Work
Improving a product suit for attention computing research
Scaling Oculid, a MVP platform for AI-powered eye tracking research
Revamping a natural therapies website to offer online courses during the pandemic
Designing the world’s first gender equality learning app
→ To see previous work click here
About
Born in Spain/based in Berlin, I love designing products that feel simple (even when complex in the background), look beautiful, and solve meaningful problems.
Starting as a visual artist and graphic designer, I moved into web design and development, before transitioning into UX & product design. I’ve designed for a wide range of industries—from arts, to social and ecological organizations, to small startups and bigger tech companies.
While working for artists taught me to work aesthetically and with perfect attention to detail, collaborating for non-profits and social organisations reinforced my focus in inclusive and accessible design. Working for startups and tech companies has deepened my knowledge about optimising design processes to meet product goals while focusing on user needs.
User-centered design is at the core of my work. My ideal design process includes research, ideation, testing, iteration, production, and measurement—but I adapt it to fit each project’s specific context and constraints.
Lately, I’ve focused on AI-powered products and evolving my methods to keep pace with new technologies and design realities.
I thrive in cross-functional teams and often act as a bridge between design, product, and development—discussing trade-offs, aligning goals, and collaborating toward the best possible solution. I help keep teams focused on users, bring structure to ambiguity, and prioritize based on user insight, feasibility, and product impact.
Specialties
Product
Design Strategy
MVP Creation
Competitor Analysis
Scaling & Growth
UX
User Research
Journey Mapping
Wireframing
Prototyping
Accessibility
UI
Design Systems
High-Fi Prototypes
UI Specs & Handoff
App Store Assets
Experience
For more details → download my resume
Colleague words
Joaquina's design-thinking approach and data-driven research consistently led to insightful recommendations that strategically shaped our product roadmap. She is a true asset capable of bringing both, leadership and innovation to the table.
Marina Vukovic
Product Owner at Tobii
Joaquina took full ownership of several complex design processes. I was particularly impressed by how effortlessly she turned abstract ideas into clear designs. On top of that, she's simply a wonderful human being — any team would be lucky to have her!
Stefan Ruff
CEO at Oculid & Global Product Manager at Tobii
We worked closely together. She always designed beautiful eye-catching UI/UX and while I was implementing them, I experienced with her kind and valuable technical conversations.
Mamad Ferrahi
iOS Developer at Tobii
Joaquina's strong work ethic, passion for UX design, extensive skill set, rapid learning ability, and engaging personality make her an exceptional candidate for any organization.
Victoria Pavia
Product Owner at Oculid
Joaquina is a true asset for any team and I definitely recommend her if you are looking for someone that combines both the design thinking principles of UX, and the visual principles of UI design.
Ana Mafalda Barbosa
UX Researcher at Equalista
Joaquina was a great pleasure to work with. She was able to represent our organization with a product that really reflected who we are. I would recommend her without reservation!
Jennifer Petzen
Critical Diversity Studies, Politische Bildung
(Excerpts from LinkedIn)
