I design systems that make
complexity usable.
Inigo Angulo
I turn ambiguous, data-heavy problems into clear products with commercial value. Commerce, conversion, trading interfaces. I use AI to move faster, but the real edge is knowing what to cut.
Teams I’ve worked with
// APPROACH
Clarity is a decision.
Start with the decision the business needs to make. Build the system that produces it. Everything else gets removed.
ShelfFlow
Retail content operations had become slow, fragmented and impossible to scale. I designed the supervision interface for an agentic pipeline: six AI agents generate and adapt, four human gates decide what ships across retailers.
RetailNorm
Cross-platform retail media analytics. Normalized incomparable ROAS data into a single trustworthy view. 40x faster reporting, executive and technical views.
Checkout Funnel Redesign
The team was optimizing the wrong step. 38% of converters left checkout and came back with no re-entry experience. The problem wasn't payment. It was the gap nobody measured. +11%, 4 EU markets.
KŌDO Arbitrage
My own build: an AI arbitrage bot for perpetual futures, running 24/7. v1 had 23 metrics and the operator couldn't decide in under 30 minutes. A design failure with real-money consequences. v2 answers one question.
ENSO Co-Living
Two phases, one platform. Redesigned onboarding (4x adoption), cutting friction 22% and lifting booking conversion +34% (A/B validated). A risk-calibrated urgency system then extended the framework to the catalogue. 4 European markets.
Let's talk.
I’m looking for senior product design roles in commerce, fintech and data-heavy systems. Based in Zurich, remote or hybrid.
Based in Zurich. Remote or hybrid.
Intro call · 30 min
Video call · Europe/Zurich · no prep needed
How I think
From ambiguity
to measurable outcome.
five steps · each kills one layer of uncertainty · hover to watch each one think
Listen
The real problem is rarely the brief.
Briefs describe symptoms. Behavior describes problems. Session data, recordings and shadowing come before any sketch, and every stated requirement is a hypothesis until it survives contact with what people actually do.
Frame
Every problem becomes one decision.
A problem framed as a decision has a finite answer. What must this system produce, who acts on it, and when? Every feature either serves that decision or gets cut, and most of the value is in the cutting.
Architect
Structure first. Screens last.
Information architecture, decision flows and component logic come before any interface. When the structure is right, the screens almost draw themselves. When it's wrong, no amount of visual polish will save them.
Prove
Every design ships with its measurement plan.
Opinion starts the work; instrumented outcomes finish it. Every design ships knowing how it will be measured, and a result that can't be verified is a result that doesn't exist yet.
Close the loop
The signal after release beats the plan before it.
Shipping is not a handoff. Reality votes after release, and systems get tuned in production: reading the signal, adjusting, and letting what actually happens outrank what was planned.
Inigo Angulo
PRODUCT STRATEGY · PRODUCT MANAGEMENT · DESIGN
I’m a product builder based in Zurich, 9+ years across commerce, fintech, PropTech, and travel. I operate across the full stack of product work: strategy, design, and the analytics that prove it.
I work on complex, data-rich products where clarity, speed, and business impact matter. My focus is turning messy systems into products people trust and decisions the business can act on — from problem definition and prioritisation to shipped interface.
Recent work: the checkout experimentation programme at GetYourGuide (10 A/B tests, +11% conversion), product leadership for a luxury trading platform at Crowdhouse AG, and ING Bank’s multi-country design system.
My work sits at the intersection of product strategy, behavioural analytics, and design execution. I use PostHog, GA4, and Mixpanel not just to validate decisions, but to find the friction, blind spots, and opportunities that define what to build next.
Right now I’m going deep on agentic product patterns: how humans supervise AI systems that do real work. ShelfFlow, below, is the most complete expression of that so far.
Outside of work, I’m deeply drawn to European medieval history, especially the symbolic weight, visual language, and cultural continuity of the period. I have a particular fascination with Gothic typography and the way form can carry identity, authority, and atmosphere across centuries.
Art keeps my sense of composition and balance alive. Photography helps me slow down and notice what most people miss. Hiking through Swiss trails is how I reset, think clearly, and usually where new ideas begin to take shape.
rest here