Hi, I’m Azur, nice to meet you
I’ve led product, operations, technical teams, and design. I combine strategic vision with practical execution.
For 20 years I’ve been building digital products, evolving from art director to product and operations lead at a startup.
I started at advertising agencies in Galicia and founded my own studio, working for clients like Inditex, Abanca, and Estrella Galicia. The last 7 years I’ve specialized in digital product: I’ve led the design team at Visual MS and directed product, operations, and partner network at Vidiv, a conversational AI platform that won its category at INNDAT 2025 (Santa Lucía).
I’ve completed programs in Product Leadership and Culture, Interaction Design, and DesignOps at Instituto Tramontana, formalizing my transition to product management.
Case Studies
I’ve built products from scratch and saved clients on the verge of churn. These cases document what worked, what didn’t, and why.
Thoughts
I write about product, design, and technology. These articles document learnings and reflections on how we build and relate to software.
Only in spanish
Destacados
749 latas: Lo que aprendí diseñando packaging a escala
Años preparando archivos para producción me enseñaron mucho sobre como construir productos digitales. Una reflexión sobre restricciones, costes, localización y craft.
Cuando observar transforma lo observado
Por qué el user research tradicional captura comportamiento actuado, no real. Una reflexión sobre cómo construir productos para cómo la gente realmente los usa cuando nadie está mirando.
Prompts para pensar mejor
Cómo el proceso de escribir prompts detallados para IA no solo mejora los resultados, sino que transforma nuestra capacidad cognitiva.
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