Iñaki Serna

Senior Product Designer | UI & UX

Barcelona, Spain

Hi! I am a product designer focused on designing intuitive experiences from research to implementation across multiple platforms like apps, websites and SaaS services. Please drop me a line if you are interested on my work. I am available for remote freelance work. https://www.inakiserna.com


  • Senior Product Designer - Omnichanel



    Feb 2022 - Present

  • Senior Product Designer - Monetisation



    May 2021 - Mar 2022


    • Designing solutions like ‘Badi Pro’ for B2C users at Badi’s Web App with the result of 500 listings more per month inside the marketplace.

    • Improving conversion rates around 40% with solutions like 'Badi Plus' for C2C users at Badi’s Web App and mobile.

    • Improving conversion rates by adding an extra 8% to existing solutions like ‘Boosting’ for B2C and C2C users.

  • Mentor



    Sep 2021 - Present


    • Mentoring and giving career advice to young professionals.

  • Senior Product Designer - Internal tools & Back Office - Europcar & Ubeeqo

    Ubeeqo / Europcar


    Jan 2019 - May 2021


    • Leading the product discovery and research of the fleet digitalisation project (MVP) at Europcar between Jan 2019 and May 2021.

    • Organising and co-creating workshops with stakeholders, business and product to shape the vision of the fleet digitalisation project at Europcar between Jan 2019 and May 2021.

    • Crafting the vision and designing as an individual contributor of the Europcar SaaS for digital fleet and digital stations between 2019 at 2021 in Spain, France, UK and other European countries.

    • Designing SaaS solutions for internal users at Europcar that helped to digitalise their fleet in Europe and improved relevant metrics like reducing time on tasks and reducing cost per rental for the business.

  • Mid UI / UX designer - Ride-hailing services - Europcar & Brunel

    Ubeeqo / Europcar


    Jun 2018 - Jan 2019


    • Crafting the vision and designing as an individual contributor for the Brunel App for Drivers (Ride-hailing vertical).

    • Crafting the vision and designing as an individual contributor for the Brunel Web App for passengers (Ride-hailing vertical).

    • Organising different user testing sessions, shadowing and benchmarking (Ride-hailing vertical).

    • Contributing to the design system shared with Ubeeqo.

  • Junior UI designer - Monetisation



    Nov 2016 - May 2018


    • Developing UI concepts for “monetise department” with the aim of providing a pleasant experience. Eg. (product picker - offers section)

    • Designing solutions for 6M users on Android, iOS & WebApp. Eg (filtering feature).

    • Improving conversion rates in existing designs base on data.

    • Designing different areas of the current iOS app such as Coaching.

  • Intern UI Designer - Apps

    Yoyo Wallet


    Sep 2016 - Oct 2016


    • Design and standardise different modals and dialogs for the IOS App. Check attached file.

    • Creating visual elements such as banners, promotional print ads, email marketing assets and product images inside of the app.

    • Working on workshops by using “mind maps” and “user personas” in order to plan the product strategy for the following year.

  • Intern UI Designer - Web & Apps

    Kurv Guitar


    Nov 2015 - Apr 2016


    • Conceptualising and help design interfaces for the product app.

    • Creating app prototypes that include physical, interface, and flow models.

    • Designing mock ups for website layout and created final web assets.

  • Art director & UI designer

    chaYkra Yoga Fashion Wear


    May 2015 - Nov 2015


    • Developing graphics and layouts for product illustrations, company logos, and marketing materials (social media content and newsletter layout) according with the brand.

    • Creating style guides, concept art, and maintained a consistent visual direction for the brand.

    • Designing visual mock-ups and prototypes from wireframes and delivered final design production-ready assets for development.

  • Creative Intern

    Imaginarte (Integrated agency)

    Alicante, Spain

    Jun 2013 - Nov 2013


    • Writing online content for different brands such as Viajes Hispania.

    • Elaboration of creative ideas and social media management for the brand J’ Hayver.


  • The Behavioural School


    2022 - 2022

  • La Nave Nodriza

    Full intensive data driven design course

    2020 - 2020


    • Understand and define strategic product objectives.

    • Transform business goals into design goals.

    • Make design decisions based on data.

    • Learn and apply Heart methodology to your product.

    • Measuring design impact and applying iterations.

  • DesignLab

    UX & UI Academy

    2016 - 2017


    Completed over 440 hours of coursework, building in-depth knowledge of the user experience design process.

    • Intro to UX Design.
    • User Research & Strategy Information.
    • Architecture Interaction.
    • Design User Interface.
    • Design Iteration & Implementation.


  • The College of Everything

    Creative Advertising Portfolio Bootcamp

    2013 - 2013


    • Digital new media.
    • Consumer Insights.
    • Online Trends.
    • Creativity.


  • University of Alicante

    BA in Advertising and Public Relations

    2009 - 2014


    • Creativity, Copywriting, Branding.
    • Trends & Research, Idea Incubation, Creativity ideas.



  • Co-founder at Destinago



    • DestinaGo is a global tours & activities search site, a place where travellers get inspired to plan and book directly from tens of thousands of attractions options at the best prices.

  • Contributor and core team member



    • Contributing to Barcelona's edition to get the best design events around the city.
    • Automating different processes no-code inside the organisation.
    • Creating and establishing relationships with different partners in Barcelona.

  • Co-Founder, Co-Director & Creative



    • Main Role: Creation and supervision of staff. Developing communication strategy of the brand (brand voice and content event), PR (promotional materials) and marketing.

    • Main responsibilities: Organization, direct marketing, creative ideas, event promotion.

    • About the project: Creativity and Innovation Event at the Faculty of Advertisement at the University of Alicante directed at students and professionals of the sector. 15 lectures gave them their views about it. More than 400 people attended the event.


  • Design thinking
  • Data driven
  • Concept creation
  • Research
  • Wireframming
  • Prototyping
  • Agile methodologies
  • UI / UX
  • Cross-collaboration
  • Figma & Sketch