“Always design with purpose.” – Ruben Cespedes, Principal Product Designer at Dell.
The difference between a design and a great design often comes down to one thing: intention. There’s a reason why every button, every interaction, every visual element on the best websites or mobile apps we see is designed exactly the way it is. This became the foundation for how modern product and UI/UX designers think about their work.
For Ruben Cespedes, this principle has been exactly what guided him through his long and incredible career. “Whether it was a flyer back then or a complex dashboard now, I’ve always believed design should solve a real problem, not just look good. That hasn’t changed”, mentioned Ruben.
Ruben’s journey began way back in 2004, when he landed his first gig as a graphic designer. That’s where he also learned a lot about the world of design, advertising, marketing, and how to run a successful business – skills that would prove extremely beneficial later in his career.
Over the next years, Ruben didn’t just witness the evolution of design – he grew alongside it. From the glossy era of graphic design to the rise of minimalism in product design, those years taught him more than just tools and trends.
And maybe, that’s exactly the secret behind his success: while everything around him changed, he did too.
But the real turning point in his life came in 2007. “I started watching users struggle with things I designed”, he recalls. That was the moment everything clicked for him: design wasn’t just about approval or checking off deliverables. It was about people. Outcomes. What happened after the handoff. This is the magic of user-centered design.
But succeeding in such a fast-moving industry requires more than just adapting – it means saying yes to growth. Even though you don’t feel ready. For a lot of designers, the fear is real, but so is the opportunity to go beyond and above.
For Ruben, “saying yes to my first public talk. It terrified me, but it opened doors to mentoring, teaching, and building a community”.
This is how you become more than just a designer.
“That one moment shifted my path from just being a designer to being a guide for others.” – stated Ruben.
The design world is all about innovation – tools change, trends fade, products appear overnight. So, as a designer, how do you stay relevant? For Ruben, the key was simple: curiosity. That’s why he revealed that “I’ve always kept learning new tools, trends, tech”.
At the same time, growth also comes from genuine excitement about your projects themselves. For someone as experienced as Ruben, what’s kept the spark alive over these years is the very same thing that first drew him in: the impact. Seeing how a single design decision can absolutely improve someone’s experience – sometimes in ways that they don’t even notice.
But the reality is that it’s not always without challenges. As designers, we should also learn how to “set boundaries and say no when needed”.
Burnout, he says, usually comes from “doing too much of the wrong thing for too long”.
Still, it’s important to stay grounded and inspired. Balancing curiosity with boundaries, excitement with self-care, is what allows him to keep showing up every day with fresh energy and a clear purpose.
Design rarely exists in a vacuum – it’s always influenced by or connected to factors like business goals, user needs, technical constraints, and so on. As a Principal Product Designer at Dell, every decision that Ruben makes affects not only the user but also the stakeholders. So, mastering design in such a big corporation means mastering collaboration.
That’s why Ruben says his unique trait is “being able to translate complexity into clarity”.
Indeed, many designers can make things look aesthetically pleasing. But a great designer? They can “take a messy problem and design a solution that feels simple and intuitive”, as Ruben puts it.
Balancing this clarity with execution requires a constant shift in perspective – what Ruben calls the “zoom in, zoom out” dance. Some days, he’s deep into creating wireframes; while on others, he’s in holding meetings with managers, engineers, and stakeholders. It’s this delicate balance centered on one crucial thing:
“You need to speak everyone's language and still advocate for users.”
Ruben compares this to redesigning the UI for Iron Man’s suit. Sure, the existing HUD is flashy and cool. But “it’s a bit chaotic. I don’t know how Tony doesn’t get confused”. That’s why he would remove friction by “simplifying the HUD, using contextual layers, and giving him a better voice command UX”.
For Ruben Cespedes, the design world has always been more than just designing – it’s also been about people, leadership, and overall… community.
That’s why teaching and mentoring have become such a huge part of his life. Whether it’s through Skillshare lessons, YouTube tutorials, or design workshops, Ruben finds meaning in not just sharing knowledge, but in seeing that “spark” of those who realize that they can do it.
It’s “that moment when someone says – Oh, now I get it”, he stated. “That’s what keeps me teaching”.
And even though he’s the one doing the teaching, Ruben’s learning journey never stops. His online community is exactly what keeps him grounded. Their feedback, questions, and especially unique perspectives push him to stay curious.
This give-and-take dynamic inspired him to write “The Self-Made Portfolio”, a hands-on guide built for designers who don’t come from top schools or well-connected networks – just like him.
“I wrote it for the version of me starting out. No connections, no fancy degree, just a drive to get better. I wanted to give others the playbook I wish I had.”
Over the years, he’s mentored countless junior designers. And if there’s one piece of advice he wishes everyone would take seriously, it’s this: “your portfolio is more than just pretty screens”. So, if you’re at the beginning of the road, “show your thinking”. Say what problem you were trying to solve, why it matters, and what impact it had.
Because in Ruben’s world – the best designers don’t just create, they lead.
There’s one thing we, as designers, are sure of: artificial intelligence is going to reshape the way we design, create, and everything about the design process. But with so much experience behind him, Ruben Cespedes emphasizes that the core of great design remains unchanged: empathy.
“Personalization is where AI can shine, if we guide it right. This means you’ll need that human empathy”, he says. “It’s up to us to use it thoughtfully”.
Rather than fearing AI will standardize user experiences, Ruben sees it as an opportunity to make them more personal. This is also the case for tools like Uinkits, a complete Figma design system and UI Kits. For him, they are “creative accelerators, not replacements”.
“They’re speeding up the repetitive stuff so we can focus more on problem-solving.” – Ruben on tools like Uinkits.
Looking ahead, Ruben believes the future of product and UI/UX design is defined by how well designers combine technology, with adaptability, and the wish to grow. And remember, the key to success is simple: always design with purpose.
