Luiz Kim

Product design leader in iGaming, London. I turn design from a delivery function into a measurable business one.

Luiz Kim

What design changed

2.2× handoffs per designer per week with AI in the workflow, 0.8 to 1.8, same team of four 56% faster design tasks on one design system for more than 40 brands, zeroheight Award for collaboration 0 to most research studies of any product team, out-researching Sports, Casino and Core
Designers ask

You hand off straight from AI?

The ball says

Designers ask whether you can hand off straight from AI. Yes: five tickets were built straight from the prototype. The 3D ball needs WebGL, which this browser doesn't offer.

Asked for speed, delivered it with AI

The brief was faster design, same headcount. Handoffs per designer more than doubled, a 5-hour Figma rebuild became one click, and the time freed started the first research practice.

A5 Labs · Design Director · 2026 · Team of four

Read the case study

Catch one. The whole site changes. Steer, drop, and each prize dresses the site in a new look. Five to find.

A claw machine full of the system's foundational components: toggle, pill, checkbox, radio, button and text input. The 3D machine needs WebGL, which this browser doesn't offer.

One design system for 40 brands

One system, 40+ brands, run as a product with ownership by market.

Entain · Product Design Manager · 2023 to 2026

Read the case study

Two cards face down on a glass table. The 3D peek needs WebGL, which this browser doesn't offer.

Poker UX research, built from zero

A small team inside Gaming went from zero testing to out-researching Sports, Casino and Core.

Entain · Product Design Manager · Poker · 2021 to 2023

Read the case study
Luiz Kim, sculpted portrait: grey clay on one side, blue wireframe on the other

Luiz Kim

Product Design leader

prev. Entain

Product design leader in London: design systems, research, DesignOps, AI-augmented workflows. Teams of 4 to 13, across direct reports, matrixed ambassadors and seconded designers. I partner with CTOs and Heads of Product on roadmap, spec and funding.