Current Experience
2021-present
Salesforce—New York, NY
Lead Product Designer and Experience Architect | 2025–present
- Serve as a experience design consultant, creative director, strategic advisor, and problem solver.
- Oversee and manage several work-streams while leading and managing design team members.
- Build strong partnerships, and foster collaboration internally, with customers, and key stakeholders.
- Lead and drive key design activities and deliverables throughout all phases of project’s lifecycle.
- Provide leadership and design excellence throughout all stages of a client engagement.
- Ensure internal & external teams are aligned toward impactful design outcomes in engagements.
- Past Clients and Collaborators Include: PayPal, CBRE, AT&T, T-Mobile, Cisco, Accenture, and Deloitte.
Senior Product Experience Designer and Consultant | 2022–2025
- Discover, define, and translate business and user needs into intuitive experiences for large-scale projects.
- Drive all experiences with a focus on human-centered design, user research, and technical feasibility.
- Create all UX deliverables such as concepts, user needs, task analysis, user flows, & wireframes.
- Lead experience design activities including client sessions, co-creation, audits, and design reviews.
- Conduct end-user validation activities including interviews, concept validation, usability testing.
- Document interaction specs and ensure correct implementation and QA with development teams.
User Experience Designer and Consultant | 2021–2022
2011-present
Bell N’ Whistle Studios—New York, NY
Creative Director and Lead Designer | 2011–present
- Full-service creative studio with years of experience executing projects of all sizes and types.
- Contracted by clients in various industries to develop and integrate big ideas across all channels.
- Translate the vision of clients through strategic design, development, and marketing efforts.
- Conceptualize, design, and implement brand identities and logos for companies and organizations.
- Design marketing collateral and materials such as publications, advertising, stationary, and websites.
- Develop and execute concepts, designs, & art direction of publications, photoshoots, and campaigns.
Past Experience
New York University School of Law, Information Technology—New York, NY
User Experience Designer and Front-End Developer | 2016–2020
- Design websites and digital products to advance brand strategy and mission of the University.
- Lead the design efforts to overhaul the Law School’s websites for Accessibility (WCAG 2.0).
- Define information architecture & user models to devise intuitive experiences for all types of users.
- Envision user experience of final product and advocate for all the different users’ anticipated needs.
- Served as the UX/UI designer & developer when transitioning the site into a responsive framework.
- Create wireframes, interactive mockups, and rapid-prototypes to design & develop usable products.
- Develop responsive products using HTML5, CSS3, PHP, Javascript/jQuery, Drupal, and WordPress.
Northeastern University, Marketing and Communications—Boston, MA
Web Designer and Front-End Developer | 2014–2016
- Collaborated w/ designers, developers, writers, photographers, videographers, project managers.
- Contributed creative, design, and development skills to improve social and digital content.
- Performed all aspects of design process, ideation/implementation to production/development.
- Developed responsive websites using HTML5, CSS3, PHP, Javascript/jQuery, and WordPress.
- Established the news@Northeastern email template distributed daily to 35,000+ subscribers.
Pack Network—Boston, MA
Camera and Broadcasting Operator | 2011–2014
- Worked on projects related to video production and HD recordings for live events and webcasts.
- Operated a camera and broadcast system that streamed live events for online subscribers.
- Past events include TEDx, Alexis Ohanian, Richard Saul Wurman, Ivy League Championships.
Northeastern University, Enrollment Marketing—Boston, MA
Marketing and Communications Designer | 2011–2014
- Designed and developed responsive websites using HTML5, CSS3, WordPress, and other CMSs.
- Managed content and design of digital signage system across various campuses nationwide.
- Designed print and web materials for functions such as campus events and national conferences.
- Designed national advertisement campaigns for undergraduate and graduate campuses.
- Managed social media accounts targeted toward both prospective and recently admitted students.
- Developed a social media editorial calendar for multiple platforms on a weekly basis.
- Facilitated local and remote training sessions for University staff on software and social media.
Foster Skills, Inc.—Boston, MA
Special Project Designer | 2012
- Developed and branded social media platforms to enhance non-profit’s visual identity.
