Fernando MartinezProduct Design DirectorMonterrey, MX

I design complex products and the systems that help them scale.

I work at the intersection of product strategy, UX, systems thinking, and design engineering—leading teams from ambiguity to measurable outcomes.

View
work↓

PRODUCT STRATEGY ✦ DESIGN SYSTEMS ✦ TEAM LEADERSHIP ✦ DESIGN ENGINEERING ✦ PRODUCT STRATEGY ✦ DESIGN SYSTEMS ✦

Selected work

Two programs / measurable impact

01 / SchoolMessengerProduct transformation

Redefining a 20-year-old communication platform.

I led a multidisciplinary team to rethink core communication workflows through research, product strategy, prototyping, and usability testing.

60%U.S. & Canadian school districts impacted

30+Flows redesigned and tested

28UI kit components created

02 / TeachableSystems at scale

Building a design system that could scale with the product.

I led designers and front-end developers to consolidate Teachable’s design language, establish governance, and close the gap between design and production.

+35%Improved time-to-market

−42%UI inconsistencies

100+Components audited

Teachable design language system overview

Teachable UNI design system implementation

What I bring

Strategy to execution

Leadership with a maker’s mindset.

My background spans web design, front-end development, product design, systems leadership, and design direction. I stay close to the work while creating the conditions for teams to do their best work.

Design leadership

Setting direction, aligning teams, and turning ambiguity into a clear product vision.

↗

Systems at scale

Building the foundations, governance, and operating models that help teams ship consistently.

↗

Product transformation

Combining research, strategy, prototyping, and craft to modernize complex products.

↗

Design engineering

Bridging design and front-end thinking to close the gap between intent and production.

↗

Design Systems Department

Founder / Product scale

The external design systems department

Helping product organizations scale with clarity, consistency, and confidence.

Product Scale Score

A focused assessment that measures product organizations across six capabilities, identifies the primary scaling constraint, and turns the diagnosis into a prioritized roadmap.

StrategyArchitectureGovernanceDesign EngineeringEducation & AdoptionAI Readiness

Take the 7-minute assessment ↗

Fernando, who?

I lead, design, and scale systems that accelerate product delivery and drive measurable business outcomes.

For more than 15 years, I have translated complexity into useful, durable products—connecting strategy, systems thinking, design craft, and front-end fluency to help teams deliver at scale.

2008
Web design2016
Product design2019
Systems leadership2022—Now
Design direction

“Fernando took a mess of a system, and within a few weeks, set us back on track. My only regret is not having brought him on sooner.”

C.J.P. — Senior Product Design Director, Integral Ad Science

Mentoring designers

ADPList / Career development

Guidance grounded in practice

Helping designers move forward with clarity.

I mentor designers navigating portfolio storytelling, interviews, career transitions, and the realities of working across product, design systems, and engineering.

19Sessions completed1,020Minutes mentoring100%Communication rating

Book a mentoring session ↗

“His ability to listen and put himself in your shoes is extremely valuable.”
S. — UX/UI Designer

“Fernando has a natural talent for mentorship; his session was outstanding!”
A.G.G. — Senior Experience Designer

“It’s not just about professional guidance—it’s about honesty and encouragement.”
A.E.H. — Interaction Designer