Designer · UX Community Builder

Fifteen years shipping products. Eight years gathering the people who make them.

I've led design teams and risen to Design Director and Head of UX at global companies, and I founded UX Wizards, a 7,700-person design community. The part I love most is designers learning from each other.

Currently
Advising, Speaking & Advancing AI-Driven Product Design
Previously
Design Director · Head of UX
Speaking
Cal Poly · Huddle · UXFest
Philosophy

How I think about the work.

01

Small details are how teams show they care.

A button radius, a tap target, an empty state. These are how you tell a user you see them. Caring about the small stuff is what design culture actually is, and protecting that when there's pressure to ship is a big part of leading a team.

02

Good work comes from energized teams.

Process and frameworks matter, but trust matters more. My job is to keep designers curious, supported, and close enough to the craft that the work feels like something. I've never seen beautiful design come out of a depleted team.

03

A practice grows in the open.

Designers learn fastest from each other. The community, the podcast, the hackathons, the workshops — these aren't side projects, they're the actual practice. The field gets better when we share work before it's finished and say what we actually think out loud.

In practice

How I work, in motion.

Constant iteration and testing leads to better work. Process is downstream of trust, but it still matters — here's mine.

01
Research
02
Sketch
03
Wireframe
04
Prototype
05
Hi-Fi Visuals
06
User Testing
Iterate. Always.
Cross-functional collaboration
Stakeholders
Understand problems & needs · Present solutions
Users
Test with users · Let testing inform design changes
Engineers
Discuss feasibility · Modify design as needed
Product Team
Understand requirements · Adjust scope as needed
Keri Fullwood presenting SynthVibe — a piano and synthesizer music learning game built with Lovable — at the Huddle Design & AI event she organized and hosted
Huddle · "Design & AI" · May 2026 · organized & hosted Demoing SynthVibe, a piano + synthesizer learning game built with AI tool Lovable.
Community & Voice

Designing for designers.

I started UX Wizards eight years ago because the meetups I went to were all in San Francisco, while the designers I kept meeting were in the South Bay. I wanted a room closer to home. It's now 7,700 people worldwide, 54 organizers, and 750+ events in — a lot of it spent teaching: workshops, curriculum, and hands-on sessions that help people actually adopt new tools and standards.

7,700+
Members
in UX Wizards
750+
Events Hosted
over eight years
54
Volunteer Organizers
building it with me
UX Wizards · Peer Design Project Review I made this as a place for designers to share their work. Peers give real feedback that moves the work forward.
UX Wizards Podcast · host & producer

The UX Wizards Podcast — four seasons in.

I host and produce the podcast — long-form conversations with designers, researchers, founders, and students about how they ended up in UX. Five producers; four seasons and 24 episodes in.

24
Episodes
5★
Spotify rating
5
Producers I lead
EP 01 ——— EP 24 · listen on Spotify

In front of the room.

May 2026
"Design & AI" at Huddle
Created, invited speakers, hosted & spoke
I created the event, invited the speakers, hosted, and spoke about how I'm using AI for my projects.
Hosted
May 2026
Lovable Hackathon
Organized & hosted
A buildathon where designers shipped real prototypes in a weekend, with peer review and demos.
Hosted
Recent
AI knowledge shares
UX Wizards · ongoing
Weekly share sessions on practical AI tooling for designers — less theory, more "here's what's working in my workflow this week."
Series
Mar 2026
"Getting Job Ready in UX"
A practical talk for early-career designers on building a portfolio, telling your story, and getting hired in a shifting market.
Talk
2024 — Now
Figma workshops
Hands-on Figma workshops for the community — component basics through advanced auto-layout and systems thinking. Sponsored by Adobe and Barracuda Networks.
Workshop
2020 & 2026
Cal Poly SLO UXFest
Speaker · Workshop · Panelist · Judge — twice
Invited back to kick off the annual designathon, six years apart — keynote, workshop, panel, and judging.
Speaker · Judge
Selected Work

A design system, pilot app & racing game.

