As an independent design partner, I collaborate with founders and tech companies to bring new product experiences to life.
As an independent design partner, I collaborate with founders and tech companies to bring new product experiences to life.
As an independent design partner, I collaborate with founders and tech companies to bring new product experiences to life.
As an independent design partner, I collaborate with founders and tech companies to bring new product experiences to life.
Clients & Teams:
2024
2024
Grammarly
I’m partnering with Grammarly to create fresh product experiences that thoughtfully integrate AI into writing tools. Currently, I’m working on two main projects: one in collaboration with a principal designer to redefine the information architecture and motion design of a core product feature, and another focused on launching an entirely new product experience.
I’m partnering with Grammarly to create fresh product experiences that thoughtfully integrate AI into writing tools. Currently, I’m working on two main projects: one in collaboration with a principal designer to redefine the information architecture and motion design of a core product feature, and another focused on launching an entirely new product experience.
2024
Grammarly
I'm partnering with a Grammarly to create new product experiences that embed AI into writing tools. While this work is still in progress, we're crafting experiences that open new possibilities in tooling, and that leverage a high level of craft across each touchpoint in the product experience.
2024
2024
Crescent
Collaborating with Crescent’s Head of Design, I took on the challenge of reimagining their entire product experience. Together, we revamped the design system and product interfaces, establishing a refined visual hierarchy that could scale seamlessly across all surfaces.
In addition, I partnered closely with the CEO and CTO to implement complex features around user roles, permissions, and financial controls. My focus was on crafting intuitive interfaces for sophisticated functionality, especially in areas like recurring payments and spend management.
Collaborating with Crescent’s Head of Design, I took on the challenge of reimagining their entire product experience. Together, we revamped the design system and product interfaces, establishing a refined visual hierarchy that could scale seamlessly across all surfaces.
In addition, I partnered closely with the CEO and CTO to implement complex features around user roles, permissions, and financial controls. My focus was on crafting intuitive interfaces for sophisticated functionality, especially in areas like recurring payments and spend management.
2024
2024
Crux
When Crux reached out, they had a bold vision: to build a marketplace for renewable energy tax credits. As their first design partner, I worked alongside the founding team to turn this vision into a reality.
Together, we developed over 50 product flows that now manage billions in tax credits. I collaborated closely with the COO and an engineering team that grew from 1 to 6 during my tenure, crafting intuitive experiences within a complex market. Our work was instrumental in supporting Crux’s growth from a $4MM seed round to a $27MM Series A in early 2024.
When Crux reached out, they had a bold vision: to build a marketplace for renewable energy tax credits. As their first design partner, I worked alongside the founding team to turn this vision into a reality.
Together, we developed over 50 product flows that now manage billions in tax credits. I collaborated closely with the COO and an engineering team that grew from 1 to 6 during my tenure, crafting intuitive experiences within a complex market. Our work was instrumental in supporting Crux’s growth from a $4MM seed round to a $27MM Series A in early 2024.
2023
2023
Ro
Ro brought me on as the founding designer for their weight management program, tackling the unique challenge of designing a patient experience for GLP-1 medications (like Wegovy and Ozempic) that balanced clinical rigor with user needs. Collaborating closely with product, engineering, and clinical teams, we crafted every detail—from the initial online visit flow to complex provider-patient communication systems.
Ro brought me on as the founding designer for their weight management program, tackling the unique challenge of designing a patient experience for GLP-1 medications (like Wegovy and Ozempic) that balanced clinical rigor with user needs. Collaborating closely with product, engineering, and clinical teams, we crafted every detail—from the initial online visit flow to complex provider-patient communication systems.
2022
2022
Cash App
Partnering with Cash App’s Head of Investing Product, I took on the exciting challenge of bringing investing capabilities to teens through family accounts. As the first designer on this initiative, I developed flows for identity verification, parental controls, and approval systems. The complexity lay in balancing teen financial independence with parental oversight, all while navigating strict financial regulations. Working closely with Product and UX Research teams, we crafted secure, intuitive experiences that opened the door to investing for a new generation.
