I design, build and lead.
From concept to Design Org.
I design, build and lead. From concept to Design Org.
I help startups at every stage scale and mature their design organizations. I'm also an expert product designer, fluent in every major design tool, who ships working products with AI. Shaped by Amazon, Microsoft and SAP, I build teams that turn customer obsession into revenue, retention and growth.
I help startups at every stage scale and mature their design organizations. I'm also an expert product designer, fluent in every major design tool, who ships working products with AI. Shaped by Amazon, Microsoft and SAP, I build teams that turn customer obsession into revenue, retention and growth.
Work history
Delivering measurable results
800%
800%
Enabled exponential revenue growth at Pacaso by defining the end-to-end user experience, aligning product strategy with aggressive expansion goals.
800%
800%
Enabled exponential revenue growth at Pacaso by defining the end-to-end user experience, aligning product strategy with aggressive expansion goals.
315M
315M
Led the store experience behind Amazon Prime Video's biggest redesign in years, addressing long-standing customer pain points for 315 million monthly viewers.
315M
315M
Led the store experience behind Amazon Prime Video's biggest redesign in years, addressing long-standing customer pain points for 315 million monthly viewers.
315M
315M
Led the store experience behind Amazon Prime Video's biggest redesign in years, addressing long-standing customer pain points for 315 million monthly viewers.
24%
24%
At Lakeview, I drove a 24% increase in loan originations by transforming a "captive audience" platform into a high-engagement digital ecosystem.
24%
24%
At Lakeview, I drove a 24% increase in loan originations by transforming a "captive audience" platform into a high-engagement digital ecosystem.
24%
24%
At Lakeview, I drove a 24% increase in loan originations by transforming a "captive audience" platform into a high-engagement digital ecosystem.
5X
5X
Oversaw HELOAN product strategy and implementation at Lakeview, driving 5x growth and >50% of originations within 6 months of launch.
5X
5X
Oversaw HELOAN product strategy and implementation at Lakeview, driving 5x growth and >50% of originations within 6 months of launch.
I don’t just design products. I design the organizations that make them possible.
I move Design from a reactive production service to a core strategic pillar—elevating design maturity so that human impact becomes the primary driver of business value.
I don’t just design products. I design the organizations that make them possible.
I move Design from a reactive production service to a core strategic pillar—elevating design maturity so that human impact becomes the primary driver of business value.
My work
My leadership framework
Beyond the case studies
Discover the unique trajectory behind my approach to leadership—from my origin story to my six operating tenets—all rooted in a lifelong dedication to people, wisdom, and an unwavering commitment to craft.
Beyond the case studies
Discover the unique trajectory behind my approach to leadership—from my origin story to my six operating tenets—all rooted in a lifelong dedication to people, wisdom, and an unwavering commitment to craft.
What my co-workers say
Gustavo Melo
SVP, Head of Product
"Alex was my first UX hire at Lakeview/Fastlane, and he set the standard for what I wanted the function to be. He built an effective team while also operating hands-on at a principal level, consistently producing high-quality work while cutting through noise to focus the team on what actually mattered. What I valued most was his maturity — Alex would push back hard when he saw a better path, then commit fully to the decision once it was made, whether it went his way or not. That combination of craft, collaboration, and level-headedness earned my trust that he could lead UX for the organization, and made him someone the entire product and engineering org trusted and wanted to work with."
Rocío Romero Goldar
User Experience Researcher
"I had the pleasure of working with Alex as Head of UX for several years, and still it was a great experience. He combines deep UX knowledge with an exceptional eye for UI design and detail, consistently elevating the quality of our work and the products we delivered. As a leader, he genuinely cares about his team. He actively listens to different perspectives and creates an environment where people feel heard, supported, and challenged in the right ways. His leadership style made collaboration easy and motivating..."
