Projects

Real cases of digital products I’ve worked on—from UX strategy and functional design to supporting the delivery process—to bring innovative solutions to market based on artificial intelligence, digital identity, and tokenization.

Artificial Intelligence · Digital Identity · Web3 · Product Definition · UX Strategy · Delivery

Aggregated data oracle

::sub::Blockchain oracle for aggregated competitor data.::/sub::

::desc::A private blockchain solution enabling different companies within the same sector to record regular activity data and access aggregated market metrics without disclosing individual information. The system provided an industry overview that would normally be available months later, by applying automatic rules governing participation, privacy and data access..::/desc::

::tags::Blockchain · Smart contracts · Oracle · Aggregated data · Privacy · UI::/tags::

Aggregated data oracle

Smart contracts and access rules for sharing sector-wide metrics without exposing individual data.

A private blockchain solution enabling different companies within the same sector to record regular activity data and access aggregated market metrics without disclosing individual information. The system provided an early view of sector trends that would normally be available only months later, by applying automatic rules governing participation, privacy and data access.

Blockchain · Smart contracts · Oracle · Aggregated data · Privacy · UI

The problem

The challenge of enabling competing companies to share industry data more efficiently, thereby obtaining aggregated metrics useful for decision-making without compromising the confidentiality of individual data.

The participating companies were already regularly reporting activity data to external bodies and subsequently receiving aggregated reports on market performance. However, these reports arrived several months late, making them of little use for analysing recent trends, anticipating market movements or making business decisions based on up-to-date information.

The challenge lay in creating a mechanism that would enable this aggregated view of the sector to be presented without any company being able to access another’s individual data. For the system to be acceptable, it had to ensure that only those who had contributed data could view the results, that metrics were published only when there was sufficient participation, and that no human operator had to manually review the raw data.

Delay in aggregate data

The official data provided a useful insight into the sector, but it was released too late to serve as an operational tool for monitoring trade or analysing recent market trends.

Confidentiality between competitors

The system was designed to prevent one company from deducing data about another, even when accessing aggregated results. It was therefore necessary to establish minimum participation rules and thresholds to protect the privacy of the group as a whole.

Automation of access rules

Access to aggregated data could not rely on manual review. It was necessary to automate the conditions for publication using verifiable rules that determined when and who could access the information.

The solution

Platform for sharing sector-specific data

A private solution was developed whereby each company could periodically record its activity data via an administration interface. The information was linked to a specific period and could only be used to generate aggregated metrics when the conditions defined by the system were met.

Conditional query of aggregated metrics

The product enabled users to view the most up-to-date sector-specific information without revealing individual data. To this end, access to the results was subject to automatic rules: data must have been submitted for that period, the month must have been finalised, and there must have been sufficient participation to prevent the identification of any specific company.

imagen de interfaz del proyecto del oráculo

Smart contract for participation

The solution used a smart contract to record the data contributions made by each company for each period. This mechanism made it possible to verify who had participated without directly exposing individual information within the query flow.

Rule-based oracle

The oracle checked whether the necessary conditions for granting access to aggregated metrics had been met: the period had been closed, the company was a participant, and there were sufficient contributions to protect the confidentiality of the dataset.

Privacy through aggregation

The model avoided displaying results when there was insufficient participation or when the data could be used to draw conclusions about individual records. The query was only enabled when there was a critical mass of contributing companies.

Customised administration interface

The solution was implemented using a Django Admin-based interface, customised to facilitate regular data entry, the viewing of aggregated results, and use by non-technical users.

My role

UI design for the admin interface

My role focused on designing the user interface for the solution, building on a Django Admin-style framework and adapting it visually and functionally to the specific use case. The aim was to transform a technical administrative tool into a more intuitive experience, enabling companies to record regular data and view aggregated metrics whenever the system rules permitted.

I worked on the layout of screens, forms, navigation and data display, ensuring that the workflow was easy to understand for non-technical users whilst maintaining the principles of privacy, participation and conditional access defined by the blockchain solution.

Results

The project enabled the development of a limited-scope blockchain solution to validate a model for the exchange of aggregated data between competing companies. Through the smart contract, the oracle and the administration interface, a way was explored to record contributions, automate access rules and consult sectoral metrics without revealing individual information. Although it was a small project and preceded the development of more mature traceability solutions, it served as a first practical approach to the use of blockchain for trust, automation and governance of shared data.

Learning

This project gave me a better understanding of the value of blockchain beyond mere traceability: as a mechanism for automating trust mechanisms between parties who do not necessarily wish to share raw data. It also taught me how to design simple interfaces for technical systems, where the key was not to highlight complexity, but to make it clear when aggregated information could be recorded, queried or accessed.

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Let’s talk about data sharing and digital trust

I design digital experiences that help transform technical systems—such as blockchain, access rules and shared data models—into clear, understandable and useful tools for businesses.

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Macarena Torralba

Product Innovacion · UX Strategy · IA & Emerging Tech

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Defining and bringing to market complex digital products at the intersection of experience, technology, and innovation.

Macarena Torralba Product Innovation · UX Strategy · IA & Emerging Tech

IA y trazabilidad para movilidad aeroportuaria

AI and traceability for airport mobility

::sub::Blockchain e IA aplicadas a un vehículo aeroportuario autónomo.::/sub::

::desc::Proyecto aborda el desarrollo de un vehículo aeroportuario autónomo con motor eléctrico de rango extendido mediante hidrógeno, orientado a optimizar el traslado de aeronaves y reducir tiempos operativos en pista.::/desc::

::tags::Autonomous mobility · Airport · Blockchain · Artificial intelligence · Traceability · Delivery::/tags::

AI and traceability for airport mobility

R&D project to support the development of an autonomous aircraft towing vehicle through blockchain traceability, production optimisation and digital monitoring.

The project involved the development of an autonomous airport vehicle powered by an electric motor with extended range using hydrogen, designed to optimise aircraft movement and reduce operational times on the tarmac. Within the consortium, my involvement focused on the digital aspects handled by Izertis: blockchain traceability of parts and assemblies, auditability backend, production optimisation model, functional QA, documentation, demo preparation and functional design of a monitoring panel for autonomous driving.

Autonomous mobility · Airport · Blockchain · Artificial intelligence · Traceability · Delivery

The problem

The challenge of developing and validating an autonomous mobility solution for the airport environment, combining autonomous driving, energy innovation, manufacturing traceability and production optimisation within a highly regulated context, where safety, auditability and coordination between stakeholders were critical factors.

The project tackled a complex challenge: reducing the time taken to tow aircraft using an autonomous, electric vehicle with extended range powered by hydrogen, capable of operating in controlled airport environments. However, the challenge lay not only in the physical vehicle, but in the entire ecosystem required to make it viable: supervision, validation, component traceability, production optimisation and coordination between the various members of the consortium.

As this was an R&D project, the solution had to be developed amidst technical uncertainty, safety constraints and iterative validation. This meant making a clear distinction between what had been tested in a closed-loop environment, what had been validated through simulation, and the digital layers developed to provide auditability, control and support for decision-making.

Autonomy in a critical environment

The airport environment demands very high standards of safety, coordination and operational control. Automating part of the aircraft towing process involved exploring how an autonomous vehicle could reduce unnecessary time and movement, whilst ensuring that human supervision was maintained at all times and reserving the final manoeuvres for specialist staff.

Traceability of parts and assemblies

In the event of a potential fault, defect or incident, it was essential to be able to trace which components made up each assembly, how they had been assembled, and the relationships between the parts. Blockchain traceability made it possible to explore a more auditable and less tamper-proof layer of record-keeping along the assembly line.

Production optimisation

Manufacturing an innovative vehicle involves coordinating materials, people, tasks, workstations and interdependencies between processes. The challenge lay in supporting decision-making regarding which tasks to prioritise, identifying bottlenecks and anticipating whether production deadlines were achievable or whether there was a risk of delays.

