About – ISTHAR MARCON

I trained as an Industrial Designer at Politecnico di Milano — which taught me to think in systems before I ever touched a screen design tool. From there, creative agencies and branding work gave me the craft foundation, before I gravitated toward the more complex challenge of digital products.

Moving to Barcelona pulled me into the startup ecosystem — fintech, SaaS, direct contact with users and founders. That environment shaped a design approach built on fast learning and evidence over assumption, and taught me how to lead through ambiguity.

Today I lead the design strategy for a new AI monetization platform at HP — a horizontal UX framework spanning B2C, B2B, and Large Format across HP Printing. The work goes beyond design delivery: defining how AI-driven subscription experiences scale, aligning teams across business units, and influencing roadmap and investment decisions at platform level.

Based in Barcelona, working globally.

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STRATEGIC DESIGN LEADERSHIP

influence product vision, prioritization, and roadmap through design thinking.
PRODUCT & BUSINESS IMPACT

use insights & data to inform decisions and advocate for UX as a growth driver.
DISCOVERY & RESEARCH ADVOCACY

champion early-stage research to uncover opportunities and shape product direction with real user insights.
TEAM BUILDING & MENTORSHIP

Foster a collaborative, high-performing, and low-ego culture.
EXECUTION & MVP MASTERY

Lead rapid experimentation to validate ideas and learn quickly, balancing feasibility and craft.
DESIGN INNOVATION

Integrate AI tools and prototyping into workflows. Stay ahead of trends to enhance team productivity and product innovation.

LIFE, VALUES AND RESPONSABILITY

Beyond my work, I’m a mother and a wife. I love experiencing the world with my family — often traveling in our van, spending time in nature, and embracing slower, wilder moments. I’m deeply concerned about the future of our planet and try to bring that sense of responsibility into both my personal choices and my work.

Discover My Works

Sarah's expertise in color theory, typography, and layout has resulted in a website that not only looks aesthetically pleasing but also effectively communicates our brand message. Working with Sarah was an absolute pleasure, as she maintained open lines of communication, incorporated our feedback seamlessly, and delivered the project on time.

John Smith
Chief Financial Officer – Route

I am thrilled to provide this testimonial for James Thompson, the talented photographer behind our editorial photography project. James's artistic eye, technical proficiency, and ability to capture the essence of our subject matter have exceeded our expectations. His keen attention to detail and composition have resulted in stunning images that truly tell a story.

Sophia Rodriguez
CMO – Lumina Designs

From the initial concept development to the final execution, Emily's ability to understand our brand values and target audience was evident throughout the entire process. She masterfully crafted a visually compelling and cohesive brand identity that perfectly reflects our company's mission and vision. Emily's expertise in color psychology, typography, and graphic design resulted in a brand that stands out in a crowded marketplace.

Isabella Adams
Creative Director – InfiniTech