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StackSocial

Case Study

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Company

StackSocial

Industry

E-Commerce

Role

Lead Designer

Acquired

TPG (2021)

I joined StackSocial as employee #8 and the company’s first full-time in-house designer, starting as Visual/UI Designer before becoming Lead Designer. During my tenure I oversaw a comprehensive rebrand, designed the company’s first mobile app, and assembled a team of junior designers to support the e-commerce company’s rapid growth. I worked closely with the founder, business development team, and developers to shape StackSocial's digital presence across multiple platforms and pave the way for future innovation. In 2014, StackSocial evolved into StackCommerce and was acquired by private-equity firm TPG in 2021.

Building the Foundation

As one of the first employees at StackSocial, I played a pivotal role in establishing the company’s design strategy and user experience. My focus was on creating a cohesive, innovative, and trustworthy brand identity that could support the growth of a thriving tech marketplace and e-commerce platform.

Crafting a Cohesive Identity

In my first major project, I led a complete rebrand of StackSocial to align with the company’s mission and growth trajectory. From logo design and stationery to web and print assets, my focus was on creating a modern, simple, and tech-forward aesthetic that resonated with both users and partners.

Crafting a Seamless Checkout

The most critical part of the responsive website redesign was the checkout process, which was reimagined to reduce cart abandonment and ultimately increase sales. I implemented visual design elements such as progress indicators and clear CTAs to improve the UX and effortlessly guide users through the checkout flow.I then conducted thorough A/B testing to identify the most effective layout, colors and messaging, in addition to removing unnecessary form fields. With the new redesign we were able to achieve an impressive 33% increase in conversion rates.

Designing the First Mobile App

With mobile UX and the app store still in its early days, my goal was to ensure users could seamlessly browse and purchase curated tech products on mobile just as easily as they could on web. This involved creating a design system that would keep the brand identity consistent across all platforms, along with a lot of research, testing, and experimenting with emerging UX patterns for both iOS and Android.

Keeping Branding Consistent

Beyond the app and website, I designed cross-channel assets to enhance user engagement and drive growth. These included email campaigns, social media graphics, and print materials. Each design was carefully crafted to capture the brand’s voice and delivering a consistent user experience across digital and physical platforms.

Scaling for Growth

As StackSocial grew, so did the demands on its design systems. As Lead Designer, I ensured the brand’s identity and digital assets could evolve with the company’s rapid growth. This included creating templates and guidelines that allowed the design team to stay consistent and efficient as the company scaled.

From Startup to Acquisition

The early design efforts at StackSocial were instrumental in laying the groundwork for its evolution into StackCommerce and acquisition by TPG in 2021. This period highlighted the importance of thoughtful design in driving user engagement and supporting business growth.StackSocial’s success wouldn’t have been possible without the visionary leadership of Josh Payne and the incredible team that brought his ideas to life. Josh’s passion, guidance, and commitment to innovation inspired everyone to push boundaries and deliver something extraordinary. Collaborating with such a talented group of professionals was an honor, and their dedication to building a groundbreaking platform made every challenge a rewarding experience.Working at StackSocial was one of the most impactful experiences of my career. It gave me the chance to help shape a company’s identity during its formative years and see the tangible results of our collective efforts. I’m deeply grateful for the opportunity to contribute, grow, and learn alongside such an inspiring team. This journey taught me invaluable lessons about design, teamwork, and scaling ideas into reality—lessons I carry with me in every project I take on.

TennisPal

Case Study

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Company

TennisPal

Industry

Mobile App

Role

UX/UI Consultant

Software

Figma, Miro, Jitter

TennisPal connects tennis enthusiasts looking for hitting partners in their area. To support this mission, I focused on improving the onboarding experience and core user flows to make it as easy as possible to find tennis players quickly and efficiently.

Challenge

TennisPal had two main challenges: users found it cumbersome to schedule matches, which lowered engagement, and many didn’t know about or see the value in the app’s premium features. This made it tough to keep users happy and limited revenue.

Goals

Solution

The redesigned app focused on three main areas: making onboarding simpler, enhancing the match scheduling process, and boosting premium feature adoption. As an avid tennis player and user of this app, I also introduced new features, such as a scheduling tool that made setting up matches quick and easy.

Table of Contents
Overview
Process
—Research
—Define
—Design
—Test
Conclusion

Research

We conducted user interviews and analyzed usage data to understand the pain points in the existing onboarding and matching flow.