The solution

Blockchain traceability of components

A blockchain infrastructure was developed to record information on parts, components and assemblies used during the vehicle’s manufacture. This layer enabled the maintenance of an auditable history of the relationships between components, facilitating traceability along the assembly line and providing a more robust basis for analysing incidents, maintenance issues or potential defects detected during the product’s lifecycle.

Smart production optimisation

The solution incorporated a classical artificial intelligence model designed to support task planning and prioritisation within the manufacturing process. Based on information regarding available materials, human resources, dependencies between activities and production status, the system was able to recommend more efficient work sequences, helping to anticipate bottlenecks and assess the feasibility of planned deadlines.

Monitoring of autonomous driving

A monitoring dashboard was designed to display relevant information on the operation of the autonomous vehicle during testing and validation. The interface allowed operational data to be consolidated into a single point of reference, making it easier to track the system’s performance and supporting the monitoring of tests carried out in simulation and closed-loop environments.

Digital ecosystem for validation

The various layers developed complemented the work carried out by the other members of the consortium, providing auditability, optimisation and monitoring capabilities for a project that combined autonomous driving, hydrogen-powered electrification and operation in a highly demanding airport environment. The result was a digital ecosystem designed to support the technological validation of an innovative solution prior to its potential deployment in real-world scenarios.

Panel digital de monitorización para supervisar la conducción autónoma de un vehículo aeroportuario.

Manufacturing traceability

The blockchain layer provided a way of recording critical information about the manufacturing process with greater resistance to tampering. Beyond simply storing data, the value lay in being able to reconstruct relationships between components and assemblies when it was necessary to analyse an incident, inspect a specific part or justify decisions within a complex industrial process.

AI for production optimisation

The optimisation model helped to prioritise manufacturing tasks by taking into account the availability of materials, human resources, workstations, dependencies and target dates. Rather than simply automating an isolated decision, the solution aimed to support production planning and anticipate bottlenecks, delays or unfeasible scenarios before they impacted the vehicle’s development.

Autonomous monitoring

The monitoring dashboard enabled the display of relevant information during autonomous driving tests, facilitating the functional monitoring of the vehicle in simulated and closed-circuit environments. As this was an MVP, the priority was to present operational data in a clear and useful way for validation purposes, rather than to build a visually polished interface.

Experimental validation

The project combined real-world development, simulation and testing in a controlled environment to advance the validation of a highly innovative solution. The physical vehicle was tested on a closed circuit, whilst other capabilities were evaluated using a simulator and real-world data from an airport environment, maintaining a clear distinction between what had been demonstrated, what had been simulated and what was still pending operational validation.

My role

Delivery, functional analysis and monitoring design for the MVP

My role focused on coordinating and overseeing the delivery of the digital components assigned to Izertis within the consortium, aligning functional requirements, technical progress and dependencies with other project members. I worked on functional analysis, documentation, the roadmap, preparing demos and functional QA for the developments, as well as the functional design of an MVP dashboard for monitoring autonomous driving. My role combined management, product vision and functional validation within an R&D context characterised by high technical uncertainty and multiple stakeholders.

Results

The project resulted in a tangible development within an R&D pilot, combining a physical vehicle tested on a closed circuit, simulator-based validations, the use of real-world data from the airport environment, and various digital layers focused on traceability, optimisation and monitoring. On the part undertaken by Izertis, work was carried out on a blockchain traceability backend for parts and assemblies, a production optimisation model, the functional integration of these capabilities and an MVP monitoring dashboard. Although the solution was not tested in real-world operation within an airport, it enabled progress to be made in the technical validation of the concept and allowed us to distinguish which parts had been developed, simulated or were pending validation in an operational environment.

Learning

This project reinforced what I had learnt about managing digital products and development within complex R&D projects, particularly when several members of a consortium are involved, each with different responsibilities, timelines and interests. It helped me to cope better with uncertainty, to coordinate dependencies between physical, software, AI and blockchain layers, and to maintain clear communication regarding what had been developed, what had been validated and what was still at the exploratory stage. It was also an important lesson in patience, coordination and realism when it comes to turning technological innovation into a viable use case.

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Let’s talk about applied innovation

I support digital projects in highly uncertain environments, helping to clarify requirements, coordinate teams, validate solutions and turn emerging technologies into clearer, more useful and demonstrable experiences.

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Macarena Torralba

Product Innovacion · UX Strategy · IA & Emerging Tech

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Defining and bringing to market complex digital products at the intersection of experience, technology, and innovation.

Macarena Torralba Product Innovation · UX Strategy · IA & Emerging Tech

Energy tokenisation

::sub::Digital traceability for local energy communities.::/sub::

::desc::A digital prototype designed to explore how tokenization and blockchain traceability could be applied to a real-world energy community, combining consumption data, surplus energy, and a gamification layer tailored to prosumers and consumers.::/desc::

::tags::Energy · Traceability · Tokenisation · Energy communities · Delivery::/tags::

Energy tokenisation

A digital prototype to explore how blockchain traceability, tokenisation and gamification could be applied to a real-world energy community.

The project was based on data from a real-world energy community, which had been pre-processed by the energy supplier, and sought to adapt an existing blockchain traceability service to a new context: that of shared energy, surplus energy, and the involvement of prosumers and consumers. My involvement focused on managing the delivery and designing the gamification layer, helping to define the scope of the prototype, translate complex concepts into a more understandable experience, and explore how the participation of different profiles within a small energy community could be visualised.

Energy · Traceability · Tokenisation · Energy communities · Delivery

The problem

The challenge of measuring and auditing energy exchange within a small energy community, exploring how blockchain traceability and tokenisation could help to represent the flows between prosumers and consumers more transparently.

Energy communities offer a more participatory and decentralised model of production and consumption, but how they work can be difficult for users to understand. Concepts such as surplus energy, energy sharing, traceability, balances and tokenisation do not always translate clearly into a straightforward digital experience.

In this case, the challenge was to investigate how a small energy community could benefit from mechanisms for tracking and digitally representing its activity, given a significant constraint: the data was already being processed by the energy supplier, so the potential for the solution to add value had to be assessed realistically.

Measurement of energy exchange

In an energy community, production, consumption and surpluses generate data flows that are difficult to interpret unless they are clearly visualised. The challenge was to explore how to measure this exchange between prosumers and consumers and turn it into useful information within a digital experience.

Auditing and data reliability

Traceability could have added a layer of trust to the shared energy scheme, but the project was based on data that had already been processed by the energy supplier. This made it necessary to realistically assess which part of the process could be audited and where a blockchain-based solution could add value.

Meaningful participation

For an energy community to function effectively, users need to understand their role within the system. The challenge was not simply to present data, but to design an experience that would make the individual and collective participation of consumers and prosumers easier to understand.

The solution

Decentralised traceability

A blockchain-based traceability service was developed to record information relating to energy production, consumption and surpluses within an energy community. This decentralised layer served to enhance the transparency of energy exchange and explore how to audit shared activity across different user profiles. The aim was to ensure that energy flows were not merely aggregated data or internal records, but could be represented in a way that was traceable, verifiable and linked to the community’s actual activity.

Energy tokenisation

The solution incorporated a tokenisation layer to digitally represent the energy exchanged between consumers and prosumers. Using the available data, the shared energy could be converted into traceable digital units, providing a clearer picture of the balances, flows and relationships within the energy community.

This tokenisation helped to transform a technical process—production, consumption, surpluses and exchange—into a framework that was easier to understand from the product’s perspective, highlighting what was happening within the community and how its various members were involved.

Gamified UX

A gamification layer was designed to make participation in the energy community more accessible and engaging. The proposal explored ways of presenting activity, progress, impact and contributions in a more visual manner, bridging the gap between technical data and the user experience.

Pantalla de una aplicación de gamificación para visualizar el intercambio de tokens de energía entre usuarios.

Energy tokenisation

Tokenisation made it possible to convert shared energy into traceable digital units, providing a clearer picture of the flow of energy between consumers and prosumers. This approach helped to present the energy exchange in a more understandable way, linking technical data on production, consumption and surpluses with a more visual and actionable product framework.

