Initiate
I identify opportunities, set UX priorities, and shape internal initiatives before bringing them to site and business leadership.
UX/UI FUNCTION LEAD / PLAYER-COACH
GLOBAL COMMERCE · PEOPLE · SYSTEMS · AI
I built and lead the UX practice behind Ariat’s global commerce evolution.
Over four years, I helped move UX from executional support into a strategic, measurable partner. I set experience direction, develop designers, govern quality across internal and external teams, and stay hands-on where my involvement creates the most leverage.
This visual résumé separates what I directed from what I personally designed. The reported work includes approximately $9M in annualized experimentation impact, a $4.8M annual checkout estimate, and $516K in bundle revenue. These are different reporting periods and methods, not one measured annual total.
- 04
- YEARS AT ARIAT
- 05
- GLOBAL STOREFRONTS
- $14M+
- REPORTED + ESTIMATED IMPACT
- 02
- TEAM PROMOTIONS
01 / HOW I LEAD
I set the direction, then create the conditions for strong work.
DIRECT MANAGEMENT + ORGANIZATIONAL INFLUENCEI am Ariat’s highest-ranking dedicated UX/UI design leader. I have managed a multidisciplinary team of up to three, hired designers and researchers, owned the UX roadmap, and extended design governance across partner teams and international storefronts.
Direct
I establish the experience vision, testing direction, and quality bar while giving designers room to carry the work.
Develop
I manage performance and career growth, remove blockers, and have coached one designer through two promotions into senior ownership.
Govern
I established the design system and research practice and now guide quality across four to five external partner designers.
02 / FEATURED WORK
Four stories that show the range.
STRATEGY → CRAFT → OUTCOME
01 / GLOBAL COMMERCE
Reframing Ariat.com as one connected commerce experience
I established the experience direction, earned executive support for a broader overhaul, and helped extend it across the customer journey.
2023+ONGOING PRODUCT EVOLUTIONVIEW CASE STUDY →
02 / PRODUCT BEHAVIOR
Transforming Save for Later
I uncovered the signal, recommended removing the account gate, and led the team in turning a buried utility into a visible return path.
4×WEEKLY USERSVIEW CASE STUDY →
03 / EVIDENCE + LAUNCH
Building Ariat’s first bundle system
I led this zero-to-one effort from research and experience strategy through design, prototyping, documentation, and cross-functional alignment.
$516KREVENUE SINCE LAUNCHVIEW CASE STUDY →
04 / PURCHASE EXPERIENCE
Making the last mile of shopping easier to finish
I set the consolidation and clarity vision, then coached a designer through the responsive experience while staying close to the UI direction and quality bar.
$4.8MEST. ANNUAL REVENUEVIEW CASE STUDY →
03 / ADDITIONAL WORK
The rest of the work that moved the experience forward.
COMPACT HIGHLIGHTS05
PEOPLE + OPERATIONS
UX practice and operating model
I hired two researchers, established our research process, and coach designers through project direction, feedback, and performance reviews.
06
SYSTEMS + AGENT READINESS
Retooling the global design system
I established the shared foundation across five international storefronts. I am now refining it for more agent-assisted design and development workflows.
07
AI + CUSTOMER EVIDENCE
AriatGPT
An internal research product for turning customer evidence into clearer decisions.
08
AI + PRODUCTION
AI product-video workflow
A responsible path from product imagery to scalable video production.
09
UX STRATEGY + OPERATING MODEL
Shaping UX strategy for a headless migration
I am connecting prototyping, design-system governance, and emerging design-to-development workflows so UX can help shape how the new platform gets built.
10
WORKSHOP + EXPERIENCE
Homepage + Work CLP redesign
A workshop-led redesign that improved full-page re-engagement.