Studio index · 2026
Roberto
Perez
Design leadership for the product, the team, and the outcome.
More than ten years across product, brand, and systems. Senior Design Lead at Digital NEST, and Modesto Lead for Friends of Figma. I work with startups, nonprofits, and enterprises. I still design the screens, and I stay in the room when the direction, the stakeholders, or the team needs it.
- 25%
- Spruce sign-up conversion, winning variant
- 65%
- Faster ABM onboarding
- 50
- Athletes in A Fair Shot
- 10+
- Years in product, brand, and design leadership
Selected work
Selected work. Real constraints.
Each study is a decision, not a gallery. Product direction, brand, systems, and delivery for startups, nonprofits, and enterprises. Hover a row to preview it. Open one for the problem, the call, and what actually moved.
- 01Directing a brand with agentsBizzNEST · 2026 · Product
- 02Making AI detection readableGPTZero · 2024–2025 · Product
- 03Driving clarity and conversionSpruce · 2023 · Product
- 04Advancing equity in sportsH&R Block · 2023 · Campaign
- 05Unifying brand experienceBlock Advisors · 2023 · Product
- 06Strengthening engagement and trustUSAA · 2022 · Product
- 07Designing member-first campaignsSam’s Club · 2020–2022 · Campaign
- 08Designing for eBay’s marketplaceeBay · 2019–2020 · Campaign
- 09Streamlining enterprise operationsABM × Facebook · 2018 · Product
- 10Designing shopper engagementShopkick · 2017 · Campaign
- 11Creating immersive experiencesReel Code × Levi’s Stadium · 2016–2017 · Product
About
A lead who still makes the work.
I am Senior Design Lead at Digital NEST, and I still make the work. Product strategy, visual design, and UX, plus the work of helping a team get better. Startups through enterprise: fintech, commerce, insurance, education, and AI. That includes a decade with Digital NEST, Indy Pixels, H&R Block, USAA, Sam’s Club, eBay, ABM, Facebook, and Shopkick.
Some days the job is a screen, a system, or a brand. Some days it is what to build, who it is for, and how it helps the business. And some days it is getting engineering, marketing, a founder, or a client to leave the room agreed.
I also lead Friends of Figma in Modesto. At BizzNEST I was design lead with the associates, not above them. I mentor designers and advocate for Latinos in tech. Off the clock I am a girl dad of two. Usually out with my family looking for the next good meal, or watching a match. Soccer or football, I’m not particular.
Practice
Strategy, craft, and the team around both.
Product strategy
Start with the business problem, not only the interface. New products, and the systems that have to last after launch. User needs tied to what the organization is actually trying to change.
Craft and systems
Visual design, UX, and design systems that hold across a product, a campaign, and a brand. Interface, prototyping, accessibility, and information architecture, still made by hand.
Leadership
Design lead on collaborative teams. Critique, mentorship, and a higher standard, without taking the work away from the people doing it. Direction for the team, not only the file.
Partnership
Founders, hiring managers, engineering, and marketing. Startups, nonprofits, and enterprises. Consulting when a company needs a partner for a defined problem, not a new seat on staff.
AI in the work
Human and AI interaction, used on real projects. Agents in the design loop, and products that have to explain detection, trust, and authorship.
How it’s measured
Figma, Adobe Creative Suite, analytics, and testing. Conversion, comprehension, time saved, and whether a stakeholder can defend the decision. The tools serve the outcome.
Contact
A role, a team, or a partnership.
I’m Senior Design Lead at Digital NEST, and Modesto Lead for Friends of Figma. I’m open to design leadership roles, including Design Manager, and I consult when a startup, a nonprofit, or an enterprise needs a partner for a defined problem.