Community exchange

The gamification layer explored ways of making the exchange of tokens between members of the energy community more visible. Although this aspect was developed as a design and prototype, it allowed us to envisage a more accessible experience for consumers and prosumers, where participation, activities and contributions within the community could be understood more easily.

Prototype based on real data

Although the solution was never actually used by end users, the prototype operated using data from a real-world energy community. This made it possible to apply the use case to a realistic scenario, identify the model’s limitations, and assess more effectively the value that a blockchain layer could add to energy data that had already been processed.

Decentralised infrastructure

The project enabled the development of a decentralised layer for recording and auditing information relating to the production, consumption and surpluses of an energy community. The key lay in applying blockchain technology to a context where trust in the data and transparency of transactions were essential to the use case.

My role

Delivery management and design of the gamified UX

My role focused on managing the delivery of the prototype and designing the gamification layer linked to the exchange of tokens within the energy community. On the delivery side, I worked on scope tracking, functional coordination and ensuring alignment between the use case requirements, the available data and the technical solution developed. On the design side, I was involved in conceptualising a gamified experience for consumers and prosumers, aimed at making activity within the community more visible and representing the energy exchange between its members in a simple way.

Results

The project resulted in a prototype based on real-world data from an energy community, featuring a decentralised infrastructure for energy traceability and tokenisation, alongside a gamified experience designed to visualise the participation of consumers and prosumers. Although the solution was not ultimately adopted by end users, it enabled the team to explore how blockchain and tokenisation fit into a real-world energy context and to identify more clearly the limitations and opportunities of this use case.

Learning

This project highlighted the importance of carefully analysing where an emerging technology adds value. Blockchain traceability and tokenisation can help build trust and transparency, but their impact depends on the stage of the process at which they are applied, the quality of the available data, and the real-world utility they provide for users. It was also a valuable lesson in how to design prototypes with realistic scope, distinguishing between what has been developed, what has been validated, and what has been explored conceptually.

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Let’s talk about traceability and emerging technologies

I design and develop digital products that translate complex systems—such as tokenisation, traceability and decentralised models—into clear, understandable experiences that address real-world needs.

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Macarena Torralba

Product Innovacion · UX Strategy · IA & Emerging Tech

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Defining and bringing to market complex digital products at the intersection of experience, technology, and innovation.

Macarena Torralba Product Innovation · UX Strategy · IA & Emerging Tech

Clinical telemonitoring solution

::sub::Monitorización remota de pacientes con IA predictiva y seguimiento clínico digital::/sub::

::desc::Plataforma healthtech orientada a monitorización remota de pacientes con insuficiencia cardíaca mediante wearables, dashboards clínicos y modelos predictivos basados en IA. Participé en el diseño de una UX estratégica, definición funcional, diseño end-to-end y soporte a delivery en un entorno clínico multi-hospital y altamente complejo.::/desc::

::tags::HealthTech · IA · UX Strategy · Delivery::/tags::

Clinical telemonitoring solution

Remote monitoring of patients with heart failure using predictive AI and digital clinical follow-up

This was a European innovation project initiated by the public sector to develop and validate advanced technological solutions in a real-world clinical setting. Its aim was to improve the quality of life of patients with chronic heart failure through remote monitoring, continuous clinical follow-up and predictive models based on artificial intelligence. The initiative was carried out within the framework of an international consortium and enabled the solution to be tested in three hospital pilot schemes, bringing prevention, clinical support and data-driven decision-making closer to clinical practice.

HealthTech · Predictive AI · Strategic UX · Digital Product · Delivery · European R&D

The problem

The challenge was to transform care for older adults into a seamless, coordinated, and remote experience, without adding complexity for those who need clarity the most.

A project where the key was not just to create a platform, but to design a solution capable of improving the monitoring of people with chronic conditions, facilitating care coordination, and reducing friction for users with limited digital literacy. The challenge was to integrate the technology into real-world health and care processes without adding further complexity.

Ongoing monitoring of vulnerable patients

Older adults and those requiring ongoing care need support that goes beyond occasional check-ins. The challenge was to provide more consistent, proactive monitoring that is attuned to the patient’s daily reality, enabling the detection of significant changes without relying solely on in-person visits or isolated contacts.

Coordination between healthcare, caregiving & tech

The context required coordinating clinical, operational, and technological needs among the consortium, several companies, and three pilot hospitals. Beyond simply designing a tool, the solution had to facilitate collaboration among healthcare, technical, and management teams, helping to organize information and maintain clarity in an already fragmented healthcare environment.

Usability for users with limited digital literacy

One of the main challenges was to design an accessible, clear, and user-friendly experience for older adults and caregivers, without compromising its usefulness for professionals. The interface had to reduce friction, simplify tasks, and inspire confidence, while taking into account real barriers related to age, context, comprehension, and technological familiarity.

The solution

Patient App

A mobile app that allows patients to record relevant information about their health, view daily tasks, and maintain a more consistent connection with the clinical team. The user experience is streamlined to make it accessible, automatically collecting data through a connection with IoT monitoring devices.

Clinical Tool

A web-based tool for clinical staff that collects and processes patient information. This app allows users to track a patient’s progress and detect early signs of deterioration. The focus was on providing a quick overview of the patient’s clinical status and supporting care decisions in a real-world work environment.

Clinical Dashboards

Dashboards designed for case managers that provide an aggregated view of key indicators, trends, and patterns, helping to interpret the information generated by the system. Their purpose is to transform clinical data into actionable insights for monitoring, analyzing, and continuously improving care.

Captura de una plataforma clínica con datos de monitorización remota, indicadores de salud y seguimiento de pacientes.

Predictive analytics models

The solution incorporated artificial intelligence models designed to detect anomalies in a patient’s condition at an early stage. Using data from the patient app, the system analyzed individual patterns of physiological behavior to identify significant deviations from each patient’s baseline. The goal is to support more preventive care by facilitating the detection of sudden or sustained changes that could signal a potential clinical risk.

The Major Challenge of Adherence

One of the key aspects of this project has been ensuring that the solution integrates naturally into the patient’s daily routine, without causing resistance, abandonment, or a feeling of being overwhelmed. To achieve this, the design must be clear, intuitive, and useful from the very first use, especially for users with less technological familiarity. The challenge has been to simplify the interaction without losing clinical value, ensuring that remote monitoring is perceived as real support rather than an additional task that is difficult to maintain.

Digital Identity in the Healthcare Sector

The solution also explores the use of self-sovereign digital identity in the healthcare setting, investigating how verifiable credentials could facilitate more secure, traceable, and controlled access to relevant patient clinical information. In such a sensitive context, it is essential to analyze cryptographic mechanisms that strengthen trust among authorized entities, protect privacy, and enable healthcare portability and interoperability.

Remote telemonitoring

The system allows for the collection and review of patient information outside the hospital setting, enabling more continuous monitoring that is better integrated into the patient’s daily life. This remote monitoring helps reduce reliance on one-off check-ins, provides a more comprehensive view of the patient’s progress, and makes it easier for the clinical team to detect significant changes within a broader context before they escalate into more complex situations.

My role

Functional definition, strategic UX, and delivery in a complex clinical setting

My role evolved from UX/UI and functional definition to functional support and coordination during the final stages of delivery. I worked on the functional implementation of the solution, workflow definition, end-to-end UX, wireframes, UI design, clinical journeys, dashboards, and the functional backlog, as well as workshops, functional validation, QA, development support, and clinical demos. Although I inherited an initial discovery phase, during the process it was necessary to redefine much of the functional logic to adapt it to real clinical needs and different hospital contexts. I also participated in end-to-end validation with hospitals, support during pilot phases, functional review of implementation, and final project coordination following several internal changes within the team.

