Hello! I’m Alejandra. I design online learning experiences that help people bridge theory and practice.
I’m a senior service designer based in Barcelona. My work helps people move from understanding → practice → habit.
15 years bridging messaging and impact.
I’ve spent my career combining branding, content creation, and service design to create learning experiences that organizations can sustain and are actually useful to people.
10 years designing for behavior change through learning.
I build learning experiences that support habit formation and real-world application, not just awareness.
Human-centered design practice.
I use empathy-based research and testing to design experiences people need and enjoy using.
NGO & human rights experience.
I’m politically aware, trauma-informed, and skilled at designing in sensitive, complex contexts.
Product management trained and certified.
I understand tech and product development. I make decisions based on both user and business impact, managing teams to build with intention.
I work best in teams that are invested in the impact of their products on people, who obsess about using technology to solve real user problems, and love working in creative and agile environments.
I specialize in:
-
User-centered experiences that integrate individual, collective, and practical learning for real-world application.
-
Designing services and workflows to support users in their learning journeys.
-
Clarity, narrative, and content that make learning stick.
Selected case studies
About me
For 15 years, I've been passionate about the relationship between design and human behavior. I started my career (2010) in graphic design and advertising (see my old Behance!), where I was able to explore in depth how visual communication influences our behavior. Later, a political awakening focused my attention on social innovation and human-centered design, which led me to pursue a master's degree in Service Design (2015-17) and a postgraduate degree in Gender and Equality (2017-18). Having lived through the awe-inducing social-media boom of the early 2000s, digital products and social media content have always been a through line of my work, particularly in the way the internet shapes society. I eventually earned a Product Management certification (2025) to better understand how decisions behind apps and software are made. Over the last decade, I have been fortunate enough to be able to develop all these interests while pursuing creative social-impact entrepreneurship and NGO work. I am now looking for full-time roles or freelance projects in digital learning, service design, or product-based education.
I’ve specialized in learning experiences because I believe that no matter what is taught, thoughtfully designed digital learning services empower individuals, strengthen communities, and drive positive change.