Senior Director, Product Design | UI/UX, Creative Strategy & Platform Innovation · MarketScale
Raul Reyeszumeta
Design and product innovation leader with over 15 years of experience in UI/UX, product design, and creative direction. Recognized for developing high-impact digital experiences, scalable platforms, and groundbreaking visual storytelling in the B2B space. I have led product design, platform development, and branding initiatives that have transformed digital engagement for businesses. Adept at bridging creativity with technology, I specialize in building user-centric platforms, guiding cross-functional teams, and driving digital transformation.
Design shapes behavior at scale; trust beats polish in B2B markets
Reyeszumeta argues that design is fundamentally a problem-ownership discipline, not a visual decoration layer—and that the highest-impact work happens when teams move from asking what to build to asking why they're building it. Across B2B, the fastest competitive advantage comes not from new innovation but from retrofitting existing systems, leveraging user-generated content, and designing behavioral infrastructure that works at scale across distributed teams and time zones.
460%
engagement lift in rule-breaking UGC campaigns
“Designers who shape products aren't just making things look good. They're working completely differently.”
The Design Career Shift No One Tells You About
Design work shifts from output-focused to outcome-focused
SHARE
8
industries transformed by retrofit vs. new build strategies
Habit and ecosystem lock-in often trump superior technology when choosing AI tools.
Why I Can't Quit GPT (Even When Claude is Better)
Trust is not earned with scripted lines. It is built on lived experience.
Leveraging UGC to Generate Trust: Tesla's FSD Campaign
“Audiences can spot the polish from a mile away, and they are tuning it out.”
Connect with Raul Reyeszumeta
Energy
Two Weeks Into Nano Banana: Google’s Latest Push Is Really Ahead of Its Competitors
Two weeks ago, I decided to give Google’s Gemini AI a real shot. Not just a quick test run, but actually integrating it into my daily workflow. What I discovered surprised me. Google’s latest push isn’t just catching up to the competition anymore. They’re actually pulling ahead in ways I didn’t expect. The Photo Restoration…
Leveraging UGC to Generate Trust: Tesla’s FSD Campaign
Audiences can spot the polish from a mile away, and they are tuning it out. What cuts through now are real people telling real stories. Trust is not earned with scripted lines. It is built on lived experience. People do not trust brands. They trust each other. That is what makes Tesla’s Full Self-Driving (FSD)…
How Tesla Hacked UGC to Create a Marketing Machine (Without Spending on Ads)
Customers became the marketing team when this automaker weaponized referrals to build buzz without spending a dime on traditional ads
Professional AV
The Design Career Shift No One Tells You About
Most design programs teach you the fundamentals: typography, color theory, layout principles, design systems. You learn software. You build portfolios. You land your first job. Then you hit the real world and discover something critical: the designers who actually shape products and influence business outcomes aren’t just making things look good. They’re working completely differently….
From the Lab: Why I Can’t Quit GPT (Even When Claude is Better)
Habit and ecosystem lock-in often trump superior technology when choosing AI tools
What Disney’s UX Can Teach Software Teams About Designing for Behavior at Scale
Disney’s theme parks are more than just destinations for fun, they’re full-scale behavioral design engines. With tools like MagicBands, real-time location tracking, and the Lightning Lane Multi Pass planner, Disney crafts experiences that feel spontaneous, personal, and easy. But behind the curtain is a meticulous, data-informed design system. In this article, I unpack the UX…
Apple Glass. Love It or Hate It. Doesn’t Matter. It’s Changing Design.
