I'm Juan Estupinan Product Design Lead
JuanEstupinan
Product Design Lead
Building with AI 🤖
Work & Expertise
I’m a Product Design Lead with 15+ years of experience helping teams ship digital products. I bring leadership, product craft, and strong technical skills to every project.
My philosophy is simple: Think | Design | Build.
Today, I design and build with AI. I work in a code-to-design loop directly in the codebase, from product thinking to launch, with less handoff.
Since founding Focuswave in 2017, I’ve shipped products as an independent consultant across FinTech, Healthcare, Media, SaaS, and other industries.
Before consulting, I spent 5 years as Head of Mobile at Condé Nast (Vogue, GQ, Vanity Fair), where I built and managed a team of 10+ designers and engineers.
Along the way, I taught Mobile Design & UX at Gobelins, the design school where I graduated, and co-founded Wigoo, a platform for building mobile apps.
What Makes Me Different
I bring a combination of leadership, design, and technical capabilities to every project.
What sets me apart is the ability to clarify direction, craft the user experience, and build directly in the codebase.
My superpower is adaptability. I integrate fast, align stakeholders, and turn ambiguity into direction. Teaching developed my ability to explain decisions clearly, give better feedback, and improve design quality.
Product development has changed. I combine AI agents for speed with a code-to-design loop for craft. That's how I built JuanOS, a personal operating system where an AI agent drives the interface, opens apps, and narrates case studies on demand.
Career Evolution & Highlights
Discover my journey from designer to founder, educator, and consultant. Each role has shaped my approach to building successful digital products
How I Can Help You?
I offer end-to-end expertise across the product development lifecycle, from product thinking to launch.
1. Product Design
I create interfaces that turn complex requirements into clear, usable products. From product architecture and interaction to UI systems, I design for scalability.
2. AI Product Development
I design and build with AI directly in the codebase. I use a code-to-design loop to compress iteration cycles and reduce handoff between design and engineering.
3. Design Leadership
I lead with clarity. I align stakeholders, set direction, and help teams ship high-quality work through clear decisions and strong product standards.
4. User Experience (UX)
I uncover what users need through research and validation. Insights from real users keep decisions grounded and reduce product risk.
5. Front-end Development
For web projects, I build directly in React/Next.js and Webflow, delivering responsive, high-quality interfaces that stay true to the product intent.
My Work Process
I follow a structured yet flexible approach tailored to each project.
Think — We clarify goals, constraints, and user needs. I run discovery and workshops to define the right problem and direction.
Design — I create the product architecture, user flows, wireframes, and UI system that bring the product to life.
Build — I can iterate directly in the codebase, or work tightly with your engineering team to ship. The goal is less drift, less handoff, and faster iteration.
Let’s Build Your Next Product
I help teams design and build digital products using AI. Ready to start?