IESE. True design partners.



      Working together for a greater outcome
      Before getting down to work, we held a workshop to define the keywords that describe IESE, as well as its needs, pain points and required features. With this in mind, we defined the content architecture and customer journey. A well-established baseline from which to start designing.


      Concept and architectureOur starting point was the first proof of concept to establish hypotheses. We proposed the initial architecture to organize all the available information and determine the different journeys and navigation phases. From these foundations, we created the first low-fidelity prototypes to test internally, and then with IESE students.




      Visual universe
      We also worked on the photographic style and created a user-friendly secondary palette. IESE's red-black combination brings an energy that finds its perfect counterpart in soft, soothing colors, which serve to convey the entire flow of information in a pleasant and calm way. Reflection, knowledge and alignment with IESE's communication department.




      A warm welcomeWe developed a Welcome Tour that introduces students to the studies they're going to take. Then, an onboarding on the platform shows them all its functionalities. Students are fully supported until they begin their own journey through My IESE, with a dashboard that adapts to each user so that they can find what they need whenever they need it.




      A vibrant and dynamic dashboardThe result is a unique and consistent platform that provides a simple and enjoyable experience for students: A toolkit full of resources that helps them meet their academic, personal and professional goals.







      Design System. Consistency and futureBy building a design system, we ensured that My IESE will become the place where you can always find what you need. In addition, working with a global educational institution always requires scaling products and being coherent with all the communication flow that is generated in the offline sphere.

      We defined the layout of the most important elements, styles, icons and other settings that would guarantee a positive use of all the content, and an outstanding browsing experience.






      Empowering IESE´s teamAnother key element of this project is the creation of templates so that the IESE team can include new content and functionality without relying on a custom solution.

      After analyzing IESE's platforms' numerous pages, we identified the need for four basic designs that could meet all of these needs, while maintaining visual consistency and a seamless experience.





      Documentation and upgradesWe managed all the information obtained in the immersion process and through user research. With this data, we created backlogs that allowed us to prioritize improvements in each sprint. We want IESE's CTOs to spend their time on what matters most.

      The analysis processes we carried out with more than 4,000 users have served to verify that the user is having a positive journey and, at the same time, to improve the product thanks to their feedback.


      Asian House
      • Food
      2023

      Responsive Design
      Design System
      Benchmark
      Storytelling
      Design Concept
      Sitemap
      Userflow
      Interaction Design
      Asian House was born as a chain of restaurants to standardize and promote the gastronomy of traditional Asian food, adapting the flavors to Western tastes without losing their origin. A new way to taste and imagine Asian cuisine, in an easier, more comfortable, healthier and happier way.

      The challenge was to take their proposal to a website that would transmit the flavors and the traditional Asian concept, which would serve as a point of contact to take the user to consume it, achieving a guided and easy experience.




      Brand strategy as a driving forceThat flavor standardization that comforts us so much in hamburger and pizza chains, as well as the evolution from fast food to fast good, comes to Spain for the first time thanks to the Asian House team, with Jiaping, Zapeando collaborator and MasterChef Celebrity participant, serving as its best ambassador.

      A path that they have just started, with the launch of the delivery service, and that we are promoting with a cohesive brand universe that enhances the brand experience in every touchpoint.




      Reimagining asia with western codesThe project was born to offer a new way of imagining and tasting Asian food. This marked the strategy and was the key to building the brand identity. In the case of the visual identity, this idea was translated into a creative concept that would inspire all decisions: to reimagine the Asian imaginary, and to do so, moreover, from an intentionally Western perspective.

      One of the most recognizable elements when thinking about Asian food is the menus of Chinese restaurants, with their red letters and white backgrounds. Something so present in our Asian imaginary was an excellent starting point for reimagining.



      StorytellingWe also appropriated the red rectangles that highlight the focal points of traditional Chinese restaurant signage, with their condensed texts. In addition to a visual impact consistent with our creative concept, they will help us to make the messages more legible on any photographic background we choose in the compositions.

      The main home page serves as the first point of contact, where, through the scroll, helps us to tell and transmit the values of the brand at a reading pace that controls the user to immerse himself in the reading.




      Looks good, feels goodThat chill and tasty side is seen and even felt with the use of photography. We choose images with an analogical feeling, zoom in on the plate, and enhance the use of bright, cheerful, saturated colors, adding in the compositions those rectangles with text that we find in the menus.

      A whole brand universe for Asian House, formed by elements that are familiar to us but quickly speak of something different, reimagined. A new fast-good experience, where everything is easy, tastes good and makes us feel welcome, at ease, and happy. In the restaurant, of course, but also at home with the delivery service and at any digital point of contact.






      DevExpert
      • Education
      2022-2023

      Responsive Design
      Design System
      Benchmark
      Storytelling
      Design Concept
      Userflow
      Prototype       Antonio Leiva has been one of the leading figures in Android development for more than 12 years and, since 2015, in Kotlin language as well. A blog was the starting point for this trajectory that, very soon, managed to gather a whole community: Developers looking for quality information to solve the technological problems they encountered in their day-to-day work.

      Six years ago, all this high-value content was expanded with training on Android and Kotlin and more complete programs, such as Architect Coders, with the ambition of enabling his students to create well-structured, scalable, maintainable and testable software.

      In 2023, Antonio has taken a new step towards his consolidation as a reference: To turn DevExperto into the brand that houses all the attributes that have positioned him as a leader in quality technology training and, at the same time, promote the project’s growth and scalability. To do this, it was necessary to create a website aligned with their values and that would sell as well as their courses are, following and reflecting their brand strategy and identity.





      High impact on growth and peace of mindWe began the process with an immersion that allowed us to get to know a sector that works like a blue ocean, in which Antonio Leiva is perceived as the leading professional within a very loyal community. Two of the qualities that these development professionals value most are the high impact and tangible effects that they manage to apply since they participate in his courses.

