Designing Product Momentum in an Agentic, AI-Enabled World

Hi, I'm Enric Fernández Lieder

With a career spanning nearly three decades, I have built and led high-performing teams, shaping digital experiences at the intersection of design, strategy, and innovation. Over the past 12+ years, my focus has been on product leadership, UX/UI design, and team management, driving impactful solutions in complex global environments.

Now I'm helping organizations adapt their products, teams, and decision-making to a reality where value is increasingly created by systems—not just people or interfaces.

I'm currently working in Digital Strategy at Multiplica, supporting leadership teams as they move from AI experimentation to real product value. My focus is on clarifying where agentic systems make sense, how they should behave, and how product, design, and delivery models need to evolve to support them—especially in regulated contexts.

Before this, I led global UX/UI services at Zurich Insurance, building and scaling a multi-disciplinary design organization across multiple markets and business units. Much of my work there focused on enabling better decision-making at scale—balancing user needs, business goals, and regulatory requirements in complex environments.

Earlier, at AXA Partners, I built the UX/UI function from the ground up, embedding research-driven design and product thinking into high-impact digital platforms.

My experience also includes leadership roles across healthcare, public sector, and platform environments, Vall d’Hebron Hospital Campus, Civiciti, and Doctoralia, where I contributed to the transformation of digital products and services under real operational, regulatory, and organizational constraints.

Before fully transitioning into digital product and design leadership, I spent over a decade in global advertising agencies. At Ogilvy Interactive, I led international campaigns for top-tier brands, building a strong foundation in storytelling, branding, and visual communication—skills that continue to shape how I translate complexity into clear, actionable product and strategy narratives today.

Where I typically add value in regulated, AI-enabled contexts

• When AI initiatives advance faster than governance and accountability.
• When products introduce automation, but decision ownership becomes unclear.
• When teams adopt AI tools, but ways of working don’t evolve.
• When compliance and risk need to be integrated by design, not as a final gate.
• When trust, explainability, and user confidence are critical to adoption.

Typical types of engagement

• Agentic Experience & Product Strategy
  Designing AI-enabled products where agent behavior, boundaries, and escalation paths are explicit and auditable.
• Human–AI Decision Design
  Defining which decisions stay human, which can be delegated, and how accountability is maintained.
• AI-Ready Operating Models
  Adapting team structures and collaboration models for human + AI systems in regulated environments.
• Product & Experience Strategy under Regulation
  Aligning AI capabilities with business value, compliance, and customer trust.
• Strategic Delivery in Complex Systems
  Supporting execution where experimentation must coexist with legacy, risk, and operational reality.

I believe the competitive advantage in regulated industries won’t come from adopting AI faster—but from designing it more deliberately. My role is to help organizations move toward AI-enabled products with confidence, control, and momentum.

Want to know more?

For further information about my experience, please visit my Linkedin profile