Work

The shipped work behind the frameworks. Project deep-dives are being migrated from the prior portfolio and will return shortly — email brian@briantighe.design for any specific case study in the meantime.

1. Yahoo

   Principal Product Designer, Growth and Experimentation · 2024 – present · New York City

   • Conversion optimization and growth initiatives at Yahoo Mail, one of the world's largest email platforms.
   • Strategic design across acquisition, activation, retention, and monetization, driven by rigorous experimentation and close collaboration with engineering, product, and senior leadership.
   • Contributor to the internal "Vibe Coding Club" and co-lead of the AI design working group — teaching and mentoring AI design workflows to designers, PMs, and engineers.

2. Daily Harvest

   Principal Product Designer, Design Director · 2023 – 2024 · New York City

   • Digital Product Design leadership for an organic meal subscription service valued at $1.1B.
   • Led strategic Shopify migration and continuous advancement of the digital product portfolio in direct partnership with founder Rachel Drori and executive leadership.

3. HelloFresh

   Staff Product Designer → Senior Product Designer, Conversions/Activations · 2020 – 2023 · New York City

   • +$75M value increase and 100,000 additional monthly account creations — the most effective conversion optimization tests in HelloFresh history.
   • International cross-alliance design strategy across the global Design Organization; partnered with senior product leadership on high-impact roadmaps.
   • Managed three direct reports; mentored six junior designers.
   • Led both moderated and unmoderated user research programs that informed data-driven design decisions across the funnel.

4. Loeb.nyc / LxLabs

   Director, Digital Product Design · 2017 – 2020 · New York City

   • Founded and led LxLabs — an in-house product design agency of 3–7 designers servicing the Loeb.nyc portfolio.
   • Fetch Rewards: UI overhaul for a top-100 iOS shopping app.
   • Boop: brand identity for a pet-healthcare EHR startup. Acquiredby Chewy · 2023
   • Firstleaf: end-to-end platform and launch for a premier wine subscription service.
   • Nunbelievable: identity and branding for a socially conscious CPG cookie company in partnership with Tony Robbins' Trillions VC.
   • SiO Beauty: conversion optimization strategy and implementation. Acquiredby Rhodium
   • SingleCare: growth-stage healthcare product work.

5. Loeb.nyc

   Senior UX Designer · 2015 – 2017 · New York City

   • First UX designer at Loeb.nyc — the family-office VC founded by Michael Loeb (Founder, Priceline.com).
   • Optimizely A/B testing program across 11,000 pages → +35%+ conversion increases.
   • Conceptualized, designed, and coded the MVP for SearchRx. Acquiredby Optum as Optum Perks
   • Streamlined 20+ brands into five distinct entities with unique value propositions.
   • SingleCare GTM work: tripled daily acquisition volume, halved cost per acquisition, grew the brand by +700%.
   • Instituted the first formal Agile process with an offshore partner using JIRA and Kanban.

6. Earlier career

   UX Design + Front-End Development · 2011 – 2015 · New York City

   • SourceMedia (2014–2015) — UX Designer: article pages, registration flows, responsive B2B publishing microsite templates.
   • Criteo (2014) — Interactive Designer: display ads, prototype and R&D on touch-specific multi-platform ad formats. Attended Criteo's NASDAQ IPO.
   • ExpandTheRoom (2011–2013) — Front-End Developer → UX Designer for Rolling Stone, Men's Weekly, and US Magazine. Self-taught the development foundation that anchors the current practice.