Jorge Luis Maya
mayaibuki.com
A story of making products users love
Product designer with +20 years building for the web. Designing AI products since 2015.
I have led projects at Fortune 100 companies, been the first designer at startups and agencies, and spent four years teaching UX design to +500 designers.
Drawing on my background in industrial design, I find inspiration in vehicle design and race classic Italian motorcycles. My interest in animal welfare has motivated me to launch projects like Factory Farm Watch, Vegan Moto Club, and 31 Cats.
A quote funnel, powered by AI
Next's value proposition is AI underwriting, but the funnel to get a quote asked users to answer too many questions manually.
I shifted the strategy of the funnel from "ask", to "gather and validate". AI pulls business data from public sources, shows it back, and the user confirms or corrects. The funnel was reduced from +16 to 6 steps.
I built the funnel in code with Claude Code from the new design system, without a separate Figma file; two developers took the prototype to production. It launched two weeks later.
| Company | ERGO NEXT Insurance |
| Role | Principal Product Designer |
| Team | 1 PM, 2 developers |
| Year | 2026 |
Design system built for AI agents
After ERGO acquired Next Insurance, I was tasked with replacing the old design system and implementing it across 7 platforms. As the sole designer in this project, I rebuilt the design system from scratch, with an AI coding agent as its primary user.
I encoded intent into the system with purpose-driven names, semantic tokens, intent metadata, a 1:1 mapping from every Figma component to its code counterpart, and clearly defined guardrails, so agents can generate on-brand designs and understand the intent of each component instead of relying on a designer's experience to know how to use it.
When Figma shipped its MCP server, I brought in Claude Code and built a Generate, Refine, Critique, Verify-parity, Ship workflow. That kept Figma, Storybook, GitHub, and the live product in parity, which let the team prompt prototypes assembled from real production components.
| Company | ERGO NEXT Insurance |
| Role | Principal Product Designer |
| Team | Rotating engineering teams |
| Year | 2026 |
Changing user behavior to increase product adoption
Only 26% of paid users had adopted the new email builder after 4 years. Releasing new features had not moved adoption or satisfaction.
I mapped the resistance to behavior-change levers adapted from the Fogg model (Ability, Motivation, Prompt, Recovery) and built a phased roadmap sequenced to deliver before Black Friday.
A persona-driven narrative secured leadership buy-in and got engineering resources reallocated across teams. I shipped improvements in 4 phases that increased the adoption of our new email builder and increased user satisfaction for the first time in years.
| Company | Intuit Mailchimp |
| Role | Principal Designer |
| Team | Manager, Content, researcher, 4 dev teams |
| Year | 2024 |
Refreshing Mailchimp to improve paid activations
Mailchimp's homepage had become the place to announce every launch: +30 features, no hierarchy, and low Scroll Depth. Stakeholders asked me to add even more content to an already overloaded homepage.
Because I owned the homepage and the conversion funnel, I tested my idea that less content would convert better with A/B tests on lower-traffic pages to reduce risk.
I learned that displaying the 4 most popular features (well explained) is better than 30. One message per module, one clear CTA per section, every button leading to the pricing page. A new visual language to target new market segments: SMBs who had grown into serious professional marketers.
| Company | Intuit Mailchimp |
| Role | Principal Product Designer |
| Team | PM, Junior designer, 3 devs |
| Year | 2022 |
A semantic-token system for design and code parity
Mailchimp had a mature Figma library but no shared language with code. Designers worked in Figma, engineers maintained code separately, and every handoff needed redlines and back-and-forth on what a component meant.
While leading the homepage redesign, I set out to build a foundation that would give design-to-code parity and scale beyond Growth to every product team.
I validated components on low-traffic pages before systemizing them, then worked with engineering to introduce semantic tokens so Figma token names and meanings matched the code. I led adoption and helped run workshops to set best practices.
| Company | Intuit Mailchimp |
| Role | Principal Product Designer |
| Team | Growth team |
| Year | 2022 |
Designing the best mobile banking app from scratch
BBVA grew by acquisition, so the same bank had a different product in every country. The brief: one app that works in 18 countries but can be adapted to local features and regulation.
I defined the initial architecture, experimented and defined layouts, then helped to craft the final components and collaborated to create a new brand.
The app was awarded multiple years as the best mobile app in the world by Forrester.
| Company | BBVA |
| Role | Senior, then Lead UX Designer |
| Team | Many teams, multi-year program |
| Year | 2016 |
The first AI assistant in banking
BBVA's award-winning mobile app failed users with low digital literacy because they wanted to chat with their agent, instead of using the app, so they overloaded call centers.
I revived an idea the company had rejected, pitched it, and led design to launch: banking by conversation instead of navigation. I led user research at both ends of the digital-literacy spectrum (users in rural areas of Mexico and early adopters in Spain).
With no precedents for designing a conversational experience, we tested every two weeks, using different prototyping methods, from bodystorming and Wizard of Oz to custom code prototypes. Blue launched in 14 countries and is still a top feature; the work seeded BBVA's AI Factory, and is now powered by OpenAI.
| Company | BBVA |
| Role | Lead UX Designer |
| Team | Across 5 international offices |
| Year | 2017 |
An AI camera that edited your footage for you, in 2015
Graava was an action camera that used image recognition, microphone, motion sensor, GPS, and heart rate monitor to keep the engaging moments and drop the dull footage. I designed the hardware with an agency, and launched a new companion app.
As the only designer, I was involved in the strategic pivot of the startup from selling hardware, to software. Customers were buying the AI editing, not the camera. I designed the mobile app that brought auto-editing to the phone and shipped it with three developers in under three months.
GoPro later brought the highlight-tagging pattern I designed to its Quik app, and Google Clips launched on the same concept two years later, built by a team that included former Graava colleagues.
| Company | Graava |
| Role | Founding UX Designer |
| Team | 1 data scientist, 3 developers |
| Year | 2015 |
More selected work
Velo by East West Bank
Founding designer on a digital-only US bank for customers abroad who open accounts remotely, with no branch visit. I built the first version and the foundational design language.
Redesign of Rogers & Fido
Designed the first design system for both telecom brands at once: one shared foundation with a brand layer on top. Implemented on the phone-buying experience, the highest-revenue flows they own.
Vegan Moto Club
A production Next.js catalog of +500 vetted products, built by directing AI coding agents end to end, with no dev team. It has built a community around a small niche.
BBVA Agent
A live dashboard of syndicated loans: tranches, transactions, covenants, and waivers in one place, replacing documents chased by phone and email. Lead designer on an international team.
BBVA Bedrock
Blockchain B2B payments platform with milestone smart contracts that release funds as goods ship and clear. Led user research and validated prototypes. BBVA's investment committee funded it. A separate team turned it into a start-up and it did not reach market.
31 Cats
A motorcycle transport and trackside service for racers in the Bay Area. I founded it and designed the whole experience: a booking flow, a season calendar, and interactive pricing maps, with AI automating the back office.