Apple’s new Liquid Glass design language is here. It’s bold. It’s reactive. It’s emotional. Maybe even beautiful. Also? Maybe a little hard to read. Maybe not so friendly for accessibility. But will it change how people design? Yes. Apple Doesn’t Just Signal. It Sets the Pace. Flat design shifted the way we built…
Case Study: How Icom Radios and One Volunteer Built the Ultimate Rescue UGC—Powered by MarketScale
One volunteer's real-world rescue mission became the most authentic proof point a communications equipment maker could ask for
From Stock Libraries to AI Co-Creation: Empowering Artists to Design the Perfect Image
Designers now have unprecedented creative control through intelligent image generation instead of settling for pre-made assets
Maximize the impact of your trade show experience by capturing and uploading captivating b-roll footage
Strategic video content from trade shows extends audience reach far beyond attendees on the exhibition floor
Engineering & Construction
From the Lab: Vibe Coding with Replit
I don’t always start with Figma. Sometimes I start with a feeling. A layout. A friction point. A hunch. That’s when I go to Replit and start vibe coding. What is Vibe Coding? It’s not engineering. It’s not design. It’s fast prototyping at the idea level. Vibe coding is how I think through interaction, flow,…
The Broken Promise of Design Systems
Design systems were supposed to solve the chaos. Instead, they often create more of it. What looks like a clean, scalable solution on the surface quickly becomes a frustrating maze of tokens, buttons, and undocumented logic. Developers don’t know when to use what. Designers rely on visual memory instead of shared rules. Product teams lose…
Build the Why, Not Just the What
There comes a point where you stop asking what you’re building and start asking why you’re building it. That shift is where high-impact work begins. It’s when you move from shipping features to shaping purpose. Anyone can launch a roadmap, spec out a feature, or refine a UI. But the heartbeat of the product lives…
Design Is Not Decoration: Why Product Designers Should Own the Problem, Not Just the Pixels
About fifteen years ago, when I graduated with a degree in Visual Communication, I saw design as a tool to help people and brands communicate more clearly through visuals. That mindset shaped how I approached my career early on. But over time, my perspective evolved. Today, I see design not just as a communication layer,…
A Dent in the Universe: What the Ive-Altman Alliance Means for AI and Product Design
Jony Ive and Sam Altman are building more than a product. Their new company, io, may redefine how we interact with machines. This piece explores what that means for AI, product design, user experience, and the future of accessible innovation. Introduction: The Shift We Can’t Ignore In only a few years, AI changed the…
The Invisible UX Researcher: How Modern Product Teams Listen Without the Role
A lot of teams don’t have a UX Researcher. We don’t either.a But that doesn’t mean we aren’t listening. In today’s product teams, having a dedicated UX Researcher is a luxury. One many growing organizations can’t justify right away. But the absence of a formal title doesn’t mean the absence of research. Some of…
Leading Global Product Teams: How Designing Across Time Zones Made Our Systems Smarter
Back in college, I never thought time, tools, tech, and hours would be essential to design. But working with a team that spans the world changed everything. It forced me to rethink how we plan, how we collaborate, and how we build. This story is not about a single product or a perfect process. It…
From the AIGA UX Roundtables: How AI and User Feedback Are Reshaping Design Teams
This week, I had the opportunity to join the UX Design Roundtables hosted by AIGA DFW, and I walked away inspired, challenged, and deeply motivated to keep learning, building, and connecting. As a Senior Director of Product Design at MarketScale, I attend events like the AIGA Roundtables not only to grow personally, but to…
Architecture & Design
What RoboTaxis Can Teach Us About the Future of AI Editing
RoboTaxis aren’t just a tech upgrade. They change the way we think about movement, control, and experience. Same goes for AI in media. We’re not just cutting steps out of editing. We’re changing the creative process itself. RoboTaxis took out the driver and reimagined the ride. Our tools remove the manual grind and give creators…
Aspen Was Quiet, But the Design Was Loud: One Month On
Back in April, MarketScale sent me to Aspen for something different. Not a content conference. Not a summit. Not a class. But an immersive experience to get inspired, to learn, and to reconnect with design in a deeper way. The trip was immersive, planned and invested in by the company, and came at the right…
Capturing B-Roll with Your Smartphone: Showcasing Your Facility
Modern smartphones are enabling B2B companies to produce broadcast-quality facility footage without expensive camera equipment
What is MarketScale
These experts publish through MarketScale, a content platform that turns industry knowledge into articles, video, and audience. Want the same for your team?