Saas b2b app UI KIT & CREATIVE DIRECTION
GOAL:
Create a unified design system to drive consistency, efficiency, and brand integrity across all touchpoints—from product and marketing to customer success.
PROCESS:
We built a flexible, scalable UI kit and component library rooted in the brand’s visual language and UX principles. The system was developed collaboratively with product, engineering, and marketing partners to ensure cross-functional alignment. Components were optimized for reuse across platforms and channels, enabling speed and visual cohesion.
OUTCOME:
A cohesive design foundation that empowered teams to move faster while staying on-brand. The system drove material consistency across the customer journey—from product UI to brand campaigns to onboarding experiences—building trust, improving usability, and elevating the overall brand experience.
Typographic Scale: The Minor Third
To bring visual rhythm and consistency to the brand, my team and I used a minor third scale (1.2x) as the foundation for our type system. Inspired by musical intervals, this approach creates a sense of harmony between headings, subheads, and body text—making content feel structured and readable across breakpoints.
Designing the Full Journey:
From strategy to Product to Marketing to Sales
When I joined RippleWorx, the app and culture lacked direction. There was not a good sense of what the product was or who it was for. Me and my small but mighty design team, what we called the House of Design (HoD for short), dug in. Directing the work from nuts to bolts, we took the product from confusion to clarity.
We led the entire experience—user research, personas, journey maps, wireframes, mocks, and validation. This wasn’t just app design—it was product design, end to end.
I led brand and go-to-market strategy for the RippleWorx app, crafting distinct narratives and visual systems for two very different audiences: enterprise clients and law enforcement.
Same core product. Two different worlds. Each with its own story, tone, and experience.
Your Employees Voice, Your Greatest Asset.
Role & Contribution
Scriptwriting
Creative Direction
Agency Collaboration & Oversight
Narrative Strategy
PURPOSE:
To create a versatile marketing and sales asset that communicates the full value of RippleWorx’s AI-driven human performance platform—from the frontline experience to executive-level insights.
AUDIENCE:
Decision-makers in high-turnover, high-stress industries with distributed and deskless workforces (e.g., public safety, healthcare, manufacturing).
OUTCOME:
Enabled sales and marketing teams to tell a clear, compelling product story—accelerating lead engagement, shortening sales cycles, and aligning internal messaging.
Real-time data collection
I led the strategy and creative direction behind Portfoloko’s shift to a more dynamic, human-centered communication model—powered by the custom feed. Each interactive module was purpose-built to collect unique, real-time data aligned to user behavior, performance, and sentiment.
This allowed us to surface precise, AI-powered recommendations at every level—individual, team, and organization—turning passive data into meaningful, forward-moving action.
The result? A more intuitive experience that connects feedback to performance outcomes and enables leaders to respond in real time with greater clarity and impact.
Scripted, directed, and led agency collaboration on a flagship video that brings RippleWorx’s AI-driven platform to life—showcasing its impact from frontline to executive and driving engagement, performance, and retention.
Primary Directive
At RippleWorx, led the development of an internal ecosystem and creative structure that connected brand to culture—empowering employees to embody the brand through intentional workflows, rituals, and values-driven experiences.
Designing for Actionable Intelligence
See the Full Picture
Expand the image to dive into how personalized data powers real-time action.
HERO: HUMAN ENGINEERED RESILIENCE OPTIMIZATION
UX & Product Design for the U.S. Air Force Human Performance Program
As one of my first projects at RippleWorx, I partnered with the U.S. Air Force and the Chief Scientist at the DoD to conceptualize HERO—a performance tracking app designed for active-duty fighter pilots.
With no prior design direction, I led the branding and UX from the ground up: naming, positioning, visual identity, and high-fidelity mockups. Inspired by high-performance apps like Garmin, I created an experience tailored to the unique needs of Airmen, grounded in research, discovery workshops, and user personas.
This project merged strategic brand thinking with intuitive design to support a bold vision: improving mission readiness through enhanced human performance. Development continues, but these mocks represent the foundation I helped lay.
NIKE DIRECT CONSUMER TO COACH / strategic exploration
POINT OF CONCEPT digital app EXPERIENCE
Nike In-Store Coaching App: Digital Concept Exploration An animated digital proof-of-concept created in partnership with the Global Nike Direct Digital Strategy team to explore how a personal coaching experience could come to life between consumers and Nike store athletes.
Designed in Figma and animated in Keynote for ease of use by non-digital designers, the concept featured a streamlined UI with in-app content cards and conversational threads—supporting real-time guidance and connection between store athletes and consumers.
Developed as a strategic tool for business and innovation leaders, the concept was used to socialize and shop the idea internally. Now piloting in select North America stores, this early exploration helped bring a future-forward vision into motion.
NIKE, INC. 2020 SUSTAINABLE BUSINESS INNOVATION
HOLISTIC design APPROACH
I worked with Nike Sustainability Brand team to launch the 2020 sustainability report as an internal employee engagement and education campaign. Partnering with designers, business experts, trainers and transition managers I generated a collection of digital and print assets focused on internal employee engagement and education.
Art Direction: Sustainability Brand
Photography: Nike Brand
Digital and Brand Design: Kristin Burnett
