Hero
(SS® — 01)
©2026
Hero
©2026
Sergio
Smirnoff
I design AI systems that humans actually adopt.
Currently Head of Design at PlusPlus in San Francisco, building AI experiences for companies like Salesforce, Netflix, Airbnb, LinkedIn, Shopify, Slack, SquareSpace, HubSpot, and Splunk.
Currently Head of Design at PlusPlus in San Francisco, building AI experiences for companies like Salesforce, Netflix, Airbnb, LinkedIn, Shopify, Slack, SquareSpace, HubSpot, and Splunk.
Companies - Startups
(SS® — 02)
Companies - Startups
Portfolio
Featured Works
Featured Works
Featured Works
Explore a collection of high-quality, high-impact innovative Product Design.
How I learned ML to disrupt a $113B market
SaaS - Enterprise for SambaNova
AI / ML
Product Design
How I learned ML to disrupt a $113B market
SaaS - Enterprise for SambaNova
AI / ML
How I learned ML to disrupt a $113B market
SaaS - Enterprise for SambaNova
AI / ML
Product Design
The feedback button that wasn't the problem
SaaS - Enterprise for PlusPlus
LMS - LXP
Product Design
The feedback button that wasn't the problem
SaaS - Enterprise for PlusPlus
LMS - LXP
The feedback button that wasn't the problem
SaaS - Enterprise for PlusPlus
LMS - LXP
Product Design
How I re-designed a Dashboard for physical AI
Physical AI - Enterprise for InOrbit
RoboOps
UX/UI & Branding
How I re-designed a Dashboard for physical AI
Physical AI - Enterprise for InOrbit
RoboOps
How I re-designed a Dashboard for physical AI
Physical AI - Enterprise for InOrbit
RoboOps
UX/UI & Branding
Predicting Apple NameDrop 6 years early
B2B2C for RedLines
Social Media
UX/UI & Branding
Predicting Apple NameDrop 6 years early
B2B2C for RedLines
Social Media
Predicting Apple NameDrop 6 years early
B2B2C for RedLines
Social Media
UX/UI & Branding
Brands I worked for:
Startups I worked for:
Startups I worked for:
WORK IN PROGRESS
I'm enjoying rebuilding my portfolio using new technologies,
but in the meantime you can access all my work at my previous site.
In the meantime you can check
my legacy PORTFOLIO or
try calling my Digital Avatar.
You can ask about my experience, past projects and more.
AI/ML Projects by Type
(SS® — 03)
AI/ML Projects by Type
Metrics
Numbers don't lie
0800-
SERGIOSMIRNOFF
Metrics from past roles.
AI Avatar
(SS® — 04)
AI Avatar
AI Avatar
1-800-SERGIOSMIRNOFF
0800-
SERGIOSMIRNOFF
Talk to my AI Avatar.
You can ask about my experience, past projects and more.
Voices About Me
(SS® — 05)
Voices About Me
Feedback
Don't take my word for it
Don't take my word
for it
Don't take my
word for it
What collaborators say.
See how my designs have transformed and elevated international business, and created lasting impressions.
Ashley A.
Senior Program Manager
Salesforce
I’ve worked closely with Sergio for over a year, and it’s been a great experience. He genuinely takes the time to understand how I use the product, asks smart questions to get to the root of our challenges, and designs with real thought and care. It’s always enjoyable to work with him, especially when he’s walking through a new design or feature he’s been working on. Sergio clearly cares about his customers and partners, and works with me to solve the day-to-day problems we face in a thoughtful, practical way.
Rajesh O.
Sr. Principal Software Engineer
SambaNova Systems
I had the pleasure of working with Sergio, SambaNova's first UX developer, and he made a tremendous impact on our flagship product. Sergio has an exceptional design aesthetic and a deep understanding of user experience and workflow design. He created intuitive UX flows that significantly enhanced our product's usability and built a robust design system from the ground up, which became a cornerstone of our development process. Sergio is not only a talented designer but also an excellent leader who fosters collaboration and inspires those around him. He is incredibly easy to work with, always bringing positivity and focus to the team. I truly enjoyed working alongside him and am confident he will excel in any endeavor he takes on.
