Hemmings · Head of Design & Product Experience
I lead the end-to-end experience across Marketplace, Auctions, Services, Editorial, and Account—connecting customer insight, product direction, and design execution to measurable business performance.
Experience strategy, research, product design, design systems, and operating direction.
Modernize the marketplace while protecting the trust and character of the Hemmings brand.
High-value transactions, legacy patterns, varied buyer and seller needs, and interconnected businesses.
The work required a connected experience strategy—not a collection of isolated redesigns.
Expanded research coverage and used behavioral signals to focus teams on the highest-value problems.
Made actions, status, responsibilities, and transaction details clearer when confidence mattered most.
Strengthened shared patterns, reviews, and accountability to improve quality and reduce cycle time.
We created a centralized deal hub that made status, responsibilities, and next actions clear—bringing greater trust to high-value vehicle transactions.
Research tested whether the Vehicle Detail Page made critical buyer decisions and actions clear, visible, and easy to complete.
Prioritize primary actions. Larger, clearer CTAs reduced hesitation.
Clarify saving and history. “Watch” language created uncertainty, and only 25% of participants found Bid History.
Preserve familiar navigation. Search, breadcrumbs, and well-placed services helped customers move with confidence.
We turned the research into clearer hierarchy, stronger primary actions, better labeling, and more predictable navigation at key decision moments.
We reframed My Account from a collection of utilities into a proactive dashboard centered on performance, activity, and next-best actions.
