Daniel Rojas Daniel Rojas

  • Lead Product Designer
  • AI-Amplified UX
  • B2B SaaS
  • Former IBM
My Work
Daniel Rojas Portrait

SR Lead UX /
Product Designer

For the last 8 years I’ve been deep in B2B SaaS UX, untangling complex systems and designing clarity into products with the user at the center and the business goals as a beacon. Before that, 17 years across the full spectrum of design, from brand and visual to product and systems…

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Design Process

Phase 1: RESEARCH

  • Purpose: Define context, constraints, and stakeholder goals.

    Key Outputs: Initial assumptions, stakeholder map, system dependencies.

  • Purpose: Understand real world needs and process friction points.

    Key Outputs: Interviews, workflow mapping, pain point synthesis.

  • Purpose: Translate evidence into user needs and opportunity areas.

    Key Outputs: Problem definition, empathy maps, validated personas.

Phase 2: UX

  • Purpose: Explore structural and experiential solutions.

    Key Outputs: Early flows, architecture sketches, MVP framing.

Phase 3: UX & UI

  • Purpose: Validate and refine through rapid feedback.

    Key Outputs: Interactive prototypes, iteration logs.

  • Purpose: Package the solution for real world deployment.

    Key Outputs: MVP modules, design documentation, next phase plan.

Seventeen years of practice, eight inside enterprise SaaS, where the elegant loops in the textbooks rarely survive contact with a procurement process. I started with the Double Diamond and kept flattening it, because clients do not buy diamonds, they buy phases with names, outputs, and dates. Three changes stuck: Requirements Assessment at the front, since most projects fail before research begins; Diagnosis instead of Define, because the work is closer to clinical reasoning; and Delivery 1.0, because nothing ships finished.


ISO 9241-210, Contextual Design, Double Diamond, About Face, Change by Design, Wicked Problems in Design Thinking, Mapping Experiences, The Field Guide to Human-Centered Design, Sprint, Co-creation and the New Landscapes of Design, Usability Engineering, Lean UX, The Lean Startup, HEART Framework, The Design of Everyday Things

Testimonials

Brooks Protzmann

Manager Design Team At IBM

I had the pleasure of hiring Daniel while at IBM as a UX designer. From day one, Daniel demonstrated a keen ability to integrate into our team and quickly adapt to the corporate culture. His ability to drive projects independently, while collaborating seamlessly with developers and project managers, was impressive. He consistently delivered high-quality results and had a genuine impact on the success of our initiatives.

Daniel is a creative force who brings fresh ideas and innovative solutions to the table. Beyond his strong design skills, what truly sets him apart is his intellectual curiosity and easygoing nature. He was always eager to learn, share insights, and contribute to discussions, which made him an invaluable team member.

Any team would be lucky to have Daniel. He’s a pleasure to work with, and I have no doubt he will continue to excel and make meaningful contributions wherever his career takes him.

Richard Esmonde

Assoc. Dir. Design Strategy At Kyndryl

I worked with Daniel for about two years at Kyndryl. Over this time, we worked on a wide range of challenges. I can attest to his exceptional qualities both as a professional and as a colleague. Daniel's organizational abilities are outstanding. He consistently demonstrates a remarkable talent for managing multiple projects simultaneously. His systematic approach to work ensures that deadlines are met and quality standards exceeded. He has a laudable work ethic and approaches every task with dedication and purpose. His self-starting nature means he needs minimal supervision; he identifies what needs to be done and takes initiative to accomplish it efficiently.

In our collaborative environment, Daniel proved to be an invaluable team player. His natural sociability and genuine interest in others make him a pleasure to work with. He has a unique ability to foster positive relationships across departments, contributing to a more cohesive work environment. His amiable nature never compromises his professionalism; rather, it enhances his effectiveness in group settings. Whether working on complex projects or routine tasks, he maintains high standards of accuracy and thoroughness. This precision, combined with his collaborative approach, makes him an asset in any professional setting.

