Jacobo Medina portfolio

Strategic designer and user researcher with a background in architecture and product innovation. I help tech companies bridge user insight with product direction, through field research, design thinking, and storytelling. Experienced leading projects across the US, Japan, India, LATAM and Europe, working with product, design, and executive teams.

Clients I’ve worked for:
Google Travel
YouTube
Meta AI
Reality Labs (Meta)
Threads (Meta)
Spotify
Verizon
PayPal
GetYourGuide
Repsol
Guía Repsol

Employment

Senior Design Strategist
Stripe Partners

London (2022–present)
Research & innovation consultancy for major tech clients

Service and UX Designer 
Repsol, UX & Design Digital HUB | A global multi-energy company
Madrid (2021-2022)

Business Design Intern 
.Igeneris

Corporate Venture Builder
Madrid (2021)

Cofounder & Multidisciplinary Designer
dotts audio | tech startup
Madrid (2017-2019)

Education

Master in Strategic Design and User Experience
La Nave Nodriza
Madrid (2020-2021)

Master and Bachelor in Architecture
Higher Technical School of Architecture of Madrid (ETSAM-UPM)
Madrid (2013-2019)

Erasmus+ in
Eindhoven University of Technology (TUe)
The Netherlands
(2017-2018)

International exchange at Illinois Institute of Technology (IIT)
Chicago, U.S.
(2016-2017)

Other

Human-Centered Design: Prototyping
Introduction to Human-Centered Design
IDEO.org x PlusAcumen.org
(2020)

Design Thinking for Social Impact
Social-Enterprise.es
(2020)

‘Citizen Bootcamp’ Entrepreneurship Program Deusto Business School + CitiBank
(2018)

Skills

User research (qualitative, in-home, diary studies)

Strategic design, problem framing & opportunity mapping

Research-to-product translation

Early-stage product validation & Go-to-market insight

Workshop facilitation & stakeholder alignment

Tools: Figma, Notion, Miro, Airtable, ChatGPT, Claude

Awards

Nova Talent
Global Talent Network
Member since 2020

Producto Fresco 2018 Product design award for the dotts M headphones by DIMAD (Madrid Designers Association)

Languages

Native Spanish

Fluent English

Very basic French (voilà)

projects.

Threads — Market Positioning (2025)

Understanding Adoption &
Positioning in Key Markets

Strategic research project for Threads, Meta’s text-based social media app, focused on understanding adoption dynamics in two key markets: the United States and Japan. These countries were prioritized due to their user base size and distinct adoption patterns.

We conducted in-person interviews with both consumers and content creators to explore how Threads fits into the current social media landscape, particularly in comparison to Instagram and X. Our research uncovered the perceived value of Threads today and helped identify opportunities for differentiated positioning that could guide product and marketing strategy.

Spotify — AI DJ LATAM (2024)

Product validation &
Go-to-Market Strategy for LATAM

Research project to support the regional rollout of Spotify’s AI DJ feature across Spain and Latin American countries. Following its launch in English-speaking markets, the goal was to validate the feature’s voice and experience locally.

We conducted a two-phase qualitative study across 5 LATAM countries: first, we introduced the feature to users to captured first impressions and initial reactions; then, after a two-week usage period in the form of a diary study, we followed up with in-depth interviews to explore real-life adoption, use cases, and perceived value. Our insights shaped a culturally grounded go-to-market strategy tailored to the region.

See Spotify’s press note

PayPal — Smartest Way to Pay (2024)

Defining the digital wallet for
“The Smartest Way to Pay”

As PayPal prepared to launch its new brand positioning—“The Smartest Way to Pay”—we were tasked with exploring what this could mean in the context of digital wallets. Our approach combined competitor benchmarking across both digital wallets and fintech platforms, expert interviews with fintech thought leaders, and internal stakeholder sessions to align on strategic intent.

We then conducted user research in the US, UK, and Germany to understand how different financial ecosystems shape user expectations, the evolving role of banks, and how people conceptualize and manage their money. The insights informed product direction and provided clear guidance for a marketing strategy rooted in users’ real-world financial behaviors.

See more on “PayPal Everywhere” release

Meta AI — Data Use in Generative AI (2024)

Exploring Data Use Sensitivity &
Trust in the context of Generative AI

Ahead of launching Meta AI, the company sought to understand people’s sensitivity around the use of personal data in AI-powered experiences. We conducted qualitative research across the US, Germany, and India to explore how users perceive different types of data being used—ranging from personal and behavioral data to public information.

Using concept-driven stimuli and scenario-based discussions, we uncovered nuanced differences in user acceptance and concern, helping Meta distinguish between data types that trigger hesitation and those considered acceptable. Our findings informed product and communication strategies to reduce friction and build trust in AI features at launch.

See more on the launch of Meta AI

Detailed information has been withheld to maintain client confidentiality.
I’d be happy to share more about these projects and my contributions in an interview setting.

© JACOBO MEDINA — Made with the help of AI — Last updated May 2025