I started in web design and development in 2005 and haven't stopped since. I'm a creative at heart who tries not to get lost in all the code: I enjoy deciding how a product looks and feels as much as writing what makes it work.
Today I work with founders and teams through Basezero, my independent AI-first studio. I take responsibility for the whole journey, from understanding the problem to launching something real and keeping it improving with what we learn.
What I do
- DefineUnderstand the challenge, the people who live it and the real constraints, to decide what deserves to be built and what doesn't.
- DesignGive the product its shape: scope, experience and visual identity, with explicit priorities and no noise.
- BuildDevelop the whole product, from interface to server, in short cycles of design, code and testing.
- Launch and evolvePut a first version in the hands of real people and grow it with judgment, adding no complexity before it's needed.
Background
Twenty years is enough to go through several technologies, several ways of working and a few useful mistakes. Here is the short version.
- 2005From Flash to the real webI left my programming vocational training determined never to go back to enterprise apps, and became a Flash and ActionScript devotee, working for agencies such as Acuarel and VisualPublinet. Those sites are gone, but they taught me to care about detail.
- 8 yearsFreelance and coworkingWith PHP, HTML, CSS and JavaScript I worked independently from the EspacioNido coworking, where I built a small team. I collaborated with studios like NiceMondays on projects for Plan International, Cisco and Puig, and created Builder, a headless CMS ahead of its time that taught me more than any course.
- 2016Prensa Ibérica, Faro de VigoAt the EPI publishing group I built an online store in Prestashop integrated with internal systems, a corporate CMS in Laravel that centralises content, landing pages and tools, and the design and layout of books, events and a mobile app.
- 2022Pleg, Paradigma DigitalI led the development of web applications with Vue, Nuxt and Node: data modelling, design, backend and frontend. Among them, the labelling application for the Rioja Regulatory Council, a Paradigma success story, and a Nuxt archetype for scaling CMSs quickly and maintainably.
- TodayBasezeroMy independent AI-first studio. I define, design and build products of my own and for clients, with AI driving the core of the work and experience providing the judgment.
How I work
AI gives me speed. Experience tells me where to point it.
- I take initiative and finish what I startHowever hard it gets, I commit to taking every project to its goals.
- I work in teams, remotely tooI care about the working atmosphere and communication so the people beside me, even virtually, keep moving with energy.
- I share what I learnIf others can learn from what I do and how I do it, even better. That's why I write articles.
- I listen before decidingI assume others do many things better than I do. It's how I learn from anyone.
Products I've worked on
A few of the products I've defined, designed and built under the Basezero brand.
Tools of the trade
They change fast, but this is my toolbox today.
- InterfaceHTML, CSS, Tailwind, React, Next.js, Vue and Nuxt, with a pixel-perfect approach
- Server and dataNode, TypeScript, Firebase and Google Cloud, Laravel and PHP
- Product and AIProduct design, AI-assisted prototyping and AI-first development
Where to find me
If you have something in mind, write to me and I'll reply personally.