Grant Szalay
Design Systems
"Alex comes with the highest recommendation I could give. He's incredibly passionate about all things design, from pixel perfection to the teammates he manages. Alex is a mentor, a humble leader, and a deep thinker. At Pacaso, Alex built an incredible design team, drove UX to achieve amazingly successful business outcomes, and constantly raised the bar for the team. On a personal level, Alex invests in his people. He has a heart, a head, and I'd be tremendously grateful to work with him again."
Doug Anderson
Chief Product Officer
"Alex is an amazingly talented design leader who taught me more about the Design practice than I had learned in my entire 20-year career. During his time at Pacaso, Alex established, grew, and managed a highly collaborative and effective design team. I have no doubt that Alex will raise the level of the next team he leads. Hopefully, our paths will cross again soon."
Dan Pinciotti
Sr. Director of Engineering
"Alex and I worked together in two different capacities during his time at Pacaso. First as ICs, and then later as people leader. Alex brought many strengths to the team: creativity, empathy, and a passion for user experience. One theme in particular shined through the entire time: adaptability. Alex is a fantastic collaborator and team player. As an individual contributor, he mastered the development process alongside engineering and other teams, building a great product along with strong relationships. As a manager, he worked together to optimize our respective team handover..."
Emily Cowen
VP of Product
"Alex has been essential to product design at Pacaso. His ability to navigate complex design challenges has improved our user experience across the board. From internal operations to owner- and guest-facing features, Alex is a passionate design advocate and detail-oriented leader who has left a lasting impact on our team."
What my co-workers say
Gustavo Melo
SVP, Head of Product
"Alex was my first UX hire at Lakeview/Fastlane, and he set the standard for what I wanted the function to be. He built an effective team while also operating hands-on at a principal level, consistently producing high-quality work while cutting through noise to focus the team on what actually mattered. What I valued most was his maturity — Alex would push back hard when he saw a better path, then commit fully to the decision once it was made, whether it went his way or not. That combination of craft, collaboration, and level-headedness earned my trust that he could lead UX for the organization, and made him someone the entire product and engineering org trusted and wanted to work with."
Rocío Romero Goldar
User Experience Researcher
"I had the pleasure of working with Alex as Head of UX for several years, and still it was a great experience. He combines deep UX knowledge with an exceptional eye for UI design and detail, consistently elevating the quality of our work and the products we delivered. As a leader, he genuinely cares about his team. He actively listens to different perspectives and creates an environment where people feel heard, supported, and challenged in the right ways. His leadership style made collaboration easy and motivating..."
Grant Szalay
Design Systems
"Alex comes with the highest recommendation I could give. He's incredibly passionate about all things design, from pixel perfection to the teammates he manages. Alex is a mentor, a humble leader, and a deep thinker. At Pacaso, Alex built an incredible design team, drove UX to achieve amazingly successful business outcomes, and constantly raised the bar for the team. On a personal level, Alex invests in his people. He has a heart, a head, and I'd be tremendously grateful to work with him again."
Doug Anderson
Chief Product Officer
"Alex is an amazingly talented design leader who taught me more about the Design practice than I had learned in my entire 20-year career. During his time at Pacaso, Alex established, grew, and managed a highly collaborative and effective design team. I have no doubt that Alex will raise the level of the next team he leads. Hopefully, our paths will cross again soon."
Dan Pinciotti
Sr. Director of Engineering
"Alex and I worked together in two different capacities during his time at Pacaso. First as ICs, and then later as people leader. Alex brought many strengths to the team: creativity, empathy, and a passion for user experience. One theme in particular shined through the entire time: adaptability. Alex is a fantastic collaborator and team player. As an individual contributor, he mastered the development process alongside engineering and other teams, building a great product along with strong relationships. As a manager, he worked together to optimize our respective team handover..."
Emily Cowen
VP of Product
"Alex has been essential to product design at Pacaso. His ability to navigate complex design challenges has improved our user experience across the board. From internal operations to owner- and guest-facing features, Alex is a passionate design advocate and detail-oriented leader who has left a lasting impact on our team."
