Profile

I design and build thoughtful interfaces for innovative businesses at Poppins Agency in London.

At Poppins, I design digital products and lead the transformation of client experiences, from small marketing sites to full-scale product overhauls.

With a focus on innovation and clarity, I design digital experiences that solve complex challenges for forward-thinking organisations. I'm currently guiding The Wall Street Journal’s digital evolution across different key business areas.

Before Poppins, I designed in-house digital products for a Fortune 500 Co, CBRE.

Email | Instagram ↗ | Are.na ↗

Employment

Senior/Lead Product Designer
Poppins Agency
London
2023 - Current

Product Designer
Poppins Agency
London
2021 - 2025

Product Designer
CBRE
Rotterdam
2020 - 2021

Designer
CBRE
Bogota
2018 - 2020

Skills & software

UX/UI design
Interaction design
User research
Wireframing and prototyping
Design systems
Accessibility and inclusive design
3D modelling
3D Rendering
Prompt rendering
Art direction
Colour system

Figma
HTML/CSS and basic JavaScript
Photoshop
Illustrator
InDesign
Rhino
Grasshopper
Cursor
p5js
Make
Weavy

Selected clients

AMI
Anglo American
Bonhams
CBRE
De Beers Jewellers
EPAM
IDEO
Mclaren
Meyers Manx
Nespresso
Norton
Royal Enfield
SRO
Wall Street Journal

Industry experience

AI Development
Automotive
Consumer & Food
Luxury
Media
Mining
Real Estate
Technology

Education

BA Industrial Design
Pontifical Xaverian University
2018

BArch Architecture
Pontifical Xaverian University
2016

UX Design
Nielsen Norman Group
(6 months)

Current explorations

Organic parametric modelling, trigonometric waves, conformal structures.
2025 - Ongoing

Actor-Network Theory (ANT) for mapping complex systems where humans, AI agents, and biological entities hold equal weight and agency in a network
2026

How a digital service affects the lifecycle, health, and agency of the non-human stakeholders.
2026

David Ramirez

Open to work

Full portfolio on request

Digital Design
Synergetics
User Experience

Challenge standard digital design processes to create user experiences in unconventional ways.

Interdisciplinary systems thinking. Understanding the behaviour of the whole before examining its individual parts.

Reframing the “user” as more-than-human to move towards life-centred design for complex systems.

1

Client
De Beers Jewellers

One of the world's largest luxury diamond companies, based in London, UK.

Type
E-Commerce | Design System | UX/UI

Build their first scalable digital design system, designed to grow with the business and support evolving development needs.

Challenge
Would you spend £15k on a stone online?

Build the digital commerce platform with exclusive journeys based on the purchasing behaviours and preferences of high-net-worth customers.

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Collaborators:
Dan Sherrat
(Art direction)

Sam Pascoe
(Product owner)

Natalia Gasto
(UI designer)

Role:
Lead product designer

4.1

4.2

4.3

Challenges
Designing for trust at high price points through transparent ethical sourcing, clear differentiation between lab-grown and natural stones, and bespoke configurators for engagement and fine jewellery. Creating seamless continuity between digital and boutique experiences, while building the infrastructure for high-value logistics, identity verification, fraud prevention, and secure fulfilment without compromising the customer experience.

Solutions
Build a transparent, connected luxury buying experience where grading certificates (GIA/HRD) and diamond-level traceability data are surfaced at SKU level, return and insurance policies are visible at the point of decision, and customers have access to live human support through chat-to-video with a specialist. Create category and navigation structures that embrace rather than avoid comparison, while clearly communicating the value of natural stones through rarity, investment potential, and symbolism. Connect the digital and physical experience through real-time inventory synchronisation between the configurator and physical stone stock, alongside a shared clienteling CRM that gives web and boutique teams continuity across the customer journey. Support high-value transactions with seamless identity verification, insured courier partnerships, and manual review workflows that protect both customer and business without creating unnecessary friction.

