Clear digital products, built for people
I’m Luis Rodríguez, Head of UX in Innovation and Digital Transformation at Grupo Kaufmann. For 15 years I’ve combined UX, UI, front-end and motion to design products people understand on the first try. Today, AI is part of every step of my process.
Brands I’ve designed for
- Kaufmann
- Mercedes-Benz
- La Tercera
- Jooycar
- Klap
- Banco de Chile
- BancoEstado
- Falabella
- ACHS
- Correos de Chile
Selected work
See all work
Fleet management app for individuals and companies: redesigned flows, mobile and desktop versions, a design system and a new brand.
Redesign of the subscribers’ benefits club: a new benefits search, the member’s virtual card and a mobile-first site.
Special features and custom pages for the group’s media outlets, from the editorial proposal to the HTML build.
How I work
Short cycles that repeat: understand, define, design and ship, validating early and often.
Discover
Interviews, review of current flows and competitive analysis.
AI-assisted research synthesis
Define
Journey maps, information architecture, business flows and MVP priorities.
Design
Wireframes, Figma prototypes and a design system that keeps everything consistent.
Exploring variants with AI
Ship and measure
Hand-off and support for developers, A/B testing and iteration with metrics.
Documentation and UX writing with AI
Today, at Grupo Kaufmann
Head of UX, Innovation and Digital Transformation
Since March 2023, across Chile, Peru, Colombia, Costa Rica and Panama.
Together with the Innovation and Digital Transformation lead, I design experiences and we build software for buying, selling and servicing Mercedes-Benz vehicles. We create tools for customers and internal teams that make every step simpler.
- People firstI start with research to understand customers and teams before designing.
- From insight to productI turn what we learn into flows and prototypes, then validate and iterate with metrics.
- Viable and scalableI work closely with engineering, marketing and business, on a shared design system.
- AI in the processI explore more ideas in less time and help the team adopt AI day to day.