What my co-workers say
Rocío Romero Goldar
User Experience Researcher
"I had the pleasure of working with Alex as Head of UX for several years, and still it was a great experience. He combines deep UX knowledge with an exceptional eye for UI design and detail, consistently elevating the quality of our work and the products we delivered. As a leader, he genuinely cares about his team. He actively listens to different perspectives and creates an environment where people feel heard, supported, and challenged in the right ways. His leadership style made collaboration easy and motivating..."
Grant Szalay
Design Systems
"Alex comes with the highest recommendation I could give. He's incredibly passionate about all things design, from pixel perfection to the teammates he manages. Alex is a mentor, a humble leader, and a deep thinker. At Pacaso, Alex built an incredible design team, drove UX to achieve amazingly successful business outcomes, and constantly raised the bar for the team. On a personal level, Alex invests in his people. He has a heart, a head, and I'd be tremendously grateful to work with him again."
Doug Anderson
Chief Product Officer
"Alex is an amazingly talented design leader who taught me more about the Design practice than I had learned in my entire 20-year career. During his time at Pacaso, Alex established, grew, and managed a highly collaborative and effective design team. I have no doubt that Alex will raise the level of the next team he leads. Hopefully, our paths will cross again soon."
Dan Pinciotti
Sr. Director of Engineering
"Alex and I worked together in two different capacities during his time at Pacaso. First as ICs, and then later as people leader. Alex brought many strengths to the team: creativity, empathy, and a passion for user experience. One theme in particular shined through the entire time: adaptability. Alex is a fantastic collaborator and team player. As an individual contributor, he mastered the development process alongside engineering and other teams, building a great product along with strong relationships. As a manager, he worked together to optimize our respective team handover..."
Emily Cowen
VP of Product
"Alex has been essential to product design at Pacaso. His ability to navigate complex design challenges has improved our user experience across the board. From internal operations to owner- and guest-facing features, Alex is a passionate design advocate and detail-oriented leader who has left a lasting impact on our team."
Rocío Romero Goldar
User Experience Researcher
"I had the pleasure of working with Alex as Head of UX for several years, and still it was a great experience. He combines deep UX knowledge with an exceptional eye for UI design and detail, consistently elevating the quality of our work and the products we delivered. As a leader, he genuinely cares about his team. He actively listens to different perspectives and creates an environment where people feel heard, supported, and challenged in the right ways. His leadership style made collaboration easy and motivating..."
Grant Szalay
Design Systems
"Alex comes with the highest recommendation I could give. He's incredibly passionate about all things design, from pixel perfection to the teammates he manages. Alex is a mentor, a humble leader, and a deep thinker. At Pacaso, Alex built an incredible design team, drove UX to achieve amazingly successful business outcomes, and constantly raised the bar for the team. On a personal level, Alex invests in his people. He has a heart, a head, and I'd be tremendously grateful to work with him again."
Doug Anderson
Chief Product Officer
"Alex is an amazingly talented design leader who taught me more about the Design practice than I had learned in my entire 20-year career. During his time at Pacaso, Alex established, grew, and managed a highly collaborative and effective design team. I have no doubt that Alex will raise the level of the next team he leads. Hopefully, our paths will cross again soon."
Dan Pinciotti
Sr. Director of Engineering
"Alex and I worked together in two different capacities during his time at Pacaso. First as ICs, and then later as people leader. Alex brought many strengths to the team: creativity, empathy, and a passion for user experience. One theme in particular shined through the entire time: adaptability. Alex is a fantastic collaborator and team player. As an individual contributor, he mastered the development process alongside engineering and other teams, building a great product along with strong relationships. As a manager, he worked together to optimize our respective team handover..."
Emily Cowen
VP of Product
"Alex has been essential to product design at Pacaso. His ability to navigate complex design challenges has improved our user experience across the board. From internal operations to owner- and guest-facing features, Alex is a passionate design advocate and detail-oriented leader who has left a lasting impact on our team."
