I'm Josep, a hands-on designer working at the intersection of systems and people. I believe in concepts before designing, invisible experiences that you feel but can't explain, reducing noise until only what matters remains, desirability because nobody falls in love with something merely functional, good people over good processes, strong visions over safe decisions, those moments when a team finally clicks. I believe design is not finished when there is nothing left to add — but when there is nothing left to take away.
Past Projects (2018 — 2026)
NOT SHAREABLE
Peripheral AI
Peripheral is the AI intelligence platform for investors and deal teams. I currently own the entire product experience — shaping how the AI thinks, responds, and earns the trust of the people depending on it to make high-stakes decisions. That means designing the behaviour, not just the interface: decision logic, escalation paths, and the moments where human judgment and artificial intelligence meet.
Product Design
Experience
B2B SaaS
Fintech




Lufthansa Cargo
Lufthansa Cargo was losing ground to digital-first competitors. Working as part of the Manyone team, I helped replace a legacy booking system that was holding the business back — designing across 37 stakeholders, prototyping a simplified fast-track concept, and co-designing the next-generation platform from the ground up. The result set a new internal benchmark — 75% fewer clicks, repeat shipments bookable in just four clicks. It became the gold standard for digital quality across the organisation.
UI Design
Experience
Information Architecture
B2B
Airfreight





Deutsche Telekom · Magenta Zuhause
Deutsche Telekom's smart home app had a strong foundation but a narrow audience — it worked beautifully for tech enthusiasts and left everyone else behind. While at Manyone, I worked to close that gap, observing real users in their own homes, challenging how the product thought about itself, and redesigning core features from the ground up. We shipped a product that for the first time felt as natural to a beginner as it did to a power user — and introduced a new design mindset across the organisation.
A UX-Designer’s Cookbook: Three tips to take-away from designing for smart homes
by Josep Villanueva
Interaction Design
Experience
Mobile iOS
Design Strategy
Smart Home

NOT SHAREABLE
Deutsche Telekom · Customer Service Chatbot
Deutsche Telekom was looking to redefine how they talk to their customers. While at Manyone, I helped shape the personality, behaviour, and visual identity of their next-generation AI assistant; moving away from rigid FAQ-style interactions toward something that actually feels like a conversation.
Experience
Interaction Design
Brand Identity
Behavioural Design
Telco

Kramer Electronics
Kramer had spent over 40 years as a behind-the-scenes brand — millions of devices installed worldwide, almost no one knowing their name. Working within the Manyone team, I helped reshape that. From articulating a new mission and vision to rebuilding their entire product portfolio around user needs rather than technical specs, we turned a product-centric giant into a brand that finally had something to say.
Experience
Visual Identity
Design Systems
B2B
ProAV




+ Clients
Peripheral AI
Lufthansa Cargo
Deutsche Telekom
Meta
Kramer Electronics
Boehringer Ingelheim
Lékué
Moët & Chandon
Bar Paradiso
+ Skills
Product Design
AI Interaction Design
Interaction Design
UX Research
Design Systems
Behavioural Design
Prototyping
Information Architecture
+ Industries
Fintech
Airfreight
Telco
ProAV
Consumer Goods
Food & Beverage
Pharma
/._./
Site designed by me, with plenty of matcha.
I'm Josep, a hands-on designer working at the intersection of systems and people. I believe in concepts before designing, invisible experiences that you feel but can't explain, reducing noise until only what matters remains, desirability because nobody falls in love with something merely functional, good people over good processes, strong visions over safe decisions, those moments when a team finally clicks. I believe design is not finished when there is nothing left to add — but when there is nothing left to take away.
Past Projects (2018 — 2026)
Not Shareable · In progress
Peripheral AI
Peripheral is the AI intelligence platform for investors and deal teams. I currently own the entire product experience — shaping how the AI thinks, responds, and earns the trust of the people depending on it to make high-stakes decisions. That means designing the behaviour, not just the interface: decision logic, escalation paths, and the moments where human judgment and artificial intelligence meet.
Product Design
Experience
B2B SaaS
Fintech




Lufthansa Cargo
Lufthansa Cargo was losing ground to digital-first competitors. Working as part of the Manyone team, I helped replace a legacy booking system that was holding the business back — designing across 37 stakeholders, prototyping a simplified fast-track concept, and co-designing the next-generation platform from the ground up. The result set a new internal benchmark — 75% fewer clicks, repeat shipments bookable in just four clicks. It became the gold standard for digital quality across the organisation.
Product Design
Experience
Information Architecture
B2B
Airfreight





Deutsche Telekom · Magenta Zuhause
Deutsche Telekom's smart home app had a strong foundation but a narrow audience — it worked beautifully for tech enthusiasts and left everyone else behind. While at Manyone, I worked to close that gap, observing real users in their own homes, challenging how the product thought about itself, and redesigning core features from the ground up. We shipped a product that for the first time felt as natural to a beginner as it did to a power user — and introduced a new design mindset across the organisation.
A UX-Designer’s Cookbook: Three tips to take-away from designing for smart homes by Josep Villanueva
Product Design
Experience
Mobile iOS
Design Strategy
Smart Home

