Marcos Lira Gomez
Marcos standing on a red-rock ledge above a wide canyon valley

I make complex experiences simple, and lead the teams that build them.

UX Lead at AT&T for Small Business Account Management and Web Self-Support. Before that: billing, payments and device protection, including SplitPay.

10+years in UX
7+years at AT&T
2022leading designers since
100K+accounts on SplitPay
1M+bill page visits a week
7Connection Awards

How to read this site

The pages borrow from rally-raid road books, the notes riders follow to navigate unmarked terrain. Each mark maps to something in the work.

Reading the marks

Tulip
A junction diagram. On these pages, a key decision or turn in a project.
!  !!  !!!
Danger marks. How risky the problem was, from one mark (watch it) to three (serious).
WP
Waypoint. A milestone I checked off along the way.
C.195
Heading. The direction I took at that point.
12.0  2.0
Distance columns. Total months from kickoff, and months since the last box.

Work

01

2024–26  /  UX Lead, led 2 designers

SplitPay

Everyone on a family plan pays their own share of the bill.

(danger level 2 of 3) Key turn: took the payer step away for two-line accounts.
2×more payers finished paying their share
BeforeAfter launch 33%74%
Screen from SplitPay
Read the case study
02

2025–26  /  UX Lead, directed 1 designer

Open Enrollment

Device protection with a deadline, rebuilt around the whole account.

(danger level 1 of 3) Key turn: rebuilt around the whole account, not one device.
+136%enrollments over plan
Plan Actual 2.4× +136% over plan · +5.2 pts conversion
Screen from Open Enrollment
Read the case study
03

2024–26  /  UX Lead

Billing Center

The busiest page in the account now explains why a bill changed.

(danger level 2 of 3) Key turn: led the page with the bill, then the balance.
1M+visits a week
20% 100% PilotEveryone, incl. Uverse
Screen from Billing Center
Read the case study
04

2024–26  /  UX Lead, led 1 designer

Payment Method

One shared payment component behind six flows.

(danger level 3 of 3) Key turn: six flows merged onto one shared component.
6→1flows, one pattern
~1 in 3 AutoPay changes silently failed.Customers thought they were done.
Screen from Payment Method
Read the case study
05

2024–26  /  Design lead + an AI team

AI Workflow

I lead AI the way I lead designers: right context in, my call out. Seven waypoints, every project.

Key turn: every project loops back through memory.
Hoursnot days, for research, flows and first builds
80+data points stitched into four case studies
1 dayto rebuild this portfolio, start to live
Me: framing, judgment, anything irreversibleAI: research, options, building, checkingwhoopstabletopdoublerollerskickerbraking bumps↺ then back to 01, a little smarter01I briefShort and direct,often by voice.02I load the contextFiles, past decisions,the right skill.03AI proposesOptions, a pick, andthe risks.04I decideAccept, reshape oroverrule.05AI builds & checksNumbers vs sources,layout on a phone.06I own the irreversiblePublishing, domains,sign-ins.07It remembersDocs, memory andskills for next time.01I briefShort and direct, often byvoice.02I load the contextFiles, past decisions, theright skill.03AI proposesOptions, a pick, and therisks.04I decideAccept, reshape oroverrule.05AI builds & checksNumbers vs sources, layouton a phone.06I own the irreversiblePublishing, domains, sign-ins.07It remembersDocs, memory and skillsfor next time.↺ then back to 01, a little smarterMeAI
Read the case study
Marcos sitting on a sandstone outcrop above the badlands, his motorcycle parked nearby, snow-capped mountains behind

How I lead

  1. 01 FrameOne-page problem, the metric that matters, the edge cases nobody mapped.
  2. 02 AlignFlows in front of product, business and senior leaders early. Daily working sessions.
  3. 03 CoachCritiques and peer reviews that raise the bar without taking the pen away.
  4. 04 DecideDesign green light for go/no-go. I own the call and the outcome.

Results

SplitPay: two-line accounts

BeforeAfter launch 33%74%
Removing one pointless step more than doubled completion.

SplitPay: reach

100K+accounts 10K+ groups first US carrier to ship it
The first split-bill feature from a US carrier.

Open Enrollment: plan vs actual

Plan Actual 2.4× +136% over plan · +5.2 pts conversion
Redesigned around the whole account, not one device.

Billing Center: GenAI rollout

20% 100% PilotEveryone, incl. Uverse
Bill explanations went from a pilot to every customer.

Payment Method: silent failures

~1 in 3 AutoPay changes silently failed.Customers thought they were done.
Picking a card looked like saving it. We fixed the pattern.

Payment Method: consolidation

1
Six flows, one component, one set of rules.