# Greg Arroyo > UX Design & Leadership | Consumer & Enterprise Location: San Francisco Bay Area, United States Profile: https://flows.cv/gregarroyo I bring deep expertise in crafting user experiences across consumer and enterprise products, spanning platforms, devices, and strategic initiatives, with a focus on multimodal and generative AI interactions. I’ve led global teams at Logitech, Microsoft, and LG, driving impactful products while combining systems thinking, product, and design craft. More recently, I helped shape multimodal conversational AI at Persona AI, acquired by Luma, where I now guide product and brand design for generative AI experiences. Consumer UX/UI Expertise (15+ years) - Multimodal Conversational AI / AGI (Text, Audio, Video): Therapy, coaching, healthcare, hiring, and agent workflows - Professional Creative Tools for Generative AI: Multimodal content generation, prompting, workflows, and agent-based interaction - Platforms, Operating Systems, Design Systems, Applications, & Websites - Content discovery, sharing, & playback of music & TV media - Smart Vehicles: Navigation, operation, & entertainment systems - Home Automation & Home Theater Systems - Peripheral Device Configuration - Airline Travel Management - Amusement Park & Restaurant Queue Management - Restaurant Ordering & Reservation Apps - Restaurant & In-store POS Systems - eCommerce & Brand Websites for TV & Entertainment Enterprise UX/UI Expertise (10 years) - Over 6 years of Conversational UI - Enterprise social networks, communication, & collaboration tools for information workers - Communication, schedule, task, & resource management tools for frontline workers - Device & application management platform for IT managers - Financial & pharmaceutical eLearning applications - Federal Power Administration: internal & external websites Devices (Small to Large) - Smartwatch: 1.4” diameter circular touchscreen & three physical buttons - Mobile Phones: Touchscreen (iOS & Android) & T9 - Tablets: HP TouchPad & iPad - Smart Vehicles: Dashboard & rear-seat touchscreens - Kiosk Touchscreens - Desktop Computers: Personal & shared - Smart TVs & Set-top Boxes: Controlled by remote buttons, scroll wheel, & pointer Strategic Initiatives - Envisioning - Zero-to-One app creation - Redesign & redefine - Convergence & integrations - Scale & extend My leadership philosophy centers on building clarity in ambiguity by defining direction and creating the systems and workflows that let great design scale. I value collaboration and diverse perspectives, while maintaining a high bar for craft, judgment, and execution. The teams I build operate with both creativity and rigor, delivering high-impact work in fast-moving environments. ## Work Experience ### Design Leader @ Luma Jan 2026 – Present Joined Luma via talent acquisition from Persona AI. At Luma, a frontier AI company, I guide product and brand design strategy, develop hiring strategies and interview processes, build the design team, and shape workflows and practices. I guide the design system and shape scalable, user-centered AI experiences that integrate product functionality with brand impact. ### Founding Designer @ Persona AI Jan 2024 – Jan 2026 | San Francisco Bay Area Acquired by Luma AI Lead product design at Persona, where we built expressive, memory-capable AI agents that guide structured, emotionally intelligent conversations for medical intake, executive and organizational intake, hiring interviews, and role-play training. I defined the multi-modal interaction model and design system, partnering closely with engineering and leadership to prototype and ship core agent capabilities. My work underpins early customer pilots and the foundational frameworks shaping the Persona platform. ### UX Director & Product Designer @ UX/UI Design Leader Jan 2023 – Jan 2024 | San Francisco Bay Area Clients: BetterNow.ai, Amazon, Spirit Airlines, Lightsong Media Group, and TalentLabs.ai. BetterNow.ai - Led end-to-end design for BetterNow’s next-generation multimodal AI therapy app, shaping intuitive text, voice, and video interactions from the ground up. - Built a scalable design system that established the product’s visual language, interaction patterns, and cross-platform consistency. - Conducted competitive UX and product research to identify market opportunities and inform differentiation. - Created high-fidelity prototypes in Figma and SwiftUI to communicate vision, validate flows, and accelerate engineering execution. - Explored and shaped new AI-driven capabilities that expand what’s possible in emotional support and agent-driven conversations. - Partnered closely with the CEO, founders, engineering, and product teams to align design strategy with technical feasibility and business goals. Amazon: - Created a responsive design system and screens for Amazon Smart Vehicles. Spirit Airlines: - Enhanced the traveler experience by designing key flows for booking, manage bookings, and checking into flights. - Optimized design workflows by establishing a Figma mobile component library. Lightsong Media Group: - Designed an innovative conversational AI app, revolutionizing content discovery for marketers and empowering music creators. - Collaborated