Lead Product Designer owning UX strategy, design systems, and cross-functional alignment. Platform supporting merchandising, content, and inventory workflows for Cotopaxi's eCommerce ecosystem.

Existing tooling fragmented merchandising workflows and slowed decision-making across teams.

Designed a scalable dashboard system that improved operational clarity, reduced friction, and supported faster merchandising decisions.

This flow chart outlines the various offerings users rely on to maintain their areas of focus within the company. It illustrates how these separate tools and processes are streamlined through Livewire, funneling them into a unified dashboard. This dashboard enables eCommerce managers and merchants to manage all data and information directly from the source and seamlessly integrate it onto the site, simplifying operations and enhancing efficiency.

User flows mapped out the journey of site merchants and eCommerce managers, highlighting their interactions with the new dashboard. They helped identify potential pain points, streamline processes, and ensure the design aligned with their needs, and communicated the design vision to stakeholders.

I conducted interviews with site merchants and eCommerce managers to understand their needs and pain points. Additionally, I interviewed engineering teams to identify the limitations of the available APIs and app integrations, ensuring the design would be both functional and technically feasible.

Lead Product Designer responsible for UX strategy, research, and system design for a blog and content management platform supporting merchandising and editorial workflows.

Content publishing workflows were fragmented, error-prone, and disconnected from merchandising needs, slowing time-to-publish and increasing operational overhead.

Designed a unified content management experience that streamlined publishing, improved visibility into content status, and reduced friction between editorial and commerce teams.

The backend wireframes outline a clear layout: a dedicated area for writing and editing blog posts, a user and author management section where admins can update roles and permissions, and a media management area for organizing and uploading images and videos, effortlessly inserted into blog posts.

The frontend wireframes show how the backend content will translate onto the site. These low fidelity wireframes provide a clear visual guide for stakeholders, ensuring all essential features are logically arranged and easily accessible.

Interviews with content creators, editors, and merchandisers uncovered where publishing broke down, and where merchandising opportunities inside blog articles were being missed. Engineering interviews confirmed what the API-based approach could support.

Design system lead, owning the UX strategy, token architecture across code and Figma, component design, build and rollout. The registry itself is code I authored, not just a spec or Figma file handed to engineers.

No shared component system existed outside a Figma library, so teams rebuilt the same components slightly differently, and increasingly vibe-coded prototypes with AI tools that produced generic, off-brand UI needing cleanup.

A CLI-installable registry, used to build its own docs site, that both humans and AI tools assemble genuinely on-brand UI from, with no designer babysitting every screen.

A Storybook is a documentation layer, it renders components in isolation so people can look at them, but they still live elsewhere. North Star is a distribution layer: a repo with a component registry, the shadcn model, where each component is a self-contained file a team pulls into their own codebase with one CLI command. They get the actual source, styled with our tokens, which they own and can adapt. The registry is the product; documentation is a byproduct.

Every page of the documentation, navigation, buttons, code blocks, interactive playgrounds, the theme toggle, is composed from the exact same registry components teams install. There is no separate docs stack styled independently. That makes drift structurally impossible: if a token changes, the docs re-theme with it; if a component's API changes, the docs break in CI until they're updated. The system's own UI is a permanent, live integration test.

Coded components synced into Figma via MCP, plus an MCP-built token library, so designers work from the same components and tokens engineering ships.

A Claude Design Design System built directly off the registry, so anyone vibe-coding in Claude Design starts from North Star's real components and tokens.

A "Get Started" page and companion skills package an app shell for Cursor and similar tools, so engineers can scaffold a new experience straight on the registry.

components in the registry, each installable via CLI

theme-aware semantic tokens spanning color, type, spacing & radii

unique accent/badge tokens per theme

to scaffold an on-brand, functional prototype in code, vs. days or weeks before

teams building on the registry, from product designers and PM/POs to the executive committee

of the docs site's UI composed from the registry itself, zero drift

Senior UX/UI Designer partnered with the CRO team, owning design and experimentation across Cotopaxi's site, from hypothesis to shipped, tested change.

Cotopaxi faced a persistent headwind of soft AOV and AUR. The CRO team's mandate was to lift conversion and order value without discounting the brand, by removing friction in the journey and giving shoppers compelling, well-designed reasons to add more to cart.

Shipped experiments spanning conversion lifts of +6% to +16% and roughly $3M in combined annualized revenue impact, recognized with the Dynamic Yield Personalization Innovator Award, 2024.

I identified friction through heat mapping and user funneling, formed hypotheses tied to a primary KPI, designed the experiences, and worked with the experimentation stack, Dynamic Yield, to run controlled A/B tests, including holdout groups to measure true incrementality. Every iteration was data-driven and customer-focused.

conversion-rate lifts across shipped experiments

revenue-per-visitor lifts across shipped experiments

experiments proven incremental against a holdout group

UI Designer

Conducted a thorough audit of the eCommerce site, focusing on user behavior data to identify pain points and friction in the customer journey. Through heat mapping and analytics, I uncovered several inefficiencies, including unclear navigation paths and excessive steps during checkout that led to cart abandonment. Using these insights, I executed strategic design changes to simplify user flows and enhance the overall experience.

Based on the data-driven findings, I developed a scalable component system that streamlined the site's design, ensuring consistency and flexibility across pages, ultimately improving conversion rates and customer satisfaction.