Software, design,
and the in-between
Notes on shipping React at scale, building AI into product, and figuring things out as I go. Written from Mérida, México.
Hi, I'm Luis.
Senior frontend engineer based in Mérida, México. Industrial designer turned engineer (Tec de Monterrey, with a year abroad at KISD in Cologne), about a decade into hand-crafting TypeScript and React. At AB-InBev I work on a data visualization tool that informs ~$100M/yr in US advertising spend, and on a computer-vision platform building visuals for ML pipelines. On the side I co-founded n12estudio, where I'm building Orbit — an AI-integrated SaaS for brand foundations and async stakeholder alignment.
On the side I tutor xAI's Grok on software engineering, tinker with reinforcement learning (currently teaching an agent to play Tetris, badly), and write here. This site is for the things that don't fit in a commit message or a Slack thread — notes on design systems, AI integration patterns, the weird shape of frontend at scale, and whatever else I'm currently figuring out.