I design operations, systems, and teams that amplify creativity at scale
- 16 years
- creating digital products
- 50+
- designers led
- Coltrane
- design system at scale
- 1st
- accessible eCommerce in Mexico
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 the 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
Le Cunff proposes something uncomfortable: swap the linear goal for curiosity as a method. Instead of setting a three-year objective and executing it, you commit to a duration and watch what you learn. It is practical and unexpectedly freeing, because it hands back the right to define what success looks like for you, not the version you inherited.
Want to work together?
hola@joelrodelo.com or on LinkedIn