Design that moves
people, and markets follow.

I'm Jesús González, a strategic designer and AI practitioner with 13+ years building digital products at global scale. I turn complex problems into experiences people actually want to use.

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9M+
Users across platforms
27
Countries in scope
13yr
Enterprise experience
+10%
Revenue lift via UX
01

Strategic design
meets AI

I'm a UX/UI Manager and design systems thinker currently leading design, CX, and research across Liberty Latin America, one of the region's largest telecom operators, spanning 27 countries.

My work sits at the intersection of business strategy, user psychology, and AI-first workflows. I don't just design interfaces. I architect the conditions that make good design decisions inevitable across organizations.

Outside my day role, I run Jerag Studio, a design strategy consultancy, and co-founded SOVA, an AI listening tool that helps in-store sales agents capture client intent, auto-fill forms, and surface recommendations in real time.

I believe the next competitive edge in design isn't craft. It's the ability to integrate AI into the design and research process faster than anyone else. That's where I'm building.

Currently
UX/UI Manager · Liberty Latin America
Based in
Panamá City, Panamá · EST/CST timezone
Looking for
Head of Design · UX Director · Senior remote roles
Industries
Fintech · Payments · B2B SaaS · Telecom
Languages
Spanish (native) · English (professional)
Ventures
Jerag Studio · SOVA AI
02

Selected
work

Liberty Latin America · 4 OpCos · 2022–2025

Redesigning payments
for 27 countries

Led a 3-designer team to rebuild the mobile payment experience across 4 operating companies. Saved payment methods, contextual dynamic CTAs tied to each client's billing cycle and account balance, a clearer bill history with readable line items and payment statuses, and a unified design system making all four apps feel like one product.

+10% Conversion across all 4 apps
4 OpCos · one design system
3 Designers led and coached
Mobile-first UX Design Systems Payments Team Leadership
↗
The problem
Four operating companies with fragmented, inconsistent payment flows. Clients could not understand their bill, did not know what they owed or why, and had no clear path to pay. Each OpCo had its own design language with no shared foundation, making maintenance expensive and the experience inconsistent across markets.
My role
Design lead and team coach. Led and mentored 3 designers end-to-end: user research, journey mapping, interaction design, and full prototype delivery. Designed the contextual CTA logic tied to each user's billing cycle and balance, saved payment method flows, and the bill history system. Also led the creation of the complete design system shared across all 4 OpCos.
What we built
A mobile-first payment experience with dynamic CTAs that adapt to where each client is in their billing period and their account balance. Saved payment methods, a redesigned bill history with readable line items and clear payment statuses, and a cohesive scalable design system covering all components across iOS, Android, and web for all 4 companies.
Liberty Puerto Rico · Super App · 2023–2024

From normal app
to super app

Led the full rearchitecture of a transactional telecom app into a super app platform. Redefined the product strategy and information architecture to hold entertainment, video streaming, a digital wallet, a marketplace, an LLM-based agentic assistant, full service management, and a new open user model accepting non-clients to expand reach and acquisition opportunities.

1M+ Client base · Puerto Rico
+73.8K Weekly active users gained
+5% WAU growth post-launch
Product Strategy IA & Architecture AI / LLM Super App
↗
The problem
The existing app was narrowly transactional: pay a bill, check data. It had no strategic value beyond basic self-service and no ability to grow beyond the existing client base. The business needed a platform that could engage users, generate new revenue streams, and compete with broader digital ecosystems.
My role
Lead UX strategist and experience architect. Defined the new product vision and IA from scratch. Mapped the full ecosystem of features across entertainment, wallet, marketplace, service management, and the LLM-powered agentic assistant. Led design across iOS and Android and introduced the open user model that extends the app beyond existing telco clients.
What we built
A redesigned mobile experience with simplified navigation, proactive notifications, one-tap payment flows, and an AI-assisted troubleshooting layer. WAU grew 5% within the first quarter post-launch.
SOVA · AI Venture · 2024–Present

Protecting the thing that
sells best: human connection

In a world going increasingly digital, the most powerful thing in a sale is still a sincere conversation. SOVA quietly sits in the background during live agent-client interactions, handling all the data capture so the agent can stay fully present. No typing. No distraction. Just connection.

20 min Saved per interaction
+2 Extra sales per agent per day
0→1 Full product design
AI Product Design 0-to-1 Founder Conversational UX
↗
The problem
When an agent is typing into a form, they stop listening. That moment of disconnection is where the sale is lost and where the relationship begins to feel transactional. The client notices. The data captured is incomplete. The recommendation that follows is generic. SOVA was designed around one belief: the most valuable thing in a sales interaction is the human connection, and technology should protect it, not compete with it.
My role
Co-founder and Head of Product Design. Originated the product concept from a human-centered insight rather than a technology one. Designed the full UX architecture, the ambient listening interface, and the agent-facing recommendation layer. Defined the interaction principles that keep SOVA invisible during conversation and surfaced only when the agent needs it. Led end-to-end design from first sketch to working prototype.
What we built
An ambient AI layer that listens to live conversations, extracts structured data in real time, auto-fills CRM fields, and surfaces recommendations without interrupting the agent-client dynamic. Designed to feel invisible. Until it isn't.
03

How I
think

01 /
Outcomes
before outputs
I measure design success in business metrics: conversion rates, retention, revenue impact. Not deliverable counts. Every pixel has to justify itself with a "so what."
02 /
Complexity
made simple
Financial products are inherently complex. My job is to absorb that complexity so users don't have to, making the hard things feel effortless without hiding what matters.
03 /
AI as
design infrastructure
I've built AI workflows into research synthesis, content generation, prototyping, and team governance. Not as a gimmick, but as a structural advantage that scales the team's capacity.
04 /
Design that
survives politics
Great design dies in organizations that don't trust it. I invest heavily in stakeholder communication, executive storytelling, and building design credibility from the inside out.
05 /
Systems over
screens
I think in design systems, service blueprints, and experience architecture. Not individual screens. Products that scale are designed at the system level first.
06 /
Evidence
then intuition
I use research and data to reduce the risk of being wrong, then rely on design judgment to make the call. Both matter. Neither alone is enough.

Let's build
something
real.

I'm currently exploring senior design leadership opportunities: fully remote, fintech, payments, or B2B SaaS. If you're building something ambitious and need someone who can lead design strategy and ship, let's talk.

Send me a message →
@ jerag26@gmail.com ↗ in linkedin.com/in/jesusrgonzalez ↗