with the Head of Product to conceptualize and pitch solutions to founders, C-suite executives, and other stakeholders. - My work drove rapid experimentation, user testing, and concept validation, and was instrumental in successful fundraising activities. TalentLabs.ai: - Consulted on implementing design thinking to enhance product innovation and user experience in AI-augmented recruiting. - Provided feedback on design iterations and advised on storytelling strategies. - Ideated product solutions to streamline hiring processes, improve time-to-hire, quality-of-hire, and enhance team diversity. ### UX Director, Head of Software Platforms @ Logitech Jan 2022 – Jan 2023 | San Francisco Bay Area Managed a global team of 11 designers and 1 manager, spearheading the design initiatives for Logitech's diverse range of software platforms, including Logitech G Software, Options+, and Design Systems supporting Gaming, Streaming, and Personal Workspace devices. Instrumental in leading an initiative to envision and create a unified software platform, where I took a hands-on approach to shaping a significant aspect of the design vision while guiding and collaborating with a dedicated team of designers and product managers. Defined core priorities for the UX Platforms team and effectively aligned both internal team members and external partners to achieve these objectives. Championed the formation of a 'Cross Platforms Team,' dedicated to driving the unification of Logitech's software solutions. My role involved optimizing design practices and processes, resulting in enhanced results, expanded capabilities, and the cultivation of trusted partnerships across the organization. Deliverables: - Design strategy for aligning and converging software - Defining the roles and responsibilities of the UX Platforms team - Establishing software design processes - Developing design systems and standardizing our design tools - Developing and facilitating a culture of collaboration - Developing user-centered and results-driven design practices - Running design crits and leadership design reviews Products & Solutions: - Logitech G Software - Logitech Options and Options+ - The design systems for all gaming, streaming, and personal workstation applications - Shared components across all Logitech software - A new unified software platform supporting all of the above ### UX Director, Global Head of User Experience Design @ Logitech Jan 2022 – Jan 2022 | San Francisco Bay Area Managed a global team of 35 people consisting of 6 managers, and 29 hardware and software UX designers in 7 countries, supporting 5 business groups, while shaping the culture and careers of a dynamic UX organization. Over 6 months, I revamped the UX organization to align with emerging business needs, hiring new talent, elevating individual contributors, and transitioning some into managerial positions. I also defined a Career Development Framework outlining how the UX organization approached Career Guidance, Personal Development, Career Conversations, and Promotion Mechanics. Focus areas: - Organizational Design & UX Recruiting - Culture & Career Development - Mentorship & Career Growth - Cross-functional Collaboration ### Principal Design Manager II (Yammer & Teams) @ Microsoft Jan 2019 – Jan 2021 | San Francisco, California Managed a team of product designers and content writers, across six locations and three countries. Provided design leadership as we redesigned and redefined Microsoft Yammer, while also extending the reach of Yammers superpowers by deeply integrating into other M365 products such as Teams, Outlook, and SharePoint. The business impact has included an increase in customer love and adoption, and significant growth in Yammers’ usage and engagement metrics. My design ownership spanned multiple product focus areas including Conversations & Feeds, Corporate Communications & Events, Knowledge & Insights, Notifications, and integration into Microsoft Teams, Viva, and SharePoint. ### Principal Design Manager (StaffHub & Teams) @ Microsoft Jan 2015 – Jan 2019 | Mountain View, California Core Priorities: - Provide design direction on how to effectively execute cohesive, high-quality designs while improving the teams’ efficiency in design. - Develop and manage processes that support cross-functional alignment and stronger partnerships. - Manage a team of product designers to deliver exceptional results with an inclusive and growth mindset. Accountable for: - The design of Microsoft StaffHub from customer pilot in 2015 to general availability in Jan 2017. - The design of Microsoft StaffHub to support continued growth and development from Jan 2017 to Mar 2018. - The design convergence of Microsoft StaffHub into Microsoft Teams as a custom configuration for the Firstline Workforce, from Mar 2018 to Mar 2019. Deliverables: Design guidelines (principles, patterns, framework, styles, etc.), cross-functional collaboration guidelines, design sprint process, design critique process, delivery schedule, mobile and desktop designs, mobile architecture, marketing materials and guidance, marketing website, rebranding from Shiftr to StaffHub, convergence of StaffHub into Teams, product naming briefs, problem definitions, user