Results

The project validated a functional remote monitoring solution with real patients, combining operational clinical dashboards, wearable integration, predictive alerts, and digital care workflows designed for continuous monitoring and early detection. The platform was piloted in various European hospital settings and successfully demonstrated the feasibility of applying predictive AI in healthcare within real clinical processes, while also incorporating a shared patient journey and international clinical validation. The project subsequently progressed toward CE marking and yielded key insights regarding adherence, assisted onboarding, continuity of use, data quality, and the sustainability of digital experiences for vulnerable patients.

Learning

This was one of the projects where I gained the deepest insight into healthtech, complex products, clinical UX, design for vulnerable patients, AI-driven systems and multidisciplinary coordination within European innovation environments. As well as being involved in the functional definition and delivery of a highly complex solution, the project gave me a first-hand understanding of how the quality of the user experience directly influences the clinical and technological value of the product. Above all, it taught me that AI only delivers real value when the experience, processes and data quality are sufficiently well designed to sustain it over time.

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Let's tackle a complex challenge

We can discuss products, UX, digital health, applied AI, or complex solutions that need to evolve from an idea into a clear, actionable plan focused on real-world application.

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Macarena Torralba

Product Innovacion · UX Strategy · IA & Emerging Tech

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Defining and bringing to market complex digital products at the intersection of experience, technology, and innovation.

Macarena Torralba Product Innovation · UX Strategy · IA & Emerging Tech

SSI Ecosystem

::sub::Ecosistema SSI para identidad digital, interoperabilidad y credenciales verificables::/sub::

::desc::Producto de identidad digital descentralizada orientado a emisión, gestión y verificación de credenciales verificables para ciudadanos y organizaciones. He participado en la evolución funcional y UX del producto durante distintas fases de crecimiento, interoperabilidad y adaptación enterprise.::/desc::

::tags::SSI · Interoperabilidad · Producto · Blockchain::/tags::

SSI Ecosystem

A digital identity and verifiable credentials management solution adaptable to multiple business sectors

A verifiable digital trust enterprise platform designed to issue, manage, and verify electronic credentials and attestations among organizations, citizens, customers, and systems. The solution prepares companies and institutions for the exchange of verifiable data within the framework of eIDAS2, making it a solution aligned with EUDIW. It combines digital wallets, cryptographic verification, and integration with existing systems. My involvement has focused on the product’s functional and UX evolution, helping to transform a complex technical ecosystem into clearer, scalable workflows tailored to enterprise and institutional scenarios.

Self-Sovereign Identity · Web3 · Verifiable Credentials · Strategic UX · Digital Product

The problem

The challenge of transforming a complex ecosystem of digital identity, verifiable credentials, and European regulations into a clear and straightforward experience for businesses, institutions, and users.

The product addresses a context in which organizations, citizens, and systems need to exchange verifiable data with greater security and interoperability. The challenge lies in translating technical and regulatory concepts—such as eIDAS2, EUDIW, OIDC, and Web3—into product workflows that are understandable, scalable, and ready for real-world enterprise use cases.

A technical field that is difficult to master

Decentralized digital identity combines standards, wallets, verifiable credentials, trust models, and cryptographic verification. The challenge was to transform that technical complexity into a clear product experience, where every user could understand what they are issuing, verifying, or sharing.

Interoperability among stakeholders and systems

The solution needed to connect organizations, citizens, wallets, issuing entities, verifiers, and external systems within a single trusted ecosystem. This required organizing data flows, roles, and permissions to facilitate the exchange of verifiable data without disrupting the user experience or increasing operational friction.

Adaptation to enterprise and regulated environments

The product needed to evolve to address more demanding use cases, meeting the specific needs of businesses and institutions: control, traceability, security, scalability, and regulatory compliance. The challenge was to make the platform robust enough for regulated environments, yet user-friendly for users who were not necessarily technical experts.

The solution

Personal wallet

A mobile app designed for citizens who need to securely receive, store, and submit electronic documents. Its goal is to give individuals control over their data, allowing them to decide who can access their personal information and when to share it.

Business wallet

A web application designed for ermite. It enables the management of a legal entity’s digital identity, as well as the credentials associated with it. It facilitates scenarios in which an entity needs to identify itself, verify attributes, receive or submit verifiable information, and participate in trust ecosystems with other organizations, customers, or government agencies.

Wallet connector

A user-friendly web service that acts as an interface layer between client systems, wallets, and the SSI layer. It enables the solution to be integrated into existing business processes, making it easier for companies and institutions to adopt digital identity in a more scalable, interoperable, and actionable way.

Captura de una interfaz de identidad digital para gestionar, presentar o verificar credenciales verificables.

Management of credentials and SSI

The solution enables the issuance, management, presentation and verification of verifiable credentials linked to individuals, organisations or processes. Through modules and wallets, the product facilitates the management of accredited digital attributes, enabling citizens, businesses and issuing entities to operate using reliable information. The aim is to organise digital identity into clear, secure and reusable workflows, reducing reliance on static documents or manual validation.

Interoperability You Can Trust

The solution is designed for scenarios where different standards, wallets, stakeholders and trust models coexist. It aims to facilitate interoperability between ecosystems, enabling credentials to be issued, shared and verified in contexts aligned with eIDAS2 and the EUDI Wallet. The challenge is to translate this regulatory and technical complexity into product workflows that are understandable, scalable and ready for use across multiple stakeholders.

Secure and traceable verification

The platform incorporates verification mechanisms that allow for the authentication, integrity, and validity of submitted credentials to be verified. This enables organizations to rely on the information received without having to depend solely on manual processes, isolated documents, or additional intermediaries. The goal is to strengthen trust among parties, improve the traceability of transactions, and reduce risks associated with fraud, manipulation, or a lack of verifiable evidence.

UX for Non-Technical Users

One of the main challenges is to translate a highly technical field into an experience that is understandable to business, management, and operations professionals. The solution must make concepts such as verifiable credentials, wallets, issuers, verifiers, and trust frameworks more accessible, without compromising on functional rigor or security. The focus is on designing guided workflows, clear screens, and intuitive actions that enable the adoption of verifiable digital identity in real-world enterprise contexts.

My role

Functional definition, product development, and strategic UX

My role focused on the functional and UX evolution of the ecosystem across different stages of the product’s maturity. I worked on defining workflows, user journeys, key screens, and experience improvements to facilitate complex use cases related to the issuance, management, presentation, and verification of verifiable credentials. The main challenge was to translate a technical ecosystem—SSI, digital wallets, organizational identity, interoperability, and trust frameworks—into a clearer, more structured, and understandable experience for enterprise, institutional, and non-technical users.

Results

The work improved the clarity of the product, streamlined complex workflows and made critical processes within the digital identity ecosystem easier to understand. The functional and UX enhancements helped adapt the solution to more complex scenarios, incorporating new requirements relating to interoperability, credential management, Business Wallet, Personal Wallet and integration with external systems. This helped to consolidate a more consistent and scalable experience, better able to address enterprise, institutional and regulated use cases, where trust, traceability and ease of adoption are key to ensuring the solution can be applied in real-world contexts.

Learning

The project allowed me to explore in depth how to transform emerging technologies such as SSI into digital products that are usable, actionable and understandable for different user profiles. One of the key lessons I learnt was the importance of balancing technical rigour, regulatory compliance and user experience clarity, particularly when the end user is not necessarily expected to understand concepts such as verifiable credentials, digital wallets or interoperability between trust frameworks. The project strengthened my ability to bridge business, UX and technology in products where trust, security, scalability and adoption are just as important as the platform’s core functionality.

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Let’s turn digital trust into experience

We can discuss products, UX, digital identity, SSI, or enterprise solutions that need to transition from a complex technical ecosystem to a clear, scalable approach focused on real-world adoption.

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Macarena Torralba

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Defining and bringing to market complex digital products at the intersection of experience, technology, and innovation.

