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My passion for telling stories since very young took me through 2D/3D animation and TV advertising, later video games and, in the last couple of years, everything led to
keep telling stories but through user experience.

My passion for telling stories since very young, took me through 2D/3D animation and TV advertising, later video games and in the last couple of years, everything led to keep telling stories but through user experience.

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Years of experience

Years of experience

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Different industries

Different industries

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Products launched

Products launched

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Countries represented
at work experience

Countries represented
at work experience

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Different nationalities
collaboration

Different nationalities
collaboration

My latest works

My latest works

Crypto Casino

2025...

UX/UI Researcher & Designer, CRM Specialist

  • Came in as UX consultant to help launch a new international crypto casino, establishing a player-centred UX maturity model that tied company goals to actual user journeys, persona research, and pain-point tracking—finally enabling optimisation decisions based on real user stories rather than assumptions.

  • Ran all major user research and testing, then transformed those insights into collaborative workshops and design sprints with product, marketing, and tech teams, resulting in measurable improvements across engagement, satisfaction, and conversion metrics with every iteration cycle.

  • Took charge of the end-to-end implementation of Smartico’s real-time gamification and loyalty engine while providing the UX groundwork that enabled the company’s full rebrand, delivering both technical integration (missions, rewards, promotions) and strategic brand direction backed by concrete user data.

Tap for details

Crypto Casino

2025...

UX/UI Researcher & Designer, CRM Specialist

  • Came in as UX consultant to help launch a new international crypto casino, establishing a player-centred UX maturity model that tied company goals to actual user journeys, persona research, and pain-point tracking—finally enabling optimisation decisions based on real user stories rather than assumptions.

  • Ran all major user research and testing, then transformed those insights into collaborative workshops and design sprints with product, marketing, and tech teams, resulting in measurable improvements across engagement, satisfaction, and conversion metrics with every iteration cycle.

  • Took charge of the end-to-end implementation of Smartico’s real-time gamification and loyalty engine while providing the UX groundwork that enabled the company’s full rebrand, delivering both technical integration (missions, rewards, promotions) and strategic brand direction backed by concrete user data.

Crypto Casino

2025...

UX/UI Researcher & Designer, CRM Specialist

  • Came in as UX consultant to help launch a new international crypto casino, establishing a player-centred UX maturity model that tied company goals to actual user journeys, persona research, and pain-point tracking—finally enabling optimisation decisions based on real user stories rather than assumptions.

  • Ran all major user research and testing, then transformed those insights into collaborative workshops and design sprints with product, marketing, and tech teams, resulting in measurable improvements across engagement, satisfaction, and conversion metrics with every iteration cycle.

  • Took charge of the end-to-end implementation of Smartico’s real-time gamification and loyalty engine while providing the UX groundwork that enabled the company’s full rebrand, delivering both technical integration (missions, rewards, promotions) and strategic brand direction backed by concrete user data.

Crypto Casino

2025...

UX/UI Researcher & Designer, CRM Specialist

  • Came in as UX consultant to help launch a new international crypto casino, establishing a player-centred UX maturity model that tied company goals to actual user journeys, persona research, and pain-point tracking—finally enabling optimisation decisions based on real user stories rather than assumptions.

  • Ran all major user research and testing, then transformed those insights into collaborative workshops and design sprints with product, marketing, and tech teams, resulting in measurable improvements across engagement, satisfaction, and conversion metrics with every iteration cycle.

  • Took charge of the end-to-end implementation of Smartico’s real-time gamification and loyalty engine while providing the UX groundwork that enabled the company’s full rebrand, delivering both technical integration (missions, rewards, promotions) and strategic brand direction backed by concrete user data.

Crypto Casino

2025...

UX/UI Researcher & Designer, CRM Specialist

  • Came in as UX consultant to help launch a new international crypto casino, establishing a player-centred UX maturity model that tied company goals to actual user journeys, persona research, and pain-point tracking—finally enabling optimisation decisions based on real user stories rather than assumptions.

  • Ran all major user research and testing, then transformed those insights into collaborative workshops and design sprints with product, marketing, and tech teams, resulting in measurable improvements across engagement, satisfaction, and conversion metrics with every iteration cycle.

  • Took charge of the end-to-end implementation of Smartico’s real-time gamification and loyalty engine while providing the UX groundwork that enabled the company’s full rebrand, delivering both technical integration (missions, rewards, promotions) and strategic brand direction backed by concrete user data.

ParlayBay

2024 - 2025

LEAD UX/UI Designer

  • Spearheaded the resolution of critical usability challenges in a SaaS live product, devising seamless and engaging the company’s micro betting offerings to meet user needs and anticipate market trends, driving enhanced player retention.

  • Engineered a comprehensive cross-platform technical Design System from the ground up, seamlessly integrating advanced design methodologies with technical and progressive implementation runs to ensure system-wide consistency, scalability, and operational efficiency.

  • Orchestrated cross-functional collaboration with stakeholders, development teams and AI tools, leveraging industry insights, user research, and iterative testing to deliver innovative, bettor-centric solutions tailored to diverse market demands.

