I design operations, systems, and teams that amplify creativity at scale
- 16+
- years designing digital products
- 50+
- designers led
- 1er
- accessible eCommerce in Mexico
- Coltrane
- design system at scale
I build the invisible infrastructure that lets design scale: systems, governance, and culture.
I’ve spent more than 16 years designing and building digital products, 11 of them at Grupo Coppel, where I co-founded Coppel.com’s first UX team. Today design operates at the scale of three businesses and millions of users. Along the way: Coltrane, a design system running for over five years across web, app, and kiosks for Coppel, BanCoppel, and Afore Coppel; the certification of Mexico’s first accessible eCommerce; and one of the first large-scale DesignOps practices in the country.
My current bet: in the AI era, a design organization’s edge isn’t producing faster, it’s sustaining judgment at scale. That’s what I do at Grupo Coppel’s Experience Design Center of Excellence: standards and culture that teams adopt by choice, not mandate. That’s what I write about, and what I build.
Currently reading
I picked this up after ten years of managing teams, and I still underline something in every chapter. Zhuo puts into plain words what I learned over time: a manager's job is not to do, it is to multiply.
Want to work together?
hola@joelrodelo.com or on LinkedIn