Reza AlaviSay hello
DESIGN SYSTEMS · AI-DRIVEN UX

Reza Alavi

Systems architect and design-systems leader building the AI-driven UX workflow behind Google Beam.

Los Angeles, CA 90025 · 770-910-5655 · rezaooivala@gmail.com

Profile

Two decades bridging human-centered design, emerging technology, and scalable infrastructure. Led design systems at Google and Microsoft (Xbox) and shipped interactive products from concept to global scale — aligning engineering, product, and marketing to move faster without losing brand cohesion.

Strengths

LEADERSHIP

Creative & art direction

Teams up to 50+, executive stakeholder management.
SYSTEMS

Scalable design systems

UX architecture, tokens, governance at platform scale.
AI WORKFLOW

AI-assisted components

Generation, validation, and human-in-the-loop review.
TECHNICAL ARTS

Motion & creative coding

Motion design, creative coding, generative art, augmented reality.

Experience

Aug 2024 – Present

Head of Design System

Google Beam / Project Starline · Los Angeles, CA

  • —Architect the unified design system for next-generation communication hardware and software.
  • —Build a new AI-driven UX workflow — AI generates, validates, and maintains components so design and engineering stay in sync at scale.
  • —Define the visual language, spatial layout engines, and interaction paradigms of the product ecosystem.
  • —Partner with global brand and marketing leadership to scale identity across digital and physical touchpoints.

Oct 2022 – Aug 2024

Design System Lead

Google, Support & Help · Los Angeles, CA

  • —Deployed enterprise-grade design systems across Support and Help experiences serving billions of users.
  • —Pioneered human-centric UX frameworks for conversational AI, streamlining automated user workflows.
  • —Aligned engineering and product on accessible, modular, rapidly implementable design.

Dec 2018 – Oct 2022

Senior Design Manager & Art Director

Microsoft, Xbox · Seattle, WA

  • —Art-directed the global Xbox Design System across console, mobile, and web.
  • —Managed the visual design team and established UI toolkits, infrastructure, and accessibility guidelines.
  • —Directed agencies, vendors, and engineering partners scaling tokens across multiple game studios.

Oct 2013 – Dec 2018

CEO, Co-Founder & Executive Art Director

AtlantaAR Design LLC · Los Angeles, CA

  • —Founded and scaled an immersive media studio; product and motion design lead on the AR app ZooKazam.
  • —Grew the app past 800K organic downloads through product management, UX optimization, and performance marketing.

Mar 2016 – Present

Owner & Executive Art Director

GoodNight Kitty · Los Angeles, CA

  • —Lead the team behind the mobile game Super Duper Punch — UX/UI, character design, and motion animation.
  • —Reached #12 in All Free Games on the App Store; featured 20+ times by Apple editorial.

Jun 2012 – Dec 2018

Art Director & Senior Motion Designer

maxmedia · Remote / Los Angeles, CA

  • —Designed digital retail environments for AT&T Flagship and “Store of the Future” initiatives.
  • —Created the award-winning 119-screen “TakeOver” architecture in the Chicago flagship, plus KinectWall and ExplorerWall.

2000 – 2010

Chief Creative Director

Daarvag International, DDB Worldwide · Tehran, Iran

  • —Ran a 50+ person department of production managers, design directors, and copywriters.
  • —Localized and launched Nokia, Unilever, and Frito-Lay in the region; 10+ award-winning MENA campaigns.

2013 – 2016

Co-Founder & Designer

Moshama Toy Online Boutique · Atlanta, GA

  • —Ran concept, manufacturing, brand identity, and e-commerce for limited-edition ArtToys.

Education

M.A. Motion Media Design — Savannah College of Art and Design, GPA 4.0
2012
Filmmaking Direction, Certification — New York Film Academy, Universal Studios
2006
B.A. Graphic Design — Tehran Azad University of Fine Arts
1999

Tooling

FigmaDesign tokensAfter EffectsPhotoshopIllustratorCinema 4DHTML / CSS / JSp5.js & ProcessingLLM toolingGenerative artAR

Teaching

University of Colorado Boulder — Advisory Board Member, College of Media, Communication and Information
2025–Present
ShahreFarang — President. Founded Iran's first motion graphics community and served as its international ambassador.
2010–2012
Tehran Azad University of Fine Arts — Graphic Design Professor, Graduate School
2008–2010
Vijeh School of Visual Communications — Motion Graphics Professor
2005–2010
SCAD Atlanta — Undergraduate Mentor
2011–2012

Recognition

  • A'Design Award & Competition, Jury Member, Italy — 2017–2018
  • Silver Cypress New Media Jury — 2015
  • DSE Gold Award, AT&T Flagship Store — 2014
  • Nokia Best Creative Advertising Team, MENA — 2008
  • Featured author, Neshan Magazine — 2009
  • Translator, AIGA “After School” series — 2009