Israel Piña
I'm a UX/UI designer. For 10+ years I've been turning ideas into digital products people actually use — and that convert.
I work where almost no one stops: the crossroads of interface design, applied neuroscience and generative AI. I don't design for aesthetics; I design for hypotheses and results.
Ten years designing at the intersection of UX, neuroscience and AI
I started over a decade ago designing digital products, and haven't stopped. I've worked for global brands like Visa, L'Oréal, Comex, Coppel, Mercado Pago and Immunotec, across fintech, retail, beauty and health.
Today I collaborate with AKQA Agency, designing AI-assisted UX flows in Figma and Claude. What matters most isn't the pretty deliverable — it's the data that comes after. My projects have hit up to +50% in conversions and +40% in ROI for clients.
I'm a Webflow Premium Partner and an expert in AI tools applied to the design process — a combination still rare in Latin America. It lets me move between three seats: creative direction, conversion strategy and AI-driven development.
I also teach. I'm a Neuromarketing and Creative Strategy professor at Tec de Monterrey, and teaching forces something healthy: a reason behind every design decision.
I work from Mexico City for clients in Mexico, the United States and Europe.
AI is my copilot, not my replacement
I use generative AI every day, but one thing is clear: AI accelerates, it doesn't decide. Judgment, strategy and direction stay mine. Here's how I split the work:
- Exploration. I generate UI variations, mood boards and visual directions in minutes to shorten the iteration cycle.
- Research. I synthesize UX research, analyze interviews and map behavioral patterns with AI assistance.
- Systems. I document, name and maintain scalable design systems with strategic prompting.
- Prototyping. I iterate navigable prototypes in Figma + Claude to validate flows before handoff.
Where I can help
- UX/UI direction. End-to-end product design, from research to handoff.
- Conversion strategy. Funnel optimization and flow redesign with a metrics focus.
- Applied neuromarketing. Design decisions based on attention, cognitive load and user behavior.
- AI design. Integrating generative AI into your team's design process.
Brands that have trusted my work
- Visa
- L'Oréal
- Comex
- Coppel
- Mercado Pago
- Immunotec
- AKQA Agency
- Tec de Monterrey
Frequently asked questions
Who is Israel Piña?
- I'm a Mexican UX/UI designer with 10+ years of experience. I work at the intersection of three disciplines: interface design, neuroscience-informed strategy and design processes powered by generative AI. I'm a Webflow Premium Partner and a professor at Tec de Monterrey.
What is an AI Design Expert?
- A designer who integrates generative AI tools into the UX/UI process. I use models like Claude as a creative copilot to accelerate exploration, research, design-system maintenance and prototyping — without giving up human judgment on strategy and product experience.
How do you apply AI to UX/UI design?
- Four fronts: fast UI variant exploration, research and interview synthesis, design-system maintenance through strategic prompting, and iterating navigable prototypes in Figma + Claude before handoff.
What is neuromarketing applied to design?
- Using neuroscience and consumer-behavior principles — attention, cognitive load, biases, visual hierarchy — to make design decisions that improve conversion and experience. I teach this at Tec de Monterrey and apply it in real projects.
Do you work with international clients?
- Yes. I work from Mexico City with clients in Mexico, the United States and Europe. I take one-off collaborations and strategic consulting engagements.
Got a project in mind?
I take on one-off collaborations and consulting for UX/UI direction, conversion strategy, neuromarketing and AI-driven design. Drop me a line.