Walmart · 2019 — 2021

A design system, built with the people using it.

Migrating Walmart's Living Design System to Figma — a shared resource library serving both designers and developers, with UI kits, documentation, and components built and maintained alongside the teams shipping on them. The library was the easy part; adoption is where most systems die. The dashboard built on top drove a +$27M GMV uplift in three months.

+$27M
GMV uplift (+48%) in 3 months
Faster turnaround on new feature releases
11+
Platforms unified, accessibility built in
Walmart Living Design System button matrix — primary, secondary, and tertiary buttons across iOS and Web, in small, medium, and large sizes, with leading and trailing icon variants and all interaction states
A shared library for designers and developers.
Walmart Living Design System · Buttons · iOS & Web · all variants & states
Living Design System · in production The "Duplo" extra-large button at self-checkout — same component spec'd in Figma, now in real Walmart stores.

What I learned

A design system serves two audiences — designers and the developers who build from it — and it fails when it's handed down to either. The office hours, the docs, the UI kits iterated alongside the teams using them: that's what made adoption stick across both. (Office hours are also a great way to find out what's actually broken.)

My role

Senior UX Lead on the design systems team. I owned the Sketch → Figma migration, kept the shared component library accurate and well-organized, designed the "Duplo" extra-large button now across self-checkout kiosks, automotive, and car wash screens, and led tag styling standards on walmart.com — partnering closely with engineering throughout.

The dashboard that proved it worked

I built the Offer Listing Quality Dashboard from zero — helping Marketplace sellers find and fix incomplete listings, on the system we'd just shipped. A well-tended system makes the next product faster.

Also shipped

  • 297.5K SKUs updated through the dashboard
  • +700 BPS Listing Quality Score improvement
  • "Duplo" components live across kiosks, automotive & car wash
Air India · Pilot Sector Report · iOS · iPad · 2023

From 15 minutes on paper to 2:30 on iPad.

A native iPadOS app for Air India pilots to file flight, incident, and sector reports — replacing paper forms that took 10–15 minutes a shift and then sat 3–4 days waiting to be re-keyed by hand.

15 min → 2:30
Average time to file a report
3–4 days → instant
Data lag, eliminated
100%
Of tested pilots filed unaided
15
Minutes · paper
2:30
Minutes · iPad
Plus a 3–4 day data lag, eliminated. Reports hit the database the moment a pilot taps submit.
In the cockpit · Airbus The shipped app in real use — and the paper it replaced, visible in the same frame.

The problem

Pilots wrote reports on paper, then waited days for someone to key the data in. Tedious, error-prone, and a bottleneck on operational data the airline needed.

My role

Design lead. I interviewed pilots about the forms and the Airbus/Boeing reporting differences, and mapped the database constraints with stakeholders. The unlock: sector reports didn't have to live inside the larger flight report. Treated as their own object, the whole flow got simpler.

Two pilots, two rhythms

Captain Sameer flies Airbus narrowbodies — 3–4 short flights a day, back-to-back reports. Captain Gaurav flies Boeing widebodies — one long-haul with a big crew and scheduled rest. Same app, very different filing patterns.

The approach

  • Field research with both Airbus and Boeing pilots
  • Concept sketches reviewed with pilots before pixel design
  • Wireframes iterated through several rejected directions

What happened

Every pilot tested completed a submission on their own, unaided. One thing surfaced: some text-only links were styled like icons, and pilots kept tapping the visuals. Fixed that in the next round.

NYC Marathon × TCS Interactive · 2019

Sprint to Win — a racing game anyone could play.

A wheelchair-accessible racing game for the NYC Marathon expo, built with New York Road Runners. Tens of thousands played it — kids, grandparents, athletes, wheelchair users — all on the same starting line. It traveled too: full setups in India, Australia, London, and Scotland.

