Luis Merino

Experience Design Leader


Bachelor of Science in Digital Media 2007-2011

Utah Valley University

Professional Experience

Director, Digital Experience 2021-Now

Dallas College

  • Prioritized and advanced UX culture of research throughout marketing department while leveraging data, analytics, and results to continually iterate and improve the digital experience for students 
  • Led and mentored a diverse, high-performing team of designers/developers responsible for the design, structure, usability, accessibility, UX, and content strategy of the main website
  • Grew effective relationships with internal and cross-functional partners through all levels to find overarching solutions and gain strategic alignment to meet marketing goals

Assistant Director, Digital Experience 2018-2021

Dallas County Community College District (DCCCD); Dallas College

  • Served as a team lead who implemented a strong understanding of web development, accessibility, UX design, and analytics through various internal and external web projects
  • Collaborated on large initiatives with various college web and IT teams while maintaining a user-centered focus

Rich Media Developer/Producer 2015-2018

Dallas County Community College District (DCCCD)

  • Developed graphics, videos, and interfaces for websites, intranet, mobile app, and email as well as designing graphics, video, and other digital media

Graphic Design Instructor 2011-2014

International Academy of Design & Technology (Sanford-Brown College)

  • Prepared engaging course materials. Coached and monitored student projects. Worked closely with each student through their learning process as their mentor

Web/Digital Media/Graphic Designer 2002-2015

Self-employed; served various clients

  • Worked directly with clients to design, produce, and manage visual identities, logos, business cards, brochures, posters, programs, flyers, banners, posters, and websites

Skills & Knowledge

UX Design Skills

  • UX Design
  • UX Research
  • Usability Testing 
  • Information Architecture
  • Wireframing/Prototyping
  • Design Thinking
  • Design Systems & Style Guides
  • Content Strategy
  • Project Management

Visual Design Skills

  • Visual Design
  • UI Design
  • Logo & Visual Identity Design
  • Video & Motion Graphics

Web Skills

  • Responsive Design
  • Accessibility
  • HTML5, CSS3, SCSS/Sass
  • Analytics & SEO


  • Collaboration 
  • Leadership
  • Communication & Presentation
  • Coaching & Training
  • Team Building & Management
  • Empathy 


  • Adobe Illustrator & Photoshop
  • Adobe Premiere & AfterEffects
  • Adobe XD
  • Atom & Github
  • Qualtrics
  • Office 365

Honors & Awards

Best Presentation in Track 2020

Higher Education Web Professionals Association (HighEdWeb)

  • For: “Empathy & Design Thinking” Presentation

Innovation of the Year Finalist 2018-2019 2019

Dallas County Community College District (DCCCD)

  • For: DCCCD Workforce & Economic Development Website

Employee of the Year Winner 2016-2017 2017

Dallas County Community College District (DCCCD)

  • For: UX design, design thinking, collaboration, empathy, usability testing

Conference Presentations

“Six Ways to Level Up Your Team’s UX Game” 2022

Presenter, 2022 Texas Association of Community College Marketers (TACCM) Conference

  • Topics: UX mindset, design thinking, teamwork, trust, collaboration, leadership, and UX research

“Say Hello to” 2021

Presenter, 2021 Dallas College Conference Day

  • Topics: UX design, design thinking, collaboration, empathy, and usability testing 

“Empathy & Design Thinking” 2020

Presenter, 2020 HighEdWeb Professionals Conference

  • Topics: UX design, design thinking, collaboration, empathy, and usability testing

“Key to Collaboration & Enhancing Student Experience” 2019

Presenter, 2019 DCCCD Conference Day

  • Topics: Empathy, collaboration, user-centered design, and strategic alignment

“You Are Not Your User: How to Test the Usability of Your Site” 2018

Presenter, 2018 Texas Association of Community College Marketers (TACCM) Conference

  • Topics: Usability testing, UX research, and empathy

“Stop Saying Make It Pop: Learn the Language of Design” 2016

Presenter, 2016 Texas Association of Community College Marketers (TACCM) Conference

  • Topics: Elements and principles of design, graphic design, client feedback, and communication

Volunteer Experience

Director of Design & Technology 2010-2014

North Star International

  • Relevant skills: Leadership, decision-making, managing, design, usability, and communication 

Men’s Leader; Sunday School Leader; Youth Instructor 2010-2020

The Church of Jesus Christ of Latter-day Saints

  • Relevant skills: Leadership, delegation, supervision, public speaking, teaching, training, interpersonal relating, and mentoring

Classes Taught

Creativity in Design

Teaching brainstorming techniques, creative process, and exercises

Design Fundamentals

Teaching elements and principles of design

Design Process

Teaching the non-linear phases of the design process

Digital Illustration

Teaching basics of Adobe Illustrator

Graphic Design I

Introduction to graphic design; teaching various types of graphic design projects

Professional Affiliations

  • Higher Education Web Professionals Association (HighEdWeb)
  • Texas Association of Community College Marketers (TACCM)
  • University & College Designers Association (UCDA)
  • User Experience Professionals Association (UXPA)

Conferences Attended

  • Adobe MAX (2016, 2017, 2020, 2021)
  • Big Design Conference (2017-2019)
  • Design & Content Conference (2018)
  • Digital Summit (2017)
  • EduWeb Conference (2020)
  • HighEdWeb Conference (2020)
  • Knowbility AccessU Conference (2021)
  • South By Southwest (SXSW) (2016, 2019)
  • TACCM Conference (2016-2022)


More references are available upon request.