Andrew J.
Sr. Principal Product Designer
Yahoo • ex GameCommerce
I hired Sergio to help us with design work for the many different Playable game ad projects we've had over the past year or so. Looked at MANY applicants before hiring him and glad I waited. Sergio has a very careful eye for design work and firm understanding of works commercially. Some projects he designed from wireframe to final product included games for PUMA, Amazon, Dunkin', Hennessy, Coach, to name a few. Each project, Sergio ran off some rough ideas and created detailed wireframes and even helped ideate UI and game mechanics. If you're looking for someone that can produce the highest quality with quick turn around times, hire this man.
Nagesh P.
Head of Product
Iris Go • ex GameCommerce
Sergio is a delight to work with. He is a seasoned designer who takes ownership of a project and makes sure it is done to high standards. His fun and gregarious personality makes it enjoyable to work with him. In addition, Sergio has a hacker mindset and can hustle to reach the people he wants to reach. That makes him a potent entrepreneur and builder. I’d work with Sergio again in an instant.
Juan Carlos C.
Principal Product Manager
Alaska Airlines • ex U.S. Bank
Best-in-class UX designer is the phrase that comes to mind when I think about Sergio. I’ve had the pleasure of knowing him for a few months, during which we worked together creating the Hispanic digital experience for U.S. Bank. Above all, I was impressed with Sergio’s ability as a systems thinker who understands how to leverage existing interaction patterns and innovate where it adds the most value. And, of course, his natural talent to think holistically across the connected experience for U.S. Bank Hispanic users. Sergio would be a true asset for any positions requiring a UX/UI hybrid designer, a professional who can craft next-generation experiences, and a practitioner of design thinking methods. As a team member or a leader, Sergio earns my highest recommendation.
Azadeh R.
Principal Product Manager
NVIDIA • ex SambaNova
Sergio is a fantastic UX/UI designer with a system design mindset. He has a well thought approach to user research, UX requirement gathering and UI design. He is an excellent team player, who can deliver results for highly ambiguous and complex projects. Highly recommended.
Monica S.
Sr Marketing Program Manager
Adobe • ex GameCommerce
Sergio and I have worked together on various campaigns for global brands such as Dunkin and Moet-Hennessy for the past year. He's brought an incredible fresh new perspective to each campaign. Sergio is not only an incredible creative director but someone one can rely on to go above and beyond what is expected. He is able to bring a fresh element of ideas and works closely with the team members and client to meet the overall goals. His hands-on expertise, thinking out of the box, providing beneficial insights on how to bring the design elements to life, and taking the initiative to try new things is invaluable. Furthermore, Sergio understands clients and will not give up until they are pleased with the final results. He doesn't compromise on the quality of what needs to be done and delivers excellent work. Sergio is very talented and anyone would be lucky to have the opportunity to have him on their team.
Ashley A.
Senior Program Manager
Salesforce
I’ve worked closely with Sergio for over a year, and it’s been a great experience. He genuinely takes the time to understand how I use the product, asks smart questions to get to the root of our challenges, and designs with real thought and care. It’s always enjoyable to work with him, especially when he’s walking through a new design or feature he’s been working on. Sergio clearly cares about his customers and partners, and works with me to solve the day-to-day problems we face in a thoughtful, practical way.
Andrew J.
Sr. Principal Product Designer
Yahoo • ex GameCommerce
I hired Sergio to help us with design work for the many different Playable game ad projects we've had over the past year or so. Looked at MANY applicants before hiring him and glad I waited. Sergio has a very careful eye for design work and firm understanding of works commercially. Some projects he designed from wireframe to final product included games for PUMA, Amazon, Dunkin', Hennessy, Coach, to name a few. Each project, Sergio ran off some rough ideas and created detailed wireframes and even helped ideate UI and game mechanics. If you're looking for someone that can produce the highest quality with quick turn around times, hire this man.
