Alix Martínez Martínez

Craft. Impact.
At Scale.

From Vision to Execution. Continuously challenging the status quo to design products & services that make a meaningful impact on people’s lives

A selection of work focused on Product Design Strategy, Service & Experience Design, Brand Strategy, Brand development, Concept Development, & End-to-End Delivery.

Each project reflects a deep focus on solving complex problems, designing at scale, & driving meaningful outcomes through design.

Creative confidence
Design Leadership
Design at Scale
Creative confidence
Design Leadership
Design at Scale
Creative confidence
Design Leadership
Design at Scale

Tidal Impact

Great products are built through clarity, intent, and relentless collaboration.

These case studies showcase how I turn ambiguity into structured systems, vision into shipped product, and complexity into experiences that scale. From strategy to craft to execution, this is the work that shaped teams, unlocked growth, and delivered meaningful impact for millions of users.

Miro. The Innovation Workspace
Miro Growth & Web Experience
Role
Senior Design Manager
Scope
Redesigned and scaled Miro.com into a high-performing growth platform, unifying architecture, UX patterns, and content systems across thousands of pages and multiple web domains. Led design across several squads and collaborated cross-functionally to elevate the entire web lifecycle from discovery to delivery.
Dive in
Miro: The Innovation Workspace
Brand Experience Leadership
Role
Senior Design Manager
Scope
Led Miro’s Creative Studio through a period of hypergrowth, elevating brand systems, creative quality, design operations, and global consistency across every touchpoint in a relentlessly scaling organisation.
Dive in
Pan-European Multibrand Home-Improvement Business
Experience Vision
Role
Product & Service Design Lead
Scope
Reimagined the end-to-end customer journey for a pan-European, multibrand DIY and home-improvement business, creating a unified experience vision and strategic blueprint to guide future product and service innovation.
Dive in
Pan-European Multibrand Retailer
Product Foundations
Role
Product & Service Design Lead
Scope
Translated the experience vision into tangible product foundations, shaping flows, system logic, and the first wave of deliverable customer-facing journeys.
Dive in
One of the UK’s major financial institutions
Multibrand Digital Mortgage Experience Vision
Role
Lead Designer
Scope
Defined the future mortgage experience for one of the UK’s major financial institutions, simplifying complexity and setting a clear, human-centred vision for one of life’s most important financial decisions.
Dive in
One of the UK’s major financial institutions
Multibrand First-Step Mortgage Product Design
Role
Lead Designer
Scope
Designed and delivered a multibrand, responsive solution for the first step of the mortgage journey, turning its most uncertain moment into a clear, guided experience in minutes.
Dive in
Founders Factory Africa
Building a Pan African Brand
Role
Head of Design
Scope
Designed and delivered a multibrand, responsive solution for the first step of the mortgage journey, turning its most uncertain moment into a clear, guided experience in minutes.
Dive in
Founders Factory Africa
Designing the future of innovation in Africa
Role
Head of Design
Scope
Designed and delivered a multibrand, responsive solution for the first step of the mortgage journey, turning its most uncertain moment into a clear, guided experience in minutes.
Dive in
Aviva
Innovation Hub
Role
Design Lead
Scope
MyAviva, the simple way to view and manage your insurance, savings and investment policies in one place, whether you're at home or on the go.
Dive in
Global Healthcare Provider
Strategic Vision and Product Foundations
Role
Product & Service Design Lead
Scope
Coming soon
Dive in
On the topic of Craft
A reflection vol.1
Role
Design Lead
Scope
Coming soon
Dive in

Miro

The Innovation Workspace

Kingfisher

DIY Reinvented

Founders Factory Africa

Powering Africa's startup economy

Founders Factory Africa

A brand with a Pan-african lense

GenesisCare

Designing Better Care

Lloyds bank

Shaping the Future of Mortgages

Aviva

Leading through uncertainty

Craft

A short introduction

Founders Factory Africa

Building a Pan African Brand to power Africa’s startup ecosystem

FFA launched in October 2018, new to the continent, required a strong presence in Africa to attract founders, startups & investors. The vision is to inspire optimism & sense of possibility. A very unique context of 54 diverse markets where Design Thinking, Brand Strategy & Product Design are still finding their way.

Brand STRATEGY
Brand DEVELOPMENT
360 EXPERIENCE
Dive in

Founders Factory Africa

Designing the future of innovation in Africa

Inspired by them, the talented FFA team is dedicated to support remarkable founders and startups redefining what it means to be an entrepreneur in Africa. Providing them with the right tools & resources to catalyse their growth.

INCUBATOR & ACCELERATOR
TEAM LEADERSHIP
CULTURE
Dive in

AVIVA

Leading in times of uncertainty. Restructuring Aviva’s Innovation Hub

Aviva’s Hub Space for digital innovation in London (named Digital Garage) experienced an earthquake in early 2019. Because of a change of Business Strategy that came with a new appointed CEO. As a result, most of the teams were affected by a redundancy process.

CONFLICT RESOLUTION
TEAM LEADERSHIP
Dive in

FJORD

5 years reimagining the future of global brands & customer experiences across sectors

Founded in 2001, Fjord joined Accenture Interactive in 2013. Started as a Service Design agency, today has 39 studios around the world. Global brands trust Fjord services every day to disrupt & transform their businesses. Fjord brings breakthrough connected products and services to life by redesigning people’s relationships with the world around them.

INNOVATION
CULTURE
STRATEGY
SERVICE & EXPERIENCE DESIGN
DESIGN SYSTEMS
Dive in

Public speaking & giving back

I sometimes get invited to events and interesting conversations. It’s always a pleasure to be part of industry conversations and give back to the design community. The spectrum of topics is wide. Focused on the topics of Brand and Design. Building remarkable Brand Experiences. And how Design Products and Services that impact people’s lives in a positive manner. From early-seed startup stages to global-scale businesses at various growth stages.

public speaking
THOUGHT LEADERSHIP
DESIGN community
startup
See all talks