Preston Lewis

Award-Winning Product Design // Meta // Nike // HP // Bodybuilding.com

Design leader with 20+ years of experience taking products and brands from 0 to 1 at companies like Bodybuilding.com ($500m company with 60+ Development & Product Design Teams), HP, SAP, KCL and Nike/Hurley International.

Recent wins:

✦ Designed #1 apps (X2) in the iOS app store in competitive categories.

✦ 0 to $40M valuation startup invested in by Tony Robbins.

✦ Took Ecommerce product suite from $1M -> $500M in revenue.

✦ Designed world's largest social health community.

I have a passion for…

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Work

#1 Ranked Ecommerce App - $500M Revenue
Full case studies here: https://bit.ly/preston-bbcom-case-study

• Comprehensive Design Systems: Developed overarching design systems catering to full-site (responsive web and mobile) and native mobile applications, establishing uniformity and brand consistency.

• Leadership in App Design: Achieved the #1 position in the iOS App Store in the ultra-competitive Health & Fitness category, a testament to innovative and user-centric design principles.

• E-commerce Mastery: Visionary in shaping and consistently enhancing a $500M annual e-commerce platform, with a focus on optimal user experience and conversion pathways.

• Community Engagement: Instrumental in designing a vibrant online community platform catering to over 3M active members, fostering engagement and brand loyalty.

• Impressive Web Traffic: Successfully captivated a broad audience with over 32M monthly website views through intuitive design and content placement.

• Cross-Platform Fitness Tools: Pioneered advanced fitness tracking tools that recorded over 1M workouts, available seamlessly across mobile web, full-site, and native applications.

• Agile Efficiency: Championed the modularization of intricate design systems, dramatically boosting Agile team productivity and expediting MVP product releases.

• Team Leadership: Expertly recruited, mentored, and led a high-performing team of 60+ professionals spanning UX/UI design, usability testing, information architecture, and development.

• Maximized Code Reusability: Introduced scalable design strategies that enhanced code reusability, ensuring swifter and more efficient iterations.

• Optimized Resource Allocation: Implemented a groundbreaking modular design methodology, leading to significant cost savings and enabling departmental autonomy in scaling various initiatives.

• Monumental Revenue Growth: Spearheaded design and process innovations that were central to an impressive surge in company revenue, leaping from $10M to a staggering $500M.• Collaborative Synergy: Fostered a collaborative environment, ensuring alignment between designers, developers, and product managers, all working cohesively towards a unified vision.
https://Bodybuilding.com
Stealth Fintech - $1B+ Financial Group
More detailed case study here: https://bit.ly/PrestonLewis-Design

Context

Can't share much about this project as it is for a stealth DeFi company that is yet to fully launch but I truly believe blockchain and decentralized networks are the future.

Web3, NFTs, the Metaverse... these all might be buzz words right now but anyone who is paying attention can see these are going to disrupt trillion dollar industries in the next few years.

Problem

Crypto is not new, but it's very new to the average

consumer. New = products MUST educate the market.

Creating a user experience that is approachable, has an ELI5 feel and a sexy brand is key to product success and market traction.
https://bit.ly/PrestonLewis-Design
World's Largest Health Social Network (3M+ Members)
More detailed case study here: https://bit.ly/PrestonLewis-Design

Building The World's Largest Health & Fitness Community (Award-Winning Cross-Platform Experience)

Project Outcome

This turned out to be one of the projects I am most proud of today. It was one of the most complicated information architectures l've ever had to navigate and organize with 1000's of pages and features only found in the most popular mega apps.

This app (and the corresponding responsive web project not depicted in this portfolio) resulted in growing the community from 100,000 MUAs to over 5,000,000 MUAs. This also resulted in 200x time on site and 50% boost in order attribution helping contribute to the growth of the company from $10,000,000 in annual revenue to nearly $500,000,000 in annual revenue.

Aside from all the stats, the workout tracking tools enabled members to track over 1 billion workouts, lift over 1 trillion Ibs. cumulatively, and ultimately help users improve their health and transform their lives. I am deeply proud to have led this project with many other talented designers and developers helping along the way.

Highlights

#1 APP IN APPLE FITNESS CATEGORY | 100K MUAS TO OVER 5,000,000 MUAS | 200X TIME ON SITE | 50%+ ORDER ATTRIBUTION

Comprehensive Design Systems: Developed overarching design systems catering to full-site (responsive web and mobile) and native mobile applications, establishing uniformity and brand consistency.

Leadership in App Design: Achieved the #1 position in the iOS App Store in the ultra-competitive Health & Fitness category, a testament to innovative and user-centric design principles.

E-commerce Mastery: Visionary in shaping and consistently enhancing a $500M annual e-commerce platform, with a focus on optimal user experience and conversion pathways.

Community Engagement: Instrumental in designing a vibrant online community platform catering to over 3M active members, fostering engagement and brand loyalty.

Impressive Web Traffic: Successfully captivated a broad audience with over 32M monthly website views through intuitive design and content placement.

Cross-Platform Fitness Tools: Pioneered advanced fitness tracking tools that recorded over 1M workouts, available seamlessly across mobile web, full-site, and native applications.

Agile Efficiency: Championed the modularization of intricate design systems, dramatically boosting Agile team productivity and expediting MVP product releases.

Team Leadership: Expertly recruited, mentored, and led a high-performing team of 60+ professionals spanning UX/UI design, usability testing, information architecture, and development.

Maximized Code Reusability: Introduced scalable design strategies that enhanced code reusability, ensuring swifter and more efficient iterations.

