Lucy Career
UX & GRAPHIC DESIGNER
From user research to final design, I create web interfaces and brand experiences that solve real business problems. Let's talk about your design goals today.
lloydowens
lloydowens
SENIOR PRODUCT DESIGNER
Hey! I’m lloydowens, with over two decades of experience in graphic design, I've evolved my creative practice to focus on product design, where I bring a deep understanding of visual storytelling and brand identity to user-centered solutions
lloydowens
lloydowens
SENIOR PRODUCT DESIGNER
Hey! I’m lloydowens, with over two decades of experience in graphic design, I've evolved my creative practice to focus on product design, where I bring a deep understanding of visual storytelling and brand identity to user-centered solutions
lloydowens,
Senior Product Designer with 10+ years owning end-to-end product experiences across consumer e-commerce, healthcare, and fintech. Known for translating ambiguous business problems into clear design direction — from reshaping the information architecture of a 2M+ monthly user platform to building design systems that scaled across product teams. Deep Figma fluency and a proven ability to influence product strategy at the executive level. A foundation in graphic design and art direction informs a visual sensibility that goes beyond systems into craft, hierarchy, and emotional resonance — the difference between a product that works and one people remember.
Brand Design
Color Theory
UX Design
Graphic Design
Mobile Responsive
User Research
Modern Layout
UX Design
Creative Solutions
User-Centered Design
Conversion Optimization
Web Design
Digital Experience Design
Mobile App Design
Design Process
Digital Products
Brand Design
Color Theory
UX Design
Graphic Design
Mobile Responsive
User Research
Modern Layout
UX Design
Creative Solutions
User-Centered Design
Conversion Optimization
Web Design
Digital Experience Design
Mobile App Design
Design Process
Digital Products
Brand Design
Color Theory
UX Design
Graphic Design
Mobile Responsive
User Research
Modern Layout
UX Design
Creative Solutions
User-Centered Design
Conversion Optimization
Web Design
Digital Experience Design
Mobile App Design
Design Process
Digital Products
FEATURED PROJECTS
Academy Sports + Outdoors | E-Comm IA
A full information architecture overhaul of a 2M+ monthly visitor e-commerce platform. The project restructured taxonomy around customer mental models and delivered record Christmas e-commerce performance in its first season live.
Academy Sports + Outdoors | E-Comm IA
A full information architecture overhaul of a 2M+ monthly visitor e-commerce platform. The project restructured taxonomy around customer mental models and delivered record Christmas e-commerce performance in its first season live.
Academy Sports + Outdoors | E-Comm IA
A full information architecture overhaul of a 2M+ monthly visitor e-commerce platform. The project restructured taxonomy around customer mental models and delivered record Christmas e-commerce performance in its first season live.
EatNeat | AI Health Management
An AI-powered health management app redesigned from the ground up — featuring a swap-based interaction model, an AI-assisted design workflow, and a visual system built for behavior-change products.
EatNeat | AI Health Management
An AI-powered health management app redesigned from the ground up — featuring a swap-based interaction model, an AI-assisted design workflow, and a visual system built for behavior-change products.
EatNeat | AI Health Management
An AI-powered health management app redesigned from the ground up — featuring a swap-based interaction model, an AI-assisted design workflow, and a visual system built for behavior-change products.
FinanceFlow | Fintech
FinanceFlow is a comprehensive financial dashboard designed to help small business owners make informed decisions through clear data visualization and advanced analytics. The project transformed complex financial data into actionable insights over a 5-month timeline.
FinanceFlow | Fintech
FinanceFlow is a comprehensive financial dashboard designed to help small business owners make informed decisions through clear data visualization and advanced analytics. The project transformed complex financial data into actionable insights over a 5-month timeline.
FinanceFlow | Fintech
FinanceFlow is a comprehensive financial dashboard designed to help small business owners make informed decisions through clear data visualization and advanced analytics. The project transformed complex financial data into actionable insights over a 5-month timeline.
Impact-Driven Design
The ability to create user experiences that deliver measurable business results while solving real user problems.
Impact-Driven Design
The ability to create user experiences that deliver measurable business results while solving real user problems.
Impact-Driven Design
The ability to create user experiences that deliver measurable business results while solving real user problems.
Insight-to-Action
The skill to transform complex user research insights into actionable design decisions that address root causes, not just symptoms.
Insight-to-Action
The skill to transform complex user research insights into actionable design decisions that address root causes, not just symptoms.
Insight-to-Action
The skill to transform complex user research insights into actionable design decisions that address root causes, not just symptoms.
Cross-Domain Versatility
The capacity to quickly understand diverse industry contexts and user needs, then design appropriate solutions regardless of domain complexity.
