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Francisco Celemín · Senior Product Designer

Available for new opportunities

I design clarity for
fintech banking regulated products complex flows

A Senior Product Designer with 10+ years in fintech, banking and iGaming — turning tangled, high-stakes digital experiences into intuitive products, from early research to shipped interfaces.

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10+
Years experience
6
Companies
EN / ES
Fintech · Banking · iGaming
Experience

Work history

Lottoland.com 2021 – Present · Remote

Senior Product Designer

iGaming Research A/B Testing Product Design
  • End-to-end redesign of the promotion and bonus experience — research, co-creation, and A/B testing from discovery to ship.
  • Challenged the brief: data showed fewer, clearer offers converted better. Every A/B variant beat the control.
  • Support contacts down post-launch. Users completed the flow unassisted where they'd previously needed help.
  • Standardised promotion language across legal, content, and product — resolved the trust gap in offer terminology.
ING España 2019 – 2021 · Madrid, Spain

Senior Product Designer

Fintech Banking UX Research Measurement
  • Improved investment funds, mortgage, and current account journeys — and built the measurement system to prove whether changes worked.
  • First comparable SUS metric across ING's product areas — designed the trigger logic, segmentation, and reporting layer.
  • Fund comparison table: SUS 61 (Poor) → 74 (Good) after one sprint. Caught a friction problem conversion data had missed entirely.
  • Turned satisfaction scores into a weekly sprint prioritisation tool used directly by product managers.
Telecoming 2018 – 2019 · Madrid, Spain

Senior Product Designer

Payments Design Systems Multi-market
  • Payment and subscription flows for multiple markets — single distributed team, parallel delivery.
  • Built a shared design system with engineering — eliminated per-project bespoke component work.
  • Worked with legal to translate compliance requirements into trust-building interfaces without added friction.
Architas 2017 – 2018 · London, UK

Product Designer

Fintech B2B Component System IA
  • B2B adviser platform for a multilingual, multi-market audience across Europe.
  • Built component system with the dev team — platform scaled to new markets without redesign cycles.
  • Discovery workshops with advisers, editors, and stakeholders before the first component was designed.
Dreamable 2016 · San Francisco, CA

Product Designer

Consumer Distributed Team End-to-end
  • End-to-end product design within a fully distributed team across three time zones.
  • Shipped on time — async documentation replaced synchronous handoffs across 12-hour time differences.
Oddschecker 2015 · London, UK

Product Designer

iGaming UX Research Scale
  • UX research on one of the UK's largest odds-comparison platforms — findings fed directly into product prioritisation.
  • Contributed to shared component library used across product surfaces.
Expertise

What I bring

Research
Research program design Qual + quant synthesis SUS measurement Usability testing Tree testing · IA validation Translating findings into priorities
Product design
End-to-end ownership IA & navigation design Scalable component systems Complex regulated flows A/B test design & measurement Multi-market design systems
Leadership
Stakeholder alignment & challenge Cross-functional leadership Scope & tradeoff decisions Research-backed business cases Distributed team working Mentoring & design critique
Industries
Fintech Banking iGaming Luxury e-commerce B2B platforms Consumer SaaS
Education

Academic background

UX Design MA

Akendi · London, 2016

Art Direction MA

CICE · Madrid, 2008–09

Design & Graphic Production

2006–08