A Conversation with Max Avila, Digital Strategist and Builder
CoolBrands: Today, we’re sitting down with Max Avila, a digital strategist, product builder, and endurance athlete who has spent the last decade delivering transformative digital experiences across industries.
CoolBrands: Let’s start at the beginning. Can you tell us about yourself?
Max: Absolutely. At my core, I’m someone who loves to build. That passion started with Legos as a kid and evolved into a career focused on creating impactful digital experiences. Over the last decade, I’ve worked at PwC’s Experience Center, leading teams to design user-centered solutions for clients across industries like financial services, tech, and consumer goods. For me, it’s not just about the work — it’s about helping real people connect with products and services in meaningful ways.
CoolBrands: What would you say makes you stand out in your field?
Max: Two things: adaptability and empathy. In consulting, I’ve had to shift gears quickly — one week, I’m strategizing for a Fortune 500 financial firm, and the next, I’m in steel-toed boots conducting field research for a utility provider. This taught me to adapt while staying focused on the user. Empathy is another cornerstone of my work. Whether I’m leading a team or designing a solution, I believe success starts with listening. That mindset has helped me deliver results and build strong connections along the way.
CoolBrands: What’s one professional accomplishment you’re particularly proud of?
Max: One project that stands out was for a major U.S. credit bureau during a time of crisis. Millions of people were affected by credit fraud, and my team had just five months to create a digital platform to help customers secure their profiles. I personally conducted over 100 hours of usability testing with impacted users, ensuring the platform met their needs. Seeing the relief on their faces when the system worked for them was unforgettable. Beyond that, we transformed four siloed systems into one unified platform, taking usability scores from 34% to 94%. That project taught me how powerful human-centered design can be when applied with empathy and focus.
CoolBrands: What’s your next professional goal?
Max: I’m ready to take what I’ve learned in consulting and apply it in-house. I want to focus on one product or suite of products from start to finish, building something lasting and seeing it evolve over time. I’m particularly inspired by companies like Lego, where creativity and joy are at the heart of their mission, and startups like Runa, which align with my passion for endurance sports. Ultimately, I’m looking for opportunities to combine my technical expertise with creativity to make a meaningful impact.
CoolBrands: How do your personal passions, like competing in Ironman triathlons, influence your professional approach?
Max: Ironman races have taught me so much about endurance, focus, and staying calm under pressure — qualities that directly translate to my work. Whether I’m 10 miles into a race or solving a tricky product challenge, I don’t quit. These experiences remind me that the most rewarding achievements come from persistence and pushing boundaries, which is exactly how I approach building digital experiences.
CoolBrands: What do you think are the biggest opportunities for organizations in improving digital experiences today?
Max: Three things stand out to me. First, integrating AI into the end-to-end user experience can unlock tremendous potential. Second, organizations need to continuously evolve their customer experiences — par is always moving. Lastly, accessibility is a huge opportunity. Making digital products usable for people with seen and unseen disabilities isn’t just good ethics — it’s smart business. I believe the companies that prioritize these areas will stay ahead of the curve.
