When my VP of Product Design at Anthem moved on to lead product at Vivid Seats, she didn't hesitate to bring me in as her first outside hire. That kind of referral means something — it says the work holds up under the scrutiny of someone who's seen it up close.
My scope covered both tracks of my practice simultaneously: concepting and building a brand identity for their loyalty program, then designing the user flows and prototype experience across web and native app. A loyalty program is a particularly interesting design challenge because the story has to work on two levels at once — it has to feel rewarding enough to change behavior, and premium enough to reflect the brand. Get either one wrong and the whole system falls apart.
I contributed to both the original launch and the 2021 redesign — the version that became the centerpiece of Vivid Seats' competitive repositioning and a core part of their identity as they went public that same year. The rewards program is now one of their primary differentiators in a crowded marketplace, cited publicly as a key driver of repeat purchase behavior and customer retention.