User Interviews
I interviewed players at local tennis courts to learn about their experiences and challenges. Common issues included trouble scheduling matches, inconsistent communication, and a need for better ways to find compatible partners.

Data Analysis
I analyzed current TennisPal's user data to spot trends, such as where users dropped off during onboarding and which features weren’t being used. I worked with the founders and development team to understand their goals and frustrations, like low engagement with premium features and scheduling challenges, which helped shape my solutions for improving the UX.

Table of Contents
Overview
Process
—Research
—Define
—Design
—Test
Conclusion

Define

Objective: Create a streamlined and engaging user flow that minimizes setup time and encourages engagement with the app’s core and premium features.

Key Problems

Research Insights

Design

Objective: Create a user-friendly interface that simplifies the core functionality while making premium features more enticing and accessible.

Brainstorming/Sketching
I collaborated with stakeholders to brainstorm solutions and sketched rough wireframes of an enhanced onboarding process, clearer partner profiles, and highlighted premium features.

Prototyping & User Flow Improvements
I then created interactive prototypes to test the flow and usability of redesigned features.

Result
These new and improved designs made onboarding a smoother process, introduced match scheduling, and highlighted premium features much more effectively. Early testing showed users found the new scheduling tool intuitive and convenient, with many expressing excitement about its seamless functionality.

• view live prototype

Test

Objective: Validate the redesigned features and identify additional improvements through user testing and feedback.

Usability Testing
Conducted in-person tests with recreational and competitive players to evaluate the ease of finding partners and scheduling matches. Feedback led to changes like adding clearer filters and improving calendar functionality.

A/B Testing
Compared the new onboarding flow with the original to measure the increase in completed sign-ups. Also tested variations of premium feature promotions to see which messaging resonated most with users.

Surveys/Feedback
Distributed follow-up surveys to testers, focusing on their satisfaction with the changes and likelihood of upgrading to premium.

Result
Users reported feeling more confident about finding partners, and the app saw a 25% increase in onboarding within the first week. In addition, subscriptions to TennisPal premium were up over 24% since before the launch.

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Reflection

Being an avid tennis player who has personally used this app to find hitting partners, I really enjoyed working on it. This simple yet effective redesign shows the importance of deeply understanding user behavior and pain points from a first-hand perspective.

Insights

Clear communication of value and a user-centered approach were critical to the success of this redesign. Users responded positively when premium features were subtly introduced during natural points in the app flow, such as while searching for partners or scheduling matches. This strategy helped increase adoption without disrupting the user experience.

Takeaways

By subtly promoting premium features, we encouraged adoption without disrupting the user experience, which was crucial. Working on the UX of an app that I personally use made me realize the importance of empathetic design and thoughtful iteration in driving both user satisfaction and sustainable growth.

Table of Contents
Overview
Process
—Research
—Define
—Design
—Test
Conclusion

Saveplates

Case Study

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Company

Saveplates

Industry

Mobile App

Role

Founding Designer

Software

Figma, Miro

Saveplates was a social enterprise project aimed at reducing food waste by connecting consumers with local restaurants offering surplus or near-expired food at discounted prices. With a twofold mission to reduce food waste and provide affordable meals, Saveplates aimed to create an impact on the environment and in the community.As the founding designer, I took the app from 0>1 while collaborating with a few other entrepreneurs over the course of a year. The mission was to give unsold food a second chance and work toward ending world hunger, providing a win-win scenario for restaurants and budget-conscious diners alike.

Problem

Many restaurants face the issue of wasted food at the end of each day, while over 47 million Americans are food insecure (USDA 2023) . The challenge was to design a platform that would bridge this gap, allowing users to easily access affordable meals while helping restaurants minimize waste and increase their revenue.

Solution

Saveplates was designed as a mobile app empowering consumers to browse, reserve, and pick up affordable surplus food from local restaurants who could easily list food for sale. This win-win solution not only reduced food waste but also delivered financial benefits to both users and restaurants.

Table of Contents
Overview
Process
—Research
—Define
—Design
—Test
Conclusion

Goals

Research

Objective: Understand the complexities of food waste and the habits of potential users, which was essential to creating a valuable, socially impactful app.I conducted in-depth research to uncover pain points for both consumers and restaurant owners, examining their motivations, behaviors, and challenges around food waste and discounted dining.

