# Greg Cuellar > Product design @ Carta Location: San Francisco Bay Area, United States Profile: https://flows.cv/gregcuellar I'm a design leader with 20 years of design experience. I started my career at major tech companies like Google, Nokia, and HP, but have found my passion at startups ranging from seed round to pre-IPO. My technical background and expertise in design thinking has helped me carve out a niche in operationally-complex and heavily-regulated businesses. From car ownership to homeownership and from fintech to health tech, I love making complex things simple and making people's lives better. ## Work Experience ### Design Director @ Carta Jan 2025 – Present | San Francisco Bay Area Building software to help private capital CFOs manage their funds. ### Head of Product Design, Consumer @ Ethos Jan 2024 – Jan 2025 | San Francisco Bay Area • Led a small design team that delivered 50+ experiments in 2024 that drove double-digit YoY improvements in ROAS and revenue. • Grew the design team from 2 to 5 people. • As an IC, delivered multiple high-impact projects that drove 10%+ improvement in conversion ### Head of Design @ Divvy Homes Jan 2023 – Jan 2023 | San Francisco Bay Area • Managed the design team through a period of big organizational changes with no attrition: growing the team, shifting focus from external customers to internal ones including an all-EPD reorg, and implementing a new performance-driven culture • With my fellow EPD leads, crafted a vision for a brand-new property management software suite that would allow our operators to scale the business by bringing their work out of spreadsheets into a centralized, scalable platform • Helped lead the EPD team through a research-first process to deeply understand the needs of our operators and deliver a new technology platform, leading to a 2x improvement in the ratio of number of homes that could be managed by the operations team ### Senior Design Manager @ Divvy Homes Jan 2022 – Jan 2023 | San Francisco, California, United States • Supported designers on two different product teams: our consumer team, which focused on helping Divvy customers find and close on their dream home, and our operations team, which powers our internal tools and processes • Supported the consumer team as they launched a new, more flexible path for customers to pay for their home, leading to 75% of new customers choosing this new path • As an IC, led a reimagining of our income verification and underwriting process ### Product Design Manager @ Affirm, Inc. Jan 2020 – Jan 2021 | San Francisco, California, United States • Led product design for consumer products at Affirm • The consumer product design team works on growth & activation, shopping on our marketplace, rewards & loyalty, and our banking products like savings and Debit+ • Led design strategy and execution of new products resulting in 2x YoY growth in active users and marketplace transactions • Led the implementation of our 2021 rebrand across the entire Affirm product suite, including updating our design system across all of our platforms ### Design Manager @ Shift Technologies, Inc. Jan 2019 – Jan 2020 | San Francisco Bay Area • Grew the design team from 4 to 8 people • Led the work of our holistic design team, including product design, design research, content strategy, brand and marketing design, and in-person service design • Led improvements in design operations, including the format of design critique, leveling up our pattern library and corresponding engineering component library, and formalizing design's role in both the product discovery and delivery process • Conceived of, drove alignment with leadership for, and managed delivery of a new product line that now accounts for 15% of sales • Leading company through a rebrand, including directing and synthesizing foundational research, crafting a brand strategy, and working with an agency to craft a new identity ### Product Design Lead @ Shift Technologies, Inc. Jan 2019 – Jan 2019 | San Francisco Bay Area • Partnered with product, engineering, and operational leaders to define and deliver a product strategy for car buyers • Led a cross-functional team to reduce fulfillment costs of test drives, leading to a 25% reduction in fulfillment costs ### Senior Product Designer @ Shift Technologies, Inc. Jan 2018 – Jan 2019 | San Francisco Bay Area • Partnered with product and engineering to discover bottom-of-funnel needs of car buyers, prioritize them, and deliver validated designs to solve these needs • Facilitated a design sprint and delivered final designs that ultimately led to a new test drive booking funnel that increased end-to-end purchase conversion by 20% • Improved financing application results experience for customers, leading to a 15% increase in customers who receive an approval for financing ### Senior Product Designer @ Stride Health Jan 2016 – Jan 2018 | San Francisco • Led design for Stride Tax, a mileage and expense tracking app for freelancers and independent workers (both for iPhone and Android) • Designed a new Android app from the ground up to double our market penetration • Revamped the iPhone app to improve usability and match brand standards • Conceived, designed, and shipped a variety of user-driven features that increased our NPS from 60 to 80+ • Increased our weekly active user base by 5x ### Design Director @ Samba TV Jan 2013 – Jan 2016 | San Francisco • Led all product design, communication design, and company branding for mobile, web, and TV • Built design team from 1 to 4 people • Planned product demos and overall presence for major conferences with over $100,000 budget, leading to over $1m in revenue ### Designer @ Luvocracy Jan 2012 – Jan 2013 • Helped define core Luvocracy product • Designed and executed multiple features to increase usage and retention • Led team to design and launch an iPhone app that increased engagement by 3x and was featured in the Apple App Store ### Interaction Designer @ Palm Jan 2011 – Jan 2012 • Led UX design on several core webOS apps for phone & tablet • Helped explore and define future of webOS for TV ### User Experience Designer @ Nokia Jan 2008 – Jan 2011 • Created wireframes, flows, and specifications for gaming & productivity apps for mobile and web ### User Experience Research Intern @ Nokia Jan 2007 – Jan 2008 • Designed, ran, and published studies on cutting-edge computer vision applications ### Research Assistant @ Stanford Persuasive Technology Lab Jan 2004 – Jan 2006 • Designed and implemented an application that studied how mobile devices can influence people's attitudes and behaviors about reading • Led the team and coordinated efforts for several research projects (included running studies, submitting a grant, and writing research papers) ### Mobile Engineering Intern @ Google Jan 2005 – Jan 2005 • Spent my summer learning from top-notch mobile engineers in the pre-iPhone era. In fact, this was the same summer that Google acquired Android, kicking off a mobile revolution at Google. • Designed and implemented an end-to-end prototype of a Google product in Flash Lite ## Education ### B.S. in Computer Science Stanford University ### M.A. in Communication Stanford University ## Contact & Social - LinkedIn: https://linkedin.com/in/gregorycuellar - Portfolio: http://www.gregorycuellar.com --- Source: https://flows.cv/gregcuellar JSON Resume: https://flows.cv/gregcuellar/resume.json Last updated: 2026-04-13