ABOUT ME

ALEJANDRO
ARANGO L.

SENIOR UX LEAD · SERVICE DESIGN DIRECTOR · DESIGN MANAGER

// PROFILE

UX and Digital Product Leader with more than 20 years of experience in enterprise consulting, digital transformation, and leadership of specialized design teams. I specialize in shaping UX strategies for B2B and SaaS digital products, architecting design systems at scale, and modeling services for complex organizations across multiple countries and industries. I combine systems thinking, user-centered methodologies, and cross-functional facilitation to connect business goals with real user needs — delivering solutions that scale and endure.

// CAPABILITIES

UX & Product Strategy

I structure UX strategies for B2B and SaaS products, aligning business goals with real user needs — 30+ enterprise clients across 8 countries.

Service Design

I model end-to-end services: from the user's front-stage to the backstage of processes, APIs and teams as one organism.

Design Systems at Scale

Design system architectures that unify multiple products with code tokens and WCAG accessibility from the ground up.

User Research

Real-user research and Jobs to be Done to validate decisions before a single line of code.

Leadership & DesignOps

I scale and lead multidisciplinary design teams — from 6 to 29 designers — defining methods, standards and operations (DesignOps).

Digital Transformation

I guide complex organisations through digital transformation with Design Thinking, Lean UX and facilitation.

METHOD
[ STAR × Design Thinking ]

My operating model is the STAR method grounded in Design Thinking: from empathising with the situation to validating the result. A repeatable system for solving complex business problems at scale.

Situation / Empathise

Empathise before proposing. Real-user research, stakeholder mapping and business-context framing to understand the situation as it is — not as it's assumed.

Task · Define

Define the right problem. I synthesise findings into an actionable challenge and the real Jobs to be Done, aligning business goals with user needs.

Action / Ideate and Prototype

Ideate and prototype. Multidisciplinary co-creation, end-to-end service design and iterative prototypes on design systems at scale.

Result / Test and Validate

Test and validate. Testing with real users before writing code, impact measurement and delivery of solutions that scale and last in production.

// WORK HISTORY

SoftwareOne (formerly InterGrupo)
SME — UX Practice Lead & Service Design
2023–
SoftwareOne (formerly InterGrupo)
Practice Lead — UX
2019–2023
SoftwareOne (formerly InterGrupo)
Team Lead — UX
2017–2019
Independent Consultant
Freelance UX / Digital Product
2015–2017
Grupo Éxito (Exito.com)
Front-end Developer
2014–2015
CVML Marketing Logístico
Digital Creative Director
2013–2014
IHD Colombia
Digital Director
2013
Antioquia Digital · Education Dept.
Creative Director
2012–2013
Medellín Digital
Digital Designer / Portal Editor
2010–2012
ARKIX S.A.
Web Creative
2006–2007
Tribal Colombia S.A.
Web Creative
2005–2006
InterGrupo S.A.
Web Creative
2003–2004
Doble Click Ltda.
Web Creative
2001–2003

// EDUCATION

Universidad Católica de Manizales

BA in Advertising — 2012

Instituto de Artes — Ideartes

Advertising Technologist — 2008

// CONTACT

Available for conversations about leadership roles, design consulting and digital transformation projects.

alejandro.arango@gmail.com↗+57 300 343 03 07↗linkedin.com/in/alejandroarangol↗

↓Download CV

// STUDIES & CERTIFICATIONS

Design Sprint Professional Certification
DSPC · 2024
Claude AI
Platzi · 2026
ChatGPT for Product Designers
Platzi · Torres Burriel Estudio · 2025
Figma Course
Platzi · 2022
Design Thinking Extension
Universidad EAFIT · 2019
Service Design for Innovation
Sperientia Studio LAB · SDN · 2019

ALEJANDROARANGO L.