Arthur de la Rocha
Digital
Experiences
since
2011
wow!
wow!
wow!
past roles.
I build websites and systems that do more than look good. They create clarity, scale with teams, and drive real outcomes.
With over 10 years of experience across product, marketing, and frontend development, I have learned that the best experiences come from thinking in systems, not pages. At ZURB, this meant product thinking and rapid iteration. At Twitch, it meant building workflows and tools that supported teams operating at scale.
Now with asthtiks, I help businesses position themselves more effectively and build digital experiences that act as long-term infrastructure, not short-term deliverables.
I build websites and systems that do more than look good. They create clarity, scale with teams, and drive real outcomes.
With over 10 years of experience across product, marketing, and frontend development, I have learned that the best experiences come from thinking in systems, not pages. At ZURB, this meant product thinking and rapid iteration. At Twitch, it meant building workflows and tools that supported teams operating at scale.
Now with asthtiks, I help businesses position themselves more effectively and build digital experiences that act as long-term infrastructure, not short-term deliverables.
2023 + | Founder - Creative Direction & Strategy
Built a practice focused on positioning, UX, and frontend systems for growing businesses
Designed websites as growth infrastructure by aligning messaging, UX, and performance
Enabled non-technical teams to manage and scale their digital presence with confidence
Focused on attracting high-quality clients through clear positioning
2023 + | Founder - Creative Direction & Strategy
Built a practice focused on positioning, UX, and frontend systems for growing businesses
Designed websites as growth infrastructure by aligning messaging, UX, and performance
Enabled non-technical teams to manage and scale their digital presence with confidence
Focused on attracting high-quality clients through clear positioning
2022 | Product Design Technologist
Bridged product design and frontend during a period of growth
Supported the transition from a Rails application to a Vue-based system
Improved workflows and UI consistency across the product
2022 | Product Design Technologist
Bridged product design and frontend during a period of growth
Supported the transition from a Rails application to a Vue-based system
Improved workflows and UI consistency across the product
2017 - 2021 | UX Developer
Managed and scaled over 40 marketing and resource sites used by internal teams
Built CMS-driven systems that allowed non-engineers to publish content independently
Created an email design system and workflow for growth campaigns
Enabled teams to deliver consistent and effective experiences at scale
2017 - 2021 | UX Developer
Managed and scaled over 40 marketing and resource sites used by internal teams
Built CMS-driven systems that allowed non-engineers to publish content independently
Created an email design system and workflow for growth campaigns
Enabled teams to deliver consistent and effective experiences at scale
2011 - 2017 | Frontend Product Engineer & Designer
Built product prototypes and marketing sites for major brands
Led development of Foundation for Emails as an open-source framework
Helped define best practices adopted by the broader design and development community
Contributed to educational content recognized by industry leaders
It was here that I developed a passion for Design Thinking and approaching web development as a tool to help solve problems and not just build a website.
2011 - 2017 | Frontend Product Engineer & Designer
Built product prototypes and marketing sites for major brands
Led development of Foundation for Emails as an open-source framework
Helped define best practices adopted by the broader design and development community
Contributed to educational content recognized by industry leaders
It was here that I developed a passion for Design Thinking and approaching web development as a tool to help solve problems and not just build a website.
2010 - 2019 | Founder
Built and operated a clothing brand centered on celebrating indigenous Mexican themes and narratives
Led design, production, and marketing initiatives
Developed experience across business strategy, creative direction, and operations
2010 - 2019 | Founder
Built and operated a clothing brand centered on celebrating indigenous Mexican themes and narratives
Led design, production, and marketing initiatives
Developed experience across business strategy, creative direction, and operations
2011 | Frontend Product Engineer & Designer
Managed multiple web apps, marketing and educational websites through many iterations quickly building measurable results in performance, traffic and conversion to our paid educational programs. I provided support to designers in product prototyping and ideation for clients such as McAfee, JC Penney, Men's Wearhouse, Plantronics (Poly), and others.
Conducted research and development for Foundation for Emails v1, creating an email pattern library extensively tested across major email clients. This transformed into a significant open-source project, forging collaborations with Campaign Monitor and garnering attention as a subject of online educational material from email authorities such as Litmus, Web Designer Depot, CSS Tricks, and others.
It was here that I developed a passion for Design Thinking and approaching web development as a tool to help solve problems and not just build a website.
2023 | Founder - Creative Direction & Strategy
I help small and growing businesses leverage modern technology to build clarity, visibility, and operational momentum. By blending frontend engineering, creative direction, and brand strategy, I design websites that function as growth infrastructure, not just online brochures. I implement strong, scalable foundations using platforms like Webflow, Shopify, and Framer, giving founders the structure and confidence to create, launch, and grow on brand without unnecessary complexity.
2022 | Product Design Technologist
Bridging the gap between Product Design and the Front End experience. I had the opportunity to work with a growing team that needed help with refining the details of a product, looking for opportunities to create better user work flows in Figma, and migrating code from an older Ruby on Rails project to a fresh Vue.js build.
2017 | UX Developer
As a member of the Creative Services Marketing team, I played a key role in managing and maintaining over 40 sites and resources. This effort, with various tools and a powerful CMS allowed multiple teams to effortlessly publish content without the requirement of technical expertise.
I helped to develop an Email toolset and workflow that enabled our growth team to incorporate dynamic content (user data) while adhering to the constraints of Email clients and internal services. These emails, crafted with a focus on mobile responsiveness and accessibility, have successfully reached millions of recipients worldwide.
For website development, I utilized Jekyll in conjunction with the Cloud Cannon CMS, crafting tailored experiences for our legal, software engineering, and product teams. These projects provided teams with the flexibility to modify or add new content across various platforms, including about pages, development documentation, TwitchCon pages, blogs, and more.
some work.
I approach design as a system. My experience across ZURB, Twitch, and asthtiks has shaped how I connect UX, messaging, and frontend execution into scalable, usable foundations. The goal is not just to launch something that looks good, but to build something that works, adapts, and lasts.
I approach design as a system. My experience across ZURB, Twitch, and asthtiks has shaped how I connect UX, messaging, and frontend execution into scalable, usable foundations. The goal is not just to launch something that looks good, but to build something that works, adapts, and lasts.
Twitch Growth Emails
Workflows to confidently create and manage campaigns.
Workflows to confidently create and manage campaigns.
asthtiks landing page
Driving impact through clear strategy and intentional positioning.
Driving impact through clear strategy and intentional positioning.
El Padrino Street Signs
Web Design wireframes with Shopify implementation in mind
Web Design wireframes with Shopify implementation in mind
upcoming case study
Silicon Valley De-Bug
New Website Visual Design with CMS implementation in mind
New Website Visual Design with CMS implementation in mind
contact.
contact.
If you are hiring for roles that require a balance of design thinking and frontend execution, I would welcome the conversation. I bring experience across product, marketing, and internal systems, with a focus on building work that is clear, scalable, and impactful. Share the details and I will follow up.
If you are hiring for roles that require a balance of design thinking and frontend execution, I would welcome the conversation. I bring experience across product, marketing, and internal systems, with a focus on building work that is clear, scalable, and impactful. Share the details and I will follow up.