Sepeda Rafael

I'm a design leader who's spent over 20 years figuring out how to make design scale — across platforms, teams, and time zones. My background is in design systems, enterprise B2B products and consumer applications. But what I really do is help organizations get better at shipping good design, consistently.

I've had the chance to work with some genuinely complex environments — Uber, BMW, Daimler — and I've learned that the hard part is rarely the design itself. It's the process, the governance, the alignment. That's what I find fascinating.

Living in Hamburg, the free and Hanseatic city, where it rains a lot, and the design community is surprisingly strong.