Rachel Been

CEO

San Francisco, California, United States18 yrs experience
AI Enabled

Key Highlights

  • Led design transformation for AI-native travel platform.
  • Directed Airbnb's comprehensive product redesign.
  • Pioneered Google's Material Design and AI systems.
Stackforce AI infers this person is a design leader in the technology and travel industries, specializing in user experience and AI integration.

Contact

Skills

Core Skills

Design LeadershipProduct DesignBusiness StrategyUser Experience (ux)Systems DesignCreative Direction

Other Skills

Artificial Intelligence (AI)Graphic DesignInteraction DesignPrototypingDirector levelDesign ManagementTechnical DesignDesign Team CoordinationDesign DirectionPhotographyArt DirectionDigital StrategyBloggingVideoStorytelling

About

I currently am the SVP of Design for Expedia Group leading global teams across product design, research and content. I previously led product design for Airbnb across multiple core Guest, Host and CS teams around the world as well as the Airbnb Design System team. Prior, I led design for the Google Home App and Nest App, overseeing the full 2023 redesign, the creation of our automation and AI design team, our ambient computing and intelligence team, growth, design systems, and Matter. I was a founding member of Google’s Material Design team, serving as the Creative Director and System Design Lead where I oversaw the evolution of the design system for both Google and the greater developer/designer community. I built Material’s first R&D team, where we launched the first product design systems for AI/ML and computer vision. Additionally, I launched the first product imagery system for Google, served as the first creative director of Emojis, and was the first Art Director on Google Play, introducing editorial design and original imagery to the store. Before joining Google, I worked as the Design Director for Billboard.com. Overseeing all original content and redesign of the platform.

Experience

18 yrs
Total Experience
4 yrs 3 mos
Average Tenure
7 mos
Current Experience

Design executive council

Council Member

Oct 2025Present · 7 mos

  • Design Executive Council is the premier membership network of the world’s foremost design executives. Our members are the Heads of Design, VPs, SVPs, Chief Design Officers, and Board Members of the world’s most significant public companies and ventures. Through DXC, we drive each other to new heights, develop competitive advantages, and elevate strategic design leadership to the highest levels.
  • https://www.designexecutivecouncil.com/members/rachel-been

Expedia group

SVP of Design

Aug 2025Present · 9 mos · San Francisco Bay Area · Hybrid

  • Leading the global Experience Design organization through a transformation toward an AI-native, experience-led travel platform. Providing leadership across design, content, research, design operations, and customer advocacy, spanning a portfolio of 12+ global brands including Vrbo, Hotels.com, and Expedia. Leading design strategy across one of the world’s largest two-sided travel marketplaces, aligning traveler and partner experiences with company strategy. Elevating design as a strategic driver of growth, innovation, and long-term competitive advantage.
Artificial Intelligence (AI)Design LeadershipProduct DesignSystems DesignBusiness Strategy

Airbnb

Senior Design Director

Jul 2023Aug 2025 · 2 yrs 1 mo

  • Led a major product organization spanning Messaging, Customer Service, Content, Fintech, Payments, Booking, Service Design, Coaching, and Ratings & Reviews. Oversaw the Airbnb Design System team and stewardship of the company’s end-to-end experience design. Directed the systems design for Airbnb’s full product redesign in 2025, creating the structural foundation for a unified experience across the platform. Defined and launched Airbnb’s first AI strategy focused on self-serve capabilities and intelligent agents, reshaping how customer support and operational experiences were delivered at scale.
Product DesignArtificial Intelligence (AI)Systems DesignUser Experience (UX)Design LeadershipCreative Direction+8

Google

4 roles

Design Director, Google Nest

Promoted

May 2019Jul 2023 · 4 yrs 2 mos

  • Design leadership across the Google Home App, Nest App, Ambient Computing + AI, Design Systems, Matter ecosystem, and Developer Platforms.
  • Led the 2023 redesign of the Google Home App, delivering a cohesive experience across mobile, tablet, and wearables.
  • Drove strategy and launch of next-gen automation products, including the visual editor, redesigned automation UI, and first GenAI feature, Home Summary.
  • Orchestrated the first AndroidOS integration with Google Home, unifying mobile and ambient experiences.
  • Directed Google’s first Matter ecosystem launch, establishing a scalable, cross-brand design framework.
  • Built and scaled the Systems Design, Automation, and Developer/Ecosystem design teams.
  • Led the redesign of the Google Home Developer Portal, improving UX and third-party engagement.
  • Defined the vision for ambient computing and AI integration across Google Home and Nest.
Product DesignArtificial Intelligence (AI)Systems DesignUser Experience (UX)Design Leadership

Head of Systems Design, Material Design

Promoted

Dec 2018Aug 2019 · 8 mos

  • Lead the design systems team for Material Design, directing and launching the Material 2 launch at Google I/O, introduced theming and flexibility into the design system with a focus on bringing tokens into a modernized system.
  • Introduced the first R&D team for Material with a focus on systems design across Google for ML and AI.
  • Built the Material Expansion team, a tight group of designers looking at emerging tech and design systems
  • Launched the first design system for Machine Learning / AI in collaboration with Adidas and IKEA on Android.
Product DesignArtificial Intelligence (AI)Systems DesignUser Experience (UX)Design Leadership

Senior Staff Designer, Material Design

Promoted

Dec 2015Dec 2018 · 3 yrs

  • Design Lead on the Material Design team at Google building guidelines for Google and external products.
  • https://material.io/guidelines/
  • https://material.io
Product DesignArtificial Intelligence (AI)Systems DesignUser Experience (UX)Design Leadership

Senior Designer, Google Play

Jan 2013Dec 2015 · 2 yrs 11 mos

  • I served as the first Art Director and editorial designer on the Google Play team.
Product DesignUser Experience (UX)

Billboard

2 roles

Design Director, Billboard.com

Promoted

Sep 2011Dec 2012 · 1 yr 3 mos

  • Design director for Billboard.com; lead the 2011 redesign of Billboard.com, oversaw and led design for all new digital products and additional entities such as the Billboard Music Awards.
  • Creative director for Billboard.com; introduced the original portrait video and photography studio to the company, lead direction and concept development of portrait, live, fashion and franchise shoots. This was the first original content studio for Billboard.
  • Primary photographer for all in-studio performances and portraiture for Billboard.com.
Product DesignCreative DirectionDesign LeadershipDesign DirectionPhotographyArt Direction

Art Director

Apr 2010Oct 2011 · 1 yr 6 mos

Product Design

Aol

Creative Director

Jan 2008Jan 2010 · 2 yrs

  • Primary photo director of Stylelist.com, Slashfood.com and KitchenDaily. Headed content development and strategy, production and post–production of photography, multimedia and audio pieces and managed hiring of freelance photographers.
  • Directed Creative as the lead on Musica, AOL’s bilingual Latino channel: produced galleries, hired talent, art directed, photographed and constructed multimedia packages in Spanish.
  • Directed the photography for the redesign of Stylelist.com and Slashfood.com.
  • Directed the photography and defined the aesthetic direction for the launch of KitchenDaily.com.
  • Launched AOL’s first fullscreen multimedia-enabled gallery experience and trained the photography staff on audio production and gallery programming.
  • Shot exclusive food, fashion, music and portraiture photography for Slashfood, KitchenDaily.com, Stylelist.com, Spinner, AOL Music, AOL Latino and AOL News.

Education

UCLA

BA — Art History

Jan 2002Jan 2006

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