Not Shareable · In progress
Deutsche Telekom · Customer Service Chatbot
Deutsche Telekom was looking to redefine how they talk to their customers. While at Manyone, I helped shape the personality, behaviour, and visual identity of their next-generation AI assistant; moving away from rigid FAQ-style interactions toward something that actually feels like a conversation.
Experience
Product Design
Brand Identity
Behavioural Design
Telco

Kramer Electronics
Kramer had spent over 40 years as a behind-the-scenes brand — millions of devices installed worldwide, almost no one knowing their name. Working within the Manyone team, I helped reshape that. From articulating a new mission and vision to rebuilding their entire product portfolio around user needs rather than technical specs, we turned a product-centric giant into a brand that finally had something to say.
Experience
Product Design
Design Systems
B2B
ProAV




+ Clients
Peripheral AI
Lufthansa Cargo
Deutsche Telekom
Meta
Kramer Electronics
Boehringer Ingelheim
Lékué
Moët & Chandon
Bar Paradiso
+ Skills
Product Design
AI Interaction Design
Interaction Design
UX Research
Design Systems
Behavioural Design
Prototyping
Information Architecture
+ Industries
Fintech
Airfreight
Telco
ProAV
Consumer Goods
Food & Beverage
Pharma
/._./
Site designed by me, with plenty of matcha.
I'm Josep, a hands-on designer working at the intersection of systems and people. I believe in concepts before designing, invisible experiences that you feel but can't explain, reducing noise until only what matters remains, desirability because nobody falls in love with something merely functional, good people over good processes, strong visions over safe decisions, those moments when a team finally clicks. I believe design is not finished when there is nothing left to add — but when there is nothing left to take away.
Past Projects (2018 — 2026)
IN PROGRESS
Peripheral AI
Peripheral is the AI intelligence platform for investors and deal teams. I currently own the entire product experience — shaping how the AI thinks, responds, and earns the trust of the people depending on it to make high-stakes decisions. That means designing the behaviour, not just the interface: decision logic, escalation paths, and the moments where human judgment and artificial intelligence meet.
AI Interaction Architecture
Product Design
B2B SaaS
Fintech




Lufthansa Cargo
Lufthansa Cargo was losing ground to digital-first competitors. Working as part of the Manyone team, I helped replace a legacy booking system that was holding the business back — designing across 37 stakeholders, prototyping a simplified fast-track concept, and co-designing the next-generation platform from the ground up. The result set a new internal benchmark — 75% fewer clicks, repeat shipments bookable in just four clicks. It became the gold standard for digital quality across the organisation.
UX Design
UI Design
Information Architecture
B2B
Airfreight





Deutsche Telekom · Magenta Zuhause
Deutsche Telekom's smart home app had a strong foundation but a narrow audience — it worked beautifully for tech enthusiasts and left everyone else behind. While at Manyone, I worked to close that gap, observing real users in their own homes, challenging how the product thought about itself, and redesigning core features from the ground up. We shipped a product that for the first time felt as natural to a beginner as it did to a power user — and introduced a new design mindset across the organisation.
A UX-Designer’s Cookbook: Three tips to take-away from designing for smart homes by Josep Villanueva
UX Design
Interaction Design
Mobile iOS
Design Strategy
Smart Home

NOT SHAREABLE
Deutsche Telekom · Customer Service Chatbot
Deutsche Telekom was looking to redefine how they talk to their customers. While at Manyone, I helped shape the personality, behaviour, and visual identity of their next-generation AI assistant; moving away from rigid FAQ-style interactions toward something that actually feels like a conversation.
Conversational AI
Interaction Design
Brand Identity
Behavioural Design
Telco

Kramer Electronics
Kramer had spent over 40 years as a behind-the-scenes brand — millions of devices installed worldwide, almost no one knowing their name. Working within the Manyone team, I helped reshape that. From articulating a new mission and vision to rebuilding their entire product portfolio around user needs rather than technical specs, we turned a product-centric giant into a brand that finally had something to say.
Digital Brand Strategy
Visual Identity
Design Systems
B2B
ProAV




+ Clients
Peripheral AI
Lufthansa Cargo
Deutsche Telekom
Meta
Kramer Electronics
Boehringer Ingelheim
Lékué
Moët & Chandon
Bar Paradiso
+ Skills
Product Design
AI Interaction Design
Interaction Design
UX Research
Design Systems
Behavioural Design
Prototyping
Information Architecture
+ Industries
Fintech
Airfreight
Telco
ProAV
Consumer Goods
Food & Beverage
Pharma
/._./
Site designed by me, with plenty of matcha.