Curiosity to explore. Experience to move things forward.
I'm Heru Rubin. I bring design, research, engineering, and team leadership to problems that need more than a new interface.
My first text adventure on a Commodore PET taught me how exciting it is to make something another person can use. That curiosity has taken me through financial services, ecommerce, healthcare, and, today, experiments with AI and filmmaking.
I care about what happens after a design meets the real world. At Keurig, an unexpected mobile result led to more experimentation; the navigation work ultimately contributed to more than 20% revenue lift. At Fidelity, usability research helped identify where employees struggled with myCareer and gave the redesign a clearer direction.
I bring that same attention to the people doing the work: making priorities clear, helping designers grow, and keeping partners informed about progress and risk. Explore the projects below to see how I think, or follow my story and leadership approach to get to know the person you would be working with.
