Leading design
teams that ship
Leading design
teams that ship
Leading design
teams that ship
15 years of experience. Design, strategy, data, research, AI. With a healthy side of humor.
15 years of experience. Design, strategy, data, research, AI. With a healthy side of humor.
Leading design
teams that ship
15 years of experience. Design, strategy, data, research, AI. With a healthy side of humor.
I lead design teams that ship, helping partners in product and engineering move from strategy to outcomes fast.
I'm a hands-on generalist, a teacher, and mentor with experience across consumer and enterprise products, AI, search, and two-sided marketplaces.
I stay close to the craft, prototyping, writing, and reviewing work every week. Leadership is built on clarity, care for people, building teams that level up together, and healthy challenging of the status quo.
I lead design teams that ship, helping partners in product and engineering move from strategy to outcomes fast.
I'm a hands-on generalist, a teacher, and mentor with experience across consumer and enterprise products, AI, search, and two-sided marketplaces.
I stay close to the craft, prototyping, writing, and reviewing work every week. Leadership is built on clarity, care for people, building teams that level up together, and healthy challenging of the status quo.
Indeed
Led a multi-disciplinary UX org and cut fraud by 83% in two years
Led a multi-disciplinary UX org and cut fraud by 83% in two years
I ran the Trust & Safety design portfolio at Indeed, I supported an amazing team of designers, content writers and researchers. I'll show you what we changed, why it worked, and what I'd do differently.
Indeed
Led a multi-disciplinary UX org and cut fraud by 83% in two years
I ran the Trust & Safety design portfolio at Indeed, I supported an amazing team of designers, content writers and researchers. I'll show you what we changed, why it worked, and what I'd do differently.
The team built a rigorous experimentation practice and cut fraud by 83% in two years, on a job board serving over 200M monthly seekers.
The team built a rigorous experimentation practice and cut fraud by 83% in two years, on a job board serving over 200M monthly seekers.
Mintt Data
Head of Design, real-time competitive intelligence over physical-world data
Head of Design, real-time competitive intelligence over physical-world data
I was the solo the Head of Design at Mintt Data, a startup in the political space that's shaking up how political campaigns develop their strategy during elections.
Mintt Data
Head of Design, real-time competitive intelligence over physical-world data
I was the solo the Head of Design at Mintt Data, a startup in the political space that's shaking up how political campaigns develop their strategy during elections.
Political campaigns have multi-million dollar budgets to send out mail to persuadable voters. Behind each mail piece, there are hours upon hours of strategy and research. Mintt is able to bring clarity and insights about the mail the opposition is sending out for the first time ever.
Political campaigns have multi-million dollar budgets to send out mail to persuadable voters. Behind each mail piece, there are hours upon hours of strategy and research. Mintt is able to bring clarity and insights about the mail the opposition is sending out for the first time ever.
Capital One
0→1 design leadership for AI tooling, designed for data scientists and AI engineers before it was cool
0→1 design leadership for AI tooling, designed for data scientists and AI engineers before it was cool
I was a principal designer and senior design manager building next generation tools for data scientists and machine learning engineers. This was a complete 0 -> 1 product that's helping change banking for good.
Capital One
0→1 design leadership for AI tooling, designed for data scientists and AI engineers before it was cool
I was a principal designer and senior design manager building next generation tools for data scientists and machine learning engineers. This was a complete 0 -> 1 product that's helping change banking for good.
I developed an educational curriculum to help designers new to the space onboard and learn the basics of working with data. If you're looking for a design-person that can help you make sense of data, AI, machine learning — I'm your person.
I developed an educational curriculum to help designers new to the space onboard and learn the basics of working with data. If you're looking for a design-person that can help you make sense of data, AI, machine learning — I'm your person.
Alarm.com
Shipping on all platforms at scale
Shipping on all platforms at scale
I was the second designer at Alarm.com, the home automation and IoT company. Across my time there I shipped 20+ products on iOS, Android, web, iPad, and Apple Watch — including a trip to the Apple campus to design one of the first Apple Watch apps with their HCI team.
Alarm.com
Shipping on all platforms at scale
I was the second designer at Alarm.com, the home automation and IoT company. Across my time there I shipped 20+ products on iOS, Android, web, iPad, and Apple Watch — including a trip to the Apple campus to design one of the first Apple Watch apps with their HCI team.
I got to breathe the same air as Jony Ive's Human-Computer Interaction team to create one of the first apps for Apple Watch.
My analytics tell me not a lot of people make it to this case study. There's some cool videos and animations! You should check it out :)
I got to breathe the same air as Jony Ive's Human-Computer Interaction team to create one of the first apps for Apple Watch.
My analytics tell me not a lot of people make it to this case study. There's some cool videos and animations! You should check it out :)
AI for Designers
I built and taught a data-literacy curriculum across two design orgs
Data is complicated, let
me help
Most design teams are under-leveraged on data. I built and taught a data-literacy curriculum at Capital One and have continued evolving it since — covering the metrics that matter, A/B testing fluency, and the AI/ML basics designers need to be useful partners. The artifact is open. It's also the lens I bring to running teams.
You know how Spotify can create a custom playlist with songs you love but have never heard of? How TikTok can give you super niche recommendations? And how a Tesla can drive itself? All of that is possible because of the power of data.
Most design teams are under-leveraged on data. I built and taught a data-literacy curriculum at Capital One and have continued evolving it since — covering the metrics that matter, A/B testing fluency, and the AI/ML basics designers need to be useful partners. The artifact is open. It's also the lens I bring to running teams.
AI for Designers
I built and taught a data-literacy curriculum across two design orgs
Most design teams are under-leveraged on data. I built and taught a data-literacy curriculum at Capital One and have continued evolving it since — covering the metrics that matter, A/B testing fluency, and the AI/ML basics designers need to be useful partners. The artifact is open. It's also the lens I bring to running teams.