Azadeh R.
Principal Product Manager
NVIDIA • ex SambaNova
Sergio is a fantastic UX/UI designer with a system design mindset. He has a well thought approach to user research, UX requirement gathering and UI design. He is an excellent team player, who can deliver results for highly ambiguous and complex projects. Highly recommended.
Nagesh P.
Head of Product
Iris Go • ex GameCommerce
Sergio is a delight to work with. He is a seasoned designer who takes ownership of a project and makes sure it is done to high standards. His fun and gregarious personality makes it enjoyable to work with him. In addition, Sergio has a hacker mindset and can hustle to reach the people he wants to reach. That makes him a potent entrepreneur and builder. I’d work with Sergio again in an instant.
Rajesh O.
Sr. Principal Software Engineer
SambaNova Systems
I had the pleasure of working with Sergio, SambaNova's first UX developer, and he made a tremendous impact on our flagship product. Sergio has an exceptional design aesthetic and a deep understanding of user experience and workflow design. He created intuitive UX flows that significantly enhanced our product's usability and built a robust design system from the ground up, which became a cornerstone of our development process. Sergio is not only a talented designer but also an excellent leader who fosters collaboration and inspires those around him. He is incredibly easy to work with, always bringing positivity and focus to the team. I truly enjoyed working alongside him and am confident he will excel in any endeavor he takes on.
Juan Carlos C.
Principal Product Manager
Alaska Airlines • ex U.S. Bank
Best-in-class UX designer is the phrase that comes to mind when I think about Sergio. I’ve had the pleasure of knowing him for a few months, during which we worked together creating the Hispanic digital experience for U.S. Bank. Above all, I was impressed with Sergio’s ability as a systems thinker who understands how to leverage existing interaction patterns and innovate where it adds the most value. And, of course, his natural talent to think holistically across the connected experience for U.S. Bank Hispanic users. Sergio would be a true asset for any positions requiring a UX/UI hybrid designer, a professional who can craft next-generation experiences, and a practitioner of design thinking methods. As a team member or a leader, Sergio earns my highest recommendation.
Monica S.
Sr Marketing Program Manager
Adobe • ex GameCommerce
Sergio and I have worked together on various campaigns for global brands such as Dunkin and Moet-Hennessy for the past year. He's brought an incredible fresh new perspective to each campaign. Sergio is not only an incredible creative director but someone one can rely on to go above and beyond what is expected. He is able to bring a fresh element of ideas and works closely with the team members and client to meet the overall goals. His hands-on expertise, thinking out of the box, providing beneficial insights on how to bring the design elements to life, and taking the initiative to try new things is invaluable. Furthermore, Sergio understands clients and will not give up until they are pleased with the final results. He doesn't compromise on the quality of what needs to be done and delivers excellent work. Sergio is very talented and anyone would be lucky to have the opportunity to have him on their team.
Ashley A.
Senior Program Manager
Salesforce
I’ve worked closely with Sergio for over a year, and it’s been a great experience. He genuinely takes the time to understand how I use the product, asks smart questions to get to the root of our challenges, and designs with real thought and care. It’s always enjoyable to work with him, especially when he’s walking through a new design or feature he’s been working on. Sergio clearly cares about his customers and partners, and works with me to solve the day-to-day problems we face in a thoughtful, practical way.
Azadeh R.
Principal Product Manager
NVIDIA • ex SambaNova
Sergio is a fantastic UX/UI designer with a system design mindset. He has a well thought approach to user research, UX requirement gathering and UI design. He is an excellent team player, who can deliver results for highly ambiguous and complex projects. Highly recommended.
Nagesh P.
Head of Product
Iris Go • ex GameCommerce
Sergio is a delight to work with. He is a seasoned designer who takes ownership of a project and makes sure it is done to high standards. His fun and gregarious personality makes it enjoyable to work with him. In addition, Sergio has a hacker mindset and can hustle to reach the people he wants to reach. That makes him a potent entrepreneur and builder. I’d work with Sergio again in an instant.
