Rosa Espadaler

Head of Strategy & Service Design

Barcelona, Spain
With 20 years of experience as a problem framer and solver and generalist Designer. I provide a holistic perspective, have a curious attitude to learn and tackle new challenges, and display a passion for Design as a tool to improve people’s lives and jobs.

My motto: “Change won’t come by itself. Dare to bend the rules but don't lose Integrity in the process.”

Work Experience

Gumboot Books

Illustrator

I illustrated a children book called "Then it rained" that got published in 2007 in English as well as Japanese.
I collaborated in a Literacy Project, the "World stories" book. It was published in August 2008.
June 2006 - July 2011 Vancouver, British Columbia, Canada

Discoverynet

Web Designer

I worked 3 month as an intern and 6 years as a Junior Web Designer.
September 2004 - May 2010 Barcelona, Spain

Usacd

UX and Visual Designer

May 2010 - January 2013 Spain

Scytl

UX and Visual Designer

January 2013 - March 2015 Barcelona, Spain

IBM

Strategy Design Leader

Managing hiring, training and engagement initiatives for the Design Practice.
Identifying synergies within IBM different groups to define and sell cross offerings.
Leading integration of IBM and ViewNext to define and sell cross Experience related offerings.
Running the IBM iX Studio in Barcelona.
April 2015 - May 2022 Spain

Fail Fast

Head of Strategy & Service Design

Consolidated offering and sales strategy about research, functional definition and design of digital businesses, services and products. Also established mentoring and training program for Fail Fast and set up Service Design Discipline team.
June 2022 - Present Spain

Education

ESDI, Superior School Of Design

Licentiate, Digital Art

September 2001 - June 2006 Sabadell, Spain

JOSO Comics

Diploma, Illustration

June 2008 - Barcelona, Spain

9Zeros

Degree, Animation

September 2008 - June 2009 Barcelona, Spain

IBM

13 Credentials & 2 Silver Consulting Badges

Government & EU Consulting Badges
IBM Garage, Agile & Design Thinking Credentials
iOS Design, Accessibility & Design System Credentials
April 2015 - May 2022

Interaction Design Foundation

7 Certificates

Emotional Design, Gamification, Adoption & Appropriation
Accessibility, Design for VR & AR
Service Design
UX Management
January 2019 - Present

Adobe

7 Sales Accreditations

Workfront, AEM Asssets, AEM Forms, AEM Sites, AEP, Customer Journeys with AJO, CDP
2019 - Present

Languages

English (Fluent),
French (Advanced),
Spanish (Native),
Catalan (Native),

Skills

App Design, Cultural Transformation, Design Thinking, DesignOps, Digital Illustration, Editorial Illustration, InVision, Kanban , Lean UX, Mobile First, Prototyping, Service Design, User Experience Design, Web Design,

Recommendations

"We met 5 years ago and our paths have crossed many times since. In a nutshell; Rosa is the driving force behind the design culture at IBM iX Spain and beyond. I also met some people of her team in the last years – the feedback was always equally outstanding: you will have a hard time to find any leader who is as passionate, creative and yet understanding for business design needs in our industry as Rosa. And she is also a very good person – which makes me proud to name her my colleague."
- Daniel Simon, Chief Design Officer at IBM Europe

"I have always valued Rosa's ability as a leader of design, people and projects. Perhaps the most rewarding part of working with her is seeing her passion for work that rubs off on the rest of the team and how she grows the professionals who work with her."
- Carlos Gonzalez, Design & Mobile Leader at Viewnext IBM sub-sidiary

"Rosa is an extraordinarily thoughtful and talented leader in her field. She has a bright mind, is tireless in her commitment to user-centered design and in delivering an exceptional experience to her clients. She impressed me with her ability to problem-solve and handle multiple projects successfully - often under demanding time constraints. In the area of iOS, it often takes years to develop the skill set that seems to come naturally to Rosa.”
- Suzzanne Connolly, Design Manager at Apple