      Recovering the facilitating and evolutionary character that technology has always promised is a fundamental part of the brand's positioning in this new stage. Together with its purpose of guiding developers in their professional growth, but also in their peace of mind.

      This brand promise is made possible by an honest approach to making learning technology a simple and practical process, all of which is enriched with a very distinctive personality: A curious essence that helps achieve knowledge based on experience, along with a natural, friendly, and powerful leadership. In other words, everything Antonio Leiva already is becomes the foundation of the brand, which aspires to extend the best aspects of technology, industry, and work. In a nutshell, to steer developers toward the bright side of development.



      Finishing the gameIt is the most tangible part of DevExpert's training, the one that allows developers to go further: to play and finish the game.

      That's why it was essential to translate the strategy and the visual universe on the web. Bringing the universe of video games that not only want to get from point A to point B with the help of directories, but that want to do so by scoring the highest, through the acquisition of stones, diamonds or pearls that are obtained in the games and that are equivalent to the knowledge acquired in the different trainings and their degrees of depth. From the flat pieces of the free content to the three-dimensional trainings: genuine Expert content.




      Scroll to the bright sideOnce the strategy and the verbal and visual identity were ready, it was time for the final step: Taking everything we had created to the new DevExpert website. We started with the home page, where our pragmatic black and white predominates and the first scroll shows us explicitly the concept of the brand and how, with the courses, we move from the dark side to the light side of the development.

      The rest of the color palette is introduced throughout the pages and allows us to tell the story, highlighting the keywords and giving protagonism to the gems and figures that represent the gained knowledge.

      The game codes are not only present here, but also in one of the most fundamental elements of a website. We’re talking about its navigation menu, where the directions of the arrows are arranged according to the user's own movement. usuario.




      Always close to the communityFor the DevExpert brand, Antonio Leiva's content is as important as the community he’s created. For this reason, students play an important role on the website. Any of them will always have the contact bar to access the team, which shows closeness and constant support.

      This website reflects not only the brand's visual identity, but also the verbal identity, all the basic and differential elements that allow us to give a unique and consistent tone to our communications.

      And, of course, this website is not only the center of the brand's expression. It’s also a place for commerce. That’s why the pages dedicated to accessing the courses are as thorough as they’re straightforward.




      A work that reflects the strategy and identity materialized in the product design, necessary for a new era: the one in which the professionals of the sector find the training that will show them, once and for all, the bright side of development.









      Bemobile
      • Design & Develop Agency
      2024

      Responsive Design
      Design System
      Benchmark
      Storytelling
      Design Concept
      Interaction design

      Born in 2013 as a mobile thinking agency, for the past years they have exclusively focused on helping their clients launch strategy-driven business models carefully orchestrated to achieve specific goals within their ecosystems.

      The goal was to translate their manifest and essence into every corner of the web, resulting in a product that impacts, that reflects their LIQUID THINKING as the reflection in how they adapt to the needs of their customers, no matter what comes, ensuring their success.






      Clutch App
      • Football Financing Platform
      2024-2025

      Responsive Design
      Design System
      Web App
      UX Research
      UI Design
      Interaction Design
      Sitemap
      Userflow
      SRG Capital leverages its vast expertise, connectivity and funding lines to deliver competitive financial solutions to football clubs.
      They are the ideal financial partner for football club CFOs, offering innovative and reliable solutions with a personalized and approachable service. 


      The goal was to streamline the club financing process by building a MVP that aligns with SRG Capital's core values: reliability, innovation, premium and personalized service. The platform CLUTCH addresses the specific needs of football CFOs and integrates SRG's underwriting capabilities, lender network, and revenue-based financing models.





      Knowing and understandingFounded in 2009, SRG Capital specialises in delivering financing solutions to football clubs by providing capital against many revenue streams / assets such as transfer fee receivables, broadcasting rights, season tickets, European competition revenues, and others. To date, SRG Capital has closed over €1,9 billion in trades. 

      They can factor or lend against club's transfer fee receivables, broadcasting rights, season tickets, European competition revenues and other revenue streams and assets.









      A guided and friendly experience
              We transform a traditionally complex documentation process into a guided experience, ensuring transparent and agile communication every step of the way.

      Understanding Clients Needs
      Football Financing Knowledge
      Deal Execution Expertise
      Reliable
      Innovative
      Premium
      Friendly












      INDITEX
      • Logistics Operations
      2025

      Responsive Design
      Design System
      UX Research
      UI Design
      Interaction Design
      Userflow

      Within Inditex’s Logistics Department, operations are organized into different specialized stations that ensure an efficient flow of garments and products across the supply chain. These include areas such as Unexpected Reoperations (handling orders that require additional tasks like washing, ironing, or tailoring), Shipping, Returns, Packing, and Inbound/Outbound operations. Each station plays a key role in preparing, processing, and distributing items to other warehouses, stores and customers worldwide, maintaining the agility and precision that define Inditex’s fast-fashion model.

      As a Product Designer, I collaborated across several of these stations to understand daily workflows and identify opportunities for digital improvement.

      One of my main focuses was on the Unexpected Reoperations area, which manages orders requiring additional tasks such as washing, ironing, or sewing. I helped design a kanban-based task management system to improve communication between business teams and workshops, providing visibility into workload, order status, and priorities.

      Understanding the operators’ routines was key to developing new platform features and usability enhancements that simplified repetitive tasks and improved efficiency.










      Shipment, Return and Packing I also supported other departments like Shipping, helping optimize the classification of packages before truck loading, and collaborated with Returns and Packing teams to reduce workload and maintain a holistic view of the logistics process.