Héctor Ferrer-VidalSenior Product Designer, Barcelona

I design purchase flows and design systems for high-traffic travel products. Currently at PortAventura World — 4 languages, 3 parks, 2 hotel chains, one design system.

View workDownload CV

Portrait of Héctor Ferrer-Vidal

Greatest Hits

View more projects
Three phones showing the new funnel: product detail, the Express catalogue and confirmation

Rebuilding the app’s purchase funnel

PortAventura World

A laptop showing a component spec, a robot with a component in its hand, and a phone showing the prototype, joined by a roller-coaster loop

Skyloop Design System

PortAventura World

Two themed in-park screens in Far West frames: the park-wide waiting times and a ride screen

In-park information screens

PortAventura World

My bag of tricks

  • Design systems
  • Purchase and booking flows
  • AI-augmented research and delivery
  • Physical – digital

Designer and systems builder,turning sprawling products intosomething people can navigate.

A desk at night with a design file open on the screen
A stack of design and UX research books

I came to product design from political science and discourse analysis, and before that from data. Which is probably why I care as much about why an interface says what it says as about how it looks.

About me