# Sergio Smirnoff > AI Product Design Leader · Designing ML platforms & enterprise adoption experiences that scale · Head of Design @ PlusPlus Location: San Francisco Bay Area, United States Profile: https://flows.cv/sergiosmirnoff I design AI systems that humans actually adopt. For the past four years I've worked at the hardest end of AI product design — building the interfaces that make machine learning accessible to people who didn't sign up to become ML experts. At SambaNova Systems ($5.1B valuation), I was their first product designer, building SambaStudio from 0 to 1: a no-code ML platform that replaced CLI-based workflows with an interface any technical user could navigate after two minutes. At PlusPlus, I design AI adoption and learning experiences for 75,000+ enterprise employees at Netflix, LinkedIn, Airbnb, Salesforce, and Shopify — driving $1M+ in annual renewals and reducing time-to-productivity by 49%. Before AI, I co-founded RedLines — a networking platform whose core UX was independently validated by LinkedIn in 2018 and Apple NameDrop in 2023, six years after we built it. I've designed for enterprise and consumer at scale, built design systems from scratch, hired and managed design teams, and pitched to investor panels as a founder. 12+ years. B2B SaaS, AI/ML, Fintech, RoboOps, Gaming. Always at the intersection of complex technology and the humans who need to use it. Portfolio: sergiosmirnoff.myportfolio.com ## Work Experience ### Head of Design @ PlusPlus Jan 2023 – Present | San Francisco Bay Area Building B2B Enterprise level UX, leveraging AI, for top tech companies like LinkedIn, Salesforce, Airbnb, Shopify, Hubspot, Roblox, Squarespace, Splunk, Slack, and more. ### Sr AI Principal Product Designer @ SambaNova Systems Jan 2021 – Jan 2023 | Palo Alto, CA ENTERPRISE • DESKTOP - AI/ML / SOFTWARE / DATA VISUALIZATION • First Product Designer hired to build from 0 to 1 the company enterprise-level software • Built and led the Product Design team. Product Designer, Front End, Content strategist • Ran interviews with Executives, Marketing, Customer Engineer, Pre-Sales, and Customer Success to understand the company’s go-to-market strategy, target market, and segment • Did visual and experience competitive analysis • Helped shaping product go-to-market strategy based on findings • Participated in feature reviews with multiple stakeholders to define the “must-have” • Created workflows and low-fidelity wireframes to validate assumptions • Analized feedback and iterated with high-fidelity interactive Figma Prototypes • Ran Usability Tests with users to validate flow, intuitiveness, UI, and UX • Created the first company Design System in Figma with master components to speed up and standardize prototyping • Handed-off prototypes to Engineers • Created a Product Design Process defining stakeholders' responsibilities, timeframes, and interactions • Created visuals, graphics, animations, and videos for different demos and mkt assets ### Senior UX/UI Interactive Designer @ U.S. Bank Jan 2019 – Jan 2021 | Minneapolis, MN B2C • DESKTOP & MOBILE - BANKING • Created UI/UX for new products and experiences, from wireframes to interactive mockups • Reached millions of multicultural final consumers in the U.S. market • Participated in Design Reviews with 130 designers across the organization • Was trained on A11Y procedures and best practices • Reached high-level access as an author for compliance requirements for the native app edition • Created quantitative research and A/B testing ### Founder - Head of Product @ RedLINES App Inc. Jan 2017 – Jan 2019 | San Mateo, CA ENTERPRISE, B2B & B2C • DESKTOP &. MOBILE - SOCIAL MEDIA SOFTWARE & ANALYTICS • End-to-end shipped on time the App and Dashboard defining UI and interactions on Invision • Secured branding implementation by developing a comprehensive company Style Guide • Created toolkits from low-fidelity wireframes to hi-fidelity mockups for web and app platform • Accomplished sprints on time by collaborating with the engineering team as Product Manager • Implemented UX/UI, web, and mobile pixel-perfect artifacts; I designed using Sketch and Figma • Increased website traffic via 2D motion graphics I created with Illustrator