Toms

Designed and tested multiple options for a targeted refresh of Under Armour’s responsive e-commerce experience using modern design patterns. Streamlined the browse-to-purchase journey to reduce friction, driving +18% RPV, +12% AOV, and +22% ATC rates, while contributing new components to the design library.

Led a refresh of Under Armour’s responsive e-commerce experience by applying modern design patterns, WCAG accessibility standards, and industry best practices. Reduced friction across the browse and discovery journey to create a more intuitive path from product discovery to purchase, driving measurable lifts in key metrics, including +18% RPV, +12% AOV, and +22% ATC rates.

Designed a user first navigational journey and innovative concepts for the United Airlines mobile app. Collaborated with brand to refine foundational primitives for an updated design system. Elevated the traveler experience through contextual cards, actionable prompts, and dynamic modules iteratively refined with research for confident execution. Key outcomes: Improved task completion rates by ~28% at critical journey moments (check-in, boarding pass, and flight status) Increased engagement with contextual modules by 35% Reduced time-to-information for key traveler needs by 40% Contributed to a measurable lift in in-app satisfaction scores for the redesigned native experienceting

Improved the online shopping experience across web and mobile by designing product listing pages, product cards, filters, quick-add features, and responsive components, while helping evolve the design system. Collaborated closely with marketing, art direction, product, engineering, and analytics to translate customer insights, brand direction, and performance data into seamless experiences. Delivered a 14% lift in conversion rate, 22% increase in add-to-cart, and stronger engagement across key product discovery flows, with some work still in testing.

Designed a modern mobile banking experience for Human Standard™, a Los Angeles–based strategy and creative agency, translating business objectives into a clear digital product strategy and vision for next-generation financial and e-commerce experiences. Led the foundational product architecture and core UX, creating a scalable design system and modular templates supporting account management, secure transactions, and accessible financial insights. Established the underlying patterns, components, and interaction framework to ensure consistency across the experience while enabling future staff designers to extend the product as brand guidelines and product requirements evolved.

Led the evolution of Hulu’s scalable design system by updating existing components, developing new ones, and improving team efficiency. Partnered the system with a robust design token architecture, establishing a structured token system for color, typography, spacing, and elevation. This ensured consistency across design pods and viewports while enabling efficient theming and platform adaptation. Applied designer-centered principles to create modular components and an intuitive library catalog, delivering seamless, plug-and-play elements across Android TV, Roku, Apple TV, web, and native mobile, for design pods to plug and play into new scalable concepts.

Translated business goals into a clear, cohesive digital strategy while envisioning innovative concepts for next-generation e-commerce interactions. Collaborated in a tightly integrated cross-functional environment to elevate the customer experience, driving a 16% increase in conversion rate, 19% lift in average order value, and measurable gains across key engagement KPIs.

Partnered with product managers to translate business requirements into clear, actionable digital strategy. Designed product enhancements, visual artifacts, and user flows that supported efficient development. Collaborated in a fast-paced, cross-functional environment to shape end-to-end product releases, delivering thoughtful solutions tailored to diverse business needs and challenges.

Led Digital Vision UX/UI across the media broadcast business for the second-largest U.S. broadcaster, delivering a seamless experience on native mobile, tablet, and responsive desktop for both internal tools and customer-facing platforms. Drove a 27% increase in task completion rates, reduced support tickets by 19%, and improved overall user satisfaction scores by 23%. Detailed presentation available on request; currently updating with full project design files.

Created innovative pitch deck concepts for Human Standard™, a Los Angeles-based strategy and creative agency. This example showcases a newly designed filter feature that enables seamless browsing across verticals through a single, scalable module. Updates to the type ramp, product cards, hierarchy, badging, and overall visual design created a smoother, more effortless browsing experience, validated through testing that showed a 31% increase in feature discoverability, 24% faster product discovery, and higher user satisfaction scores.

A collection of projects focused on improving key metrics. Delivered sharp, user-first UX and UI designs supported by thorough documentation that left nothing to guesswork. Built functional prototypes, led development walkthroughs, and provided clear, actionable direction, consistently delivering high-quality work within tight 2-week sprint cycles.

Fun to revisit some of my teenage work. Not core to my current focus, but I explored designs for generic products aimed at disrupting retail, using strong aesthetics and market trends to win preference and loyalty for parity brands. A bit odd to share in my product design feed, but “A Chip with No Name” became the best-selling chip in Kroger’s generic catalog.

Fun to revisit some of my early work and teenage origins. Not core to my current focus, but it’s always interesting to see everyone’s work before they made it in product design and those early previews often become valuable later in our industry.