Michael Estiban Smith

Experience & Product Design Leader

I design clear, useful digital experiences for customers, frontline teams and businesses.

With 19 years in UX and product design, I combine research, strategy and hands-on design to solve complex problems across retail, ecommerce and digital services.

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Johnny's Deli self-service kiosk ordering interface
Johnny’s Deli Kiosk

Making in-store ordering clearer

Research and interaction design for a kiosk experience aligned with customer expectations and the physical store environment.

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Mitre 10 ecommerce experience shown across desktop and mobile devices
Mitre 10

From MVP to award-winning ecommerce

Five years of research, design and continuous improvement across a major retail platform.

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Krispy Kreme ordering experience across desktop and mobile
Krispy Kreme

One experience across two platforms

A seamless ordering journey that made complex technology feel simple for customers.

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How I work

I lead from within the work, combining hands-on design with the ability to align teams, mentor designers and guide important decisions from early discovery through to post-launch improvement.

research-grounded

Every engagement begins with understanding the real problem.

I bring together customer needs, business goals, operational realities and technical constraints through interviews, observation, journey analysis and collaborative discovery.

This creates a stronger foundation for design decisions and helps teams focus on the opportunities that matter most.

ai-accelerated

I use Claude, Codex and other AI tools to accelerate research synthesis, ideation, prototyping and documentation.

The goal is not to replace design judgment. It is to reduce repetitive work, explore possibilities faster and create more time for customer understanding, collaboration and refinement.

craft-finished

Direction is only part of the job. I stay involved through interaction design, prototyping, accessibility, responsiveness and delivery.

I work closely with designers, engineers and stakeholders to ensure that the quality of the original thinking survives into the finished experience.