My impact as UX Lead

Cirkul

Currently enjoying helping users discover a new chapter in their hydration journey!

My Cirkul Experience

Day to Day

As a Lead UX Designer, I drive the user experience strategy across multiple projects, ensuring that designs are both user-centered and aligned with business goals. I collaborate closely with cross-functional teams, including product managers, developers, and stakeholders, to define requirements and create wireframes, prototypes, and high-fidelity designs. My day-to-day involves conducting and analyzing user research, running usability tests, and iterating on designs based on feedback and data.

Bonus

I also mentor junior designers, establish design standards, and champion UX best practices to elevate the overall quality of our products. Balancing creativity with analytical thinking, I focus on enhancing user satisfaction while driving measurable business outcomes.

role

Lead UX Designer

regular collaboration with

Consumer Insights, Data Analytics, Creative, Brand Voice, Marketing

Task

Conversion Rate Optimization, Journey Redesigns, New Product Innovation, Landing Page Optimization

tools

Figma, Figjam, Hotjar, Amplitude, Optimizely, Google Suite, Asana, Jira, Slack, Zoom, Adobe Creative Suite

1B

In Revenue YTD

37M

Unique Sessions

3+

Retail Channels Added

My Process

  • We conduct stakeholder interviews together with competitive analysis’ and heuristic evaluations to identify our key metrics and what type of experiences would most appeal to our key segments’ mental models.

  • I championed whiteboarding sessions with stakeholders across C-Suite, Growth, Dev, and Marketing to quickly align on expectations and general direction, functionality, & constraints.

  • We work in Figma to nail down initial user journeys and a general direction. Hand sketches are used to quickly iterate and communicate more intricate or dynamic features.

  • We conduct usability testing to validate the effectiveness of our design and uncover useful insights that could improve the overall UX.

  • We use our insights to make the UX/UI more intuitive and eliminate barriers to adoption. Then I oversee the packaging, annotation, handoff, and QA with our developers.

$1B Homepage Redesign

I led several requirement-gathering sessions where clients had the chance to openly share their pain points and needs. To dive deeper, I ran a collaborative brainstorming exercise focused on buyer behaviors, helping us better understand how to meet consumers where they are. From there, I captured all the key features and functionalities in a dedicated UX requirements document. This ensured everyone was aligned before we moved into sketches and wireframes, setting a strong foundation for the design process.

+60%

Decreased Bounce Rate

+5%

Conversion Rate

+15%

Average Order Value

A Voice for Cohesize Experiences

Creating a Design System to add clarity and cohesivness to a $1B brand enabling it to keep up with its rapid success and position itself for exponential internal growth!

Created

Color Scale

Created

Design Tokens

Created

Component Library

Other Influential Projects

  • Cirkul x MrBeast

    Duration: 30days // Metrics: AOV & Conversion

    Massive design & development sprint touching every page of the website leveraging lean UX to hit the ground running while collaboratively navigating technical constraints with Developers.

  • Accounts Redesign

    Duration: 6mo // Metrics: AOV, Retention, Feature Adoption

    Redesigned from 0-1. Using research and customer experiences to shape a customer account management designed to make it easier to meet their goals.

  • Cirkul Plus

    Duration: 3mo // Metrics: Adoption & Conversion

    A unique Cirkul shopping experience for a unique product. Balancing stakeholder expectations, Marketing & Growth asks, and technical constraints to pull off the cleanest launch in company history.

What people are saying

  • "Working with Andrew on our new platform development has been a pleasure."

    Jeff S. - Developer

  • "I was impressed with his collaborative and communicative nature"

    Nick H. - UX Designer

  • "I am constantly impressed by his ability to think outside the box"

    Anna R. - UX/UI Designer

CONTACT ME

CONTACT ME

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