Claims management dashboard · Bdeo
−33% time per claim · 5 enterprise clients on schedule
B2B · AI · Research
Vicente Molero
Senior Product Designer in Madrid, Spain
I design complex product until it becomes obvious.
Focused on operational workflows, applied AI and systems where every decision affects time, conversion or risk.
Projects
Ethos, a multi-client design system · Bdeo
210 components · almost every client on the same base
Design System · B2B · Multi-client
AI-assisted claims flow · Bdeo
−33% GPS permissions denied · −49% cropped photos for the AI
AI · Mobile · Research
Fibre purchase flow · Orange
+7% conversion · ~€2.5M new recurring revenue · Corporate standard
E-commerce · Research · Systems
From hypothesis to aerospace platform · Synapse
From hypothesis to aerospace platform in under 3 months
0 → 1 · Systems · B2B
Coming soon. Happy to tell you over coffee.
About
I’ve spent more than 8 years designing product in sectors where mistakes are expensive: insurance, telecoms and aerospace infrastructure. I care more about the system than the single screen, especially when the person using it is an adjuster with 40 claims a day or someone deciding in 90 seconds whether to sign up for fibre.
At Bdeo I design the AI platforms insurers use in more than 30 countries. I’m the designer responsible for the platform, so architecture decisions and trade-offs with engineering go through me.
Before that I was at Orange, designing purchase flows that had to work at corporate scale and lift conversion.
I usually work with teams that need design to solve a specific business problem.
Principles.
Understand first, design second.
The brief rarely describes the real problem. Before opening Figma, I watch the people who will use the product at work.
In the Dashboard, doing that rewrote the brief: the problem wasn’t the interface, it was a workflow nobody had documented. See the case →
Decide what not to build.
Complexity doesn’t disappear; what I decide is where it lives. Often the best decision is removing a screen, an option or a variant.
In Ethos, 10 buttons in 7 styles became 3 types with a rule for choosing between them. See the case →
If it isn’t measured, it isn’t solved.
I ship in phases and define what to measure in each one, so I know which change moved which number.
In the mobile claims flow, three changes measured separately cut cropped photos from 30.8% to 15.8%. See the case →
Experience.
Product Design Manager at Bdeo
2021 – Present
I own design for the AI claims platform insurers use in more than 30 countries. I set the design vision and lead research with enterprise clients. I proposed and designed Ethos, the multi-client design system.
Product Designer · UX Architect at Orange
2018 – 2021
Product and design reference for a team of 6–7 designers. Sole designer on the fibre squad: I led the redesign of the sign-up flow (+7% conversion), adopted as the reference for the whole commercial website.
UX/UI Designer at Signomía
2016 – 2018
Digital experiences for brands such as Pandora, Lacoste and Hugo Boss across web, platforms and digital product.
Freelance
2015 – Present
I work with startups and small teams on research, product definition, prototyping and digital experience design.
“As the good Product Designer he is, he makes sure the product is balanced between business needs, technology requirements and being useful and pleasant for the user. […] He started taking on the UX architecture, making each delivery much better than the last.”
Notes (in Spanish)
- The mirror AI holds up to product design (2026) — The value is no longer in producing screens. It’s in deciding which ones shouldn’t exist.
- Designing for something users don’t know they want (2026) — Working under uncertainty is no excuse to skip the problem.
- When everyone can execute, who does the thinking? (2026) — AI doesn’t remove the need for judgement. It makes it more urgent.