and edited on XD • Ran competition research and critical features to evaluate the B2B versus B2C landscape ### Senior Product Designer @ GameCommerce, (Quest.AI) Jan 2017 – Jan 2018 | Sunnyvale, CA B2C • MOBILE - GAMING / ADVERTISING - RETAIL / ENTERTAINMENT / FOOD / PHARMACEUTICAL / BEVERAGES • Got endorsements from Fortune 100 execs from my brainstormed mobile games ideas • Increased specific product sales at Amazon's website by 10% through a game I designed • Reached millions of final consumers in more than a hundred countries • Been asked by Hennessy to build new versions of an experience two years in a row after achieving a 14% click-thru rate, hitting 163sec avg. Time, 5x longer than 30 TV spots • Broke the time spent for the average playing of an ad unit for a Snapchat campaign, pushing it to 180 seconds for Dunkin' Donuts twice. • Shipped in record-time experiences for brands such as Marvel, Puma, and Coach NY Check out the Games Gallery I also designed for GameCommerce to show all of these games: https://games.gamecommerce.com/gallery/index.html ### Founder - Senior Visual Designer @ Hoogste Technologies Inc. Jan 2016 – Jan 2017 | Santa Cruz, CA B2B & B2C • DESKTOP & MOBILE - CONSTRUCTION / DOUBLE SIDE MARKETPLACE SOFTWARE • Achieved a successful Silicon Valley-based Exit as part of the funding team. Acquired by RYZUP Inc. • Helped the founder triumphantly shape the product workflow and UX/UI and alongside the company's communication strategy • Guided the creation and execution of marketing materials, balancing the overall company strategic direction with day-to-day tasks • Developed a comprehensive company style guide and UI toolkits from the ground up • Researched multiple use cases and worked collaboratively with marketing, product, and creative teams to apply the final user experience ### Design Manager @ e-moebius Jan 2013 – Jan 2016 | Buenos Aires, Argentina • Hired and led 4 graphic designers, delivered presentations, got approval on design strategy and direction, implemented feedback, and developed print/web communication materials for a Fortune 1000 to increase client revenue. ### Sr Designer @ e-moebius Jan 2011 – Jan 2013 | Buenos Aires, Argentina • Created and shipped a large system project for a Theme Park in a record time of 10 months. • Designed branding and rebranding for 35+ clients' final consumer and enterprise (logo, typography, website design, packaging), managing budgets of up to $100,000. • Produced visually compelling infographics that drove higher shareability and CTR for multiple customers in the LATAM Market. ### Assistant Adjunct Professor @ UADE - Argentine Business University Jan 2012 – Jan 2016 | Buenos Aires, Argentina EDUCATION Taught courses in Graphic Design career: • Introductory Graphic Design • Graphic Design I •  Graphic Design II • Typography I • Typography II • Editorial Design • Visual Languages •  Final Assignment (Thesis) Awarded 5 years in a row for "Teaching Excellence" ### Practical Work Coordinator @ UADE - Argentine Business University Jan 2009 – Jan 2012 ### Teaching Assistant @ UADE - Argentine Business University Jan 2007 – Jan 2009 ### Visual Designer @ Apple Jan 2006 – Jan 2011 | Buenos Aires, Argentina B2C • DESKTOP & MOBILE - HARDWARE & SOFTWARE • Have been approved by Apple's Cupertino headquarters by following and implementing branding guidelines to create local marketing assets • Revamped ads for local businesses, increasing brand exposure and improving revenue • Created slides and presentations for Apple training events in Keynote • Crafted prototypes and mockups for new products, newsletters, flyers, and websites • Designed AppleNet magazine layout from ideation to ready-to-print assets on InDesign ## Education ### Introductory in Innovation and Entrepreneurship Stanford University ### Bachelor of Arts - BA in Design and Visual Communications, General Universidad Nacional de La Plata ### Bachelor of Science - BS in Computer Science Universidad Nacional del Sur ## Contact & Social - LinkedIn: https://linkedin.com/in/sergiosmirnoff - Website: https://sergiosmirnoff.myportfolio.com --- Source: https://flows.cv/sergiosmirnoff JSON Resume: https://flows.cv/sergiosmirnoff/resume.json Last updated: 2026-04-05