Hi, I'm Alex! A Senior Product Designer driven by craft, innovation, and solving problems that matter.
More about meI believe design has the power to bridge complexity and differentiate products in meaningful ways.
What do you believe design has the power to do?
Role
Product Designer — led end-to-end, from concept through dev handoff, over multiple sprints.
Impact
User problem
Users had no compelling reason to use the CrossFit app year-round. Daily workouts and content existed, but they weren't available in the app, limiting engagement to competition periods.
Business problem
Because the app primarily served the annual CrossFit Open, engagement was highly seasonal. This limited CrossFit's ability to retain users, build habitual app usage, and maintain an ongoing relationship with its community throughout the year.
Hypothesis
By creating an app experience that makes CrossFit content more discoverable, relevant, and connected to the community, we can increase user engagement, strengthen users' connection to the CrossFit ecosystem, while increasing brand value beyond competitions.
Design features
I was responsible for designing the following features in the app:
*This is a high-level overview, feel free to reach out if you'd like to dive deeper.
Before & After: Reimagined the CrossFit app by replacing the competition-focused home screen with a dynamic vertical feed for discovering workouts, coaching, and community content.
Designed 12+ personalized content feeds across workouts, coaching, media, and more to help users discover relevant CrossFit content.
Introduced social features—including comments, likes, and groups—to help members connect, share, and engage with the CrossFit community.
Designed a flexible notification center for personalized updates, keeping users informed and engaged.
Role
Sole Product Designer — led end-to-end, from stakeholder workshop through prototype to dev handoff, over 6 weeks.
Impact
User problem
The existing "Courses Near You" page was a static list with no sorting or filtering, and course cards lacked key details like location or cost. Coaches were abandoning the page before discovering a course that fit their needs.
Business problem
CrossFit needed to grow Level 1 course attendance, a key EDU revenue driver, but a poor discovery flow was causing drop-off before purchase.
Design features
I was responsible for designing the following features in the experience:
*This is a high-level overview, feel free to reach out if you'd like to dive deeper.
Before & After: Redesigned the Courses Near You landing page from a static list into an interactive map with location-based search, filters, and sorting.
Responsive mobile and desktop designs for the interactive map experience.
Designed and built an interactive prototype in Cursor to secure stakeholder buy-in, validate concepts through user testing, and collaborate with developers.
Walkthrough of the location search experience, allowing users to use their current location or search for a new one.
Extended the redesign by moving the Courses Near You entry point earlier in the user journey, making it easier for users to discover their nearest course directly from the Level 1 landing page.
Role
Product Designer. Sole designer, end-to-end from concept through dev handoff, 2-week sprint.
Impact
User problem
The Progress tab was a static list of 120 workouts with no sorting or filtering, and no way to log a date, notes, or multiple scores over time. This made the tab feel overwhelming while offering little value beyond entering a single score.
Business problem
Benchmark logging was growing organically with zero promotion. The app still lacked a structured way to support it, especially for "Murph," the most recognized CrossFit workout in the U.S. and a major seasonal traffic driver. Without better discovery, filtering, and tracking for benchmarks like 1-rep maxes and hero workouts, the app was leaving retention value on the table.
Hypothesis
By redesigning the benchmark tab and shipping before Murph, we could meet users where they already were, while surfacing more benchmarks through search and filtering. This would drive more score logging and turn a seasonal spike into a habitual, year-round use case.
Design features
I was responsible for designing the following, end-to-end as the sole designer:
*This is a high-level overview, feel free to reach out if you'd like to dive deeper.
Before & After: Redesigned the Progress tab from a static list of 120 workouts into a searchable, filterable Benchmarks hub.
The redesigned workout detail page, combining description, score history, and movement standards in one view.
Prototyped the Benchmarks tab in Xcode using SwiftUI to move quickly and validate interactions early.
The redesigned Murph landing page, surfacing the workout as a featured benchmark during its seasonal peak.