Macarena Torralba Product Innovation · UX Strategy · IA & Emerging Tech

Traceability Service

::sub::Plataforma de trazabilidad industrial para el sector vitivinícola::/sub::

::desc::Sistema de trazabilidad end-to-end para bodegas basado en integración de datos, blockchain y reconocimiento visual mediante IA. Coordiné delivery, aterrizaje funcional y definición de workflows en un entorno industrial con múltiples integraciones y fuentes heterogéneas.::/desc::

::tags::Trazabilidad · Integración · IA · AgroTech::/tags::

Traceability Service

End-to-end traceability service for the wine industry based on blockchain and artificial intelligence

An innovation project aimed at improving the traceability of agri-food processes in the wine sector by connecting information from different sources, systems, and stages of the value chain. The solution combines data integration, blockchain-based tokenization, and the use of computer vision for recognizing physical product labels. My role focuses on coordinating implementation, ensuring functional deployment, and defining workflows, helping to organize complex processes involving multiple integrations, stakeholders, and heterogeneous information sources.

Industrial Traceability · AgroTech · Blockchain · Tokenization · Visual AI · Delivery

The problem

The challenge of digitizing a fragmented value chain, transforming it into a clear, immutable traceability system that is integrated with the day-to-day operations of wineries.

The project is based on an environment where information on production, processing, and product tracking is scattered across various processes, systems, and disparate data sources. The challenge lies in linking this data in a coherent manner, ensuring its reliability, and turning traceability into a useful tool for operations, quality control, and decision-making.

Processes involving scattered information

Wine traceability involves multiple stages, stakeholders, and data points throughout the value chain. The challenge lies in organizing this information—which comes from production processes, internal systems, and external sources—to build a more comprehensive, reliable, and accessible view of the product’s journey.

Evidence that is difficult to verify

In an industrial setting, simply recording data is not enough; it is also necessary to be able to trust its source, integrity, and evolution. The solution must facilitate the recording of verifiable evidence, reducing reliance on manual checks or isolated information and providing greater confidence in what happens at each stage of the process.

Operational and technological complexity

Data is not generated at a single point, but rather at different times, using different tools and processes. The challenge lies in connecting this operational reality with a system capable of organizing the data, interpreting the evidence, and providing a reliable view of the product’s journey without relying on isolated records.

The solution

App for consumers

A mobile app that uses computer vision to recognize key information on a wine label from an image. Once the label is identified, consumers can track the history of a specific bottle, including information about the origin of the grapes, the production processes, and other relevant details related to the product’s journey.

App for farmers

A mobile app designed to digitize the grape harvest process from the very beginning. It enables growers to record information and documentation regarding the harvested grapes, their condition, the associated lot, and the delivery made to the winery. In this way, traceability begins at the earliest stages of the value chain, linking field operations with the rest of the production process.

Traceability Service

A web service integrated with the farmers' app and the various digital systems already in place at the wineries. Its function is to process data from diverse sources to generate evidence of wine traceability, both in the form of verifiable credentials and through tokens recorded on the blockchain, thereby reinforcing confidence in the product's origin and production history.

Captura de una interfaz de trazabilidad vitivinícola con información sobre producto, evidencias y cadena de valor del vino.

Applied computer vision

The solution uses computer vision to identify key information from the wine label based on a photo taken by the consumer. This feature makes it possible to recognize the specific bottle and link it to its traceability information, turning a simple action—taking a photo—into a gateway to the product’s journey. The goal is to present complex data to the end user in a way that is understandable, quick, and useful.

Verifiable credentials

The raw data generated during the process is structured as verifiable credentials, enabling the creation of digital evidence regarding the product’s origin, operations, and evolution. This approach makes it easier to issue, access, and verify specific data with greater confidence, providing added value and preparing it for scenarios where different entities need to share reliable information.

Tokenisation of events on the blockchain

The solution uses tokens recorded on the blockchain to represent specific milestones or relevant evidence within the wine value chain. This layer enables information about the production process to be linked to traceable records that are tamper-proof and can be accessed at a later date. The aim is not to introduce blockchain as a standalone element, but to use it as a trusted framework to enhance the traceability, transparency and accuracy of the product’s journey.

System integration

One of the key features of the solution is its integration with existing digital systems within the winery and with data captured in the field. The traceability service processes data from diverse sources to consolidate it into a comprehensive view of the product. This helps eliminate parallel processes, reduce duplication, and align traceability with actual operations, ensuring that the technology adapts to the existing workflow.

My role

Delivery coordination, functional definition, and traceability

My role focused on coordinating the implementation, ensuring functional deployment, and defining traceability workflows within an industrial environment involving multiple systems, data sources, and stakeholders. I worked on translating operational and technological requirements into clear workflows, helping to connect the farmers’ app, the consumer-facing interface, and the traceability web service integrated with the winery’s digital systems. The main challenge was to organize a technically complex solution—computer vision, verifiable credentials, tokenization, and blockchain—so that it could fit into real-world processes for grape harvesting, wine production, and tracking.

Results

The project made it possible to develop a more transparent and interconnected traceability solution capable of integrating information from the field, the winery, and diverse sources within a single functional framework. Defining workflows helped organize how product data was recorded, processed, and accessed, facilitating the relationship between the solution’s various components: the farmer app, visual recognition for consumers, verifiable credentials, blockchain tokens, and the traceability web service. This helped transform a complex technological proposal into a more actionable, understandable system aligned with the wine industry’s actual operations.

Learning

This project allowed me to delve deeper into how to implement emerging technologies in industrial settings where traceability depends on physical processes, distributed data, and very specific operational needs. One of the key lessons I learned was the importance of aligning the technological vision with real-world usage: it is not enough to simply incorporate blockchain, AI, or verifiable credentials if these elements do not integrate naturally into existing workflows. The project strengthened my ability to coordinate delivery, prioritize functional requirements, and translate complex technical solutions into clearer experiences and processes for different user profiles.

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Let's apply traceability to real-world processes

We can discuss traceability, data integration, applied AI, or solutions that need to evolve from a technological concept into a clear, useful experience that’s closely tied to real-world operations.

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Macarena Torralba

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Defining and bringing to market complex digital products at the intersection of experience, technology, and innovation.

Macarena Torralba Product Innovation · UX Strategy · IA & Emerging Tech

Tokenization of aid

::sub::Identidad digital y tokenización para ayudas sociales con foco en impacto humano::/sub::

::desc::Proyecto de innovación social basado en SSI y blockchain para modernizar la gestión de ayudas públicas y reducir burocracia en colectivos vulnerables. Participé principalmente en investigación UX, discovery, diseño centrado en usuarios reales y validación mediante pilotos.::/desc::

::tags::Impacto Social · UX Research · SSI · GovTech::/tags::

Tokenization of aid

Digital Identity and Tokenization for a More Secure, Traceable, and Inclusive Distribution of Social Assistance

A European social and technological innovation project developed within the framework of NGI TrustChain, aimed at exploring how digital identity, verifiable credentials, and digital tokens could improve the distribution of social assistance. The solution adapts components of Identfy to a real-world use case involving vulnerable citizens, local businesses, and organizational administrators, with the goal of facilitating access to assistance in a more secure, traceable, and privacy-respecting manner. My role focuses on user research, UX definition, user stories, validation with pilot users, functional QA, and adapting the base product to a specific solution with high social impact.

SSI · Social Impact · User Research · UX Strategy · Verifiable Credentials · Tokenization

The problem

The challenge was to make the distribution of social assistance more accessible, secure, and traceable for vulnerable citizens, businesses, and organizations.

The project addresses a particularly sensitive issue: many vulnerable individuals face barriers to accessing digital social services, ranging from limited technological literacy to a lack of trust or unclear administrative processes. The challenge is to design a solution that simplifies the management of benefits through digital identity, verifiable credentials, and tokens, while maintaining a focus on privacy, inclusion, and actual use by citizens, businesses, and organizations. Translated with DeepL.com (free version)

Inefficient bureaucratic management

The administration of social assistance can become slow, manual, and lacking in transparency, especially when multiple stakeholders and resources are involved. The challenge was to bring greater traceability, control, and trust to the process without increasing the administrative burden or compromising the privacy of beneficiaries.

