Design leader based in Barcelona

It's Marina.

I lead design high-performing teams and drive digital product strategy, bringing together user needs, business goals and technology to create scalable, meaningful experiences.

See my work Get in touch

12+ years working in product design and digital strategy.

From understanding the problem to shaping the solution and measuring the outcome.

Each project starts with a real problem and ends with measurable impact

Here are some of the projects I’ve worked on recently.

CUPRA

Head of UXJune 2026 to present
Automotive industry. Web & app for CUPRA and SEAT

WebAppB2C

6M+ monthly visits to the CUPRA website

11 designers in my team

10+ markets worldwide

Lead UX Design team for the CUPRA website and the MY CUPRA app, setting direction and ensuring consistency across products.
Manage and mentor a team of 11 designers, setting priorities and ensuring design quality.
Drive collaboration across UX, Research and CRO, translating insights and opportunities into design decisions and initiatives.
Scale UX practices across the ecosystem, tracking Design System adoption and extending solutions to SEAT.

View case study

PortAventura World

Head of Digital Design2023 to 2026
Largest theme park in Spain. Web, app & in-park screens for PortAventura World

AppWebPhygitalB2C

2M+ users since the app launched in 2023

4.5* app store rating, up from 2.3 on iOS and Android in 2023

x3 mobile app revenue

Unified the website, app and in-park screens across the park and hotels into one digital ecosystem.
Created a token-based Design System and grew it across all platforms.
Drove the innovation roadmap with external partners, exploring emerging technologies such as VR, Mixed Reality and AI.
Guided a team of 4 designers.

View case study

Red Points

Senior UX Research and Design Team Lead2020 to 2023
AI powered online brand protection. Grow and stabilize the design team.

WebSaaSB2C

4 designers in my team, grown from 1 in 2 years

20+ features delivered

1,300+ trademarks protected worldwide

Championed a design methodology across the company.
Coached a team of 4 designers and established the research practice behind product decisions.
Rolled out the new brand throughout the platform.

View case study

Other work worth a look

Aigües de Barcelona

2023

Demographic research and redesign of the private customer area. Desktop and mobile.

BBVA

2018-2020

Design payment flows for the global banking app, adapted to 5 countries and ranked the world's best by Forrester.

Correos

2019

Website redesign for the Spanish postal service, rebuilt around the new brand.

Sanitas

2017-2018

Designed a telehealth platform from scratch that reached 640k users in 2020.

Companies I have worked with

Connecting user needs, business goals and technology.

I'm a Design Leader who started out in industrial design engineering. For over 12 years I've shaped digital products in banking, telecom, health, utilities and entertainment, making sure product, design and engineering chase the same goal.

What I really love is seeing something born on a screen end up in the hands of real people, in real moments.

Based in Barcelona, working internationally

Talks and conversations

Some of my favourite moments happen away from the screen: on stage, at round tables and on podcasts, talking about the work with others..

Marina López presenting on stage at Pitch Day

Round table discussion at Redbility DAMN

Talk Phygital UX: Cuando lo digital se vive en el mundo físico GIF Event by Garage de Ideas View more

Round table AI with purpose Redbility DAMN!

Podcast, It's a Match Emoción real en la era del scroll Netmentora View more Interview I'm Product Innovator Redbility View more Event Pitch Day, ten companies pitching pilot proposals PortAventura World and Wayra Spain View more

Marina López facilitating an experience map workshop

Teaching and mentoring

Beyond building products, I spend time growing the design community through teaching, mentoring and volunteer work.

UX/UI professor

Professor of the UX/UI course in the Master's Degree in Product and Service Design.

UAX, Universidad Alfonso X El Sabio. 2024 to 2025

Design mentor

Supporting professionals moving into design and growing inside the career.

150+ workshop hours

Facilitated sessions on UX strategy, design thinking and product practice.

My design principles

Focus on outcomes

Design only matters if it changes something. Success is measured in experience, performance and business results, not in deliverables.

Base decisions on evidence

Research, data and testing guide the work. Personal preference is the weakest argument in the room.

Reduce complexity

Simplify interfaces, flows and communication so the right things are easy and nothing gets in the way.

Build with the team

The best products come from product, engineering and business working together, not from design in isolation.

Design for scale

Systems and processes that let teams build consistently over time, not just for the current sprint.