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.
Trusted by teams at
// approach
I design backwards.
Start with the decision the business needs to make. Build the system that produces it. Everything else gets removed.
How I think →
ShelfFlow
Retail content operations had become slow, fragmented and impossible to scale. I designed the workflow operating system that turned complex brief creation, approvals and multi-retailer deployment into one structured AI-assisted flow.
RetailNorm
Cross-platform retail media analytics. Normalized incomparable ROAS data into a single trustworthy view. 40x faster reporting. Live product.
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 pts, 4 EU markets.
KŌDO Arbitrage
Private Web3 client. 24/7 autonomous execution. v1 had 23 metrics and the operator couldn't decide in under 30 minutes. A design failure with financial consequences. v2 answers one question.
ENSO Co-Living
Two phases, one platform. Redesigned onboarding (4x adoption), then built a risk-calibrated urgency system for the catalogue (+34% booking conversion). 3 European markets.
Let's talk about your system.
I work on complex product problems where design directly impacts revenue, decision quality, or operational efficiency. Commerce, fintech, data-heavy systems.
Based in Zurich. Remote or hybrid.
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How I think
From ambiguity
to measurable outcome.
Most product problems are not design problems. They are clarity problems. Each step below removes a specific layer of uncertainty.
Listen
Before I design anything, I watch. Session recordings, operator shadowing, funnel data. The real problem is rarely what the brief describes.
ENSO Co-Living. The brief said "digitize 47 spreadsheets." Research said the product was 3 daily trust decisions. Killed 60% of planned scope. Adoption went 4x.
Frame
I redefine the problem as a decision. What does this system need to produce? Who acts on it, and when? Every feature either serves that decision or gets cut.
GetYourGuide. 38% of converters left checkout with no re-entry path. Reframed as "commitment anxiety." 10 experiments. +11% conversion. ShelfFlow. Content ops across SKUs and retailers looked like a coordination problem. Reframed as a decision pipeline: 6 stages, 4 gates.
Architect
Structure before surface. Information architecture, decision flows, and component logic come first. Screens are the last thing I design, not the first.
ShelfFlow. 6 workflow stages, 4 decision gates, 6 AI agents. Every human approval mapped before a single screen was designed. RetailNorm. Dual-view architecture (executive + technical), confidence scoring, PDF export. All validated before code.
Prove
I instrument my own work. Every design ships with its measurement plan. I read session recordings before standups and run A/B experiments across markets.
GetYourGuide. Checkout validated across 4 EU markets. 10 A/B experiments. 72% of the +11% uplift came from mobile.
Close the loop
Shipping is not a handoff. I stay close to the product after launch, reading session data and adjusting. The signal after release matters more than the plan before it.
ShelfFlow. 1 brief produces 36 retailer-ready content packages through gated human approvals. RetailNorm, KŌDO, this portfolio. Shipped without an engineering team. Validated concept to live product in weeks.
Inigo Angulo
I’m a product designer based in Zurich with 10+ years of experience across commerce, fintech, PropTech, and travel.
I work on complex, data-rich products where clarity, speed, and business impact matter. My focus is turning messy systems into experiences that are easier to use, easier to trust, and better aligned with how people actually make decisions.
Currently, I’m Experience Lead for Commerce at WPP, shaping end-to-end UX across AI-enabled platforms. Previously, I led conversion optimisation at GetYourGuide, designed luxury trading platforms at Crowdhouse AG, and contributed to a multi-country design system at ING Bank.
My work sits between product strategy, behavioural analytics, and experience design. I use tools like PostHog, GA4, and Mixpanel not just to validate decisions, but to uncover friction, blind spots, and patterns that usually go unnoticed.
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.
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