Resume
Product Designer with 20+ years building for the web,
based in San Francisco, CA
About me
Product designer who takes a product problem before it is well defined and owns it through to shipped code. He has been writing code since he was a teenager, builds with Claude Code now, and works with engineers in their own tools.
His work spans product strategy, visual design, branding, design systems, prototyping, workshop facilitation, leading small teams, and stakeholder alignment. He runs user interviews, has kept design quality steady through three acquisitions, and has trained 500+ designers.
Maya has worked with startups, agencies, and Fortune 100 companies designing both consumer and enterprise products. Trained in industrial design, he draws inspiration from vehicle design, and races classic Italian motorcycles.
Experience
Principal Product Designer
Rebuilt the design system and ran a full rebrand across 7 platforms as the sole designer, working across 3 engineering teams, in under 6 months, building the new Design System as an API for AI coding agents. Semantic tokens, intent metadata, and design-to-code parity that cut landing-page build time from 3–7 days to under a day.
Redesigned the AI instant-quote funnel from 16 steps to 6, lifting conversion 7%, and introduced a Claude Code and Figma MCP workflow that is now standard at the company. ARR grew 50% year over year during this time.
Principal Product Designer
Redesigned the home page on the Growth team, driving 45% more traffic to pricing page and 4% more paid activation in a single month while cutting the page's length by 75%.
Led adoption of a semantic-token design system that gave Mailchimp design-to-code parity for the first time, with full org-wide adoption in 8 months, and moved the new email builder from 26% to roughly 55% adoption by Black Friday with a behavior-change migration roadmap that reallocated engineering resources across multiple product teams, beyond my own.
Lead UX Designer
Founding product designer on Velo by East West Bank, a digital bank for expats that is still live and profitable years later, and built the first design systems for Rogers and Fido in parallel.
Co-designed Morgan Stanley's advisor dashboard for speed and performance, validated directly with the advisors who used it, and directed digital-transformation work by defining design systems and scalable processes.
Supported the digital transformation of Rogers and Fido in Canada, by launching their Design system and releasing a new phone/plan purchase experience that is still live to this day.
Senior Product Designer
Led the design phase for client pitches, including the growth strategy for Dolby.com, delivering user research, personas, wireframes, and visual designs.
Contributed to a $3M increase in new client revenue within 90 days by executing the work and presenting it to clients.
Lead Product Designer
Redesigned BBVA's personal banking desktop and mobile app across 18 countries, where the App Store rating climbed from 1.8 to 4.8 and Forrester ranked it the best banking app in the world three years running.
Designed and launched Blue, the first AI assistant in banking (2017), cutting customer-service wait times from about seven minutes to under one. Also introduced blockchain-based products managing billions of dollars.
Improved the organization’s design process by championing lean research, which drove faster decisions and iterations, and put design systems in place that strengthened collaboration and mentoring across five countries.
Founding UX Designer
Defined the UX for the first AI-powered action camera, with automatic video editing and a companion mobile app shipped solo in under three months.
Created the moment-flagging interaction pattern later adopted by competitors, including GoPro and Insta360.
UX Designer
Designed the purchase flow for the Root Touch-Up Powder, the company's best-selling product at the time.
Graphic Designer
Sole in-house designer for national ad campaigns, including Salesforce, at a funded ad-tech startup.
Founder (part-time)
Launched a logistics and on-site track assistance service for motorcycle racing events in Northern California, helping racers get to the track hassle-free with a 100% of User Satisfaction and Repeat Customer Rate.
Co-founder and Web Designer
Designed and developed South America’s first sex-positive magazine and e-commerce platform, selling thousands of previously unavailable products in Colombia and reaching five million readers.
Established a progressive and inclusive community, incubating some of Colombia’s leading feminist journalists and promoting a non-judgmental discourse.
Lead Design Instructor (part-time)
Achieved a 4.7/5 rating from students for effectively instructing hundreds of adults in design thinking and UX methodologies.
Mentored new instructors and helped students secure roles at top tech companies like Google, Apple, and Microsoft.
Education
Product Design (Industrial Design)
Universidad de los Andes, Colombia. 2007 – 2012.
Communication Design (Graphic Design)
Universidad de los Andes, Colombia. 2007 – 2012.
Project Management
UC Berkeley, Berkeley, CA. 2012 – 2014.
Curious about the full story?
Schedule a call and I'll walk you through my portfolio
kindxdesign@gmail.com
Let’s talk about your project, product design, or whatever is in your mind