About
WHAT'S LUIS ALL ABOUT?
I've spent my career in the 0-to-1 trenches: startups, early products, the stage where the problem itself is still a moving target.
That's my favorite place to be: separating what feels broken from what's actually broken, then making the call. Pretty screens are a passion of mine, love building them. But knowing which one to build is the hard one.
I've worked solo and inside teams, full-stack across research, strategy, and the actual build. I've had rich data, and I've had to make smart bets with almost none. What stays consistent is the approach: ask better questions, work AI-native to move fast, and ship things that move a number instead of just looking good in a portfolio.
Right now I'm a Freelancer working on my own Agency. After years freelancing, I figured out the real lesson: chasing the next deal was the worst part of the job. I'd rather go deep inside one product and own the impact than keep selling myself. So that's where I'm headed.
it's me
Dive into my PROCESS
HOW I WORK
PLACES I'VE BEEN
Timeline
Melorance Designs
My own studio, and the spine of everything else on this list. I help startups and small businesses figure out what's actually wrong with their product, validate it fast, and ship the few changes that move a number. Years of this taught me the hard part was never the design — it was making the right call early, before anyone burns a quarter building the wrong thing.
Sep 2020 - Current
Netshow.me
Product designer on a B2B streaming SaaS — live, VOD, OTT. I spent most of my time on the OTT/VOD squad raising product quality, then helped launch a new live-streaming product for events from the ground up. I also pushed research and discovery hard internally, getting the team to anchor decisions in real customer data instead of opinion. Designing at that scale taught me to respect consistency and to make the case for why before jumping to what.
Aug 2021 - Mar 2023
Neotix
A fast-moving tech agency, lots of clients, lots of context-switching. I landed sponsorship from a major bank to run real UX research — and that work drove a measurable lift in traffic and conversion on their site. Mostly UI, usability testing, and bringing actual research process to an agency that didn't have one. Taught me to get up to speed on an unfamiliar problem fast, which turned out to be half the job.
APR 2021 - AUG 2021
Loumar
Where I learned that design lives or dies on the numbers. I worked on a ticket-sales e-commerce spin-off (Igutix) and lifted conversion on a clunky legacy product by 30%, then helped shape the digital experience for three different products from the ground up. Also did the unglamorous-but-essential stuff — negotiating ticket pricing with attractions, pitching the product journey to stakeholders to land sponsorship. This is where "make it move a metric" stopped being a slogan and became the job.
JAN 2019 - FEV 2021