Rocío Romero Goldar
User Experience Researcher
"I had the pleasure of working with Alex as Head of UX for several years, and still it was a great experience. He combines deep UX knowledge with an exceptional eye for UI design and detail, consistently elevating the quality of our work and the products we delivered. As a leader, he genuinely cares about his team. He actively listens to different perspectives and creates an environment where people feel heard, supported, and challenged in the right ways. His leadership style made collaboration easy and motivating..."
Grant Szalay
Design Systems
"Alex comes with the highest recommendation I could give. He's incredibly passionate about all things design, from pixel perfection to the teammates he manages. Alex is a mentor, a humble leader, and a deep thinker. At Pacaso, Alex built an incredible design team, drove UX to achieve amazingly successful business outcomes, and constantly raised the bar for the team. On a personal level, Alex invests in his people. He has a heart, a head, and I'd be tremendously grateful to work with him again."
Doug Anderson
Chief Product Officer
"Alex is an amazingly talented design leader who taught me more about the Design practice than I had learned in my entire 20-year career. During his time at Pacaso, Alex established, grew, and managed a highly collaborative and effective design team. I have no doubt that Alex will raise the level of the next team he leads. Hopefully, our paths will cross again soon."
Dan Pinciotti
Sr. Director of Engineering
"Alex and I worked together in two different capacities during his time at Pacaso. First as ICs, and then later as people leader. Alex brought many strengths to the team: creativity, empathy, and a passion for user experience. One theme in particular shined through the entire time: adaptability. Alex is a fantastic collaborator and team player. As an individual contributor, he mastered the development process alongside engineering and other teams, building a great product along with strong relationships. As a manager, he worked together to optimize our respective team handover..."
Emily Cowen
VP of Product
"Alex has been essential to product design at Pacaso. His ability to navigate complex design challenges has improved our user experience across the board. From internal operations to owner- and guest-facing features, Alex is a passionate design advocate and detail-oriented leader who has left a lasting impact on our team."
Rocío Romero Goldar
User Experience Researcher
"I had the pleasure of working with Alex as Head of UX for several years, and still it was a great experience. He combines deep UX knowledge with an exceptional eye for UI design and detail, consistently elevating the quality of our work and the products we delivered. As a leader, he genuinely cares about his team. He actively listens to different perspectives and creates an environment where people feel heard, supported, and challenged in the right ways. His leadership style made collaboration easy and motivating..."
Grant Szalay
Design Systems
"Alex comes with the highest recommendation I could give. He's incredibly passionate about all things design, from pixel perfection to the teammates he manages. Alex is a mentor, a humble leader, and a deep thinker. At Pacaso, Alex built an incredible design team, drove UX to achieve amazingly successful business outcomes, and constantly raised the bar for the team. On a personal level, Alex invests in his people. He has a heart, a head, and I'd be tremendously grateful to work with him again."
Doug Anderson
Chief Product Officer
"Alex is an amazingly talented design leader who taught me more about the Design practice than I had learned in my entire 20-year career. During his time at Pacaso, Alex established, grew, and managed a highly collaborative and effective design team. I have no doubt that Alex will raise the level of the next team he leads. Hopefully, our paths will cross again soon."
Dan Pinciotti
Sr. Director of Engineering
"Alex and I worked together in two different capacities during his time at Pacaso. First as ICs, and then later as people leader. Alex brought many strengths to the team: creativity, empathy, and a passion for user experience. One theme in particular shined through the entire time: adaptability. Alex is a fantastic collaborator and team player. As an individual contributor, he mastered the development process alongside engineering and other teams, building a great product along with strong relationships. As a manager, he worked together to optimize our respective team handover..."
Emily Cowen
VP of Product
"Alex has been essential to product design at Pacaso. His ability to navigate complex design challenges has improved our user experience across the board. From internal operations to owner- and guest-facing features, Alex is a passionate design advocate and detail-oriented leader who has left a lasting impact on our team."
Available for Work
I build design teams that ship impactful products.
Available for Work
I build design teams that ship impactful products.
Available for Work