Reels, up front. Video leads the experience without burying the rest of the app.
Hi, I'm Gabe,
I craft simple and polished experiences that connect billions of users.
Designer on Instagram, ex-Apple and Conde Nast.
- Working on Instagram Design Systems
- Watching Daredevil
- Based in Brooklyn
- Wishing for more time outside
- Listening Carter Vail — Tigers on Trains
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A Reels-first experience.
A major shift in Instagram's core surface: Reels at the center, with catch-up and messaging still within reach.
A change you choose. A first-of-its-kind two-way opt-in invites the community into the shift instead of forcing it on them.
A new For You. Full-screen and content-forward, with Stories and Direct just as accessible as before.
Catch-up, reframed. A deterministic space that removes the fear of missing posts from people you actually follow.
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A more focused Home.
A coordinated refresh of Instagram Feed: less framing, less noise, and clearer intent as it evolved into a more video-forward product.
Lighter chrome. A simpler shell lets content do the talking and reads as more intentional at a glance.
Cleaner headers. One consistent source of context across every post in the feed.
Deeper, without disruption. Richer carousels and fluid scroll behaviors that keep the moment going.
Smarter recs. Fresher formats reduce repetition and surface what is genuinely worth your time.
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Apple News, in audio.
Audio Articles and a dedicated Audio tab brought long-form journalism to moments when reading is not possible.
Stories, narrated. Professionally voiced versions of standout stories from trusted publications.
A player that gets out of the way. The mini-player keeps controls close without crowding the page.
A dedicated Audio tab. One place for the full catalog and the daily Apple News Today briefing.
Across stories and devices. Consistent entry points across the app, with seamless CarPlay handoff.
A closer look.
Across Instagram, Apple, and Conde Nast, I design the systems and surfaces where culture, media, and everyday behavior intersect.
About
Originally from Rio.
Brooklyn since 2011.
I lead design through ambiguity — setting vision, aligning teams across pillars, and pushing craft until it holds up at the scale it ships at.
- Instagram Principal Designer 2023 — now
- Apple Human Interface Designer 2019 — 2022
- Conde Nast Senior Product Designer 2017 — 2019
- ThoughtLab Art Director 2015 — 2017
- Addison Design Designer 2013 — 2015