Complex coordination among stakeholders

The process involved stakeholders with very different needs: beneficiaries, local businesses, and administrative entities. The challenge was to integrate their actions into a single workflow—receiving aid, accepting tokens, managing users, or reviewing transactions—without making the experience confusing, fragmented, or difficult to use.

Trust in sensitive contexts

When working with social assistance programs and data related to situations of vulnerability, trust was a key factor. The challenge was not only to ensure technical security, but also to make it clear what data is used, how it is protected, and what control each person retains over their digital identity and transactions.

The solution

A digital identity and token solution for managing social assistance in a more secure, traceable, and inclusive way.

App for residents and businesses

The app allows beneficiaries to receive and use aid in the form of digital tokens, facilitating secure payments at participating merchants without relying on traditional methods that are slower or less traceable. For merchants, the platform enables them to accept tokens, view transactions, and manage requests related to their conversion, linking social assistance to a simpler, more local, and verifiable user experience.

Administration portal for organizations

The administration portal allows organizations to manage users, verify credentials, monitor operations, and track the distribution and use of tokens within the ecosystem. This layer provides greater visibility into the flow of aid, helps reduce manual processes, and enables organizations to operate with greater control, transparency, and traceability, all while ensuring the protection of beneficiaries.

Captura de una interfaz para gestión de ayudas sociales mediante identidad digital, credenciales verificables y tokens.

SSI and verifiable credentials

The solution incorporates self-sovereign digital identity and verifiable credentials to streamline identification, authentication, and eligibility verification processes. This approach allows beneficiaries to use verified data within a more secure and privacy-respecting model, while organizations can validate relevant information without relying on manual processes or documentation that is difficult to verify.

Tokens for social assistance

The system uses digital tokens as a mechanism for distributing and utilizing social assistance within a controlled environment. Beneficiaries can receive tokens and use them at participating merchants, while organizations maintain greater visibility into how the funds are used. This layer enables traceability, usage rules, and operational control without making the assistance process more complicated for the end user.

Research and validation with real users

One of the key elements of the project was working with real users from the early stages, including vulnerable citizens, local businesses, and organization administrators. The research helped identify barriers to digital autonomy, understanding, trust, and everyday use, and incorporated this feedback into the development of user stories, workflows, and functional criteria. The goal was for the solution not only to work technically but also to address real-world usage scenarios.

Applied artificial intelligence

The solution explored the use of artificial intelligence to support management, classification, and analysis tasks within the social assistance process. The goal was to enable more efficient operations for organizations by helping them interpret information, identify relevant patterns, and reduce manual workloads in complex administrative scenarios. This layer was designed to add value without replacing human judgment, while maintaining a focus on transparency, control, and trust.

My role

User research, functional UX, and adapting a product to a new vertical

My role focused on user research, UX definition, and the functional implementation of the solution, adapting Identfy components to a specific use case involving the distribution of social assistance through digital identity, verifiable credentials, and tokens. I worked on analyzing the needs of vulnerable citizens, businesses, and organization administrators; defining and updating user stories; designing workflows; conducting a functional review of the solution; and preparing criteria to validate its use in a real-world pilot environment.

Results

The project made it possible to transform a complex technological foundation into a more user-friendly solution tailored to real users, integrating digital identity, tokenization, and social assistance management into a clearer operational experience. Research and validation helped identify barriers related to digital autonomy, understanding, trust, and user friction, and this feedback was incorporated into the development of user stories, functional flows, and product improvements. The project enabled us to validate the solution with real-world users—vulnerable citizens, businesses, and administrators—and move toward a more inclusive, traceable version that is ready for social use cases.

Learning

This project allowed me to delve deeper into one of the major challenges of decentralized digital identity: transforming a technically complex model into an experience that is understandable, secure, and actionable for non-expert users. Beyond issuing credentials or tokenizing benefits, the value lay in designing workflows where citizens could understand what they were receiving, what they could do with it, and the implications of each action. It also reinforced the importance of adapting SSI solutions to real-world adoption contexts, where trust, traceability, and consent must coexist with a simple, guided, and operationally viable experience. Translated with DeepL.com (free version)

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We can discuss products, UX, digital identity, applied AI, or social solutions that need to transform complex technology into clear, inclusive, and user-friendly experiences.

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Macarena Torralba

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Defining and bringing to market complex digital products at the intersection of experience, technology, and innovation.

Macarena Torralba Product Innovation · UX Strategy · IA & Emerging Tech

Social Services Platform

::sub::Transformación digital y redefinición estratégica de una plataforma social multi-entidad::/sub::

::desc::Sprint Zero orientado a redefinir una plataforma utilizada por cientos de entidades sociales para gestión de inserción laboral y acompañamiento. Participé en discovery, workshops, definición funcional, UX estratégica y exploración de casos de uso IA aplicados a procesos sociales complejos.::/desc::

::tags::Discovery · Estrategia · IA · Service Design::/tags::

Social Services Platform

Strategic definition of a multi-entity social platform with applied AI and a product vision

This project involved defining and implementing a digital platform used by multiple social organizations to manage processes related to support, guidance, training, job placement, and follow-up for people in vulnerable situations. The work combined research with real users, functional analysis, strategic UX, and exploration of opportunities for applied AI to reduce administrative burden, improve traceability, enhance data quality, and transform a complex ecosystem into a clear, scalable product proposal ready for incremental development.

UX Discovery · Applied AI · Digital Product · Functional Definition · User Research

The problem

The challenge of organizing a complex social ecosystem—with multiple profiles and processes—into an efficient, auditable, and people-centered platform.

The project is based on a platform used to manage support, guidance, training, job placement, and follow-up processes for people in vulnerable situations. The challenge was not merely to redesign a tool, but to understand how very different user profiles work, identify real friction points in their day-to-day activities, and transform fragmented processes into a clearer, more user-friendly solution ready to incorporate automation, analytics, and artificial intelligence in a way that makes operational sense. The deliverables identified the high administrative burden, the lack of traceability in follow-ups, the need to automate repetitive tasks, and the need to improve data quality as critical issues.

Administrative burden in sensitive processes

Teams that support vulnerable individuals manage complex information, follow-ups, documentation, care plans, and coordination with various stakeholders. The challenge was to reduce manual and repetitive tasks without compromising the quality of care, ensuring that the platform helped streamline the work rather than becoming an additional burden.

Lack of traceability and an integrated approach

The processes of guidance, training, placement, and follow-up generated relevant information, but it was not always easy to access, correlate, or analyze. The challenge was to build a more integrated view of each individual’s journey, improving the traceability of actions, decisions, and outcomes to facilitate more consistent, data-driven management.

Diversity of users, roles, and needs

The solution had to cater to a wide range of user profiles: technicians at social organizations, coordinators, technical offices, institutional staff, and future users with greater autonomy within the system. Each role had different objectives, digital skills, and operational needs, so the challenge was to design a flexible experience without fragmenting the product or making it harder to maintain.

The solution

Multi-entity platform design

The platform was designed to centralize the management of participants, organizations, companies, job postings, training programs, career paths, and follow-ups within a single functional ecosystem. The goal was to reduce the fragmentation of tools and provide a more consistent experience for users with different responsibilities, allowing each user to access the tasks, data, and processes relevant to their role.

UX & Functional definition

The solution was developed using user journeys, low-fidelity wireframes, user story maps, and the definition of key features. The focus was on transforming the needs identified in the research into clear, prioritized, and actionable workflows, thereby facilitating a more streamlined experience for recurring tasks such as entering information, checking itineraries, managing follow-ups, or coordinating actions among different user roles.

AI applied to support processes

The proposal included artificial intelligence solutions designed to reduce repetitive tasks, improve data quality, and support decision-making in career guidance and job placement processes. The use cases explored included conversational assistants, content generation, advanced analytics, recommendations, and support for matching profiles, needs, and opportunities—all intended to complement professional work.