Table of Contents
Overview
Process
—Research
—Define
—Design
—Test
Conclusion

User Interviews
I conducted interviews with potential users to explore their motivations and expectations. These conversations shed light on the importance of affordability and convenience, as well as the appeal of contributing to a cause like reducing food waste. This all helped guide which features would be prioritized.

Competitive Audit
I analyzed the strengths, weaknesses, and unique approaches of four leading apps in the food surplus and waste reduction market. By comparing the key features, user experience, and positioning, I was able to identify gaps and opportunities for Saveplates to stand out, which guided our initial strategy for the MVP.

Define

Objective: Articulate the specific needs, challenges, and expectations of Saveplates’ target users to refine the app's structure, maximize its ease of use, and increase effectiveness of reducing food waste.

Key Problems

Research Insights

Design

Objective: Translate user insights and initial ideas into a functional, visually appealing app experience that aligns with Saveplates' mission to reduce food waste.

Brainstorming/Sketching
To kick off the design process, I started with brainstorming sessions to explore possible solutions for key user needs. I sketched out initial concepts focusing on the core user flows, like searching for meals, filtering options, and the checkout process, allowing me to experiment with different layouts and ideas quickly.

Story Boarding
To capture the user experience, I created storyboards that mapped out key moments in a user's journey, helping me identify any gaps and making sure the design captured the convenience and value that Saveplates aimed to deliver.

Wireflows

High-Fidelity Prototyping
After incorporating feedback from testing, I refined the prototypes into high-fidelity versions that included real content, visuals, and interactivity. The goal was to simulate a near-final experience so users could provide more detailed feedback on design elements and functionality.

• view live prototype

Test

Objective: Validate the effectiveness and usability of the Saveplates app with real users so that we know the design is intuitive, functional, and aligns with user needs.

Usability Testing
We conducted A/B tests on key screens, like meal selection and checkout, to compare layouts and features. This helped us make data-driven decisions and identify which designs improved navigation, engagement, and/or user flow.

Surveys/Feedback
Surveys and interviews gathered user insights on ease of use, challenges, and desired features. This qualitative data shaped future improvements to ensure Saveplates could meet user needs effectively.

Reflection

Despite not securing funding to bring the app to market, I’m proud of the progress we made in bringing awareness to the issue of food waste and designing a solution for real social issue. The experience taught me about the challenges and rewards of creating a social enterprise. Working on a mission-driven project like this was deeply motivating as it aligned with my values around sustainability and community support.

Insights

Starting an app from scratch showed me the unique challenges of 0>1 product development, especially with limited resources. I learned the importance of prioritizing core features, managing scope, and making strategic design decisions.

Takeaways

Saveplates deepened my passion for designing mission-driven products that make a real impact. This project taught me how to align user needs with broader societal goals and emphasized the power of design to address real-world problems, inspiring me to create solutions that benefit both users and the community.

Table of Contents
Overview
Process
—Research
—Define
—Design
—Test
Conclusion

Pogoseat App Redesign

Case Study

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Company

Pogoseat, Inc.

Industry

Moible Ticketing

Role

Senior Product Designer

Press

Pogoseat is a mobile ticketing platform designed to enhance the live event experience by allowing users to seamlessly upgrade their seats at the beginning of or during events. Founded with the vision of transforming how fans engage with live entertainment, Pogoseat aims to provide real-time ticketing solutions that cater to sports, concerts, and other live performances.In 2014, I guided the redesign of Pogoseat as Senior Product Designer. My primary goal was to improve the user experience by streamlining the ticket-purchasing and seat-upgrade processes. I hoped to increase user engagement and ultimately boost revenue for the early stage startup by making the app more intuitive and personalized.

Problem

As I explored the existing app, it became clear that users found the app’s navigation unintuitive and struggled to access the seat upgrade feature at critical moments during live events. This complexity led to frustration and a drop-off in engagement, user abandonment, and potential loss of revenue.

Challenge

Pogoseat had usability issues that made it hard for users to navigate and upgrade their seats during live events. The challenge was to simplify the holistic experience to better meet the fast-paced demands of live event users.

Solution

To address these challenges, we embarked on a comprehensive redesign, starting with user interviews, observations, and surveys to get a better understanding of their frustrations. We defined user personas and mapped out their journeys to identify where things went wrong. Then, I collaborated with the team to brainstorm ideas, creating wireframes, journey maps, and prototypes to visualize our plans. The redesigned app featured clearer navigation, easier access to seat upgrades, and personalized recommendations based on user behavior.