Overall, Daniel has a great awareness of the bigger picture. On several occasions his keen eye for identifying potential issues and implementing effective solutions has saved time and resources. This skill, combined with his proactive approach, has ensured that projects were completed with precision and foresight. I have no doubt that he would be an excellent addition to any team. His competence and interpersonal skills make him an exceptional candidate.

I recommend him warmly and without reservation.

Carlos Armijo

Assoc. Dir. Product Mngmt At Kyndryl

I am pleased to highly recommend Daniel, who has been an invaluable collaborator on multiple projects over the past few years. From the outset, he demonstrated exceptional commitment and engagement, consistently exceeding my expectations in delivering both innovative and user-centered designs.

Daniel has a strong foundation in UX research and demonstrates an impressive ability to transform complex user needs into intuitive, effective solutions. He follows industry standards and best practices, ensuring that the experiences created are not only visually compelling but also highly functional and accessible.

One of his standout qualities is a keen eye for detail, paired with a deep understanding of user behavior and experience flows. This has been instrumental in our ability to deliver products that not only meet but often surpass user expectations. Daniel actively engages in every stage of the design process, from initial research and ideation to prototyping and final implementation, and always brings a proactive approach to problem-solving.

Beyond his technical skills, Daniel is a pleasure to work with. He brings enthusiasm, adaptability, and professionalism to every project, making him a reliable team player. I wholeheartedly recommend Daniel for any UX design role and am confident that he will continue to produce world-class work wherever he goes.

Natalia Bieschasnova

Assoc. Dir. UX Design At Kyndryl

Daniel has been a key part of our design team at Kyndryl. He is a delight to work with - a team player with a positive, can-do attitude all the way. He’s not only a talented designer but also a strong leader and a positive force in any collaborative environment.

Daniel is great at taking complex challenges and brainstorming creative, user-focused solutions. He is always ready to make a number of key recommendations, making sure every idea is considered, and always keeps the bigger picture in mind. He is also focused on achieving the best possible outcome for the user and the business.

What really stands out about Daniel is his ability to balance goal-oriented approach and being a fantastic team player. He’s always willing to share his expertise and help others. His positive energy, approachable personality, and enthusiasm for design create a motivating environment for everyone around him.

On top of all that, Daniel is incredibly hard-working. He consistently delivers high-quality designs on time, never losing sight of the project’s objectives.

His ability to pivot, adapt, and tackle problems from various perspectives has consistently resulted in practical, user-centered solutions that align with project goals.

Jimmy Jimenez

Product Manager At Kyndryl

I had the pleasure of working very closely with Daniel during my time as a Product Manager at Kyndryl, and I can confidently say he is one of the most dedicated and talented UX designers I've ever collaborated with. From day one, he impressed everyone with his powerful designs and his unwavering commitment to putting the user experience first. His expertise and involvement from the earliest stages of product development were invaluable, consistently providing insights that helped shape our product in ways that prioritized both usability and aesthetics.

Working side-by-side, I saw firsthand how Daniel is not only a skilled designer but also a phenomenal team player. His collaboration skills are on point—he always communicates proactively, eagerly brings his best ideas to the table, and is open to feedback to ensure the final product meets the highest standards. His positive attitude, warm personality, and friendly approach make him a joy to work with, and his responsibility and enthusiasm create an inspiring work environment for everyone around him.

I highly recommend Daniel to any team looking for a UX designer who goes above and beyond to enhance user experience and who brings both creativity and positivity to the workplace. He would be an asset to any organization.

Rigoberto Gonzalez

Assoc. Dir. Product Mngmt At Kyndryl

I am writing to highly recommend Daniel for any position that requires a skilled and dedicated UX Designer. Over the past three years, I have had the pleasure of working closely with Daniel on numerous projects, particularly on the Kyndryl Bridge platform. His designs for new functionalities and the advisory support he provided have been instrumental in enhancing the user experience.

Daniel consistently demonstrated exceptional skills in UX design, bringing innovative solutions that significantly improved our platform's usability and aesthetics. His ability to understand user needs and translate them into intuitive and engaging designs has been a tremendous asset to our team.

