Stroboscopic self portrait of Luke Artiaga

Aloha, I’m

I live at the intersection of design, business and technology. C’mon, let’s get moving!

Slow shutter image of a walk sign at night

Hooked on Phonics

Founded in 1987, Hooked on Phonics is an iconic digital + physical reading subscription program for children between 3–8 years old. There, I incepted and led the digital product design function during its turnaround phase and helped institute product, user-centric and data-driven strategies and processes to increase CVR (conversion rate), ARPU (average revenue per user), LTV (customer lifetime value) and upsell and retention rates.

Role
Director of Product Design

Tenure
Oct 2024 – Mar 2026

View Hooked on Phonics website →

Hooked on Phonics - Bonus Books Upsell UX/UI design project
Bonus Books Upsell →
Hooked on Phonics - Bundle Upsell UX/UI design project
Bundle Upsell →

Lume Deodorant

Founded by an OB/GYN in 2018, Lume is a DTC startup that disrupted the personal care industry with the advent of whole body deodorant. During my tenure in Lume’s hyper growth phase, I incepted and led the UX/UI design function—helping the business 2x annual revenue and quadruple its headcount organically by increasing CVR (conversion), AOV (average order value), LTV (customer lifetime value) and upsell and subscription take rates. Now, Lume is widely available in retail stores and is also an Amazon best seller.

Role
UX/UI Design Manager

Tenure
Apr 2022 – Oct 2024

View Lume Deodorant website →

Lume Deodorant - Build Your Own Bundle UX/UI design project
Build Your Own Bundle →
Lume Deodorant - Navigation Redesign UX/UI design project
Navigation Redesign →

Recent Experience

  • Oct 2024 – Mar 2026 | New York, NY (remote)

    Incepted and led the digital product design function during Hooked on Phonics' turnaround phase.

    • Lead the design of new features and experiments

    • Key contributor in product and experimentation roadmaps, strategies and OKRs

    • Instrumental in implementing product-centric approaches, processes and collaboration

    • New features shipped: Entire Program Bundle

    • Redesigned features shipped: Bonus Books Upsell

    View Hooked on Phonics website →

  • Apr 2022 – Oct 2024 | New York, NY (remote)

    Incepted and led the UX/UI design function during Lume's hyper growth startup phase.

    • Led data-informed design of design systems, new features and experimentation

    • Participated in digital product roadmap and strategic planning initiatives

    • Collaborated closely with product management, engineering and performance marketing creative

    • Set web art direction for Mando, spinoff brand for men

    • New features shipped: Build your own bundle, homepage hero slideshow, shop all page, curated bundles page, comparison modals, multipack upsell modal, cross-sell banners

    • Redesigned features shipped: Navigation, build a bundle, collection page (PLP), footer, about subscriptions page

    • In addition to UX/UI, formerly led marketplace design - overhauled content and digital merchandising on Amazon that helped take Lume #1 in the Deodorant category, new Target.com launch

    View Lume Deodorant website →

  • Nov 2019 – Apr 2022 | Secaucus, NJ (remote)

    Led the design technology function through omnichannel, digital transformation and new brand expansion initiatives during the COVID pandemic.

    • Created responsive web and mobile app designs for The Children's Place, Gymboree and Sugar & Jade brands

    • Helped create design system

    • Led creative UAT/visual QA, collaborated closely with product management and engineering

    View The Children’s Place website →

View My LinkedIn →