Captura de una plataforma social multi-entidad para seguimiento, acompañamiento y gestión de procesos de inserción.

Complex ecosystem

The project began with an environment characterized by a wide variety of roles, organizations, processes, and levels of coordination, where each user had different needs, responsibilities, and ways of working. The challenge was to understand how the entire ecosystem—from direct care to coordination and oversight—functioned in order to identify dependencies, friction points, and opportunities for improvement without oversimplifying a highly complex operational reality.

Operational friction

One of the main focuses was identifying the tasks that created the greatest workload on a day-to-day basis: manual record-keeping, duplication of effort, difficulty accessing information, inefficient processes, and a lack of traceability in follow-ups or key decisions. The analysis helped us understand which issues were truly affecting team efficiency and how a new solution could reduce administrative burdens without compromising the quality of support.

AI applied with discernment

The exploration of artificial intelligence was approached from a practical perspective, linking each potential use case to real-world system needs rather than to a generic technological implementation. Opportunities related to automation, conversational assistants, recommendation systems, data analysis, content generation, and decision support were analyzed, always viewing AI as a tool to support professional judgment rather than as a replacement for human work.

Product Management

The project transformed a broad and loosely structured context into a clearer, prioritized, and actionable product strategy. Based on research, functional analysis, and the identification of opportunities, a foundation was established to guide the platform’s evolution in phases, aligning user needs, business objectives, technical feasibility, and innovation potential into a roadmap designed for incremental development.

My role

Strategic research, functional implementation, and AI applied to social products

My role focused on organizing a very broad functional ecosystem based on research with real users, process analysis, and strategic UX definition. I worked on preparing and analyzing workshops, interviews, and surveys; identifying operational friction points; mapping user journeys; and translating user needs into actionable requirements. I also participated in the implementation of applied AI opportunities, helping to assess which use cases made sense from a functional, operational, and ethical standpoint within a complex social platform.

Results

The project made it possible to transform a broad, fragmented context with multiple user profiles into a clearer, prioritized product proposal ready for incremental development. The research helped identify critical issues such as administrative burden, duplication of effort, lack of traceability, difficulty accessing information, and automation needs, while the functional analysis enabled us to translate those findings into workflows, user stories, low-fidelity wireframes, and an evolution roadmap. Furthermore, the exploration of AI helped identify opportunities for real value linked to automation, conversational assistance, recommendations, advanced analytics, and data quality improvement, avoiding the approach of treating technology as a generic layer disconnected from daily operations.

Learning

This project allowed me to delve deeper into how to approach the early stages of product definition in highly complex social environments, where institutional needs, operational processes, diverse professional profiles, and people in vulnerable situations all coexist. One of the key lessons was the importance of designing based on the reality of day-to-day work, not just the client’s strategic objectives: understanding which tasks are time-consuming, what information is lost, where duplication occurs, and which decisions require more support. It also reinforced my approach to implementing applied AI responsibly, linking each technological opportunity to a specific problem, a validated need, and a tangible improvement for users and the organization.

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Bring the idea down to earth with a clear roadmap

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Defining and bringing to market complex digital products at the intersection of experience, technology, and innovation.

Macarena Torralba Product Innovation · UX Strategy · IA & Emerging Tech

Functional analysis for radiology

::sub::Comprehensive system for radiology clinics.::/sub::

::desc::The project involved the functional design of a digital platform tailored to the radiology sector, in a context characterised by a shortage of available professionals and the need to provide rapid responses to diagnostic tests carried out in clinics and healthcare centres.::/desc::

::tags::Health · Radiology · Functional analysis · UX · Marketplace · Digital product::/tags::

Functional analysis for radiology

Definición funcional y UX de un marketplace clínico para conectar clínicas y radiólogos externos

The project involved the functional and UX design of a digital radiology platform, aimed at connecting clinics with external radiologists in a context of high demand and a shortage of available professionals. The proposal explored a healthcare marketplace model to manage requests for reports, assignments, response times, second opinions and the delivery of results, whilst maintaining controlled access to clinical information for legal and privacy reasons.

Health · Radiology · Functional analysis · UX · Marketplace · Digital product

The problem

The challenge of developing a digital solution to coordinate the demand for radiology reports between clinics and external professionals, against a backdrop of a shortage of radiologists, the need for rapid response, and legal restrictions on the sharing of clinical information.

Many clinics and healthcare centres needed to process diagnostic tests within tight deadlines, but did not always have enough radiologists on staff to handle the workload. This led to a reliance on external professionals who worked with multiple organisations, with poorly standardised processes for receiving requests, accepting assignments, delivering reports or managing second opinions.

Data sharing was one of the most sensitive issues. Clinics needed to share enough information to enable the radiologist to assess the case and produce a report, but without disclosing more data than was necessary or breaching legal or privacy requirements. At the same time, the results had to be integrated into the care pathway: consultation by the doctor, communication with the patient, inclusion in the medical record, or subsequent review.

Coordination between clinics and radiologists

The system was designed to enable a clinic to post or assign report requests, manage response times, and decide whether to handle them internally or refer them to external professionals based on availability, specialism or business rules.

Secure management of clinical information

One of the main challenges was to design workflows that would enable the controlled sharing of health data, showing the radiologist only the information needed to approve or produce the report, whilst ensuring the process remained traceable.

Continuity of care

The platform was designed to cover not only the generation of the report, but also its review by the doctor, the option of a second opinion, communication with the patient, and the integration of the results into the centre’s clinical workflow.

The solution

Healthcare marketplace for radiology

The proposal outlined a clinical marketplace where clinics could manage requests for radiology reports and connect them with in-house or external radiologists based on availability, specialism, response times and business rules. The model enabled the organisation of test requests, facilitated the allocation of reports, and provided freelance radiologists with a controlled environment in which to receive requests, accept or decline them, and deliver results within defined timeframes.

Complex care pathways

The solution was not limited to the relationship between the clinic and the radiologist, but encompassed the entire care cycle: ordering or requesting a test, accepting the report, preparing and delivering it, medical review, requesting a second opinion, communicating the results to the patient, and incorporating the results into the medical record. The aim was to design a system capable of coordinating multiple stakeholders, processes and decisions within a sensitive and regulated healthcare environment.

imagen de prototipo del proyecto en el que se ven los wireframes y el backlog

Controlled management of clinical information

One of the key aspects of the design was to enable the exchange of sufficient information to produce the radiology report, without disclosing more data than was necessary. To this end, workflows were defined whereby each user could access the appropriate information according to their role, the stage of the process and the legal restrictions associated with clinical data.

Product base for validation

The project involved transforming a complex requirement into a structured functional proposal, complete with processes, requirements, detailed wireframes and a visual prototype. This foundation was used to assess the scope, feasibility, cost estimates and next steps before deciding on a potential development phase.

Modelling of complex flows

The functional analysis translated a healthcare process involving multiple stakeholders, rules, permissions and statuses into a clear product logic. The entire radiology request cycle was addressed, from creation or allocation through to the delivery of the report, second opinions, medical consultations and subsequent communication with the patient.

Smart automation

The proposal incorporated automation, indexing and advanced search capabilities to facilitate the management of requests, the retrieval of information and operational recommendations. The approach was based on machine learning techniques and search indexes, prior to the rise of generative AI.

My role

Functional analysis, UX and product definition

My involvement focused on the initial phase of analysis, conceptualisation and functional definition of the product. I worked on competitive benchmarking, user journeys, process mapping, user story mapping, functional requirements, estimation, documentation and the definition of workflows for the various roles involved: clinics, external radiologists and doctors.

I also developed detailed wireframes to establish the product’s logic prior to the visual design phase, paying particular attention to request management, allocation rules, response times, controlled access to clinical information and the continuity of the care process. The technical architecture and final visual design were developed by other members of the team.

Results

The project succeeded in transforming a complex business requirement into a functional product foundation, structured sufficiently to assess scope, feasibility and next steps. Although the platform was never developed, Sprint Zero produced a comprehensive definition of the model, key workflows, requirements, estimates, wireframes and a prototype, which served as supporting material for fundraising and decision-making.