Partnering with Cash App’s Head of Investing Product, I took on the exciting challenge of bringing investing capabilities to teens through family accounts. As the first designer on this initiative, I developed flows for identity verification, parental controls, and approval systems. The complexity lay in balancing teen financial independence with parental oversight, all while navigating strict financial regulations. Working closely with Product and UX Research teams, we crafted secure, intuitive experiences that opened the door to investing for a new generation.
2022
2022
Vori
Small and medium-sized grocers face unique challenges in inventory management, especially when tracking cost changes across departments. Partnering with Vori, I led the research and design of their Cost Change Reports system, focusing on grocers with 1-7 locations in the Bay Area.
I mapped the detailed journey of how items move from order arrival to shelf stocking, designing solutions like a comprehensive dashboard, inventory management tools, and a bulk editing system. The project culminated in a scalable design system proposal, paving the way for future features and making inventory management more accessible for independent grocers.
Led the product research, feature definition, journey map, and product design for Cost Change Reports. Aiming to improve inventory tracking across multiple grocery departments with a focus on small-medium sized grocers (1-7 locations) in the Bay Area. Journey Mapping how grocers can track and manage the fluctuating cost of an item from order arrival to inventory stocking. Features include Cost Change Reports Dashboard, Inventory Side Panel, Bulk Editor, & a proposal of an updated design system to house all features and elements.
2021
2021
Forge
My collaboration with Forge’s studio founders, Scott and Becky, encompassed a range of impactful projects. I brought design expertise to initiatives for the Housing Authority of Hawaii and Workrise, while also helping shape Forge’s approach to design hiring and staff augmentation.
My collaboration with Forge’s studio founders, Scott and Becky, encompassed a range of impactful projects. I brought design expertise to initiatives for the Housing Authority of Hawaii and Workrise, while also helping shape Forge’s approach to design hiring and staff augmentation.
2021
2021
Attentive
At Attentive, I managed a diverse team of 12 design professionals across messaging and design systems. Leading a group that included design managers, product designers (from principal to early career), content designers, and researchers, we worked together to advance Attentive’s messaging capabilities. I also played a key role in hiring design talent across all levels and supported organizational design to strengthen team structure and effectiveness.
At Attentive, I transitioned into a leadership role as a Group Design Manager for the Messaging pillar, where I managed a diverse team of 12 design professionals across messaging and design systems. Leading a group that included design managers, product designers (from principal to early career), content designers, and researchers, we worked together to advance Attentive’s messaging capabilities. I also played a key role in hiring design talent across all levels and supported organizational design to strengthen team structure and effectiveness.
At Attentive, I managed a diverse team of 12 design professionals across messaging and design systems. Leading a group that included design managers, product designers (from principal to early career), content designers, and researchers, we worked together to advance Attentive’s messaging capabilities. I also played a key role in hiring design talent across all levels and supported organizational design to strengthen team structure and effectiveness.
2021
2021
As the founding design lead for Twitter for Professionals, I partnered closely with a dedicated VP of Product, Senior Director of Engineering, and Head of Sales to define and champion the vision for Twitter for Business.
I led the design vision and developed a cohesive strategy to pitch and secure buy-in for features tailored to small and medium-sized businesses. This included designing business verification, onboarding, business profiles, Quick Promote, profile customization, and self-service advertising tools across web and mobile.
Additionally, I played a key role in supporting the team’s growth from an initial team of 2 to a global team of 26 before my departure.
As the founding design lead for Twitter for Professionals, I partnered closely with a dedicated VP of Product, Senior Director of Engineering, and Head of Sales to define and champion the vision for Twitter for Business.
I led the design vision and developed a cohesive strategy to pitch and secure buy-in for features tailored to small and medium-sized businesses. This included designing business verification, onboarding, business profiles, Quick Promote, profile customization, and self-service advertising tools across web and mobile.
Additionally, I played a key role in supporting the team’s growth from an initial team of 2 to a global team of 26 before my departure.
case studies
I keep detailed case studies in a Figma deck to respect the nature of my client engagements. Feel free to reach out if you’d like to explore a walkthrough—I’d be happy to share!
I keep detailed case studies in a Figma deck to respect the nature of my client engagements. Feel free to reach out if you’d like to explore a walkthrough—I’d be happy to share!
Interested in working together? Lets talk
allykeller.ux@gmail.com
allykeller.ux@gmail.com
