.012024
Workout prescription
ABC Fitness
Redesigning the core trainer workflow for a multi-gym SaaS platform, reducing workout creation time by 35%.
Product strategyDesign leadershipSystems UX
Open project
Strategic Product Design
Designing flow for complex systems.
I help teams transform complex product ecosystems into clear, intentional experiences, combining design expertise and AI to build products ready for the future.
Product StrategySystems DesignDesign Leadership
Senior product designer working across SaaS, platforms, and emerging tech, connecting strategy, systems, and execution.
I partner with founders, CPOs, and product teams to clarify the problem, shape the product, and lead design through delivery.
Focus
Product & UX strategy
Systems & workflows
Mode
Hands-on design
Team leadership
Contact
ymartinsdesigner@gmail.com.projects
From insight to systems that scale.
A selection of work across fitness platforms, B2C ecosystems, and game systems — each project approached as a strategic system, not just a screen.
.022025
FITI mobile ecosystem
ABC Fitness
Transforming a legacy fitness app into a global, revenue-generating ecosystem for 27M+ members.
Product designDesign systemsMobile
Open project
.032022
BeSharp
Self-initiated
A competitive strategy card game turning festival lineup design into a playable system.
Game systemsProduct strategyArt direction
Open project
.about
Design as a strategic lever.
Over a decade working across SaaS, platforms, and fitness ecosystems, I help organizations move from ambiguous problems to aligned, measurable outcomes. I thrive where product, design, and business strategy overlap.
Outside of work, I'm shaped by rhythm, movement, and focus — from music and instruments to tennis and snowboarding. The same principles apply: flow, timing, and continuous improvement.
Principle .01
Systems before screens.
I design workflows, incentives, and data flows first. Interfaces become a natural expression of a coherent system, not a collection of disconnected screens.
Principle .02
Data as design material.
The most powerful experiences are wired for learning. I embed structured data into the experience so teams can adapt, personalize, and compound value over time.
Principle .03
Flow through constraint.
Like a good rally or run, great products respect constraints but keep users in motion — reducing cognitive load, surfacing the next best action, and keeping focus where it matters.
Principle .04
Leadership as craft.
I lead through clarity, narrative, and collaboration — aligning stakeholders, unblocking teams, and making sure design is a driver of strategy, not an afterthought.
.contact
If you're looking for a designer who can think beyond screens — connecting product, business, and teams — I'd love to talk.
Get in touch
Available for product, advisory & speaking