From Pre-seed to Series B
2014 - 2024
Helped the company scale design maturity from Pre-Seed to Serie B
Lodgify is a vacation rental SaaS — property management, direct bookings, website builder, channel management.
The core bet: Give hosts the tools to own their business instead of depending on OTAs like Airbnb and Booking.com.
When I joined in 2014, the founders had validated the market with a previous product. Lodgify was the scale play — built from scratch with a small team in a Barcelona coworking space. The product worked, but it needed design.
Defined the product’s UX vision
Over the decade between 2014 and 2024, user expectations shifted dramatically. Features that once created delight quickly became standard.
To stay relevant, we anchored the user experience to Lodgify’s core value proposition — clearly defining what was central and what was peripheral. This discipline allowed the product to evolve without losing coherence or strategic focus.
Established the company’s first design system to ensure product-wide consistency.
In 2014, our fragmented design stack was slowing us down. As the infrastructure grew, we unified everything into a single platform and I migrated fully to Figma.
Despite rebuilding many components from scratch while the company remained operational, the transition reduced time-to-production and time-to-market, and established consistent design standards across the product.
Collaborated cross-functionally to align user experience with business goals.
Working closely with Marketing, Product, Engineering, external sources, and the Founder & CEO gave me a holistic view of the product and the company’s direction.
This meant design decisions were never isolated. Landing page illustrations were defined in the context of positioning and company values, and product features like the Channel Manager were designed to integrate cohesively with the broader product strategy — not operate as standalone solutions.
Introduced psychology-driven design insights that informed key product decisions.
In 2021, we introduced bi-weekly “Fresh Eye” sessions where a PM or Designer could present their perspective on the product and propose improvements in areas that required refinement, based on the criteria they considered most relevant.
In these sessions, I introduced psychology insights — behavioral patterns that influence how users interact with digital platforms. This helped frame product discussions around behavioral signals and real user experience, rather than isolated features.
Built and led the design team during Lodgify’s early growth stage.
Between 2021 and 2023, during the post-COVID expansion phase, the design organization scaled significantly.
My role evolved from hands-on execution to defining direction, aligning vision, and empowering designers to take full responsibility for their domains. This phase marked a complete transition from individual contributor to organizational builder.
🏆 Learnings
Shipping without measurable feedback eventually disconnects effort from impact. That experience shaped my current focus on accountability, metrics, and outcome-driven design.
To take a clear product vision
and turn it into shipped systems
across marketing, product, sales, and engineering — while balancing multiple priorities at once.
Looking back, my biggest lesson it was strategic
I learned that building product maturity must be matched by building personal leverage — owning metrics, formalizing leadership, and capitalizing on responsibility when the opportunity appears.
