Luis Galvez: Redefining Design, One Experience at a Time
In the evolving world of user experiences, Luis Galvez stands out for his focus on what truly matters. From his roots in Peru to addressing challenges on a global scale, his work is driven by purpose and impact. In this candid interview, Galvez reflects on his journey, the moments that shaped him, and his vision for the future of UX design.
“Design reflects how much we care,” says Luis.
When asked about his origins, Galvez’s story takes us back to Peru, where his father’s meticulous craft of repairing stereos left an indelible mark on him. “I didn’t think much about design growing up,” Galvez recalls. “But watching my dad pour care into the smallest details taught me something profound—even if no one notices, it matters.”
The turning point came years later when his wife gifted him an iPod. “I couldn’t stop staring at it. Every curve and interaction brought me back to my dad’s example. That’s when I realized design isn’t just about how something looks; it’s a measure of how much we care.”
From Sailing Instructor to Innovation Architect
Galvez’s unconventional path to design leadership is a testament to his adaptability and insatiable curiosity. With over 20 jobs under his belt—from teaching sailing to publishing neurosurgical research—he gained a unique perspective on understanding people.
“I joined Target’s Innovation team to help launch Target Open House,” he shares. “It wasn’t about selling products but learning which ideas mattered and why. That experience taught me technology only has value if it solves real problems.”
One of his proudest achievements at Target was transforming a scrappy prototype into a platform that redefined retail experiences nationwide. “It was messy and raw, but it worked. I learned that the total experience—not just the product—is everything.”
Transforming the IKEA Maze into a Journey of Discovery
Among Galvez’s many successes, his work at IKEA stands out. Tasked with addressing the infamous store maze, he turned a frustrating pain point into an opportunity for discovery.
“It wasn’t about fixing the maze,” he explains. “It was about designing for context fluidity—adapting to the layers of life. We studied how people moved, how emotions shifted, and how digital tools could enhance the experience without overwhelming it. The result wasn’t just a solution but a redefinition of the journey.”
The Heart of Innovation: Care, Clarity, and Courage
When it comes to innovation, Galvez is clear: speed is not the answer. “Startups often mistake speed for progress,” he warns. “The best outcomes come from obsessive care and relentless focus. It’s not about moving fast; it’s about moving with intention.”
One of his current projects—a system for builders to make innovation clear and actionable—reflects this philosophy. “Most innovation feels scattered and reactive. I aim to create a framework that brings focus and ensures bold ideas remain bold.”
The Visionary Approach to UX Design
For Galvez, the future of UX design lies in systems that adapt to human needs seamlessly. “AI is unlocking a new era,” he says with excitement. “Imagine a thermostat that knows you’re cold before you do or lights that adjust as you move. This was the promise of IoT, and AI is making it inevitable.”
Lessons for Aspiring Designers
Galvez’s advice for the next generation of designers is both practical and profound:
“Forget being the best. Go deeper. Surround yourself with extraordinary people who push boundaries. Focus on creating something that connects and endures.”
He also emphasizes the importance of collaboration. “Collaboration isn’t just working together; it’s learning together. When you learn together, you build trust—and trust is the most valuable resource a company can have.”
Why Design Still Sparks Joy
After years in the field, what keeps Galvez passionate about UX design? “We’re not just creating things anymore. We’re expanding what’s possible,” he says. “AI and generative technologies are reshaping our thinking, enabling us to visualize entire systems and connect ideas that once felt impossible.
“Design is how we make sense of the world. And now, for the first time, our tools are catching up with our imagination. That’s extraordinary.”
Luis Galvez’s journey is a testament to the power of curiosity, care, and vision. In a world of noise, his focus on crafting experiences that matter is a guiding light for designers everywhere. He eloquently says, “The value lies not in making something, but in making something that truly works in the world.”
