Bridging Multi-Decade Enterprise Systems with Next-Gen Design Automation
For the last 30 days, I didn't just study the future of generative AI; I engineered a product incubator to pressure-test it. Using Figma Make, Readdy.AI, Framer, and Gemini, I built an automated, production-ready portfolio framework from the ground up, complete with a custom-designed, reusable headless CMS and custom admin system.
This sandbox maps a verified 40% reduction in end-to-end design exploration and component architecture cycles. By pairing prompt-driven automation with classical visual heuristics, I didn't replace the designer; I unlocked complete creative autonomy.
For over 25 years, I have specialized in transforming deep technical chaos into simple human utility. From designing iconic, culture-defining brand properties at Ask Jeeves to architecting multi-device transactional software within heavily regulated enterprise environments like Wells Fargo, Prosper, and Snapfish, I design the logical wiring and the visual soul of complex digital products.
This sandbox maps a verified 40% reduction in end-to-end design exploration and component architecture cycles. By pairing prompt-driven automation with classical visual heuristics, I didn't replace the designer; I unlocked complete creative autonomy.
For over 25 years, I have specialized in transforming deep technical chaos into simple human utility. From designing iconic, culture-defining brand properties at Ask Jeeves to architecting multi-device transactional software within heavily regulated enterprise environments like Wells Fargo, Prosper, and Snapfish, I design the logical wiring and the visual soul of complex digital products.
How I think, work, and deliver
Four phases. One through-line: making complex systems feel genuinely human.
Illustrations by Marcos Sorensen
Let curiosity lead
Every great product starts with a question, not an answer. I begin by releasing assumptions and floating into the problem space, conducting user research, stakeholder interviews, and competitive analysis to understand what's really going on beneath the surface. This is where the most important insights live.
Every great product starts with a question, not an answer. I begin by releasing assumptions and floating into the problem space, conducting user research, stakeholder interviews, and competitive analysis to understand what's really going on beneath the surface. This is where the most important insights live.
Frame the right problem
Raw research is just noise until it's shaped into clarity. I synthesize findings into sharp problem statements, personas, and opportunity maps, building the frame that everything else hangs on. Getting this right is the difference between building the right thing and building the thing right.
Raw research is just noise until it's shaped into clarity. I synthesize findings into sharp problem statements, personas, and opportunity maps, building the frame that everything else hangs on. Getting this right is the difference between building the right thing and building the thing right.
Craft systems that last
Design is architecture. I build with intention, from wireframes to high-fidelity prototypes in Figma, through to robust design systems with token-based theming and clear documentation. Every component is a decision. Every decision serves the person using it.
Design is architecture. I build with intention, from wireframes to high-fidelity prototypes in Figma, through to robust design systems with token-based theming and clear documentation. Every component is a decision. Every decision serves the person using it.
Ship with commitment
The final step isn't a handoff, it's a promise. I work closely with engineers and stakeholders through usability testing, developer handoff, and post-launch iteration. Delivery is a relationship, not a transaction. The goal is an experience that resonates long after launch.
The final step isn't a handoff, it's a promise. I work closely with engineers and stakeholders through usability testing, developer handoff, and post-launch iteration. Delivery is a relationship, not a transaction. The goal is an experience that resonates long after launch.
My design journey
From helping shape the early days of web search and the rise of global e-commerce to navigating the high-stakes world of enterprise fintech.
Illustrator BFA
Earned a BFA in Illustration at Parsons School of Design, building a deep foundation in visual storytelling, typography, and conceptual design - learning to translate ideas into images with precision and intention. Parsons put a strong emphasis on conceptual thinking and was instrumental to fresh thinking I brought to my career.
Illustrator BFA
Earned a BFA in Illustration at Parsons School of Design, building a deep foundation in visual storytelling, typography, and conceptual design - learning to translate ideas into images with precision and intention. Parsons put a strong emphasis on conceptual thinking and was instrumental to fresh thinking I brought to my career.
Motion Graphics Intern
Dove headfirst into motion graphics and computer animation at a pivotal moment when digital tools were beginning to rewrite the rules of the creative industry. Worked alongside broadcast designers shaping the visual language of a generation.
Motion Graphics Intern
Dove headfirst into motion graphics and computer animation at a pivotal moment when digital tools were beginning to rewrite the rules of the creative industry. Worked alongside broadcast designers shaping the visual language of a generation.
Illustrator / Designer
Did work across a diverse roster of iconic brands as a freelance illustrator and designer, creating editorial artwork, packaging concepts, and brand imagery for clients including Coca-Cola, Swatch, TIME Magazine, Levi's, and Snapple. Translated complex brand voices into bold, resonant visuals.
Illustrator / Designer
Did work across a diverse roster of iconic brands as a freelance illustrator and designer, creating editorial artwork, packaging concepts, and brand imagery for clients including Coca-Cola, Swatch, TIME Magazine, Levi's, and Snapple. Translated complex brand voices into bold, resonant visuals.
Character Brand Director
Elevated global brand storytelling through iconic visual identities and editorial artwork. Created the original Jeeves character and translated brand narratives into timeless illustrations across TV, print, and digital media. Introduced me to the world of UX design.
Character Brand Director
Elevated global brand storytelling through iconic visual identities and editorial artwork. Created the original Jeeves character and translated brand narratives into timeless illustrations across TV, print, and digital media. Introduced me to the world of UX design.
UX Design Lead
2007 to 2015
Created engaging photo product experiences, combining product design with custom illustrations. Designed the photo book creator and the mobile reorder experience.
UX Design Lead
2007 to 2015
Created engaging photo product experiences, combining product design with custom illustrations. Designed the photo book creator and the mobile reorder experience.
Lead Product Designer
2015 to 2018
Designed innovative fintech solutions, creating intuitive interfaces for complex financial products. Established a design system and improved user satisfaction by 45%.
Lead Product Designer
2015 to 2018
Designed innovative fintech solutions, creating intuitive interfaces for complex financial products. Established a design system and improved user satisfaction by 45%.
Senior Product Designer
2018 to 2026
Led design initiatives for enterprise banking products and collaborating with cross-functional teams to deliver user-centered solutions at scale. Helped with the work of building back trust after regulatory issues through utility and transparency of our products and messaging.
Senior Product Designer
2018 to 2026
Led design initiatives for enterprise banking products and collaborating with cross-functional teams to deliver user-centered solutions at scale. Helped with the work of building back trust after regulatory issues through utility and transparency of our products and messaging.
Projects by client
You'll find two or three featured projects for each of my last four positions, plus two additional personal projects that highlight my creative practice. The Wells Fargo case studies are password protected. You can find the password in the cover letter I sent if I'm applying for a position with you.
What colleagues say
“Marcos was on my team at both Snapfish and Prosper, and I have nothing but great things to say about him and his abilities. Marcos took our Prosper investor product and completely overhauled it, taking it from a laborious and manual process of investing on the Prosper platform and turned it into a much more delightful and automated experience. He knocked it out of the park with the overhaul. I would recommend Marcos to any team that needs a talented and creative designer.”
Travis Ortiz
Building this portfolio
A case study in AI collaboration