Roberto Plascencia
Roberto Plascencia

Lead Product Designer

Open to offers · Member since 26 Aug 2026
Message
Location
Los Angeles, United States
Desired salary
Confidential
Work preference
Remote Only / Full Time, Contract, Freelance
Experience level
Lead

About

Professional summary

I am a product designer with more than 10 years of experience designing enterprise platforms in regulated and high-stakes domains, including healthcare, identity, education, telecommunications, and payments.

I lead end-to-end product design, from research and information architecture through interaction design, prototyping, design systems, and developer-ready specifications. I focus on making complex workflows understandable and actionable.

I have designed AI-assisted decision systems, including conversational support experiences, model-driven seller recommendations, intelligent triage, escalation flows, and human-in-the-loop workflows. I translate model confidence, uncertainty, and predictions into interfaces that users can trust.

My work has supported large-scale products, including healthcare services for 12.6 million members, support systems for millions of telecom subscribers, and an Atlassian support agent serving more than 55,000 service organizations.

I bring a strong research-driven approach, using user interviews, usability testing, analytics, A/B experiments, and support transcripts to identify meaningful problems. I work closely with engineering, data science, and business stakeholders to deliver measurable outcomes.

I also operate an independent design consulting practice focused on revenue systems, payment flows, merchant services integrations, booking platforms, and transactional infrastructure. My merchant-services work gives me practical knowledge of underwriting, interchange, processor economics, and payment operations.

Skills

22 capabilities

Tech stack & tools

Working toolkit

Design

Development

Languages & Frameworks

Experience

Career history

Lead Product Designer College Foundation, Inc. (CFI / CFNC)

Led end-to-end design for a statewide Service Provider Dashboard serving parent, school, provider, and administrative users within a permissioned public-sector system with fixed reporting obligations.

Established a staged design-review process and a design system covering margins, color, typography, and components. Used UX Pilot to support consistency work, reducing design-consistency meetings by approximately three hours per week and providing stable implementation specifications.

Designed an applicant delegation tool, rebuilt the provider enrollment journey, launched real-time performance reporting, and restructured application-management information architecture to improve stakeholder access to provider data.

Senior Product Designer Atlassian

Designed and shipped the conversational support agent for Jira Service Management, which reached general availability and serves more than 55,000 service organizations.

Rebuilt a support experience users distrusted, increasing adoption by 35%. Designed confidence thresholds, escalation logic, transparent limitations, and human handoff flows based on real support transcripts rather than synthetic scenarios.

Partnered with ML teams to identify ambiguous intents and improve training data. The work contributed to an estimated $1.3 million in annual support-cost reduction.

Product Designer The Home Depot

Redesigned internal project-management tooling used by corporate teams across a nationwide organization.

Designed an AI-assisted triage system that reduced a 12-step approval workflow to four steps by automating routing decisions and retaining human judgment for the final decision.

Product Designer Amazon

Designed a seller incentives dashboard that surfaced model-recommended actions for non-technical sellers.

Translated confidence scores and trend forecasts into recommendations that could be understood and acted on in under ten seconds. Tested proactive versus passive and urgent versus educational interaction patterns to increase action rates without creating decision fatigue.

The product increased engagement and sales performance by 15%.

Product Designer Kaiser Permanente

Owned mobile and web design for health-class directories and preventive-care dashboards serving 12.6 million members within HIPAA constraints.

Improved usability and interaction by 45% by redesigning search and filtering around plain-English member intent while mapping it to required clinical taxonomy.

Prototyped rule-based natural-language query handling, validated preference for conversational search, and designed safety-triage guardrails that suppress preventive content when emergency guidance is more appropriate.

Product Designer T-Mobile

Led the migration of millions of MetroPCS subscribers to the T-Mobile support portal.

Analyzed call transcripts and designed contextual support content that appeared before likely search or support moments, reducing call-center volume by 21%.

UX Designer Saatchi & Saatchi (Toyota.com)

Redesigned Toyota.com vehicle browsing and purchase flows for millions of monthly visitors.

Built vehicle configurator and comparison experiences using rule-based decision trees to help customers navigate a high-consideration purchase.

Product Designer IDEMIA North America

Designed IDEMIA STORM ABIS, described as the industry’s first cloud-native biometric identification system for law enforcement.

Designed within criminal-justice evidentiary standards and the constraints of identity infrastructure.

Product Designer DealerSync

Designed billing and subscription systems and improved the company CRM platform.

Contributed to a 20% increase in client satisfaction.

UX Information Architect INNOCEAN USA / Hyundai

Led UX and information architecture for Hyundai’s vehicle configurator.

Improved usability by 25% through clearer vehicle-selection and configuration flows.

UX Engineer Kia Motors America

Designed connected-vehicle telematics platforms and related user experiences.

Improved adoption by 15% and reduced task-completion time by 20%.

Founder & Principal Blue Mat Creative

Operate an independent product and design consulting practice focused on revenue systems, payment flows, merchant-services integrations, booking products, and transactional infrastructure.

Build and ship end-to-end product experiences and conduct merchant statement audits and processor-economics analysis as a licensed merchant-services agent for small-business owners.

Education

Learning history

California State University, Long Beach

Bachelor of Arts, Psychology

Bachelor of Arts degree. The resume also references Liberal Studies in an alternate version.

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