Hi, I’m Alex.
I design thoughtful, impactful products that help people thrive.

Currently ↓

Designing digital experiences at CrossFit, impacting the health and fitness journeys of millions, focused on growth design across mobile and web.

Designing a map experience for a global audience

Spring 2023 / Growth Design / Increased DAU

Optimizing Gym Profiles for Customer Leads

Spring 2024 / Growth Design / Increased lead conversion

Current Musings & Projects

No case studies here, just the main ideas and outcomes. Reach out to learn more.

Advancing AI Prototyping in Design

I helped our team push forward AI-assisted prototyping by tokenizing our Figma design system and connecting it through an MCP server.

This allowed us to prototype faster using Claude by referencing actual design system components, ultimately, helping bridge the gap between design and intelligent tooling.

I’ve also been enjoying using Cursor and Loveable on side-projects to sharpen my skills and share these projects with Product Managers on our team to generate excitement around AI.

Placing CrossFit Courses on a Map

Becoming a CrossFit coach requires taking a CrossFit Certificate Course. Finding a course was confusing and time consuming, users had to navigate through a long list view of certification courses without any advanced filters or search features. I redesigned the CrossFit Course Map to surface hundreds of global courses in one place.

By placing courses on a map view, users had a new way to browse courses to more easily find the best course near them. We’re now monitoring how this improves course discovery and boosts conversions, with early signals looking positive.

Design Thinking Meets SEO Objectives

I led the design of scalable local search pages that categorize 13,000+ CrossFit gyms into geographic groupings with nested breadcrumbs. It was a deep dive into SEO-first design, where balancing SEO outcomes and understanding the technical implications were integral to developing a design that clearly delivered business outcomes.

The outcome? A 131% increase in lead form submissions and over 40,000 leads sent to gyms in just a few months.

Life is short, but I’ve genuinely enjoyed working at these places.

  • Designing for growth across the global CrossFit digital ecosystem—including the CrossFit Map, a course-finding experience for coaches, and a reimagined mobile app to support athletes and affiliate businesses in 150+ countries.

  • Adjunct Instructor in the Masters of Strategic Communication Design program within CMCI. MSCD is a professional masters program focused around human centered design at CU Boulder.

  • Grit Digital Health creates behavioral health and wellbeing solutions through design and technology. As the sole Product Designer, I helped shape the product UX underlying our business to ensure our products are designed in a manner that is human-centered, innovative, rooted in research and led by behavior science.

  • Visual design, web design and UX/UI design within the communication team for the College of Arts and Sciences. I design experiences for recruitment, retention and reputation of the college across digital and print media.

A fresh gooney pizza.

A gift from me, to you.

Thanks for stopping by. As a little parting gift, I believe everyone deserves more pizza and music in their life.

Here’s my go-to playlist for pizza night.
Best enjoyed with a homemade Gozney pizza.