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Sofia Reyes

Senior Product Designer

I design systems that scale and interfaces that feel inevitable. Currently at Figma, previously at Notion and The New York Times.

About

I believe the best design disappears. Eight years of shipping products used by millions — from newsroom tools at The Times to the editor that 4M people open every morning at Notion. My work lives at the intersection of design systems and content tooling: building the components that let other designers move fast without breaking coherence. I'm drawn to problems where typography, information architecture, and engineering constraints collide.

Experience

  1. 2023 Present

    Senior Product Designer, Design Systems

    Figma · San Francisco, CA (remote)

    Design systems team, working on component architecture and theming for Figma's own product UI.

    • Led the redesign of the component panel used by 4M+ designers daily; usability test success rate improved from 62% to 91%.
    • Created the token architecture for Figma's dark mode launch; 340 semantic tokens, zero visual regressions at ship.
    • Designed and shipped the 'Playground' feature for live component testing, reducing designer-developer handoff friction by 35%.

    FigmaDesign TokensReact

  2. 2020 2023

    Product Designer, Editor

    Notion · San Francisco, CA

    Core editor team, responsible for the block-based editing experience and content formatting.

    • Designed the synced blocks feature from concept through GA; adopted by 68% of workspace power users within 90 days.
    • Overhauled the mobile editing experience, driving a 44% increase in mobile DAU over two quarters.
    • Built Notion's first internal component library (280 components); reduced design-to-dev handoff errors by 60%.

    FigmaPrototypingUser Research

  3. 2018 2020

    Product Designer, Newsroom Tools

    The New York Times · New York, NY

    Internal tools team, building the publishing platform used by 1,700 journalists.

    • Redesigned the story editor used to publish 250+ articles daily; reduced average publish time by 18%.
    • Created the visual annotation system for interactive graphics; adopted by the graphics desk for election coverage.
    • Won the internal Maker Week award for a prototype that became the Times' live blog tooling.

    SketchInVisionHTML/CSS

  4. 2016 2018

    Interaction Designer

    IDEO · Chicago, IL

    Client work across healthcare, education, and consumer technology.

    • Led the interaction design for a patient portal serving 2M patients for a major health system.
    • Facilitated 40+ co-design workshops with stakeholders ranging from C-suite to frontline nurses.

    Service DesignWorkshop FacilitationPrototyping

Tools & Methods

Design

  • Figma
  • Sketch
  • Framer
  • Origami Studio
  • After Effects

Prototyping

  • HTML/CSS
  • React
  • SwiftUI
  • Principle

Research

  • User interviews
  • Usability testing
  • Journey mapping
  • Card sorting

Systems

  • Design tokens
  • Component APIs
  • Storybook
  • Style Dictionary

Education

Recognition

Design Award: Best Design System

Fast Company Innovation by Design 2024

For the Figma component panel redesign.

Speaker, Config 2024

Figma 2024

Talk: 'Tokens all the way down — building a themeable component system.'

Maker Week Winner

The New York Times 2019