stories, vision pieces, creative workshops, executive and customer pitch decks, and so much more. Products: Microsoft StaffHub is a cloud-based platform that works across mobile and desktop devices. It enables frontline workers and their managers to manage time and task, communicate with their team, share content, and connect with the corporate information workers through company-wide announcements. Microsoft Teams is a comms and collaboration tool for corporate information workers. The convergence of Microsoft StaffHub into Microsoft Teams extended the reach of Microsoft Teams into the Frontline Workforce (an estimated 2 billion people) as a customizable platform for all workers. ### Principal UX Designer, Manager & Creative Lead (webOS Platform: Wearables) @ LG Electronics Jan 2015 – Jan 2015 | San Francisco Bay Area Products: LG webOS Smart Watch 2016 Responsibilities: - Creative Lead for the Wearables Team (includes: Interaction Designers, Visual Designers, Industrial Designers, Motion Designers, Prototypers, Sr. Producer, and Sr. Product Manager) - Leading the SVL (San Francisco) and HQ (Seoul, Korea) wearables teams through the design and delivery of a webOS smart watch. Design deliverables include operating system design, application framework design, the design of 14 applications, a design style guide, and industrial design. - System Architect for a 2016 webOS smart watch. - Champion/evangelist of the design thinking and delivery process for creating products on the webOS platform. - Interaction and Visual Design Manager. ### Senior UX Design Lead (webOS Platform: Smart TV) @ LG Electronics Jan 2013 – Jan 2015 | San Francisco Bay Area Making TV Simple Again Products: LG webOS Smart TV, Design Patterns & Controls for TV, Content Discovery Apps for TV Responsibilities: - Design Lead for the Search & Discover work track. - Recognized go-to expert for design patterns and content discovery. - Led, created, and documented the design patterns for the webOS Enyo Framework for TV. - Led the design of several of the core webOS Enyo Framework Controls for TV. - Helped define and articulate the relationship between the Platform and Product teams, team roles and responsibilities, and the delivery and feedback flows for the TV Engineering and Design teams in the HQ offices in Seoul Korea and the SVL offices in San Francisco and Santa Clara, CA. - Trained the design and engineering teams in the HQ offices in Seoul Korea, the concepts of Platform vs Product, System vs Apps, Application Frameworks, and Design Patterns. - Provided UX, Design Pattern, and Content Discovery consulting to the design teams in the San Francisco, Santa Clara and Korean design centers for various TV applications. - Mentored junior designers and guided the interaction design discipline within the San Francisco, Santa Clara and Korean design centers. ### Senior Interaction Designer (webOS Platform: Tablet & Smart TV) @ HP Jan 2011 – Jan 2013 Contract > Full Time Hire > Acquired by LG Electronics Building the next generation web platform. Products: webOS TV, webOS TouchPad Acquired by: LG Electronics Responsibilities: - One of three team members to kickoff the initial webOS TV project that eventually led to the acquisition of the HP Palm / Gram webOS team by LG Electronics. - Led the design of several of the core webOS Enyo Framework Controls for TV. - Led the design of the webOS Design Patterns for TV. - Designed services and applications for an ecosystem of devices with multiple form factors. - Designed concepts and built prototypes for the webOS HP TouchPad that enabled multitasking and the ability to save and share objects (contacts, media, portions of a web page, etc). ### Senior Interaction Designer (Contractor) @ OpenPeak Jan 2011 – Jan 2011 | San Francisco, California A leading provider of multimedia touch-screen devices and device management platforms. Customers: Bank of America, Dell, Expedia, FedEx, Fidelity, Merrill Lynch, OpenPeak, Toyota Products: Advanced Device and Application Management (ADAM) Platform Responsibilities: - 4 month contract position to help design the UX and lead the development of the front-end UI for the OpenPeak, Advanced Device and Application Management (ADAM) platform as an HTML5 web based application. ### Design Technologist @ frog Jan 2008 – Jan 2011 | San Francisco, California A Global Innovation Firm. Clients: Adobe, Alcatel Lucent, AT&T, Chase Mobile Banking, Disney, frog design, Fox News, Intel, LG Home Theater, MSN, OpenTV, Toyota, Qualcomm Products: Disney Magic Band w/ Queue Management & Ordering Systems, FLO TV Automobile Integration, AT&T Mobile Share, MSN Mobile Extreme, Fox News Streaming Concepts: Interactive Car Dashboard, Home Automation Multi-Device System, Home Theater System, Multi-Device Media Consumption, Mobile Banking, Point Of Sales Responsibilities: - UX design of interactive maps and various guest and staff-facing resort and restaurant applications. - Performed intercept interviews, contextual inquiries, and simulation testing for discovery research of multiple devices (wearable, mobile, tablet, kiosk, desktop, overhead monitor) and user-operated systems. - Usability testing to guide the design and development of the