David Hoyos
Fractional Design Executive | I Help SaaS Companies Build AI-Ready Design Teams & Systems
I've spent my career designing products and the brands around them, mostly in places where the stakes were high and the surface area was wide. I started hands-on and grew into leadership over the years, working with companies like DHL, Microsoft, Fidelity, and Kronos. Along the way I learned the lesson that still shapes how I work: a small decision inside a design system can ripple all the way out to a billion-dollar business. Design is never just the visible layer.
Most recently I led the UX and UI of a $140M SaaS platform from the ground up, including vision, strategy, and execution. Building the product was only half of it. The rest was building the team, the system, and the shared language that let it hold together at scale. I'm going fractional now because that's where I think I'm most useful. AI is changing how quickly products can ship, and growing B2B SaaS teams need senior design judgment without needing to hire it full-time. I bring the creative direction, the system thinking, and the hands to help a team move fast without losing coherence.
I also serve on the Advisory Board for the UX Design program at Brandeis Graduate Professional Studies, where I help shape what the next wave of designers learns. If you work with me, here's the thing I'd want you to know up front. I care about the people I'm building with, your team, your users, and the customers on the other side of the screen, as much as I care about what we ship. The deliverable matters. The people on either side of it matter more. That's the part of the job that keeps me showing up.