Initiate
I bring research-backed opportunities to site and business leadership.
UX/UI FUNCTION LEAD / PLAYER-COACH
GLOBAL COMMERCE · PEOPLE · SYSTEMS · AI
I built and lead Ariat’s UX practice.
As UX/UI Manager, I have managed up to three direct reports, hired two designers, and coached one designer through two promotions. I introduced Figma and established our research practice and shared component library.
The case studies show my decisions, my team’s work, and the results. Revenue figures use different reporting periods and methods; each case includes its own measurement notes.
- 04
- YEARS AT ARIAT
- 05
- GLOBAL STOREFRONTS
- $4.8M
- CHECKOUT ANNUAL ESTIMATE
- 02
- TEAM PROMOTIONS
01 / HOW I LEAD
I set priorities and help designers take ownership.
DIRECT MANAGEMENT + ORGANIZATIONAL INFLUENCEAs Ariat’s most senior dedicated UX/UI leader, I own the UX roadmap and work with business leaders and external design partners.
Direct
I set the design and testing direction, then review the work with designers.
Develop
I coach designers through difficult projects and discuss their growth in regular reviews.
Support
I maintain shared patterns and review work with four to five external partner designers.
Coaching a designer through an unclear email brief.
An email project arrived with scattered files and unclear requirements. I helped a senior designer ask our partners for a consolidated brief, then identify the reusable components across the emails.
She owned the modules and templates, extending our library into email. In her review, she said the project changed how she approached ambiguous work.
02 / FEATURED WORK
Four stories that show the range.
STRATEGY → CRAFT → OUTCOME
01 / GLOBAL COMMERCE
Setting a new design direction for Ariat.com
I earned executive support for a visual refresh, then helped extend it from the homepage through checkout.
2023+ONGOING PRODUCT EVOLUTIONVIEW CASE STUDY →
02 / PRODUCT BEHAVIOR
Letting shoppers save without signing in
I worked with Analytics to identify the opportunity, recommended removing the login gate, and led the redesign.
4×WEEKLY USERSVIEW CASE STUDY →
03 / EVIDENCE + LAUNCH
Building Ariat’s first bundle system
I researched and designed the bundle experience, then worked with four teams to launch it.
$516KREVENUE SINCE LAUNCHVIEW CASE STUDY →
04 / PURCHASE EXPERIENCE
Simplifying cart and checkout
I set the direction and coached a designer through the responsive flow and launch.
$4.8MEST. ANNUAL REVENUEVIEW CASE STUDY →
03 / ADDITIONAL WORK
Research, shared tools, and work in progress.
COMPACT HIGHLIGHTS05
PEOPLE + OPERATIONS
UX practice and operating model
I established a research process that produced 24+ artifacts. Experimentation work reported approximately $9M in annualized impact; reporting periods and possible overlap prevent adding it to the other results.
06
COMPONENT LIBRARY + ADOPTION
From Adobe XD files to a shared Figma library
I introduced Figma to replace scattered Adobe XD files. During the site redesign, we built a shared component library and documentation, working with Engineering to align designs with coded components.
UX, Marketing, Site Merchandising, and Creative use the library. It supported five storefronts, including international teams adapting it to Shopify, and Ariat Crew adopted it for B2B. I’m now preparing it for agent-assisted design and prototyping.
07
AI + CUSTOMER EVIDENCE
AriatGPT
An internal prototype for working with customer research.
08
AI + PRODUCTION
AI product-video workflow
An AI fit-video workflow built from product imagery. The pilot is paused pending legal review.
09
UX STRATEGY + OPERATING MODEL
Shaping UX strategy for a headless migration
I’m preparing shared patterns and coded prototypes to inform the planned headless migration.
10
WORKSHOP + EXPERIENCE
Homepage + Work CLP redesign
A workshop-led redesign that improved full-page re-engagement.