Hi! I'm José María Lasa Sendic,

but people just call me Guti.

Data-driven Product Designer with 8+ years of experience providing end-to-end digital solutions for global B2B, internal and B2C products. Committed to delivering innovative, user-centric solutions that drive business results and user satisfaction.

Some of my latest work

Beetrack OnDemand
UI & UX, PRODUCT DESIGN

Beetrack wanted to develop a new product centered on on-demand deliveries. The founders believed this could be a great business opportunity, but were nervous because of previous failed products and the large investment of time and resources.

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Biagio - NOTCO Giuseppe
AI, PRODUCT DESIGN

Giuseppe is NotCo's proprietary AI system that powers its product development. The Biagio module is one of the key applications within the Giuseppe Platform. It focuses primarily on formulation, enabling users to:

- Create and manage formulation projects.
- Interact with AI capabilities for product development.
- Work with ingredients and process considerations through an advanced chat interface.

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HoneyPot Beetrack’s Design system
DESIGN SYSTEM

One of the first things I wanted to promote once I joined the Product team in Beetrack was the implementation of a true design system. Until then, there had only been one UI/UX Designer that oversaw the three current Beetrack products.

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