Who I am

Hello, I am Gaby

After working in design, research and leadership for over 20 years, mentoring, coaching and consulting is how I now express my passion for helping, solving problems, empowering strengths and finding a balance between what we want to achieve and our inner well-being.

I love growth and continuous improvement at all levels and in all areas – in my organic garden, in the products, services, processes and equipment I designed but – most of all – in people.

I am a voracious learner, obsessed with understanding how humans work, understanding the world and the systems that connect us.

Some facts about me (TL;DR)

If you want to see in detail what I have done and where I have been, you can visit my LinkedIn page, but here are some facts to give you an idea.

Years of experience

  • In the working world since 1989
  • First web site in 1997

Places in the world

  • I work remotely, but I am physically close to Barcelona.
  • I lived and worked in South Africa and England.
  • I did projects in Chile, USA and France.

Work environments:

  • Agency and Consulting
  • Multinational Corporations
  • Startups (established and early stages)
  • NGOs
  • my organic garden 😉


  • Graphic Design.
  • Sociology and Cultural Anthropology.

Knowledge Areas

  • Design: Product Design, Interaction and Visual (“UX/UI”), Service Design, Graphic Design
  • Research (qualitative and quantitative)
  • Content (information architecture, UX writing, copywriting, CMS, database conceptual design)
  • Psychology (perception, behavior, communication, coaching, etc.)
  • Process Efficiency
  • Leadership
  • Management (product, teams)
  • Lean Service, Lean Startup, Design Thinking, Scrumban and a mix of homegrown methodologies :).


  • Spanish, English, Català

Some changes that have defined me

  • Moving from doing graphic design with Letraset and Rotring to designing digital interfaces and omnichannel experiences.
  • Moving from focusing on interface and experience design to helping with the cultural transformation of companies to include the user experience in their processes and decision-making.
  • Moving from focusing on things (projects and deliverables) to focusing on people.
  • Discovering that my passion for thinking, doing, testing and learning has a name: Lean.
  • And, above all, to stop putting results above health and emotions to achieve objectives but balance achievements with health and wellbeing.

What motivates me

  • Learn and share what I learn – especially the mistakes, to make them worthwhile 😉
  • Challenging to generate change and improvement
  • Solving problems in the most efficient and sustainable manner
  • See talented people grow, and if I can, help them with my experience to find their best path without making as many mistakes as I did.

Let's talk 🙂

Even if we don’t get to collaborate, there’s nothing like a chat to open doors and keep learning.

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