present and past experience

Sr. UX Designer & Strategy Lead

RAPP (Omnicom Group) · Dec 2024 – Present · Playa Vista, CA

I lead design-system strategy and product design for four global brands (Audi, Porsche, AT&T, and Mitsubishi Motors), running multiple tokenized brand systems in parallel across email, web, and digital advertising. (2026 case studies coming soon).

Audi design system, end to end

• Designed and documented Audi's email and digital-advertising design system, from foundations to production components

• Built a token architecture of brand primitives, semantic tokens across White, Black, and Grey background modes, and responsive Desktop and Mobile sizing tokens

• Defined a two-font strategy (Audi Type for headlines, Verdana for body copy) so emails display correctly in every email client

• Produced Foundations documentation (Typography, Colour, Size & Spacing, Layout, Iconography) bound to live Figma variables

• Converted 387 icons in 59 categories into Light/Dark variant sets bound to color tokens
  

Porsche design system, built from scratch

• Designed Porsche's email and digital-advertising system with no legacy files, structured from the start to scale without duplicate components

• Created semantic color tokens for surfaces, contrast, status, and interaction states, each paired with a hex variable for developer handoff

• Built three type scales on Porsche Next (banner ads, social, newsletter) plus spacing, radius, and effect tokens

• Delivered five standard IAB banner sizes with 5–7 layout variants each, plus social formats for 1080×1080 posts and 1080×1920 video

• Designed modular email components (Text, Image Gallery, Hero, Articles) for desktop and mobile, and set up a separate production page where campaigns like the Macan EV launch are assembled from the library
  

AT&T design system, tokenized and rebuilt

• Consolidated scattered, team-by-team libraries into one shared, token-based design system used across multiple agencies

• Mapped legacy styles and typefaces to variables, and audited and standardized 100+ atoms, components, and templates

• Designed a layered token architecture (primitives → global aliases → brand tokens → line-of-business tokens) with Light, Dark, and Blue color modes

• Built 55 responsive email modules from tokenized atoms, exporting code-ready HTML through the Emailify plugin

• Defined a design-system governance framework (intake, ownership, versioning, publishing, and accessibility standards), presented it to stakeholders, and wrote documentation to drive adoption across agencies
  

Product design and strategy

• Designed "Athena Gallery," an interactive photo and video gallery system with 15+ template variants, deployed in premium placements on The New York Times and Hearst for five Audi model launches

• Designed a full-funnel ad campaign system for Audi spanning IAB banners, animated display, Meta carousels, and rich-media units

• Ran a multi-part research program for Audi covering competitive positioning, marketing, CRM and social performance, and creative best practices, which informed the Q9/SQ9 creative platform and a 90-day launch roadmap
  

AI-native design and development

• Use Claude, Claude Code, and Codex for research synthesis, fast design exploration, and automated design-system audits

• Built "Claude for Figma," an AI plugin that connects Claude to the Figma canvas through the Anthropic API, with 13 tools that let it inspect, rename, restyle, resize, move, and create design elements from plain-language requests

• Built a JavaScript Figma plugin that batch-imports Audi vehicle imagery into per-model component sets, with automatic variant naming by side, shot, and model year

• Built an internal Audi MY26 asset directory, a web tool for browsing, previewing, and downloading model images stored on SharePoint, using AI-assisted coding ("vibe coding")
  

Key skills: Design Systems · Design Tokens · Figma Variables · Token Architecture · Design System Governance · Component Libraries · AI Product Design · AI-Assisted Design · Vibe Coding · Claude Code · Codex · Anthropic API · Figma Plugin Development · JavaScript · Accessibility · UX Research · Creative Strategy

Sr. UX/UI Designer & Manager

Herbalife International · Apr 2020 – Jul 2024 · Los Angeles, CA

I co-managed a global UX team and led design for AI-powered, enterprise, and consumer products used by Herbalife's international sales organization. View the HN Connect case study →

• Co-managed a global UX team of 10+ designers and researchers across the U.S., Mexico, and Indonesia, establishing design standards and processes

• Directed design for HN Connect, an AI-powered business app, integrating machine-learning features that increased user engagement by 160%

• Led end-to-end redesigns of a global CRM, a point-of-sale platform for desktop, web, and mobile, and a customer Support Center portal

• Scaled the Global Design System to 15+ libraries and 150+ components, partnering with engineering to improve implementation accuracy and adoption

• Based product decisions on 50+ user interviews and 500+ design reviews

Key skills: AI/ML Product Design · Design Leadership · Team Management · Enterprise UX · CRM · Point of Sale · Mobile App Design · Design Systems · User Research · Cross-Functional Collaboration

Sr. Product Designer

Kaiser Permanente (via Insight Global) · Jul 2019 – Mar 2020 · Pasadena, CA

I designed key healthcare flows in a member app redesign that won national design recognition. View the Find Doctors & Locations case study →

• Contributed to the member app and platform redesign that helped earn Fast Company's Design Company of the Year

• Owned the Find Doctors & Locations and Coverage & Costs flows, driving a 25% increase in daily users in the first quarter after launch

• Validated solutions with interactive prototypes across mobile and desktop

• Partnered with accessibility specialists to meet ADA and WCAG standards across core user journeys

Key skills: Healthcare UX · Product Design · Interaction Design · Prototyping · Accessibility (WCAG) · Mobile & Desktop Design

Product Designer III

Cisco Systems (via 1st Movement Inc.) · Oct 2018 – Jun 2019 · Pasadena, CA

I designed enterprise web experiences and research tools for Cisco's education and customer insights programs. View the Cisco Network Academy case study →

• Redesigned the Network Academy website, including its information architecture across 16+ subpages

• Designed an interactive survey for the Customer Research Portal, spanning 50+ content areas and 60+ interactions

• Contributed 30+ UI patterns and components to the shared library, with interactive prototypes for mobile and desktop

Key skills: Enterprise UX · Information Architecture · UI Design · Prototyping · Component Design

Art Director & Product Designer II

One & All Agency · Nov 2014 – Sep 2018 · Pasadena, CA

I led a cross-functional team designing websites and digital campaigns for nonprofit and enterprise clients.

• Managed a team of designers, developers, and producers, delivering campaigns on time and within budget

• Designed UX frameworks (wireframes, sitemaps, style guides, and prototypes) for websites and donation platforms

• Increased online traffic and donations by 250% across newly launched websites

Key skills: Team Leadership · UX Design · Art Direction · Wireframing · Conversion Optimization

Sr. UI/UX Designer

Warner Bros. Studios (Telepictures Productions) · Nov 2005 – Jul 2014 · Burbank, CA

I designed and built web experiences for high-traffic entertainment brands.

• Designed, built, and programmed websites and campaigns for shows including Ellen, Extra, and TMZ, across 25+ digital properties

• Built scalable web UI systems for high-traffic content and seasonal campaigns

• Partnered with Google, Samsung, Hyundai, L'Oréal, Skype, and GMC on branded campaigns

Key skills: UI Design · Web Development · Interactive Design · Brand Partnerships

Let’s Connect!

Email
rafgonzalez01@gmail.com

Resume