AVAILABLE FOR FULL-TIME OR PART TIME HIRE

Alejandro Luna Ribero
Alejandro Luna Ribero
Senior UX & Product Designer
Senior UX & Product Designer

From logistics SaaS to regulated iGaming — I build the systems that make products ship faster and players stay longer.

From logistics SaaS to regulated iGaming — I build the systems that make products ship faster and players stay longer.

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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

EXCO Good Games

  • Defined EXCO's product concept and positioning from founding: iCasino games built around player transparency — RTP, odds and mechanics surfaced at the moments players actually need them.

  • Designed the UX strategy around player transparency: making sure mechanics, RTP and rules were visible where players actually needed them.

  • Benchmarked the main iCasino studios (Pragmatic Play, Relax Gaming, NoLimitCity, Hacksaw Gaming) to understand market gaps and define EXCO's differentiated direction.

  • Produced end-to-end marketing and sales assets (landing pages, pitch decks) supporting investor pitches and B2B partnership activations.

  • Directed the UI for EXCO's first game concepts — established a visual language where every interface decision reflects the studio's transparency-first positioning.

Crypto Casino

  • Redesigned onboarding, missions and wallet flows from validated user research — active user engagement increased 160% and 7-day retention by 27%.

  • Established a player-centred UX maturity model connecting company goals to actual user journeys, persona research and pain-point tracking.

  • Built a behavioural analytics framework with weekly KPI reviews across product, engineering and marketing — support tickets dropped 40% through data-informed prioritisation.

  • Framed all design investments in direct business terms — activation improvements tied to revenue, retention improvements tied to LTV.

  • Designed and implemented end-to-end gamification layer: loyalty progression, missions, live-ops nudges and event activations.

  • Ran workshops and design sprints across product, engineering and marketing to align on user journeys and feature priorities.

ParlayBay

  • Redesigned transaction flows — user interviews, session replays and funnel analysis — cutting time-to-market by 40% across 3 regulated markets.

  • Defined and shipped a component-based design system for web and mobile — each market variant built from shared components, adapted per regulatory requirement.

  • Ran A/B tests on layouts and payment options; ran live user observation sessions that fed directly into a prioritised backlog.

  • Built the business case for design investment: each week of delay in a regulated market equals measurable revenue loss — used this framing to accelerate stakeholder sign-off.

  • Owned end-to-end UX across the full transaction journey — selection, confirmation, payment and post-transaction states.

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

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?

Let's work TOGETHER!

Let's work TOGETHER!

Contact me now

Alejandro Luna Ribero |

Alejandro Luna Ribero

Alejandro Luna Ribero |

Alejandro Luna Ribero |

Senior UX & Product Designer
Senior UX & Product Designer
Senior UX & Product Designer
Senior UX & Product Designer

©2025 ALE LUNA DESIGN/

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©2025 ALE LUNA DESIGN/

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