You know how Spotify can create a custom playlist with songs you love but have never heard of? How TikTok can give you super niche recommendations? And how a Tesla can drive itself? All of that is possible because of the power of data.
Using metrics is a crucial part of making good decisions when designing software, but that is just the tip of the iceberg when using data for design. This knowledge has been has been transformational for my career and the way I think about solving problems.
You know how Spotify can create a custom playlist with songs you love but have never heard of? How TikTok can give you super niche recommendations? And how a Tesla can drive itself? All of that is possible because of the power of data.
Using metrics is a crucial part of making good decisions when designing software, but that is just the tip of the iceberg when using data for design. This knowledge has been has been transformational for my career and the way I think about solving problems.
Friends of UX
The team-craft library I keep for the teams I run and the designers I mentor
Friends of UX is the working library I maintain for my teams and the designers I mentor — methods, frameworks, and small craft moves that compound. New entries get tested in real critique and onboarding before they land here. Recent additions cover AI-augmented critique and cognitive walkthroughs for AI-mediated UIs.
Friends of UX
The team-craft library I keep for the teams I run and the designers I mentor
Friends of UX is the working library I maintain for my teams and the designers I mentor — methods, frameworks, and small craft moves that compound. New entries get tested in real critique and onboarding before they land here. Recent additions cover AI-augmented critique and cognitive walkthroughs for AI-mediated UIs.
I’m a generalist, a teacher and a mentor.
I’m a generalist, a teacher and a mentor.
I'm ready to talk about design, user research, business, metrics, product strategy, content, data science, hiring, GenAI, learning new stuff. I help level up teams, bringing deep and broad expertise. I care a lot about the folks on my team, it's my job to help them grow and succeed, to learn from them, and to teach them about the cool things I've learned.
I'm ready to talk about design, user research, business, metrics, product strategy, content, data science, hiring, GenAI, learning new stuff. I help level up teams, bringing deep and broad expertise. I care a lot about the folks on my team, it's my job to help them grow and succeed, to learn from them, and to teach them about the cool things I've learned.
I believe in a healthy challenging of the status quo.
I believe in a healthy challenging of the status quo.
I take big bets. I can reach across orgs and bring teams together to drive value to users and the business. I become good friends and allies with engineering and product. I can even design stuff sometimes.
I take big bets. I can reach across orgs and bring teams together to drive value to users and the business. I become good friends and allies with engineering and product. I can even design stuff sometimes.
Hi, I'm Luis like Louisiana
I took the scenic route to design. I studied Computer Science and worked as a software engineer half a lifetime ago, but I wanted to be the one INVENTING what engineers work on, it turns out that's designers.
Over the past 15 years of my career, I’ve grown the most as a practitioner when I’ve learned more about the disciplines that partner with design, like content, research, and data science. I’ve compiled a lot of my learnings in this little resource I’m calling Friends of UX. Hopefully you'll find something new and interesting.
I'm originally from Guatemala, I play a lot of videos, I learned English by playing Pokemon and watching Friends and I really like pizza. If you want to know a little bit more about me you can see the TL;DR in 30 seconds here.
I took the scenic route to design. I studied Computer Science and worked as a software engineer about 15 years ago, but I wanted to be the one INVENTING what engineers work on, it turns out that's designers.
As a manager
As a leader
As a designer
As a person
Over the past 12 years of my design career, I’ve grown the most as a practitioner when I’ve learned more about the disciplines that partner with design, like content, research, and data science. I’ve compiled a lot of my learnings in this little resource I’m calling Friends of UX. Hopefully you'll find something new and interesting.
I'm originally from Guatemala, I play a lot of videos, I learned English by playing Pokemon and watching Friends and I really like pizza. If you want to know a little bit more about me you can see the TL;DR in 30 seconds here.
End-to-end expertise
I bring generalist breadth and multi-specialist depth across the four areas modern design leadership lives in
I bring generalist breadth and multi-specialist depth across the four areas modern design leadership lives in
I bring generalist breadth and multi-specialist depth across the four areas modern design leadership lives in
Product strategy & shipped outcomes
Product strategy & shipped outcomes
Product strategy & shipped outcomes
Helping teams find the unmet user and business needs that turn into dollars saved or earned.
Helping teams find the unmet user and business needs that turn into dollars saved or earned.
0→1 products
A/B testing
OKRs & metrics
Vision and strategy
Data, AI & ML in design practice
Data, AI & ML in design practice
Data, AI & ML in design practice
Comfortable using research, data, AI, and ML to create solutions — and teaching my team to do the same.
Comfortable using research, data, AI, and ML to create solutions — and teaching my team to do the same.
AI in Design
Quantitative Research
Qualitative Research
Vision and strategy
Team building & people leadership
Team building & people leadership
Team building & people leadership
I care loudly about my team — their careers, performance, work-life balance, and the rituals that let them do their best work.
I care loudly about my team — their careers, performance, work-life balance, and the rituals that let them do their best work.
Mentoring
Coaching
Career growth
Critique culture
Multi-disciplinary leadership
Team rituals
Hiring
Influence, partnership & hands-on craft
Influence, partnership & hands-on craft
Influence, partnership & craftcraft
Influence, partnership & hands-on craft
Design leaders who drift from craft and from their partners get less done. I stay close to the work, and good friends with the engineers and PMs building it.
Design leaders who drift from craft and from their partners get less done. I stay close to the work, and good friends with the engineers and PMs building it.
Engineering parnership
BFFs with product
Cross-org coalitions
Hands-on craft
I go to museums sometimes and I take pictures, find more @luisinmuseums
I go to museums sometimes and I take pictures, find more @luisinmuseums
