Product design · Madrid, Spain

Designing clarity into complex experiences.

I’m María Ponzela. I connect research, product thinking and visual craft to make digital experiences easier to understand and use.

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María PonzelaDesign / Research / Strategy

A practice built around people and systems

Research and synthesis
to find the right problem.

Thoughtful interfaces
that make the solution tangible.

01 / Selected work

Work with purpose, from insight to interface.

A selection of product and visual design projects, with the thinking behind the outcome.

Visual work created for BBVA's Data Lovers learning experience

01 / Case study

UX research · Design systems · Visual identity

BBVA

Working with multidisciplinary teams on research, digital product flows and design system consistency across markets, alongside two creative projects that can be shared here.

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02 / Case study

Product concept · UX · Brand

Coinhabit

A 72-hour design challenge exploring how people in co-living communities might manage shared expenses more fairly and build financial confidence.

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02 / How I work

Good design is a connected process.

01 / Understand

Listen before drawing.

Research, observation and framing help reveal what people actually need.

02 / Connect

Make complexity useful.

Turn findings into flows, concepts and systems that teams can work with.

03 / Refine

Care about the details.

Prototype, test and improve the interaction and the visual language together.