Design · Experience · Strategy

Crafting digital experiences with purpose

Jorge Soto — UX specialist, interface designer, and digital strategist with over 26 years of professional experience. Based in Asturias, Spain.

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About

Digital designer with a critical eye and a craftsman's vocation

I've spent over two decades designing digital experiences for industry-leading companies. My work spans UX consulting, interface design, and critical reflection on technology's impact on people.

Based in Asturias, I combine professional practice with writing and analysis of the tech sector, with a particular focus on artificial intelligence and its impact on design and creativity.

I believe good design is invisible: it reduces friction, respects the user, and solves real problems. At a time when AI is transforming the industry, I maintain an independent perspective on what it means to design with intention.

26+

Years of experience

50+

Clients & brands

Design · HCI · Strategy

Critical thinking

Career

Over two decades building digital experiences

2019 – 2026

UX/UI Design Lead

Empathy Systems Corporation

UX/UI design leadership for an e-commerce search platform. Interface design for clients including Kroger, Carrefour, and other major international accounts. Design systems, high-fidelity prototyping, and collaboration with product and engineering teams.

2012 – 2019

Creative Director / UX Consultant

Freelance & Agencies

UX consulting and creative direction for agencies and end clients. Corporate identity, websites, mobile apps, and B2B platforms for brands including Philips, Endesa, Ifema, and the Spanish Ministry of Culture.

2000 – 2012

Web / UI Designer

Agencies & IT Consultancies

Web design, layout, digital branding, and interface development across sectors: banking, telecoms, industry, and public administration. Progressive specialization in usability and user experience.

Expertise

Disciplines that define my practice

User Experience

Research, information architecture, usability testing, and interaction design. Always centered on real user needs.

Interface Design

Corporate sites, e-commerce, B2B applications, mobile apps, and design systems. Consistent, engaging visual identity.

Digital Branding

Graphic identity development, style guides, and digital presence for brands like Philips, Endesa, Ifema, and others.

UX Consulting

Technical advisory for IT teams, project management in agencies and consultancies, integration with cross-functional teams.

AI Critical Analysis

Public reflection on AI's impact on design, creativity, and the tech industry. Independent voice in a landscape of corporate hype.

Digital Strategy

Online presence definition, digital marketing, competitive analysis, and digital product planning.

Writing

Reflections on design, technology, and artificial intelligence

2026 The Google–Apple Symbiosis and the Future of Local AI AI How integrating models like Gemma into Apple devices redefines big tech relationships and opens the door to personal, private AI.

2026 MCP and the Democratization of AI Catalogs AI The Model Context Protocol as an open standard enabling any service to connect with AI models, and its implications for the tech ecosystem.

2025 Artificial Sycophancy: When AI Tells Us What We Want to Hear AI · Design An analysis of sycophancy bias in language models, its risks for critical thinking, and how it affects creative work.

2025 Purpose-Washing in the Tech Industry Industry How some tech companies use social impact narratives as a smokescreen while their internal decisions tell a different story.

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Collaborations

Companies and organizations I've worked with

Philips· Endesa· Ifema· Ministerio de Cultura· Algeco· CAT / Finanzauto· Alisys· Taitic· Virati· OXON3· Kroger· Empathy.co· Binter· Caja Rural· Prisa· Carrefour