# Lorena Rodriguez > Design Strategy Lead (AI / Enterprise) Location: San Francisco, California, United States Profile: https://flows.cv/lorenarodriguez I help teams see things clearly — and from a new angle. As a Design Strategy Lead, I bring structure to complex problems and design workflows that make people’s lives easier. My background blends visual design, strategy, and a love for systems thinking. I’ve run my own studio, led product design for enterprise tools, and facilitated co-creation sessions that turn complexity into clarity. Lately, I’ve been diving into AI-driven experience design — exploring how copilots and intelligent systems can amplify human creativity and decision-making instead of replacing it. I believe design is about sparking understanding and transformation — in people, in teams, and in the way we work. ## Work Experience ### Design Strategy Lead Consultant @ Thoughtworks Jan 2022 – Present | San Francisco Bay Area I lead design strategy for enterprise platforms and emerging AI-enabled systems that support large-scale operations in the travel and hospitality industry. Partnering with business and technology leaders, I turn complex ecosystems into intuitive experiences that improve clarity, collaboration, and adoption across teams. I combine systems thinking, service design, and facilitation to align stakeholders and translate user needs into product strategy. My work connects design outcomes with measurable business goals, enabling faster and more confident decision-making. I also develop AI frameworks and co-creation tools that help consultants and designers identify opportunities where AI can augment human capability — enhancing workflows, data-driven insights, and operational readiness. ### Product Designer Senior Consultant @ Thoughtworks Jan 2019 – Jan 2022 | Bahía de San Francisco y alrededores, Estados Unidos I led end-to-end product design for applications supporting internal operations, customer engagement, and business enablement across multiple industries. Collaborating with product managers, engineers, and stakeholders, I translated complex requirements into usable, human-centered workflows that improved clarity and efficiency. My work included improving loyalty and onboarding experiences for a global energy company, redesigning secure authentication and password reset flows for a leading bank and leading an enablement initiative that helped product managers strengthen discovery and delivery practices. These experiences deepened my foundation in systems thinking, service design, and product strategy, paving the way for my transition into design strategy and AI-enabled experience design. ### Facilitator – LEGO® Serious Play® Workshops @ Jan 2018 – Jan 2019 | Mexico Facilitated over 30 team-building and strategy workshops using the LEGO® Serious Play® methodology to help teams strengthen collaboration, align on purpose, and co-create shared principles for decision-making. Applied play-based facilitation to unlock creativity, improve communication, and foster systems thinking across multidisciplinary groups in organizational and public-sector settings. ### Co CEO @ Cacao Creative Co. Jan 2014 – Jan 2019 | Mexico I founded and directed a boutique design studio specializing in brand identity and integrated experience design. Our work combined naming, tone of voice, visual systems, and environmental design to help clients express their brand consistently across print, digital, and physical spaces. Beyond branding, I collaborated with developers, architects, and furniture designers to create cohesive brand experiences — from websites and digital products to signage, interiors, and spatial storytelling. This chapter strengthened my ability to connect design, business, and human experience — seeing brands as living systems rather than static visuals. It laid the foundation for how I now approach design strategy: aligning purpose, identity, and experience to create meaningful transformation. ### Co-Founder & Product Designer @ 9bit Creative Solutions Jan 2012 – Jan 2019 | Mexico I co-founded a small digital studio focused on designing and developing web applications and interactive websites in collaboration with a software engineer. I led the UI and experience design, ensuring functionality, usability, and brand consistency across products. 9bit partnered closely with Cacao Creative Co. and independent clients, providing the digital layer for broader brand and communication projects. Together, we created custom sites and web tools that connected visual identity, interaction design, and technology to deliver engaging user experiences. This experience helped me strengthen my foundation in digital product design, cross-functional collaboration, and the bridge between design and development — skills that continue to inform my approach to complex systems and enterprise platforms today. ### Owner & Founder @ Picabu! Photocabine Jan 2011 – Jan 2019 | Mexico I founded and ran a photo booth rental business that combined experience design, branding, and technology to create engaging activations for events and brands. I managed the business end-to-end — from naming, branding, and service design to coordinating the development of a custom photo and survey app that helped brands collect engagement data. I also designed a tiered business model that offered both premium, high-touch experiences and portable, scalable options for different client needs. Building Picabu! taught me how to connect creativity with business systems — designing not just a product, but an end-to-end service that balanced user delight, operational efficiency, and profitability. ### Adjunct Professor @ IBERO Puebla Jan 2018 – Jan 2018 | Puebla, Mexico Taught Human-Centered Design and Problem-Solving in the Graphic Design Bachelor’s program, guiding students through synthesis, evaluation, and applied design thinking methodologies. I focused on helping students develop their capacity to frame complex problems, test ideas rapidly, and communicate design intent effectively. This experience deepened my passion for facilitation and for using design as a tool to spark understanding and transformation in others — a theme that continues to shape my work today. ### Freelance Designer @ Magenta Foto Diseño Jan 2008 – Jan 2013 | Mexico Worked independently with clients across the hospitality, retail, publishing, and education sectors, designing branding, visual communication, and digital experiences tailored to their audiences. Projects included brand identity systems, logo design, marketing materials, and website interfaces, always with a focus on usability, consistency, and emotional resonance. Collaborating directly with clients taught me to balance creative vision with business needs — developing the empathy, curiosity, and clarity that continue to guide my design practice today ### Cultural Representative @ Walt Disney World Jan 2008 – Jan 2008 Represented Mexican culture at EPCOT’s Mexico Pavilion, engaging with guests from around the world and creating authentic, memorable experiences through storytelling and service. This experience taught me how a company like Disney delivers its value proposition through every detail of the experience — from story to environment to human interaction. It was my first look “behind the curtain,” seeing how design, consistency, and emotion come together to shape lasting impressions — lessons that still influence how I design for people and organizations today. ## Education ### Master's degree in Strategic Design and Innovation IBERO Puebla Jan 2015 – Jan 2017 ### Business Administration and Management in General thePower Jan 2021 – Jan 2023 ### Business Design d.MBA Jan 2020 – Jan 2020 ### Bachelor's degree in Graphic Design IBERO Puebla Jan 2004 – Jan 2009 ## Contact & Social - LinkedIn: https://www.linkedin.com/in/lorsrv --- Source: https://flows.cv/lorenarodriguez JSON Resume: https://flows.cv/lorenarodriguez/resume.json Last updated: 2026-04-07