Senior Product Designer

UX/UI Designer · Design Systems Lead · Accessibility

I design end-to-end digital products and design systems with a clear focus on strategy and business impact. I get deeply involved in each initiative, combining product design and technical judgment to make decisions that drive real results and meaningful user experiences.

Professional Experience

Coppel2022 — Present

Senior Product Designer & Principal of Foundations

Headless CMS and content platforms

I defined and led the adoption of a headless CMS (Contentstack) as part of Coppel's digital platform strategy, designing content models and reusable components for landing pages.

    Rebrand and new mobile libraries (iOS & Android)

    I led the rebrand of the design system and the construction of the base mobile component library for iOS and Android.

    • 🏅 Time saved: 232,625 component instances in Figma since launch.
    • 🏅 Efficiency: ~30,900 design hours saved.
    • 🏅 Economic impact: ≈ MXN $6.7M estimated savings (MXN $218/hour).

    coppel.com frontend decoupling

    I led the redesign of coppel.com's new frontend in collaboration with the Publicis Sapient team, contributing to key architectural decisions and influencing the adoption of Next.js to improve user experience and site performance.

    🏅 Impact: resolution of 154 identified user experience frictions.

    • 🏅 Performance: the Home page loaded 40% faster (2.7s → 1.6s).
    • 🏅 Performance: the PLP improved speed by 52% (5.4s → 2.6s).
    • 🏅 Accessibility: removed 90%+ of accessibility issues in critical flows.

    eCommerce redesign — Coppel Argentina

    I led the full redesign of the eCommerce experience for Coppel Argentina, on a platform different from coppel.com, redesigning Home, PLP, PDP and Checkout.

    • 🏅 Conversion: more users completed purchases (from 10.5% to 16.6%).
    • 🏅 Payments: the payment button on desktop went from 33% to 50% interaction.
    • 🏅 Retention: initial site abandonment decreased (−7.9% bounce).

    Design System & Foundations evolution

    As Principal of Foundations and a member of the Design System core team, I led its evolution into a strategic asset, establishing governance and documentation of key decisions so that teams could scale products in a consistent, accessible, and sustainable way.

    Adoption:

    • 🏅 Variables: 6,309,325 insertions in 12 months.
    • 🏅 Styles: 2,103,896 insertions in 12 months.
    • 🏅 Impact: significant reduction in visual inconsistencies and real alignment between design and code.

    In-store digital experience (Kiosk)

    I designed the first digital kiosk in a physical store, working under accelerated timelines, validating directly with real users at the point of sale and designing the full checkout flow for a product that did not exist before.

    • 🏅 Result: foundation for new digital experiences in-store and early adoption of a common design system.

    ADHOCTI Agency2020 — 2022

    Product Designer

    Product designer at an agency, collaborating with clients, development, and business to build viable, results-oriented digital solutions.

    Level Agency2020

    UI Designer

    Visual design and interaction for e-commerce and mobile applications, applying responsive design principles and visual consistency.

    Casa Áurea2017 — Present

    Product Designer & Co-Founder

    Co-founder and responsible for Casa Áurea's digital product, combining design, business, and end-to-end execution.

    • Definition of brand and value proposition.
    • Design and development of the website.
    • Strong focus on conversion and local positioning.

    Bodegom Self Storage2013 — 2017

    Marketing Manager

    Responsible for digital strategy, SEO, and customer acquisition, building a solid foundation in business and metrics.

    Education

    Monterrey Institute of Technology and Higher Education (ITESM)

    Bachelor's Degree in Business Creation and Development

    Focused on entrepreneurship, business strategy, and decision-making to create, evaluate, and scale products and ventures.

    EF International Language Centers (Boston)

    English language and literature

    Testimonials

    Angel is extremely proactive and consistently goes above and beyond. He approaches every initiative as if it were his own business, rolling up his sleeves to ensure success. What makes Angel especially valuable is the breadth of his expertise beyond experience design. He brings strong strategic and technical thinking, challenges teams thoughtfully, and drives alignment toward real results. He has a true customer-first mindset and creates seamless, well-crafted experiences focused on solving real problems. Fully bilingual and highly collaborative, Angel is an invaluable asset to any organization.

    Betty Gonzalez

    Product Leader · Publicis Sapient