Moreover, Daniel's experience in team management has been invaluable. As a key team member, he effectively coordinated with various stakeholders, ensuring that projects were completed on time and to the highest standards.

His leadership and collaborative spirit fostered a productive and positive work environment.

In summary, Daniel's expertise in UX design and his proven track record in team management make him an outstanding candidate for any role. I am confident that he will continue to excel and contribute significantly to any organization he joins.

Natalie Silva

UX Designer At Kyndryl

I am pleased to recommend Daniel for any opportunities that may come his way. Having had the pleasure of working alongside him, I can confidently say that he is one of the most dedicated and hardworking individuals I've encountered. He consistently goes above and beyond to support teammates, making him a true asset in any collaborative environment. Daniel is always willing to lend a helping hand, whether it's sharing insights or offering guidance during challenging projects.

During our design critiques, he provided invaluable input that often sparked innovative ideas and solutions. His ability to give constructive feedback while remaining open to others' perspectives exemplifies his collaborative spirit and commitment to team success.

Moreover, Daniel is known for his kindness and approachability. He creates an inclusive atmosphere where everyone feels encouraged to contribute, which is essential in fostering creative collaboration.

I wholeheartedly recommend Daniel for any role that values hard work, collaboration, and a positive attitude. I am confident that he will continue to excel and inspire others in any future endeavor.

Meghna Mukerjee

Senior Lead UX Designer At Kyndryl

I have had the pleasure of working with Daniel for the last three years and find him to be a very talented, creative, knowledgeable and strategic UX Designer. As a Senior Lead of UX Design, Daniel has been instrumental in ensuring smooth collaboration across a global team, sharing designs, concepts, research, best practices and results effortlessly. Daniel spearheaded redesign of dashboards across multiple applications and drove it to flawless execution.

Throughout our collaboration, Daniel demonstrated an ever ready attitude to help, mentor and share with the team, always fostering an environment where creativity and innovation can thrive.

Daniel crafts complex user journeys and designs and communicates his vision with clarity. What sets Daniel apart is his combination of design expertise, technical acumen, and strong strategic thinking.

He has been translating user insights into actionable design solutions that enhance the user experience.

Daniel is an invaluable asset to any team. His passion for design and dedication to user-centered solutions make him a standout in the field. I highly recommend Daniel to anyone looking for a top-tier UX design leader.

Carl Wright

Senior Lead UX Designer At Kyndryl

As a UX colleague of Daniel's on the Kyndryl Bridge platform, UX team within the CTO organization at Kyndryl, I have had the privilege to collaborate and learn from his experience as a fellow senior UX designer. I highly recommend Daniel for his consistent drive to deliver innovative UX solutions. He is always researching and exploring new ways to enhance user patterns and add value to the business outcomes.

While his UX skills are strong and valuable I would like to highlight his soft skills as a culture affirming team member. Daniel brings a positive outlook to his collaboration and support of those he interacts with. He is always willing to help where needed and goes above and beyond to bring success to his team. He leads by example and fosters relationships through empathy.

With his passion, work ethic and drive for innovation Daniel is an asset to any creative/design solution team and I am privileged to have had the opportunity to work alongside him.

Eduardo Carrillo

Senior Developer At True Omni

Daniel is an extraordinary designer and a superb team player and leader. He adapts quickly to changes in the requirements and always comes on top with the best solutions. He works very well with engineers and can understand their needs and explain his ideas.

Any team would be lucky to have Daniel as their leader and any company will see rapidly the value he creates.

Joemi Aoh

UX Researcher At Kyndryl

Daniel is a team player that brings energy and enthusiasm towards his work. Our team experienced how he single-handedly designed the main landing pages (internal and external) for the flagship project kyndryl bridge. Its a project that brought him major recognition on XXL effort and not for the faint of heart. It took determination and grit to accomplish this monumental project. If you are looking for a outstanding person and amazing designer, Daniel is your guy.

Kia Mostaghimi

VP Innovation & Design At Algentra

Daniel is one of the most creative and innovative people I've worked with. He is independent, an out of box thinker, a team player and a big picture initiator. He would be a positive influence in any organization who is able to leverage his creative mind.