- Curated and edited video footage about the organization for their Youtube channel.
- Designed both print and digital media within the organization’s graphical standards.
Northeastern University, College of Engineering—Boston, MA
Graphic Designer | 2011
- Designed signage for Center of Health Organization Transformation’s Advisory Meeting.
- Created informational and promotional graphics communicated through a multitude of medias.
- Designed and established a template for the monthly Research Colloquia newsletter.
Northeastern University, School of Architecture—Boston, MA
Graphic Designer and Photographer | 2009–2010
- Photographer for department events, from planning through to editing and processing.
- Compiled and coordinated 100+ student’s Architectural drawings to be displayed in an exhibition.
- Assisted Senior Designer in developing an exhibit for the lobby of the department office.
Technical Skills
Web Design
Figma/Sketch/Invision
User Research/Interviews
User Flows/Journey Maps
Information Architecture
Wireframes/Prototypes
Usability and A/B Testing
Web Development
HTML5, CSS3 and PHP
Javascript/jQuery
WordPress and Drupal
Git/GitHub
Accessibility (WCAG 2.0)
Google Analytics
Adobe Suite
Illustrator
Photoshop
InDesign
After Effects
Dreamweaver
LightRoom
Miscellaneous
Salesforce
Business Analysis
Social Media
Slack
Asana
Jira
Education & Formal Training
Harvard University
Certificate in Artificial Intelligence (AI)
Business Essentials | 2025
Certificate in Design Thinking
and Innovation | 2023
Brown University
Certificate in Artificial Intelligence (AI)
Business & Leadership | 2025
Stanford University
Certificate in Artificial Intelligence (AI) Experience Design | 2024
Mass Institute of Technology
Certificate in Designing Digital Platforms, Two Sided Markets, APIs, Feature Roadmaps | 2024
New York University
Diploma in User Experience (UX) Design | 2018
Northeastern University
Master’s (MPS) in Interactive Design, Usability,
and Web Development | 2016
Bachelor’s (BFA) in Graphic Design
and Architectural History | 2013
Professional Certifications
Client & Partner Feedback
Angel Yeh
Director of Experience Design @ Salesforce
“I had the chance to work with Luis on the PayPal project, where he played a key role as a designer on my team. Luis was crucial in helping us visualize design solutions, especially when we had many unknowns or moving pieces. His ability to simplify complex challenges was invaluable. Luis shows strong leadership by guiding design discussions and supporting his teammates. He leads by example, encouraging collaboration and keeping the team focused on the project goals. His leadership is inclusive, he listens to everyone, and he steps in to help when needed. His balance of leadership and humility makes him a natural motivator.”
Valerie Helms
Principal Systems Experience Manager @ T-Mobile
“Luis embodies a true passion for creating exceptional customer experiences. What sets Luis apart is his methodical and organized approach to every aspect of his work. Even under the tightest of deadlines, he remains cool and composed, consistently delivering outstanding results. His communication style is exceptionally clear, and he has an innate ability to convey his vision effectively to both team members and stakeholders. Luis’s commitment to excellence is evident in his work. He consistently goes above and beyond expectations, producing designs and solutions that not only meet requirements but also exceed them.”
Nitesh Chawathe
User Experience Architect @ Salesforce
“Luis’s leadership abilities are remarkable. He has an innate ability to inspire and motivate his colleagues, driving them towards excellence with his vision and guidance. His dedication to fostering talent within the team has been instrumental in creating an environment conducive to growth and success. Luis’s meticulous attention to detail ensures that every aspect of his work is executed flawlessly. His proficiency in leveraging the Salesforce Platform to develop innovative solutions has consistently contributed to our success.”
Spike McCue
Senior Experience Designer @ Salesforce
“If someone said “Hey, who do you want to work with on this project?” I would pick Luis. Luis is hard working, he jumps on every available opportunity to help out. I was consistently impressed with his skill, no matter what type of task he was tackling. His design skills are good, his research skills are good, his client skills are good. Besides all that, he’s also just a pleasure to work with. Luis is someone you want on your team.”
Past Clients & Partners