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ParlayBay

2024 - 2025

LEAD UX/UI Designer

  • Spearheaded the resolution of critical usability challenges in a SaaS live product, devising seamless and engaging the company’s micro betting offerings to meet user needs and anticipate market trends, driving enhanced player retention.

  • Engineered a comprehensive cross-platform technical Design System from the ground up, seamlessly integrating advanced design methodologies with technical and progressive implementation runs to ensure system-wide consistency, scalability, and operational efficiency.

  • Orchestrated cross-functional collaboration with stakeholders, development teams and AI tools, leveraging industry insights, user research, and iterative testing to deliver innovative, bettor-centric solutions tailored to diverse market demands.

ParlayBay

2024 - 2025

LEAD UX/UI Designer

  • Spearheaded the resolution of critical usability challenges in a SaaS live product, devising seamless and engaging the company’s micro betting offerings to meet user needs and anticipate market trends, driving enhanced player retention.

  • Engineered a comprehensive cross-platform technical Design System from the ground up, seamlessly integrating advanced design methodologies with technical and progressive implementation runs to ensure system-wide consistency, scalability, and operational efficiency.

  • Orchestrated cross-functional collaboration with stakeholders, development teams and AI tools, leveraging industry insights, user research, and iterative testing to deliver innovative, bettor-centric solutions tailored to diverse market demands.

ParlayBay

2024 - 2025

LEAD UX/UI Designer

  • Spearheaded the resolution of critical usability challenges in a SaaS live product, devising seamless and engaging the company’s micro betting offerings to meet user needs and anticipate market trends, driving enhanced player retention.

  • Engineered a comprehensive cross-platform technical Design System from the ground up, seamlessly integrating advanced design methodologies with technical and progressive implementation runs to ensure system-wide consistency, scalability, and operational efficiency.

  • Orchestrated cross-functional collaboration with stakeholders, development teams and AI tools, leveraging industry insights, user research, and iterative testing to deliver innovative, bettor-centric solutions tailored to diverse market demands.

ParlayBay

2024 - 2025

LEAD UX/UI Designer

  • Spearheaded the resolution of critical usability challenges in a SaaS live product, devising seamless and engaging the company’s micro betting offerings to meet user needs and anticipate market trends, driving enhanced player retention.

  • Engineered a comprehensive cross-platform technical Design System from the ground up, seamlessly integrating advanced design methodologies with technical and progressive implementation runs to ensure system-wide consistency, scalability, and operational efficiency.

  • Orchestrated cross-functional collaboration with stakeholders, development teams and AI tools, leveraging industry insights, user research, and iterative testing to deliver innovative, bettor-centric solutions tailored to diverse market demands.

Tennders Europe

2023 - 2024

LEAD UX/UI Designer

  • Secured a 230% increase in investment on the company thanks to the product’s improvements.

  • Optimised the efficiency of the LiveOps team (primary product users) by 165% through strategic UX interventions.

  • Established standardised UX/UI Design system and UX research processes, including benchmarking, task flows, wireflows, workflows, information architecture, user requirement gathering, and UX writing tone and voice matrices.

  • Forged a high-performing UX team by mentoring them in industry-standard UX procedures (design thinking and iteration, user interviews, personas, heuristics & usability testing, card sorting, tree testing, dendrograms, user journeys, storytelling, prototyping & motion UI, among others), graphic design principles, AI tools and UI best practices.

Tap for details

Tennders Europe

2023 - 2024

LEAD UX/UI Designer

  • Secured a 230% increase in investment on the company thanks to the product’s improvements.

  • Optimised the efficiency of the LiveOps team (primary product users) by 165% through strategic UX interventions.

  • Established standardised UX/UI Design system and UX research processes, including benchmarking, task flows, wireflows, workflows, information architecture, user requirement gathering, and UX writing tone and voice matrices.

  • Forged a high-performing UX team by mentoring them in industry-standard UX procedures (design thinking and iteration, user interviews, personas, heuristics & usability testing, card sorting, tree testing, dendrograms, user journeys, storytelling, prototyping & motion UI, among others), graphic design principles, AI tools and UI best practices.

Tennders Europe

2023 - 2024

LEAD UX/UI Designer

  • Secured a 230% increase in investment on the company thanks to the product’s improvements.

  • Optimised the efficiency of the LiveOps team (primary product users) by 165% through strategic UX interventions.

  • Established standardised UX/UI Design system and UX research processes, including benchmarking, task flows, wireflows, workflows, information architecture, user requirement gathering, and UX writing tone and voice matrices.

  • Forged a high-performing UX team by mentoring them in industry-standard UX procedures (design thinking and iteration, user interviews, personas, heuristics & usability testing, card sorting, tree testing, dendrograms, user journeys, storytelling, prototyping & motion UI, among others), graphic design principles, AI tools and UI best practices.

Tennders Europe

2023 - 2024

LEAD UX/UI Designer

  • Secured a 230% increase in investment on the company thanks to the product’s improvements.

  • Optimised the efficiency of the LiveOps team (primary product users) by 165% through strategic UX interventions.