user interface of mobile devices. - In-home automation research and analysis to guide the design and development of set-top box UI. - Ideation of several high-profile projects. - Designed, developed, and led Technologists in developing websites, desktop applications, mobile devices, tablets, and touchscreen kiosks. - Developed prototypes, simulations, and production-ready applications using Flash, Flash Lite, Flex, ActionScript 3, JavaScript, HTML, CSS, XML, PHP, SQL, Xcode, and Arduinos for devices such as wearables, mobile phones, touch screens for car dashboards, digital kiosks, tablets, large screen TV displays, and set-top box UI’s for home theater, home automation, and car satellite television. ### Lead Developer, Digital Innovation @ Grey Group Jan 2007 – Jan 2008 | San Francisco, California A Global Advertising and Marketing Agency. Clients: Sansa (Sandisk), Roman Meal, Nuestro Bien (WellPoint), Grey San Francisco Products: Websites (Brand, eCommerce, Informational, Service, and Portfolio) & CMS Responsibilities: - Helped define company methodology to manage process for handling all digital work. - Gathered and analyzed requirements, concepted, wire framed, and designed a Content Management System as a company product to be packaged and sold with websites. - Designed and developed interactive websites, applications, and prototypes. - Practiced an agile development process and incorporated scrums to manage progress. - Managed offshore development teams in Shanghai, China. ### Lead Designer & Developer, Emerging Technologies @ Delivery Agent Jan 2006 – Jan 2007 | San Francisco, California The Leader in Shopping Enabled Entertainment. Clients: ABC, CBS, NBC, MTV, Logo, EA, ESPN, The Simpsons, Shrek, Linkin Park, Pussycat Dolls, The Girls Next Door, The Apprentice, The Hills, UFC, SeenOn!, and many many more. Products: Shopisodes, SetTours, eCommerce Widgets Responsibilities: - Led product development by way of idea generation through R&D, concept development and testing, beta testing, market research and testing, technical implementation, and marketing support. - User experience research and analysis of social networking and entertainment websites. - Produced wire frames, mockups and functional prototypes for interactive video applications, content management systems, and other web-based applications. - Led development of web applications for tv networks, tv shows, movies, magazines, sports, and music. - Built administrative tools for easy content changes and scalability. - Implement various tracking solutions for web analysis. - Managed user experience throughout product development and within e-commerce stores. - Managed designers and developers on all projects built using Flash. - Trained and consult designers and developers in Flash and User Interface Design. ### Team Manager & Lead Flash Designer/Developer @ Vitesse Learning Jan 2005 – Jan 2006 | San Francisco, California Contract > Full Time Hire An award winning e-learning custom content provider. Clients: Abbott Laboratories, Bank of America, Johnson & Johnson, JPMorgan Chase, and many more. Products: Financial and Pharmaceutical eLearning Applications Responsibilities: - Managed an 11 person team of designers and developers located in San Francisco and Canada. - Trained team members on our production process and how to design and develop our learning applications using Flash, PHP, and HTML. - Designed, developed, and created animations for learning applications. ### Freelance Web Designer & Developer @ Dream Life Media Jan 2004 – Jan 2006 | Sacramento, California Clients: PodShow, Audio Art Studios, DJ DNA, The Benjamin’s Music Group, DJ Mixxula, and Davey D In The Morning on KSFM 102.5 Sacramento. Responsibilities: - Designed, developed, and maintained websites and embedded Flash component for music industry clients; artists, studios, and radio. ### Web Designer & Developer @ Western Area Power Administration Jan 2002 – Jan 2004 | Folsom, California Subsidiary of the Department of Energy, providing power in northern and central California, and portions of Nevada, to wholesale customers. Clients: Western Area Power Administration: Sierra Nevada Region and Power Operations Regional Training Responsibilities: - Designed, developed, coordinated, and implemented extensive Intranet and Internet programs. - Trained staff in Java development and content management solutions. ### Computer Camp Instructor @ Education Unlimited Jan 2002 – Jan 2002 Academic Summer Camps and Programs providing hands on computer experience at the University of Berkeley, CA and Stanford University, CA Clients: Students of the age 10 to 18 years old Responsibilities: - Design curriculum and teach week long courses in Java Programing, HTML Development, Web Design, Flash Design & ActionScript Development, and Photoshop. ## Education ### Bachelor of Science in Mathematics California Polytechnic State University-San Luis Obispo ## Contact & Social - LinkedIn: https://linkedin.com/in/gregarroyo - Portfolio: http://www.gregarroyo.com - Portfolio: https://gregarroyo.com/gregarroyo_resume2026_ATS_optimized.pdf --- Source: https://flows.cv/gregarroyo JSON Resume: https://flows.cv/gregarroyo/resume.json Last updated: 2026-04-13