Pablo
Deeleman.
UI Frontend Architect
&
Design Systems
Specialist
25+ years building high-impact, scalable web applications at the intersection of branding, UX and frontend engineering. Leading UX teams, scaling Design Systems, and shipping platforms used by millions. Currently based in Barcelona.
A career, plotted.
Two decades of shipping at the intersection of branding, UX and frontend. Hover a dot to peek; click to read the chapter.
Nory · Staff Product Engineer
Owning Nory AI's most critical frontend challenges — driving cross-team React/TypeScript projects, setting the web reliability agenda, and acting as a force-multiplier for our internal Design System.
Complete Experience History
- 2000–2001: Trymedia Systems — UI Designer & Front-End Developer, Mountain View, CA. Designed and crafted the online presence for ActiveMARK, Trymedia's flagship DRM product.
- 2001–2011: KOALAB — Founder · FullStack UI Developer, Barcelona. Co-founded an interactive agency building e-commerce solutions for hospitality clients.
- 2011–2013: Dreamstar Cash — Senior UX Engineer, Remote. Lead UI/UX engineer across three Alexa Top 700 sites.
- 2013–2015: Casumo — Senior Frontend Engineer, Malta. Built advanced web components for Casumo's casino-adventure platform.
- 2015–2016: Gameloft — Senior Frontend Engineer, Barcelona. Contributed to internal tools and led ES6 migration.
- 2016–2017: We Are Blue Orange — Lead Frontend Engineer, Barcelona. Architected reactive engine on TypeScript, Angular, RxJS, Redux and NgRX.
- 2017–2018: Red Hat — Senior Frontend Engineer, Remote. Contributed to Angular UI of JBoss Fuse.
- 2018–2021: Dynatrace — Senior Frontend Engineer, Barcelona. Architected Session Replay UI layer and contributed to next-gen Design System.
- 2021–2022: The Hotels Network — Staff Frontend Engineer, Barcelona. Core member of the Agent team serving 12,000+ hotel sites.
- 2022–2024: Twilio — Staff Frontend Engineer, Remote. Led UI and Auth layers of Twilio Admin for 20+ teams.
- 2022–2025: Harbour.Space — Visiting Lecturer — Design Systems, Barcelona. Teaching Design Systems for Interactive Applications.
- 2024–2025: GitKraken — Frontend Architect (Consultant), Remote. Tackled performance and scalability on GitKraken Desktop.
- 2025–Now: Nory — Staff Product Engineer, Barcelona. Driving cross-team React/TypeScript projects and internal Design System.
Things I've shipped.
A selection of side projects and published work.
Spaghettify
Open-source TypeScript library that transforms static pages into single-page applications with zero dependencies.
GitSquid
Desktop app built with TypeScript for navigating and managing GitHub issues across repositories.
Learning Angular
Authored the first edition and co-authored editions 2 through 4, all published by Packt. Helped thousands of developers master the Angular framework and the TypeScript ecosystem.
What I'm good at.
Eight technical domains where I bring depth and opinion — not just familiarity.
Design Systems
Audit, planning and implementation across product teams.
Frontend Libraries
React, Angular and Vue.js — used in anger, at scale, in production.
TypeScript & JavaScript
Two decades of shipping the language, from ES3 hacks to strict, generic-heavy codebases.
AI Engineering
LLMs, agent design and AI-driven tooling and development.
Server-side JavaScript
Production-grade APIs with Express.js and NestJS.
CSS, SASS & Tailwind
Modern CSS, design tokens, utility-first systems and print-quality typography.
State Management
Redux, RxJS, Jotai and Zustand — picked to fit the app, not the other way around.
Web Accessibility
Semantic markup, WAI-ARIA, keyboard and screen-reader QA as a non-negotiable.
Let's talk.
Got a new product to ship, a design system to tame, or a team that needs mentoring? I'm also happy to chat about educational collaborations — or just meet up for coffee. Pick the channel that works for you.