Jonatan Mato

Director of Product Design

Lighthouse · Barcelona

I lead a team of 10 designers embedded across 4 product verticals, shaping the overall design strategy and ensuring UX has a meaningful voice in product decisions at every level of the organisation.

To scale leadership capacity, I promoted a senior designer into their first team lead role and hired an externally, creating a distributed leadership model that increased team autonomy and freed strategic bandwidth across verticals.

I built a horizontal design layer across the organisation: a continuous development framework with structured mentoring and pairing, regular cross-team critique and knowledge sharing, and targeted growth programmes for designers and non-designers alike.

A key focus has been future-proofing the team. I championed AI prototyping and coding as core designer skills, and invested in strategy and communication coaching so designers can operate as genuine product partners, not just executors.

Product Design Lead

Kiwi.com · Barcelona

I led design strategy for the entire shopping and booking experience, directing a multidisciplinary team of 4 designers, 2 researchers, and 1 content designer across the full customer journey.

Key work included shipping a redesign of the booking flow and search results, and introducing a continuous discovery process that embedded user research into the core product development cycle. Over 50% of the following quarter's roadmap originated from opportunities developed through that process.

I reshaped how design worked within the organisation: establishing new team rituals, improving cross-functional ways of working, a new Figma file architecture, and a shared design delivery framework developed collaboratively with engineering.

UX Design Lead

HP · Barcelona

I led the design team responsible for HP's e-commerce transactional and post-purchase experience, managing 2 designers and collaborating closely with product and engineering counterparts across a large enterprise organisation.

During this period I delivered a global redesign of the cart and checkout experience, validated through A/B testing and rolled out progressively across HP's global stores. I also shipped redesigns of the My Account and Search experiences, and improved team processes to raise the quality and consistency of design output.

Before moving into the lead role, I worked for 18 months as a senior individual contributor on HP's e-commerce platform, designing across the full purchase experience and collaborating closely with product and engineering teams.

UX Designer and Researcher

Independent · Barcelona

Worked independently with companies including ABB Robotics and Mango, delivering end-to-end UX projects spanning user research, interaction design, and prototyping. Focused on translating business goals and user needs into effective digital experiences across web and mobile.

Co-founder, UX Design and Research

Maedan Kids · Barcelona

Co-founded and led the product, research, and design functions for a design agency specialising in digital experiences for children. My role spanned strategic leadership and hands-on execution: setting product vision, managing client relationships, conducting user research, designing, and coding. Clients included a UNESCO World Heritage site and a child psychology centre.

UX Designer and Researcher

Forsman & Bodenfors · Gothenburg

Drove the UX process for Universeum's website redesign, from initial research through to final wireframes. The project won Swedish Website of the Year in its category.