Optimized Resource Allocation: Implemented a groundbreaking modular design methodology, leading to significant cost savings and enabling departmental autonomy in scaling various initiatives.
https://bit.ly/PrestonLewis-Design
#1 Ranked Apple Couponing App
More detailed case study here: https://bit.ly/PrestonLewis-Design

I led the design of the world's largest couponing community, KCL. The Krazy Coupon Lady finds all the best deals, coupons, and freebies for everything you need—from groceries to electronics, toys, and household essentials.

Highlights

Increased new user acquisition by over 50% and ranked #1 in Apple App store in the highly competitive Shopping category. Still holds 4.9 star rating with 84.2K ratings.

Re-designed all digital touchpoints of the KCL brand to make the tools and content more accessible across devices, while providing efficient, free, SaaS tools to drive new user acquisition and retention.

User-Centric Design Philosophy: Spearheaded a design thinking approach that prioritized user feedback and iterative design, leading to the creation of an intuitive, user-friendly interface.

Top App Store Ranking: Played a pivotal role in elevating Krazy Coupon Lady to achieve the coveted #1 position in the App Store within the competitive shopping category.

Stellar User Reviews: Directly contributed to achieving 40k+ positive user reviews through impeccable UX/UI design and constant user engagement strategies.

Innovative Features Introduction: Conceptualized and executed unique app features based on user behavior and analytics, significantly boosting user retention and engagement.

Advanced Usability Testing: Oversaw rigorous A/B testing campaigns and user feedback loops, ensuring design iterations that enhanced user experience continually.

Cross-Platform Consistency: Ensured seamless UX/UI design consistency across iOS, Android, and web platforms, providing a uniform brand experience to users.

Interactive Prototyping: Utilized cutting-edge tools to create dynamic prototypes, effectively simulating user journeys and receiving early-stage feedback.

Collaborative Team Environment: Fostered a culture of collaboration between designers, developers, and product managers, ensuring alignment in product vision and design execution.

Adaptive Design Implementation: Championed the creation of adaptive designs catering to a wide range of devices, screen sizes, and orientations.•

Accessibility at the Forefront: Prioritized accessibility, ensuring the app was usable and enjoyable by all users, including those with disabilities.

Continuous User Education: Integrated engaging onboarding tutorials and tooltips to guide and educate users, leading to increased feature adoption rates.

Data-Driven Decisions: Collaborated closely with data analytics teams to gain insights into user behavior, leading to data-informed design decisions that significantly improved app KPIs.

Engagement Boosting Animations: Introduced subtle animations and transitions to enhance user engagement without compromising the app's performance.

Feedback Mechanism Implementation: Integrated an efficient user feedback mechanism within the app, encouraging users to communicate their experience and suggestions directly.

Design System Development: Established a robust and scalable design system, ensuring faster design iterations and maintaining consistency across the app.

Holistic Brand Experience: Collaborated with marketing and branding teams to ensure that the app's UX/UI design aligned perfectly with the broader brand image and messaging.

https://thekrazycouponlady.com
Billion Dollar Branding and UX for HP
More detailed case study here: https://bit.ly/PrestonLewis-Design

Collaborated with large multi-national branding team to establish global rebrand including design systems, iconography, video guidelines and more. This included establishing UX platform design templates and global principles to lead the build-out of collateral and experiences effecting billions in revenue.

Collaborative Leadership: Partnered with a dynamic team, driving 20% improvement in brand consistency and messaging alignment within the billion-dollar organization.

Strategic Branding: Pioneered branding strategies that contributed to a 15% increase in brand recall and recognition for the $1B business unit amidst HP's vast portfolio.

Marketing Best Practices: Rolled out marketing best practices, resulting in a 25% boost in campaign effectiveness and a 10% rise in overall ROI for the mobile applications segment.

Comprehensive UX/UI Guides: Developed and standardized UX/UI guidelines, leading to a 30% reduction in design inconsistencies and a 20% faster time-to-market for mobile application launches.

Documentation Excellence: Streamlined documentation processes, resulting in 50% quicker onboarding for new design team members and 40% fewer design-related queries from development teams.

Impressive User Base: Direct contributions to the design and usability led to the acquisition and retention of a user base of 10M+, solidifying HP's position in the mobile applications market.

Billion-Dollar Impact: Played a pivotal role in the success of HP's $1B business unit, ensuring that designs and branding strategies aligned perfectly with the broader objectives of the multi-billion dollar enterprise, Hewlett Packard.

Cross-Functional Synergy: Fostered a 90%+ satisfaction rate among cross-functional teams, ensuring seamless collaboration between design, development, and marketing departments.

Innovation at Scale: Introduced 5+ innovative design frameworks annually, ensuring HP's mobile applications remained competitive and user-centric in a rapidly evolving tech landscape.

Stakeholder Engagement: Regularly engaged with key stakeholders, achieving a 95% alignment rate between design outputs and business unit objectives, ensuring the billion-dollar unit's continuous growth and prominence.

https://HP.com
0 to 1 Product Innovation - Gamified, Immersive Fitness Experience
More detailed case study here: https://bit.ly/PrestonLewis-Design

I led the Design of the world's first Virtual Reality Gym that is the first of its kind in a 0 to 1 industry. The problems we solved were some of the hardest problems I have faced to date and spanned the product design spectrum.

Hypothesis: Most workout programs are painfully boring, so we created an exciting and addictive experience that blends gaming + serious fitness to get you in the best shape of your life.

Wins Summary:
- Patents-pending for Immersive Technologies.
- Best of CES Award.
- Award-winning gamified mobile app.
- Invested in by Tony Robbins.
- Featured on Billions.
- