# Joana Koiller > Design Leadership. Previously at Luxury Presence, Airbnb, Expa Location: San Francisco, California, United States Profile: https://flows.cv/joanakoiller I’m a design leader with 18+ years of experience, blending branding, creative direction, and product design to drive impact and innovation. I’ve worked across SaaS and consumer products, spanning seed-stage startups to pre-IPO companies. Over the years, I’ve built and scaled a 20+ design organization from the ground up, while also staying hands-on in the design process and craft, which continues to inspire me. Outside of work, you’ll find me outdoors—rock climbing, skiing, and exploring with my husband and kids. ## Work Experience ### Head of Design @ Collate Jan 2025 – Present | San Francisco Bay Area ### VP of Design @ Luxury Presence Jan 2020 – Jan 2025 Building the next generation of real estate software for the world’s most successful real estate entrepreneurs. • Built and scaled the Design organization from the ground up—from a single in-house designer to a team of 20+ across Product Design, Brand & Marketing, and Creative Studio. • Contributed to 10x growth in ARR, customer base, and company size. • Reported directly to the CEO and served on the Executive Team, driving a design-led culture across the organization. ### Design Manager @ Airbnb Jan 2018 – Jan 2020 ### Experience Design Lead @ Airbnb Jan 2018 – Jan 2020 | San Francisco Bay Area ### Design Consultant @ Self. Jan 2017 – Jan 2020 | San Francisco Bay Area I had the opportunity to work as a contract designer for a range of companies and projects. Companies I worked for include: Airbnb, Zappos, Sitka, Sphere, Suzanne Lovell Inc., Henryia, and more. ### Experience Designer (Contract) @ Airbnb Jan 2017 – Jan 2017 ### Lead Product Designer / Spot @ Expa Jan 2015 – Jan 2016 | San Francisco Bay Area Spot is an app for travel and local discovery, centered around recommendations from your network of friends and trusted experts. Spot was started at Expa, a startup studio founded by Garrett Camp. As their first design hire I was responsible for all things design at Spot — from the brand, to the product design for the iOS app and website, to all marketing materials. A few highlights: • Responsible for the holistic design; from concept to launch • Paired with product manager and research team to devise and run user testing throughout feature development • Developed the brand guidelines and component library • Worked collaboratively with my product, engineering, and content counterparts to get feedback and iterate on design ### Senior Product Designer @ One Kings Lane Jan 2014 – Jan 2015 One Kings Lane’s mission is to provide daily inspiration and access to a fresh collection of curated home goods. I led the design vision for the consumer web experience, mentored junior designers, and worked directly with the Chief Product Officer in defining the product roadmap and strategy. A few highlights: • Reported directly to CPO • Worked with CPO and defining a strategic framework for the user experience, which led to a revision of the information architecture of the core consumer product website • Advocated for and helped move the website into a responsive framework • Mentored associate designers • Led hiring efforts for the product design team ### Product Designer @ One Kings Lane Jan 2013 – Jan 2014 | San Francisco Bay Area I joined One Kings Lane as the company was shifting its business model from a flash sale site to a lifestyle e-commerce brand. I worked with a small and agile cross-functional team to overhaul the main pages of the site as well as in concepting and testing new features that catered to this new vision. A few highlights: • Worked in a cross-functional team in the key initiatives for the core consumer facing product, including: redesigning the event details page, search, category based shopping, homepage • Collaborated with user research in running usability tests • Worked closely with PMs and engineering teams in typical scrum team setting ### Co-Founder, Chief Product Officer @ Rewinery Jan 2012 – Jan 2013 | San Francisco Rewinery combines a curated wine selection with immediate delivery. I was responsible for the product and design vision and execution and helped streamline business operations. I led a team of 5 developers from concept to launch (in less than 2 months) of our MVP site and app, as well as through multiple design and feature iterations post launch. Although we were running on a bootstrapped budget, Rewinery amassed a cult following in San Francisco and was written up in multiple publications, including TechCrunch and the New York Times. A few highlights: • Created brand identity and brand strategy • Conceptualized the product and developed user experience and interaction for web and mobile platform • Developed marketing materials and visual pieces, including illustrations, photography and copy-writing • Assisted in operations, financial models and business development • Worked directly with development team, providing specifications and detailing product releases • Conducted tests with users that led to constant product iteration, following lean principles • Managed design and operations team ### Product Designer @ Kleintech Jan 2009 – Jan 2011 Kleintech was a Brazilian startup focused on bringing in social aspects to e-commerce. I worked directly with the CEO from concept to launch in developing Frugar, a network for creating product lists, and Tastejive, a site and app for sharing wine reviews. A few highlights: • Worked directly with CEO from ideation to launch of two consumer web products • Developed brand identity and marketing materials • Worked with a small team of designers to develop UI/UX for web and mobile applications • Conducted usability testing that led to product iterations • Provided design specifications to development team • Worked in an Agile environment ### Designer @ Base Design Jan 2006 – Jan 2009 Base is a boutique design agency focused on branding and graphic design. I worked with a range of clients in various industries such as fashion houses, educational institutions and multi-national corporations. A few highlights: • Part of a multidisciplinary team of designers, art directors and copywriters • Developed brand identities for a variety of clients and industries, from fashion to restaurants to education to corporate • Handled projects from start to finish: from first client meeting to overseeing production • Created designs for a variety of applications: from books to packaging to websites ### Student Assistant for Photography I and II Courses @ Esdi Jan 2005 – Jan 2005 • TA for photography classes for 1st and 2nd year students at the University. • Assisted professor with the coursework and in analyzing and grading student assignments. ### Design Intern @ Tecnopop Jan 2004 – Jan 2005 | Rio de Janeiro Area, Brazil Tecnopop is a premiere design agency in Brazil. I worked on cultural and art projects such as a retrospective book on the work of Eduardo Sued, an exhibition design on the roots of Brazilian music, and a website for a musical production company. A few highlights • While pursuing my bachelor's degree, I interned for over a year at Tecnopop, one of the premiere design agencies in Brazil • Worked on editorial design projects such as an art catalog for artist Eduardo Sued and a book commemorating the 10 years of Cia dos Atores • Created branding and exhibition design for an exhibition on "Roots of Brazilian Music"​ • Conceptualized and designed a website for musical production company "Motor"​ • Worked on marketing materials for "Parque Lage", an art school in Rio de Janeiro • Managed print production for all projects I was responsible for ### Design Intern @ Campos Gerais Jan 2004 – Jan 2004 • Campos Gerais is a design studio in Rio, founded by designer, professor and researcher Washington Dias Lessa. • Worked on editorial design projects such as an art catalog for artist Maria Luiza Leão. ## Education ### Bachelor in Graphic and Product Design Universidade Estadual do Rio de Janeiro ## Contact & Social - LinkedIn: https://linkedin.com/in/joanakoiller --- Source: https://flows.cv/joanakoiller JSON Resume: https://flows.cv/joanakoiller/resume.json Last updated: 2026-04-13