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About

UX designer and DesignOps leader based in Culiacán, Mexico. I’ve spent more than 16 years designing and building digital products, 11 of them at Grupo Coppel, building the invisible infrastructure that lets design scale: systems, governance, and culture.

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What I do

I’m currently Manager of UX Governance & Culture at Grupo Coppel’s Experience Design Center of Excellence (CEDE), where we consolidated the DesignOps practice, built strategic partnerships, and defined the team’s operating model. Today design operates at the scale of three businesses and millions of users.

Before that, as Head of DesignOps, I orchestrated design teams, processes, and tools at the corporate level. And before that, I co-founded Coppel.com’s first UX team, when there were three of us. We left it at 23.

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 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 CEDE: standards and culture that teams adopt by choice, not mandate. That’s what I write about, and what I build.

Milestones

Education & training

Tools

Design: Figma, FigJam, Photoshop, Illustrator

Development: HTML, CSS, JavaScript, Git, VS Code, Sublime Text

Productivity: Notion, Google Workspace, Google Analytics, Azure

Operating systems: macOS, Windows, Ubuntu

Languages

Colophon

This site is built with Jekyll, plain CSS, and is hosted on Vercel. Each page weighs under 50 KB.

hola@joelrodelo.com