Cross-Domain Versatility
The capacity to quickly understand diverse industry contexts and user needs, then design appropriate solutions regardless of domain complexity.
Cross-Domain Versatility
The capacity to quickly understand diverse industry contexts and user needs, then design appropriate solutions regardless of domain complexity.
Let's Discuss How I Can Help!
Questions & answers to give you a sense of my process, my methodology.
How do you approach user research, and can you give an example?
My research approach combines quantitative and qualitative methods to create a comprehensive understanding of the user. At Academy Sports + Outdoors, I paired browse path analytics and search query data with card sorting sessions across a cross-section of real customers. The quantitative data showed where users were dropping off; the qualitative sessions revealed why — customers thought in terms of activity and season, not the department structure the business had built around. That reframe became the foundation of the entire IA redesign, and the restructured navigation contributed to record Christmas e-commerce performance in its first season live.
Tell me about a time when your initial design didn't work. How did you iterate?
My first approach to EatNeat's core interaction was traditional meal logging — structured input, daily targets, progress tracked against a plan. Early testing sessions told a different story. Users weren't abandoning the app because the logging was hard, they were abandoning it because it felt like a report card. Every missed entry was a visible failure. The compliance framing was creating the exact anxiety the product was supposed to reduce. I scrapped the logging model entirely and rebuilt around meal swapping instead — rather than tracking what users ate, the system suggests contextually appropriate alternatives when users want to deviate. That shift from compliance to conversation changed how users felt about the product. Swap-based interactions tested significantly better across the board, with users citing lower anxiety and a stronger sense of agency over their health decisions.
How do you balance business goals with user needs?
The most useful reframe I've found is that conflicting business and user goals are usually a signal that the design problem hasn't been defined correctly yet. FinanceFlow is a good example — the business needed deeper platform engagement, but users came in anxious about money and wanted to spend as little time as possible dealing with it. Those look like opposing forces until you realize that reducing the cognitive burden of financial management is exactly what earns the trust that drives engagement. I designed around progressive disclosure — users get the quick, actionable snapshot they need immediately, with deeper analytics available when they're ready for it. The result was stronger engagement and significantly less time spent on routine financial tasks. The lesson was that when user needs and business goals appear to conflict, there's almost always a design decision that resolves the tension rather than just splitting the difference.
What's your process for measuring design success?
I try to establish both behavioral and business metrics before design begins, not after. At Academy Sports + Outdoors, success was defined upfront as improved browse-to-product conversion during peak traffic — specifically the Christmas season. We tracked drop-off rates across the redesigned navigation, zero-result search rates, and category page engagement before and after launch. The quantitative results validated the IA decisions, but the more meaningful signal came from the qualitative side — customers navigating by activity and season rather than fighting a department structure that didn't match their mental model. The record Christmas e-commerce performance that first season was the business outcome, but the design success was the architecture becoming invisible. When users stop noticing navigation, it's working.
Do you provide the final design files to clients?
Yes, you own everything. You'll receive fully organized Figma files, exported assets, component documentation, and a style guide — everything your development team needs to build from the designs accurately. For more complex systems I also include annotations covering interaction states, edge cases, and responsive behavior so nothing gets lost in handoff.
Let's Discuss How I Can Help!
Questions & answers to give you a sense of my process, my methodology.
How do you approach user research, and can you give an example?
My research approach combines quantitative and qualitative methods to create a comprehensive understanding of the user. At Academy Sports + Outdoors, I paired browse path analytics and search query data with card sorting sessions across a cross-section of real customers. The quantitative data showed where users were dropping off; the qualitative sessions revealed why — customers thought in terms of activity and season, not the department structure the business had built around. That reframe became the foundation of the entire IA redesign, and the restructured navigation contributed to record Christmas e-commerce performance in its first season live.
Tell me about a time when your initial design didn't work. How did you iterate?
My first approach to EatNeat's core interaction was traditional meal logging — structured input, daily targets, progress tracked against a plan. Early testing sessions told a different story. Users weren't abandoning the app because the logging was hard, they were abandoning it because it felt like a report card. Every missed entry was a visible failure. The compliance framing was creating the exact anxiety the product was supposed to reduce. I scrapped the logging model entirely and rebuilt around meal swapping instead — rather than tracking what users ate, the system suggests contextually appropriate alternatives when users want to deviate. That shift from compliance to conversation changed how users felt about the product. Swap-based interactions tested significantly better across the board, with users citing lower anxiety and a stronger sense of agency over their health decisions.
How do you balance business goals with user needs?
