re–frame® is a full-stack design partner for pragmatic teams. We help startups, agencies and enterprises de-risk their investments in digital products through research, design and the systems behind them, with AI built into every step and people making every call. Our practice has shifted from delivering outputs to building the infrastructure that produces them.
Alejandro Ruiz
Founder and Design Director of re-frame®. His journey spans public innovation, fintech, and startup ecosystems. He has led strategic design and research at LabCDMX (the first gov-based civic innovation think tank in Mexico and LatAm), drove customer and employee experience transformation initiatives at BBVA, and helped launch and iterate Coba, a Y Combinator-backed fintech, as part of the founding team.
His civic-tech work continues through a fellowship at the Better Futures Institute, advising product design and design-system initiatives for public-purpose AI, and at Incremental®, which he founded as a space for exploring and prototyping bottom-up solutions for Mexico City's digital public infrastructure.
We have noticed how technology has conditioned us to conform with the default. We reject this idea and encourage active skepticism through the refinement of our criteria and discernment to challenge the “good-enough”.
We have witnessed how accelerating by inertia rushes you straight to disaster. In order to prevent getting lost in a loop of directionless iterations, we must accelerate with solid foundations, not by chance.
We are aware of the information overload that is polluting our ability to find, frame and solve problems. We address this affliction through mindful curation, meticulous simplification and ruthless prioritization.
We still believe that technology should enable us, not replace us. It should amplify our craft, materialize our experience, indulge our curiosity, and challenge our thinking.