Table of Contents
Overview
Process
—Research
—Define
—Design
—Test
—Deliver
Conclusion

Goals

Research

Objective: Empathize with users by revealing pain points and gathering insights into the current app's limitations.

User Interviews
The goal here was to capture real-world insights on how users interacted with the app, what their primary pain points were, and where they felt the app was falling short, particularly during high-pressure moments at live events.

User Surveys
Along with interviews, we conducted user surveys to gather broader feedback about their experiences with Pogoseat. This allowed us to quantify which areas were most problematic for the majority of users, especially around seat upgrades and general navigation, and to explore what additional features users might find valuable.

Table of Contents
Overview
Process
—Research
—Define
—Design
—Test
—Deliver
Conclusion

Define

Objective: Synthesize research data to map out a plan for improvement and identify the key problems that we will attempt to solve with the redesign.

Key Problems

Research Insights

Journey Mapping
In this journey map, I outlined the experience of the "Avid Concert Goer" persona, capturing each step they take from first discovering Pogoseat to becoming a loyal advocate. The map illustrates their journey through awareness, onboarding, and general use, highlighting how Pogoseat addresses their needs, emotions, and potential frustrations at each touchpoint.

Design

Objective: Brainstorm potential design solutions to address the identified issues, then build interactive prototypes to begin testing the new design with users to gauge effectiveness as early as possible.

Ideation
With a clear understanding of user challenges, we conducted brainstorming sessions to generate ideas for improving the app’s usability. The objective was to explore different approaches that could make the navigation more intuitive, focusing on how to bring the seat upgrade feature to the forefront without cluttering the interface.

Low-Fidelity Prototypes
Using tools like Balsamiq and Sketch, I developed basic, clickable wireframes to test our initial ideas with real users. The objective here was to gather early feedback on the new user flows and make sure they resonated with users before moving onto more polished designs.

High-Fidelity Prototypes
After incorporating feedback from testing, I created high-fidelity prototypes that included real content, visuals, and interactivity. The goal was to simulate a near-final experience so users could provide more detailed feedback on design elements and functionality.

• view live prototype

Test

Objective: Validate the final design by testing it with real users. By gathering feedback at this stage, we could make subtle tweaks to the design if necessary to improve usability and identify any remaining issues before launch.

Usability Testing
The primary objective of usability testing was to observe how users interacted with the new design in a real-world context. We focused on whether users could easily navigate to the seat upgrade feature and complete their purchase in fewer steps to uncover any lingering issues that might not have surfaced in earlier phases.

Accessibility Testing
This important aspect of the testing process to ensure the product is intuitive, user-friendly, and accessible to all users, including those with disabilities or impairments.

A/B Testing
We conducted A/B tests to compare the original app with the redesigned version and to test small variations within the new app, such as button placement and visual hierarchy. Our objective was to track quantitative metrics like engagement rates, time spent in-app, and successful seat upgrades. These insights allowed us to measure the redesign’s impact and provided data-driven direction for future iterations.

Deliver

Objective: Now is the time to finalize the design and collaborate with the development team to prepare for launch.

Design Handoff
I provided the development team with detailed design specs, interaction flows, visual assets, and a style guide to ensure a smooth transition from design to development. I worked closely with them to resolve technical issues so that the final product stayed true to the original design while maintaining functionality and performance.

Post-Launch Monitoring
After launch, I continued to track key metrics to measure the impact of our work. We also set up a feedback loop using app store reviews, surveys, and customer support insights to identify issues and gather feature suggestions.

Reflection

In the end, the Pogoseat redesign had a significant impact with users, immediately boosting user engagement and revenue. A memorable moment during the project came when a user shared how their effortless seat upgrade completely changed their night seeing their favorite band in concert. Hearing how our efforts improved a real-world experience was a reminder of why I love what I do.

Insights

This project reinforced the importance of deeply understanding user needs and issues before redesigning the experience. By addressing specific issues with targeted solutions, we could meaningfully improve the user experience. Early and frequent user feedback was essential in aligning the design with user expectations.

Takeaways

This project reinforced the importance of empathy in every part of the design process, highlighting how a deep understanding of user behavior, combined with iterative feedback, can drive impactful solutions. The process also emphasized the need for adaptability and continuous improvement in meeting evolving user needs.

Table of Contents
Overview
Process
—Research
—Define
—Design
—Test
—Deliver
Conclusion