2

Client
Norton Motorcycles

Iconic British motorcycle brand, founded in 1898, with its main design and engineering facility based in Solihull.

Type
App design | Motorcycle dashboard | UX/UI

With the App and the Dash, you need to think about the ride, pre-ride and post-ride experience.

Challenge
Industrial and Digital teams need to be one unit.

Does anyone know how a motorcycle works at the most technical level? Now make a digital interface to control it.

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Collaborators:
Indigo Price
(Senior graphic designer)

Norton In-house
Techincal team
Industrial design team

Role:
Senior/lead product designer

3.1

3.2

3.3

Challenges
Physical controls, including handlebar switchgear, drive the dash menus, allowing riders to interact with the display while keeping their hands on the bars. A rider has roughly 1–2 seconds to read and interpret the dash before their eyes need to return to the road, so every UI decision, from font size and contrast to information hierarchy, must be carefully tested for rapid, at-a-glance comprehension. Critical information such as speed, gear, warnings, fuel and range must never compete visually with navigation, trip statistics or connectivity icons. Display design must also account for market-specific requirements, including speedometer accuracy tolerances, mandatory warning-light standards and visibility requirements, while features such as auto brightness and display mode switching need to operate seamlessly without distracting the rider.

Solutions
The UI architecture should use a locked layout grid that cannot be overridden by themes or skins, supported by an interaction design specification with generous minimum target sizes to ensure safe, reliable use while riding. The prototype testing cycle should include real running engines at a range of RPMs, rather than relying solely on static display QA, to validate performance under realistic vibration and operating conditions. A comprehensive compliance requirements matrix should define speedometer tolerances, mandatory telltale icons and colours, and minimum visibility standards, with warning icons designed to established international standards. The software should also support regions, allowing speed units, language and market-specific mandatory telltales to be configured without altering the core UI architecture.

3

Client
Wall Street Journal

Newspaper based in New York City that serves as one of the world's primary sources of information for business, finance, and economics.

Type
Web Platform | UX/UI

Design one hub that serves both the individual user and the enterprise admin/subscriber.

Challenge
Multiple CMS integrations

Content, editorial and events teams usually run on separate calendars.

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Collaborators:
Natalia Gasto
(UI designer)

WSJ In-house
Product team
Marketing team
LI stakeholders

Role:
Lead product designer

3.1

3.2

3.3

Challenges
The person consuming the content, such as a VP or CEO, is often not the person who purchased the licence, and senior leaders are among the least likely users to sit through a 45-minute video. Events, scarce and often FOMO driven and on-demand content have fundamentally different discovery patterns and calls to action, so they should be designed as distinct experiences. The experience therefore needs to account for membership tiers, corporate seat allocations, gated premium content and the distinction between events and full access. Too often, design attention is concentrated on registration and the live event itself, while the broader content journey and post-event experience receive less attention.

Solutions
Build a shared taxonomy of topic, role and industry tags that both editorial and events teams can use consistently, while keeping the admin experience fully separate. Every long-form asset should include a mandatory three-line takeaway and a scannable format option, such as a short video cut, transcript or key quotes before the full asset rather than after it, alongside editorially curated collections organised by role and industry. The experience should avoid presenting users with a “you don’t have access” wall after they click, and every event should have a standard post-event page published within 24–48 hours, featuring the recording, key takeaways, related reading and, for enterprise users, a simple “share with my team” action.

Index

Throughout my professional career, I’ve had the opportunity to work with a diverse range of clients, exciting projects, and complex challenges. My experience spans from B2B and B2C web-based products to medical apps using AI for efficiency and machine learning. Working and growing within a design agency has expanded my understanding of what great user experience and design can be. I’ve learned that the two are deeply intertwined: complex projects demand thoughtful, beautiful execution, but also moments of surprise and playfulness that bring the brand and the experience together

Car Collector

AMI

Nespresso

Meyers Manx

CBRE

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David Ramirez

Digital DesignSynergetics User Experience

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Digital Design
Synergetics
User Experience