Israel Martínez Olmedo
I design digital products end-to-end, from business to production.
Business, technology, judgment
Business
I defend design decisions to whoever controls the budget and the calendar. Sometimes that means convincing an entire organization to start over.
Technology
I design within each system's real constraints, not the ideal ones. When development changes hands or plans, I hold the judgment steady so nothing gets lost along the way.
Judgment
I rarely have every answer before deciding. I prioritize with what I know and adjust as more comes in.
AI runs through all three: I use it to decode dense information, structure research, and explore more paths in less time. The design judgment stays mine at every step.
Featured projects

Retail X - Vodafone
2020-2024End-to-end design of Vodafone's internal sales tool, used daily across ~500 stores: from a barely-built starting point, with the guided sale as its only premise, to a configurator that went from under 13% to 93% of sales.

E-commerce Day Market
2025End-to-end ecommerce design for a Latin grocery store in Madrid that was managing an 80-page PDF catalog and orders through WhatsApp while serving customers at the counter.
- Orange
- Vodafone
- Endesa
- Legálitas
- X by Orange
- Airzone
- Day Market
- Openbank