Luis Martinez

Luis Martinez

Product Designer in Ottawa, He/Him


Product Designer and Front-End Developer with over 10 years of experience helping small and medium B2C businesses to plan, design, develop, and market their websites.

Work Experience

2022 — Now
Ottawa, Ontario, Canada

Capital BBQ has been in business for 30 years as the largest specialized BBQ and grill store in the Ottawa/Gatineau region. is Capital BBQ's online store and one of the first to offer grilling accessories across Canada.

● Simplified the email newsletter design process by establishing a system of procedures reducing the time from plan to launch by 66%
● Updated the information architecture of Capital BBQ’s e-commerce website to allow the correct categorization of over 1000 products and reduce the stress set on the data entry personnel
● Standardized Capital BBQ’s and brand colors, typographic use, and stock images to create a coherent look across all marketing materials.
● Improved email marketing segments by pairing user actions and past buyer information to better target campaigns resulting in a 37% increase in open rates
● Created wireframes for a mobile version of the e-commerce site, reducing the time to market by 25%

2022 — 2023
Ottawa, Ontario, Canada

Oven Brothers is a wood-fired pizza oven company based in Canada that manufactures flat-packed steel ovens that last a lifetime.

● Led the strategy, user flows, and information architecture of the website redesign, which increased subscribers by 50% in the first two months since the site relaunch.
● Improved the site’s navigation by eliminating unnecessary pages and categories, reducing the number of clicks from the homepage to the checkout to four.
● Built a Help Center to aid in solving customer inquiries which reduced the number of support requests by 20%
● Directed a photo and video shoot to generate marketing assets and stock imagery.
● Authored Oven Brothers’ brand style guide to ensure consistency across web, print, and social media channels

2021 — 2022
UX/UI Designer and Email Developer at ProGroup X

ProGroup X specializes in email marketing and provides subscribers with the most relevant job postings with their managed network of over 20 job aggregators.

● Designed and developed an email toolkit to enable teams to quickly build mobile-responsive emails and maintain visual consistency, leading to time savings of over five hours per week for 20+ brands.
● Designed and resized advertiser ad units, branded units, and social media visuals for various web projects.
● Effectively collaborated with PM, engineers, and business stakeholders remotely.
● Developed websites, design systems, and landing pages in WordPress and Next.js for 20+ web properties.
● Prepared user flows, wireframes, mockups, and visual elements for four new projects.

2014 — 2021
UX/UI Designer at Cómo Se Llama
Mexico City, Mexico

Como se llama was a boutique web design studio helping small to medium businesses compete online. Closing its doors in September 2021.

● Designed engaging wireframes, information architecture, and sketches according to the client’s objectives, achieving faster development.
● Owned product design end-to-end, from requirement analysis to ideation, workflows, wireframes, prototypes, and testing for 10+ brands.
● Developed 10+ Shopify and WooCommerce e-commerce sites; reduced bounce rates by 30% and increased leads by 20%
● Revamped website flows and navigation menus, reducing the frequency of misdirected customer service queries by 150% and increasing traffic to previously neglected pages for a language school
● Led multi-disciplinary 4-person team to design, develop, and launch online e-commerce store; prioritized and resolved 15+ new features and bug fixes

2013 — 2014
Mexico City, Mexico

TV Azteca is the second-largest broadcasting company in Mexico. They were the first network to start content creation for a variety of online platforms, such as podcasts, social media, and Youtube.

● Implemented a design system establishing layouts, typographic styles, and colors; that cut the design process time by 20%
● By designing dashboards for various Key Performance Indicators (KPIs), I was able to decrease internal testing time by 30%.

2011 — 2013
Visual Designer at Tres y Tres
Mexico City, Mexico

Tres y tres was a small graphic design studio located in the heart of Mexico City. It operated for two years, developing a reputation for delivering high-quality designs that captured the essence of its clients' brands.

● Established brand strategy and marketing campaign, utilizing social media, guest blogging, and affiliates to grow awareness and build brand loyalty; over 80k followers across all social media platforms.
● Produced wireframes, mockups, prototypes and programmed for a weekly interactive infographic with HTML, CSS, and Javascript for a medical clinic


2008 — 2010