FEVO

Crafting a unifying design system for a two-sided product ecosystem.

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FEVO provides 800+ world-class brands in sports, music and live entertainment with revolutionary e-commerce software that helps them sell more tickets, reach new fans and capture more customer data. Focused on a rapid growth trajectory, FEVO needed to unite fragmented user experiences, minimize technical debt and improve cross-functional collaboration.

Through strategic leadership and hands-on design, I crafted a comprehensive, future friendly design system—a single source of truth— to boost design and engineering efficiency, delivering higher-quality features for a growing audience of merchants and consumers.

ROLE

Head of Product Design

CONTRIBUTIONS

Product Leadership
Stakeholder Management
Strategic Planning
UI & Visual Design
Visual Systems
UI Libraries
Project Mangement

Principles in motion: unifying teams & accelerating impact.

Working together with product design, brand & marketing creative—driven by a recently released re-brand—I established design principles infusing the organization’s vision into how we create valuable, cohesive product solutions faster.

The team activities I orchestrated resulted in a deeper internalization of the brand ethos, a shared understanding of our design principles and stronger partnerships between product & creative. By working together, everyone was invested early on, accelerating adoption.

Simple. Familiar. Human. Social. Extraordinary.

Laying a flexible foundation for brands to express a cohesive visual language.

I led the creation of adaptable merchant and consumer Figma UI pattern libraries, crafting configurable components that met the needs of designers, increased team efficiency and adoption, and drew organizational buy-in.

Implementing from scratch—start small, aim for quick wins.

I led the development of a flexible, scalable three-tier design token architecture to unite design & engineering—with a single source of truth and a shared language—allowing efficient customization and future-proofing for multiple brands and themes. Partnering with engineering, we piloted this system on a live project, breaking down silos, and demonstrating the efficiencies of the approach to maintaining CSS.