Red Dot
Best of the Best, 2019
Tens of thousands
Played at the NYC Marathon
4 countries
Full setups worldwide
Two kids racing side-by-side on the Sprint to Win pads at the NYC Marathon expo
Two pressure pads. One finish line. Designed inclusively from the first sketch.
NYC Marathon Expo · 2019
Sprint to Win · in play Kids, grandparents, wheelchair users — all on the same starting line.

The problem

Marathons are exciting if you're running one — less so from the sidelines. NYRR wanted something for the expo that let spectators participate, and we wanted it to work for everyone, including the wheelchair athletes the marathon is famous for.

My role

Concept and game mechanics lead. I shaped the core interaction, ran the team through prototyping and on-floor testing, and owned the visual system so the game read instantly in a noisy room.

How we built it

DDR dance mats, a wheelchair treadmill, an iPad for picking your avatar, and a smart TV showing the race — plus a lot of calibration. Pads sensed footsteps, the treadmill sensed pushes, both fed the same race engine — so a kid in sneakers could race a Paralympic athlete and it felt fair. Hacked-together hardware, clean idea: one starting line, two ways to run.

Before each race you picked a 3D avatar — by ethnicity, gender, ability, and style. Letting people see someone like themselves in the race mattered as much to us as the mechanics did.

Daniel Romanchuk, American Paralympic athlete, with Sujesh Jastee at the NYC Marathon expo
American Paralympic athlete Daniel Romanchuk with Sujesh Jastee at the NYC Marathon expo. Designing for Daniel — and for a kid in sneakers, on the same starting line — was the constraint that made the game.
Red Dot Award 2019 — Best of the Best
Red Dot Award · 2019 Best of the Best Sprint to Win · NYC Marathon × TCS Interactive

Outcome

Featured in event press & broadcast

Why it matters to me

Designing for accessibility from the first sketch, rather than bolting it on later, is something I care about deeply. And it's just really fun to watch a grandmother high-five a kid because they both crossed the finish line.

A global perspective

A few of the places I've worked.

Aviation and global consulting took me through these twelve cities — some for a project, some for longer. The part I loved was designing alongside teams whose context I didn't already know. It taught me to build things that work for a worldwide audience, not just the room I happen to be in — there's no substitute for showing up, listening, and letting people teach you what the problem actually is.

Leadership

The path here.

2025 — Now
Advising, Speaking & AI Product Design
UX Wizards · independent
Launched a Design Mentorship Program under UX Wizards with paid curriculum I built, plus ongoing AI knowledge shares for the community.
2021 — 2025
Executive Design Leadership
Tata Group · SF Bay Area
Three senior design roles across the Tata Group, modernizing global enterprise platforms at scale.
  • Tata Elxsi: UX strategy for global clients across automotive, media, and healthcare.
  • Head of UX, Air India US: Spearheaded UX strategy and scaled the design team for global enterprise platforms, modernizing legacy aviation systems.
  • Head of Design, Tata Digital US: Led cross-regional design teams for TataNeu's super-app ecosystem.
2019 — 2021
Senior UX/UI Lead
Walmart · Marketplace · Design Systems · Merch Tech
Three roles in two years across Walmart's design org.
2015 — 2019
UX Director, Innovation Studio
Tata Consultancy Services · Santa Clara
Design lead across innovation work — Marathon City (Red Dot 2019), AGL, Woodside, and clients including Cisco and United.
2005 — 2014
Early career
UK & US · Hollinger Scott · IC-CAVE · Digital Imagination
Retail interfaces, web and brand work in Dundee, and a games and e-learning research center.
Let's talk

Let's talk.

I've spent a career making design make sense to people — designers, engineers, executives, and the occasional kid at a marathon expo. I'm currently looking for my next challenge: leading design organizations, driving AI product innovation, or stepping into a Design Evangelist role. Let's build something real together.