  • Established standardised UX/UI Design system and UX research processes, including benchmarking, task flows, wireflows, workflows, information architecture, user requirement gathering, and UX writing tone and voice matrices.

  • Forged a high-performing UX team by mentoring them in industry-standard UX procedures (design thinking and iteration, user interviews, personas, heuristics & usability testing, card sorting, tree testing, dendrograms, user journeys, storytelling, prototyping & motion UI, among others), graphic design principles, AI tools and UI best practices.

Tennders Europe

2023 - 2024

LEAD UX/UI Designer

  • Secured a 230% increase in investment on the company thanks to the product’s improvements.

  • Optimised the efficiency of the LiveOps team (primary product users) by 165% through strategic UX interventions.

  • Established standardised UX/UI Design system and UX research processes, including benchmarking, task flows, wireflows, workflows, information architecture, user requirement gathering, and UX writing tone and voice matrices.

  • Forged a high-performing UX team by mentoring them in industry-standard UX procedures (design thinking and iteration, user interviews, personas, heuristics & usability testing, card sorting, tree testing, dendrograms, user journeys, storytelling, prototyping & motion UI, among others), graphic design principles, AI tools and UI best practices.

About me

About me

Ale [/ˈa - le /] is short for Alejandro

Ale [/ˈa - le /] is short for Alejandro

My background in video games gives me a differential value: I firmly believe that UX and UI originated in them even before the terms themselves existed. 

Having faced countless challenges throughout video games development, now I can harness all that experience and deliver a solid User Centred Design (UCD) granting the engagement of users through empathy and well-written stories.

By means of industry key practices (such as data-driven analyses, user personas, etc.), I help companies and teams to achieve higher user satisfaction and business success, by increasing their UX maturity level.

My background in video games gives me a differential value: I firmly believe that UX and UI originated in them even before the terms themselves existed. 

Having faced countless challenges throughout video games development, now I can harness all that experience and deliver a solid User Centred Design (UCD) granting the engagement of users through empathy and well-written stories.

By means of industry key practices (such as data-driven analyses, user personas, etc.), I help companies and teams to achieve higher user satisfaction and business success, by increasing their UX maturity level.

Download CV

Download CV

Download CV

Download CV

Download CV

Motivation

I thrive on owning the entire product journey, from UX conception to development and management. This holistic view ensures a seamless user experience. My adaptable skillset, honed through graphic and game design before flourishing in UX, allows me to learn and embrace new tools.

Collaboration is key. My cross-functional skills bridge the gap between designers, developers, and stakeholders, fostering a unified approach. An Agile champion, I’m used to working in iterative ways, with a clear North star, always learning in the process.

Finally, I believe in the power of AI tools, used responsibly, to empower designers and gain user insights. 

In short, I create exceptional user experiences through a blend of vision, expertise, and collaboration.

Alejandro Luna -

I thrive on owning the entire product journey, from UX conception to development and management. This holistic view ensures a seamless user experience. My adaptable skillset, honed through graphic and game design before flourishing in UX, allows me to learn and embrace new tools.

Collaboration is key. My cross-functional skills bridge the gap between designers, developers, and stakeholders, fostering a unified approach. An Agile champion, I’m used to working in iterative ways, with a clear North star, always learning in the process.

Finally, I believe in the power of AI tools, used responsibly, to empower designers and gain user insights. 

In short, I create exceptional user experiences through a blend of vision, expertise, and collaboration.

Alejandro Luna -

Brands I've worked with/for:

Knowledge stack

Knowledge stack

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Testimonials

Frequently Asked Questions

Frequently Asked
Questions

What Industries have you worked for?

What areas of UX/UI you specialise in?

Can you provide examples of your previous work?

Can you walk me through your design process?

What UX/UI methodologies and principles guide your design approach?

What software and tools do you use for your designs?

What Industries have you worked for?

What areas of UX/UI you specialise in?

Can you provide examples of your previous work?

Can you walk me through your design process?

What UX/UI methodologies and principles guide your design approach?

What software and tools do you use for your designs?

What Industries have you worked for?

What areas of UX/UI you specialise in?

Can you provide examples of your previous work?

Can you walk me through your design process?

What UX/UI methodologies and principles guide your design approach?

What software and tools do you use for your designs?

What Industries have you worked for?

What areas of UX/UI you specialise in?

Can you provide examples of your previous work?

Can you walk me through your design process?

What UX/UI methodologies and principles guide your design approach?

What software and tools do you use for your designs?

What Industries have you worked for?

What areas of UX/UI you specialise in?

Can you provide examples of your previous work?

Can you walk me through your design process?

What UX/UI methodologies and principles guide your design approach?

What software and tools do you use for your designs?

Alejandro Luna Ribero | UX/UI Designer & Producer

Alejandro Luna Ribero
UX/UI Designer & Producer

©2025 ALE LUNA DESIGN/

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©2025 ALE LUNA DESIGN/

BACK TO TOP

©2025 ALE LUNA DESIGN/

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©2025 ALE LUNA DESIGN/

BACK TO TOP

©2025 ALE LUNA DESIGN/

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