Luiz Kim

Product design leader in London. I lead design teams and measure design by what it changes for the business.

Luiz Kim

What my teams changed

2.2× handoffs per designer a week at A5 Labs. I led the adoption of an AI design workflow that covers every UX stage. Designers now ship straight from prototypes. 56% faster design tasks and 43% faster development at Entain, on one design system for 40+ brands in six regions. It won a zeroheight award for collaboration in 2025. 0 → 1st From no user testing to the most UX research studies of any product team at Entain, a FTSE 100 company.
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.

AI design workflow: 2.2× handoffs per designer

I brought AI adoption to the whole design team. It grew into 37 tools that cover every stage, from discovery to delivery. Designers now ship straight from prototypes, and the time saved started the company's first research practice.

A5 Labs · Design Director · 2026 to present

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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, run as a product

Entain's brands worked in silos and drifted apart. I ran one system as a product, owned by product and market ambassadors. Design tasks got 56% faster.

Entain · Product Design Manager · 2023 to 2026

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

A UX research practice, built from zero

Entain's poker team had no user testing. I put product managers in live player sessions. By 2023, we ran more research studies than any other product team at Entain.

Entain · Product Design Manager · 2021 to 2023

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

Luiz Kim

Design Director, A5 Labs

Previously Product Design Manager, Entain

I've led teams of 4 to 13, including matrixed ambassadors and seconded designers. I work with CTOs and Heads of Product on the roadmap, specs and funding.