Rajesh O.
Sr. Principal Software Engineer
SambaNova Systems
I had the pleasure of working with Sergio, SambaNova's first UX developer, and he made a tremendous impact on our flagship product. Sergio has an exceptional design aesthetic and a deep understanding of user experience and workflow design. He created intuitive UX flows that significantly enhanced our product's usability and built a robust design system from the ground up, which became a cornerstone of our development process. Sergio is not only a talented designer but also an excellent leader who fosters collaboration and inspires those around him. He is incredibly easy to work with, always bringing positivity and focus to the team. I truly enjoyed working alongside him and am confident he will excel in any endeavor he takes on.
Monica S.
Sr Marketing Program Manager
Adobe • ex GameCommerce
Sergio and I have worked together on various campaigns for global brands such as Dunkin and Moet-Hennessy for the past year. He's brought an incredible fresh new perspective to each campaign. Sergio is not only an incredible creative director but someone one can rely on to go above and beyond what is expected. He is able to bring a fresh element of ideas and works closely with the team members and client to meet the overall goals. His hands-on expertise, thinking out of the box, providing beneficial insights on how to bring the design elements to life, and taking the initiative to try new things is invaluable. Furthermore, Sergio understands clients and will not give up until they are pleased with the final results. He doesn't compromise on the quality of what needs to be done and delivers excellent work. Sergio is very talented and anyone would be lucky to have the opportunity to have him on their team.
Andrew J.
Sr. Principal Product Designer
Yahoo • ex GameCommerce
I hired Sergio to help us with design work for the many different Playable game ad projects we've had over the past year or so. Looked at MANY applicants before hiring him and glad I waited. Sergio has a very careful eye for design work and firm understanding of works commercially. Some projects he designed from wireframe to final product included games for PUMA, Amazon, Dunkin', Hennessy, Coach, to name a few. Each project, Sergio ran off some rough ideas and created detailed wireframes and even helped ideate UI and game mechanics. If you're looking for someone that can produce the highest quality with quick turn around times, hire this man.
Juan Carlos C.
Principal Product Manager
Alaska Airlines • ex U.S. Bank
Best-in-class UX designer is the phrase that comes to mind when I think about Sergio. I’ve had the pleasure of knowing him for a few months, during which we worked together creating the Hispanic digital experience for U.S. Bank. Above all, I was impressed with Sergio’s ability as a systems thinker who understands how to leverage existing interaction patterns and innovate where it adds the most value. And, of course, his natural talent to think holistically across the connected experience for U.S. Bank Hispanic users. Sergio would be a true asset for any positions requiring a UX/UI hybrid designer, a professional who can craft next-generation experiences, and a practitioner of design thinking methods. As a team member or a leader, Sergio earns my highest recommendation.
FAQ
(SS® — 06)
FAQ
Some answers to your questions
01
What industries or domains do you have the most experience in?
02
What does your design process actually look like day to day?
03
How do you work with engineers? Do you code?
04
What's your philosophy on AI tools in design work?
05
You mention teaching and coaching volleyball alongside your design career. Why does that matter professionally?
06
You've been at startups most of your career. Can you work in a larger organization?
07
Are you available for consulting or freelance work?
08
You've co-founded companies and been a Head of Design. Are you looking to go back to an individual contributor role?
09
What kind of work energizes you most?
10
What's the best way to reach you?
What industries or domains do you have the most experience in?
What does your design process actually look like day to day?
How do you work with engineers? Do you code?
What's your philosophy on AI tools in design work?
You mention teaching and coaching volleyball alongside your design career. Why does that matter professionally?
You've been at startups most of your career. Can you work in a larger organization?
Are you available for consulting or freelance work?
You've co-founded companies and been a Head of Design. Are you looking to go back to an individual contributor role?
What kind of work energizes you most?
What's the best way to reach you?
Sergio Smirnoff - San Francisco, CA - MMXXVI
Built with Claude Code & Framer
Sergio Smirnoff - San Francisco, CA - MMXXVI
Built with Claude Code & Framer