Luis Serpa Andrade is an award-winning user experience professional with 25 years of experience across various areas like Marketing, Advertising, Digital Strategy, Innovation, Information Architecture, Software Engineering, Research, IT and Business Consulting.

He joined UL in 2009 with the challenge to create a User Experience Design practice within the Information Technology division, and spark a cultural change in the company towards a more ‘natively digital’ way of thinking. He joined Corporate Marketing in 2015 to define UL's Digital Experience and Marketing Strategies across all of the company's public digital channels.

Luis believes that if you can’t make something simpler, then you surely do not understand it well enough.