Design System/Strategy

2020 to Present

Redefining web experiences at Grifols

As the founding designer, I led the creation of a multi-brand design system for Grifols’ commercial division as part of a broader initiative to standarize design and accelerate delivery. As a result, design as a function evolved into a strategic driver across the enterprise.

Outcome

  • Project time-to-market reduced by ~30%

  • Average project costs reduced by $10k-$30k

  • Adopted into Grifols' SOP for web/app services

View case study

Design System/Strategy

2020 to Present

Redefining web experiences at Grifols

As the founding designer, I led the creation of a multi-brand design system for Grifols’ commercial division as part of a broader initiative to standarize design and accelerate delivery. As a result, design as a function evolved into a strategic driver across the enterprise.

Outcome

  • Project time-to-market reduced by ~30%

  • Average project costs reduced by $10k-$30k

  • Adopted into Grifols' SOP for web/app services

View case study

Button

Button

Example of the typography section in the D3 Design System.
Example of the typography variables in the D3 Design System via Figma.

Button

Button

Example of the typography section in the D3 Design System.
Example of the typography variables in the D3 Design System via Figma.

Button

Button

Example of the typography section in the D3 Design System.
Example of the typography variables in the D3 Design System via Figma.

Button

Button

Example of the typography section in the D3 Design System.
Example of the typography variables in the D3 Design System via Figma.

Button

Button

Example of the typography section in the D3 Design System.
Example of the typography variables in the D3 Design System via Figma.

Feature Enhancement

2024

Optimising for lead generation and reduced exit rates

Led the redesign of a critical sales funnel feature connecting physicians with brand reps. Stakeholder interviews, data analysis, and competitive audits revealed industry-wide UX gaps. By introducing rep imagery to humanize the flow and applying progressive disclosure to streamline interactions, we delivered a more focused, conversion-driven experience aligned with user needs and business goals.

Impact

(comparing to old feature)

  • Task completion time reduced by 40%

  • 75% preferred the new version

  • 90% felt it was more trusting

  • 85% felt they'd get a response faster

Feature Enhancement

2024

Optimising for lead generation and reduced exit rates

Led the redesign of a critical sales funnel feature connecting physicians with brand reps. Stakeholder interviews, data analysis, and competitive audits revealed industry-wide UX gaps. By introducing rep imagery to humanize the flow and applying progressive disclosure to streamline interactions, we delivered a more focused, conversion-driven experience aligned with user needs and business goals.

Impact

(comparing to old feature)

  • Task completion time reduced by 40%

  • 75% preferred the new version

  • 90% felt it was more trusting

  • 85% felt they'd get a response faster

Example of the new request a rep functionality featured on the HCP websites. The new form imagines conventionalism.
Example of the new request a rep functionality featured on the HCP websites. The new form imagines conventionalism.
Example of the new request a rep functionality featured on the HCP websites. The new form imagines conventionalism.
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Sending

0

Sending

0

Sending

Web

2024

15 markets, 12 languages, one unified experience

Team lead on recreating the Grifols Product Catalogue into a single, scalable platform for 15+ regions, improving usability and performance for healthcare professionals. The project unified broken regional sites, ensured legal compliance, rebuilt navigation and filtering, and implemented multilingual support. User research through stakeholder workshops, competitive analysis, and usability testing informed key design decisions, ensuring accessibility and alignment with real user needs.

Outcome

  • Scalable multilingual framework

  • Legal and regulatory compliance for each market

  • Time to access product information reduced by 40%

Web

2024

15 markets, 12 languages, one unified experience

Team lead on recreating the Grifols Product Catalogue into a single, scalable platform for 15+ regions, improving usability and performance for healthcare professionals. The project unified broken regional sites, ensured legal compliance, rebuilt navigation and filtering, and implemented multilingual support. User research through stakeholder workshops, competitive analysis, and usability testing informed key design decisions, ensuring accessibility and alignment with real user needs.

Outcome

  • Scalable multilingual framework

  • Legal and regulatory compliance for each market

  • Time to access product information reduced by 40%

Example of a filter menu featured on the GPC website. The entire filtering design was recreated for this project.
Example of a filter menu featured on the GPC website. The entire filtering design was recreated for this project.
Example of a filter menu featured on the GPC website. The entire filtering design was recreated for this project.

A little more about me

A little more about me

headshot of Karl
headshot of Karl

Work and leadership philosophy

Work and leadership philosophy

I combine design leadership with hands-on contribution, balancing strategic objectives with practical delivery. I’m driven by continual learning by refining my skills through project work while also mentoring and sharing knowledge with the team, helping elevate both the output and collective growth. I enjoy sweating the small things in my work—you’ll often hear me say ‘design is in the detail.’ That mindset reflects who I am: someone who knows that focusing on the finer points is what ultimately shapes the bigger picture.


As a team lead, I believe in fostering a strong team culture through daily stand-ups, weekly design critiques and the occasional game of table tennis. Allowing members to have autonomy in their work, taking initiative and challenging themselves to find a solution is what shapes ones ability to think critically, make strategic decisions, and contribute meaningfully to solutions. I see my role as creating the conditions for great work to happen where trust, clarity, and continuous learning drive both individual growth and collective success.


Outside of work I am big sports person. From playing Gaelic football, soccer and golf to cycling along the coastline, I love getting outdoors and trying new activities.

8+ years experience

8+ years experience

Sr. UX Manager

Sr. UX Manager

Grifols

Dublin

Present

UX Manager

UX Manager

Grifols

Dublin

2021 to 2025

Sr. UX Designer

Sr. UX Designer

Grifols

Dublin

2020 to 2021

Experience Designer

Experience Designer

Turtle

Vancouver, BC

2018 to 2020

Product Designer

Product Designer

Dolmen

Dublin

2017 to 2018

Current role

UX Design Manager at Grifols, a healthcare company

My role includes growing design as a strategic function by demonstrating value to executive leadership, creating/supporting new initiatives and leading the the evolution and application of our design system on web-apps, apps, websites and other digital services.


Some of my current work includes exploring how AI can enhance workflows through agents, design-to-code systems, and MCPs.

Current role

UX Manager at Grifols, a healthcare company

My role includes growing design as a strategic function by demonstrating value to executive leadership, creating/supporting new initiatives and leading the the evolution and application of our design system on web-apps, apps, websites and other digital services.


Some of my current work includes exploring how AI can enhance workflows through agents, design-to-code systems, and MCPs.

Core skills

Design Systems

Product Design

UX/UI Design

User Testing & Research

Strategy

AI

Design Ops

Leadership & Coaching

Communication

Prototyping

Stakeholder Management

Aligning Design with Business Objectives

A lot of my work is confidential.
If you're interested in seeing it in more detail, please let me know!

I'm interested

© Copyright 2025 | Karl Martin

© Copyright 2025 | Karl Martin

18:05 GMT+1
Dublin, Ireland