About me
Designing the gap between perception and reality.
As a Human-Centered Designer, I believe that relationships form the foundation of how we experience the world. They shape our expectations, enable us to empathize with one another, and foster both physiological and emotional connections - not necessarily in that order.
I live in the intersection of Human Psychology, Sustainability, and Technology. I am constantly optimizing the systems around me, connecting the dots that others miss to close the gap between 'Vision' and 'Reality'.
Born and raised in Brazil, I am living in Stockholm - Sweden since 2015 with my lovely wife and my three wonderful kids.
Since 2003, I have been traversing the line between the Physical and Digital worlds. My journey hasn't been about choosing a lane - it's been about combining them. I craft products with one rule: Impact over Aesthetics. A button isn't just a UI element; it's a promise of an action. My job is to ensure that promise is kept.
Highlights
The Builder Strategy
A journey of sustainability leadership
QuickSelect is more than a dishwasher UI - it became the Sustainability Ambassador for Electrolux. It shows how sustainability can be a core product feature rather than a marketing claim.
The Expectation Effect
The hidden parameter shaping user behavior and how to design for change
Our brains are prediction machines - prior experience (priors) shapes perception and can hide why users behave the way they do. This three-part series explores how expectations, cognitive bias, and the "9× adoption" barrier make change hard, and shows practical steps: surface users' priors with prototypes, align stakeholders around shared maps, and design for gradual adoption so value overcomes resistance.
Design System and Mobile App design
Bridging the physical and digital products
Building a unified design system for mobile and embedded experience that bridges physical products and apps - creating a seamless user experience across platforms and touchpoints.
Prototyping and User Testing
Iterating towards the best user experience
Prototyping and user testing are the heart of my design process. I create interactive prototypes to validate concepts, gather user feedback, and iterate towards the best possible user experience.
Meechi
Gemini, Notion, and NotebookLM unified in a single, local app
Meechi is a local first AI journaling app focused on practical, human-centered flows - designed to simplify tasks and surface useful context where people need it most.
" I define myself as an Enabler. My purpose is to remove friction so people can achieve their goals. "
Hello there! My name is
Luis Kobayashi
Designer. Builder. Enabler.