Rocio Martinez

Designer with 10+ years across UX, UI, branding and digital product design. I've lived and worked across three countries — Spain, Canada, and the UK — and that move between cultures shaped how I design: I've learned not to work from assumptions.

I translate complexity into clarity, systems into scalable experiences, and ideas into products that feel meaningful and human. Most recently, Senior Product Designer at IBM, shaping enterprise experiences and helping teams rethink how digital products get built.

Outside of design, I do Pilates Reformer, spend weekends at the Tate Modern with my child, and enjoy photography. I like sharing what I've learned about UX — both internally at past employers and at external events.

Download Resume →

🌍 My Journey

Living and working across three countries shaped how I design — not just what I've made, but the questions I ask before I start.

🇪🇸
Where it started

Seville, Spain

I studied Audiovisual Communication at Seville University, then a Master in Digital Design at CEI Seville — the start of moving from visual and brand thinking toward digital product design.

🇨🇦
Where UX started

Toronto, Canada

I moved to Toronto to study UX Design at OCAD University, and started my UX career there working as a UX Designer at The Traveller — my first proper introduction to designing for real users, not just for a brief.

🇬🇧
Where I've built my career

London, UK

I moved to the UK in 2012 and have built the rest of my career here since — Media 10, Avon, Debenhams, and most recently IBM, working across enterprise, retail, and consumer platforms. I'm based in London today.

💼 Experience

01
IBM — 2021–Present

Senior Product Designer

Leading product and service design initiatives in enterprise ecosystems.

02
Debenhams — 2019–2021

Lead UI Designer

Owned and evolved the design system across digital platforms.

03
Avon — 2018–2019

Global Lead UI Designer

Unified global design systems across markets and platforms.

04
Media 10 — 2016–2018

UX/UI Designer

Delivered branding and digital campaigns across events.

05
The Traveller, Toronto — 2016

UX Designer

Produced print and digital campaigns for major brands.

🗣️ Recommendations

"Rocio brings clarity, structure and humanity to complex UX challenges. A true professional and inspiring collaborator." Francia Vallasciani, UX Manager
"Creative, thoughtful and deeply user-focused. Working with Rocio elevated our entire design process." Khushmin Mistry, Product Designer
"Detail-oriented, strategic and always collaborative. An incredible team member and design leader." Matias Villagra, UX Researcher
"Rocio combines strong UI with solid UX thinking, and she's great at aligning teams and moving projects forward. She's always willing to share knowledge and goes the extra mile for her colleagues." Francesca De Biasio, Head of Digital Product & AI — managed Rocio directly at Debenhams