The most useful reframe I've found is that conflicting business and user goals are usually a signal that the design problem hasn't been defined correctly yet. FinanceFlow is a good example — the business needed deeper platform engagement, but users came in anxious about money and wanted to spend as little time as possible dealing with it. Those look like opposing forces until you realize that reducing the cognitive burden of financial management is exactly what earns the trust that drives engagement. I designed around progressive disclosure — users get the quick, actionable snapshot they need immediately, with deeper analytics available when they're ready for it. The result was stronger engagement and significantly less time spent on routine financial tasks. The lesson was that when user needs and business goals appear to conflict, there's almost always a design decision that resolves the tension rather than just splitting the difference.
What's your process for measuring design success?
I try to establish both behavioral and business metrics before design begins, not after. At Academy Sports + Outdoors, success was defined upfront as improved browse-to-product conversion during peak traffic — specifically the Christmas season. We tracked drop-off rates across the redesigned navigation, zero-result search rates, and category page engagement before and after launch. The quantitative results validated the IA decisions, but the more meaningful signal came from the qualitative side — customers navigating by activity and season rather than fighting a department structure that didn't match their mental model. The record Christmas e-commerce performance that first season was the business outcome, but the design success was the architecture becoming invisible. When users stop noticing navigation, it's working.
Do you provide the final design files to clients?
Yes, you own everything. You'll receive fully organized Figma files, exported assets, component documentation, and a style guide — everything your development team needs to build from the designs accurately. For more complex systems I also include annotations covering interaction states, edge cases, and responsive behavior so nothing gets lost in handoff.
Let's Discuss How I Can Help!
Questions & answers to give you a sense of my process, my methodology.
How do you approach user research, and can you give an example?
My research approach combines quantitative and qualitative methods to create a comprehensive understanding of the user. At Academy Sports + Outdoors, I paired browse path analytics and search query data with card sorting sessions across a cross-section of real customers. The quantitative data showed where users were dropping off; the qualitative sessions revealed why — customers thought in terms of activity and season, not the department structure the business had built around. That reframe became the foundation of the entire IA redesign, and the restructured navigation contributed to record Christmas e-commerce performance in its first season live.
Tell me about a time when your initial design didn't work. How did you iterate?
My first approach to EatNeat's core interaction was traditional meal logging — structured input, daily targets, progress tracked against a plan. Early testing sessions told a different story. Users weren't abandoning the app because the logging was hard, they were abandoning it because it felt like a report card. Every missed entry was a visible failure. The compliance framing was creating the exact anxiety the product was supposed to reduce. I scrapped the logging model entirely and rebuilt around meal swapping instead — rather than tracking what users ate, the system suggests contextually appropriate alternatives when users want to deviate. That shift from compliance to conversation changed how users felt about the product. Swap-based interactions tested significantly better across the board, with users citing lower anxiety and a stronger sense of agency over their health decisions.
How do you balance business goals with user needs?
The most useful reframe I've found is that conflicting business and user goals are usually a signal that the design problem hasn't been defined correctly yet. FinanceFlow is a good example — the business needed deeper platform engagement, but users came in anxious about money and wanted to spend as little time as possible dealing with it. Those look like opposing forces until you realize that reducing the cognitive burden of financial management is exactly what earns the trust that drives engagement. I designed around progressive disclosure — users get the quick, actionable snapshot they need immediately, with deeper analytics available when they're ready for it. The result was stronger engagement and significantly less time spent on routine financial tasks. The lesson was that when user needs and business goals appear to conflict, there's almost always a design decision that resolves the tension rather than just splitting the difference.
What's your process for measuring design success?
I try to establish both behavioral and business metrics before design begins, not after. At Academy Sports + Outdoors, success was defined upfront as improved browse-to-product conversion during peak traffic — specifically the Christmas season. We tracked drop-off rates across the redesigned navigation, zero-result search rates, and category page engagement before and after launch. The quantitative results validated the IA decisions, but the more meaningful signal came from the qualitative side — customers navigating by activity and season rather than fighting a department structure that didn't match their mental model. The record Christmas e-commerce performance that first season was the business outcome, but the design success was the architecture becoming invisible. When users stop noticing navigation, it's working.
Do you provide the final design files to clients?
Yes, you own everything. You'll receive fully organized Figma files, exported assets, component documentation, and a style guide — everything your development team needs to build from the designs accurately. For more complex systems I also include annotations covering interaction states, edge cases, and responsive behavior so nothing gets lost in handoff.
Let's Build Something Great Together!
Ready to create designs that your users will love and your business will benefit from? Contact me today.
Let's Build Something Great Together!
Ready to create designs that your users will love and your business will benefit from? Contact me today.
Let's Build Something Great Together!
Ready to create designs that your users will love and your business will benefit from? Contact me today.