Aaron Kettl

Executive Leader.
AI Visionary.
Platform Builder.

I drive the strategic fusion of UX, Engineering, and Business Acumen at enterprise scale. My expertise is rooted in global team leadership, Design Systems Engineering, and the deployment of Generative AI to simplify complex workflows and deliver measurable business outcomes.

I currently serve as the Head of Design Strategy at Procore, where I lead the Generative AI and agent strategy for a global enterprise platform. I specialize in guiding large Product & Technology organizations (1200+ FTEs) towards a unified vision, ensuring operational excellence and business impact.

I am actively prototyping and developing Quikest.com, which is a generative AI platform for creating user personas to guide user research and planning.

I founded ArchMeta to helping Architects create experiential VR experiences for spatial computing.

And I'm passionate about the travel industry, so I'm building Travel Stories to help all of us plan our travels faster with AI, and inspire you to go on your next adventure.

My work is focused on...

Leading teams

Seeking to understand what motivates and guides people to achieve high functioning teams.

Digital design

Digital product design is my current focus to build intuitive and effortless product experiences.

Physical craft

I enjoy studying materials and fabricating methods to prototype and test my idea.

Architecture

I'm fascinated by spacial design and structural systems that shape the built environment.

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Leadership

Building high performing teams

I lead with a focus on operationalizing excellence by cultivating high-performance, multi-disciplinary teams (UXE, Design, Research). My primary goal is to establish a predictable, metrics-driven culture where craft, velocity, and business outcomes are seamlessly integrated to accelerate innovation.

Construction

PROCORE

Over six years, I led the strategic transformation of a global enterprise platform, guiding a 1200+ person Product & Technology organization. My mandate focused on achieving Enterprise Engineering Excellence and establishing the design vision for a full core system rebuild. I led the development of the organization's Generative AI and agent strategy, demonstrating how intelligent, user-centered solutions can automate complex workflows to drive massive improvements in efficiency, accuracy, and safety across the construction industry. This work has been validated at the executive level, resulting in a +$800M market cap value increase.

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