Ricardo Velez is an innovator and entrepreneur focused on customer experience, innovation, and speciality coffee. Based in Madrid, he works at the intersection of behavioural science, technology, business strategy, and human experience, helping organisations design and implement solutions that respond to people’s needs while creating measurable value.

His experience spans customer experience, digital innovation, service design, product strategy, and emerging technology across consulting, education, travel, and entrepreneurship. Through roles at SGS, Colectivo, Cheering the Customer, and IE Business School, Ricardo has worked on innovation portfolios, responsible technology, start-up scouting, service design, and mentoring within the Master in Customer Experience and Innovation.

As the founder of Caldi’s Cup and a long-time coffee enthusiast, Ricardo brings his entrepreneurial mindset into the world of speciality coffee, combining curiosity, customer understanding, and a passion for meaningful experiences. With a background in industrial engineering and digital innovation, he brings an analytical, creative, and purpose-driven approach to helping ventures and organisations innovate with integrity and lasting impact.