Learning

This project strengthened my ability to tackle the early stages of product development in complex sectors, where no clear solution has yet been established and it is necessary to organise processes, stakeholders, legal constraints and business opportunities. It also provided valuable insight into how to design digital experiences in the healthcare sector, striking a balance between operational efficiency, the privacy of clinical data and the real needs of healthcare professionals.

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Macarena Torralba

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Defining and bringing to market complex digital products at the intersection of experience, technology, and innovation.

Macarena Torralba Product Innovation · UX Strategy · IA & Emerging Tech

Servicios para espacio de datos

::sub::Smart services for healthcare data spaces::/sub::

::desc::The project forms part of an R&D programme aimed at developing services integrated with healthcare data repositories. The proposal explored how to transform unstructured clinical information into interoperable data, how to share it using verifiable credentials, and how to enable artificial intelligence services that would help healthcare professionals to consult, summarise and analyse clinical information more efficiently.::/desc:: Translated with DeepL.com (free version)

::tags::Health · Data spaces · Generative AI · HL7 · Verifiable credentials · Delivery::/tags::

Data centre services

AI, HL7 and verifiable credentials for sharing clinical data in a structured and reliable manner.

The project forms part of an R&D programme aimed at developing services integrated with healthcare data repositories. The proposal explored how to transform unstructured clinical information into interoperable data, how to share it using verifiable credentials, and how to enable artificial intelligence services that would help healthcare professionals to access, summarise and analyse clinical information more efficiently.

Unlike a centralised repository, the data space was conceived as a framework of trust for connecting systems that are not, by definition, integrated with one another. In this context, the project focused on synthetic data and a laboratory environment, with the aim of validating services capable of processing sensitive health information in accordance with rules governing consent, security and interoperability.

Health · Data spaces · Generative AI · HL7 · Verifiable credentials · Delivery

The problem

The challenge of facilitating the secure and interoperable exchange of health information between unconnected systems, enabling clinical data from different sources to be structured, verified and used to support clinical care or research processes within a framework of trust.

Healthcare systems often deal with information that is scattered across different organisations, formats and levels of quality. A patient may have part of their medical records at a public hospital, another part at a private clinic, and additional documentation in PDFs, scanned reports or unverifiable sources. This fragmentation makes it difficult for healthcare professionals to gain a comprehensive and structured overview of the clinical case.

Furthermore, health data is particularly sensitive. It is not enough simply to transfer information from one system to another: clear rules must be established regarding consent, security, verification, interoperability and subsequent use. In this context, data spaces offer a way of connecting organisations and services without turning the exchange into a centralised repository, but rather into a framework where data and services are accessed under controlled conditions.

Clinical interoperability

In order for the data to be useful within hospital systems or diagnostic support services, it had to be converted to healthcare standards such as HL7. The challenge lay in converting unstructured or partially structured information into data that other systems could understand.

Trust and consent

The exchange of clinical information required mechanisms to verify the origin of the data, manage patient consent and ensure that any subsequent use complied with the rules of the data space.

Diagnostic help regarding fragmented data

Healthcare professionals need quick access to relevant information: a summary of the patient’s medical history, test results, current treatments or key medical history. When data is scattered or poorly structured, finding this information takes time and can hinder decision-making.

The solution

Conversion of clinical data to HL7

One of the project’s services enabled the conversion of unstructured or semi-structured clinical information into data compatible with healthcare standards such as HL7. With the help of artificial intelligence, the service facilitated the extraction, structuring and standardisation of information from various clinical documents or sources, enabling hospital systems to integrate and utilise it more effectively.

Verifiable credentials for health data

The project also explored the use of verifiable credentials to reliably represent and share clinical information. In one use case, a patient could request their data from a hospital, receive it as a credential, and subsequently present it at another healthcare facility. The receiving system could verify the credential, incorporate the information into its infrastructure and decide, with the patient’s consent, whether to use that data for care, research or access to other services within the data space.

AI agent for clinical consultation

El proyecto incluía un agente de inteligencia artificial generativa orientado a ayudar a profesionales sanitarios en la consulta de información clínica. A partir de los datos disponibles sobre un paciente en una sesión temporal, el agente podía responder preguntas sobre historial, parámetros analíticos, tratamientos actuales o información relevante para el diagnóstico, facilitando una lectura más rápida y ordenada del caso clínico.

imagen de ejemplo de interfaz del proyecto

Conversion to clinical standards

The transformation service enabled the conversion of unstructured or semi-structured clinical information into data compatible with healthcare standards such as HL7. This layer was key to ensuring that documents, reports or data from different sources could be integrated more effectively into hospital systems and services connected to the data space.

Verifiable healthcare credentials

The use of verifiable credentials made it possible to explore a model in which patients could carry and present some of their clinical information to other healthcare providers. This approach provided a layer of trust regarding the origin and integrity of the data, facilitating scenarios such as second opinions, continuity of care, or data exchange between public and private systems.

A trusted environment for exchange

The data space served as a framework for connecting systems, services and organisations that had not previously been integrated. Rather than simply storing information in a centralised repository, it enabled the definition of rules governing access, consent and usage, thereby facilitating the secure exchange of data and services within a sensitive healthcare context.

AI services for time-series data

The generative AI agent operated on a session-by-session basis, using the patient data available at that time to answer clinical questions, summarise information or identify relevant parameters. The aim was not to replace medical judgement, but to provide rapid access to scattered information and support decision-making.

My role

Delivery, functional definition and UX design

My role focused on managing and monitoring the project’s delivery, coordinating functional requirements, technical progress, documentation and dependencies within an ongoing R&D context. I worked on the functional definition of services, research, the roadmap, demo preparation, functional QA and UX design, linking the various use cases with an experience that was easy to understand for healthcare and technical professionals. Although the visual interface was developed by a member of the team, my role included defining workflows, requirements, screen structure and functional validation, ensuring that the services — data transformation, verifiable credentials and AI agent — responded consistently to the proposed use case.

Results

Learning

This project reinforced my understanding of how to design and manage digital solutions in highly regulated sectors, where technical innovation must be balanced against security, consent, interoperability and ecosystem maturity. It also helped me to better understand the role of data spaces as frameworks of trust, rather than mere repositories, and to translate complex concepts — such as HL7, verifiable credentials, generative AI and temporary data consumption — into comprehensible workflows for a demonstrable product.

Proyecto anterior Proyecto siguiente

Let’s talk about data, AI and interoperability

I support digital projects that bring together emerging technologies, sensitive data and real business needs, helping to transform complex scenarios into clear, demonstrable and user-focused solutions.

Contact

Macarena Torralba

Product Innovacion · UX Strategy · IA & Emerging Tech

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Defining and bringing to market complex digital products at the intersection of experience, technology, and innovation.

Macarena Torralba Product Innovation · UX Strategy · IA & Emerging Tech

Ideas that come from experience

Insights into product development, strategic UX, applied AI, and innovation based on real-world lessons learned from complex projects.

Diseñar con IA exige ahora más que nunca criterio

Designing with AI now requires sound judgement more than ever

Diseñar para datos sensibles: UX cuando no todo puede ser visible

Designing for sensitive data: UX when not everything can be visible

Los espacios de datos no son repositorios: son reglas de juego

Data spaces are not repositories: they are rules of the game

EUDI Wallet: de la innovación a la infraestructura de confianza europea

EUDI Wallet: from innovation to a trusted European infrastructure

Let's put the idea into practice

I excel at turning uncertainty into direction, product criteria, and actionable decisions. Let’s discuss how to bring a complex project to fruition from the perspectives of UX, business, and technology.

Macarena Torralba

Product Innovacion · UX Strategy · IA & Emerging Tech

Mail

Defining and bringing to market complex digital products at the intersection of experience, technology, and innovation.

Macarena Torralba Product Innovation · UX Strategy · IA & Emerging Tech

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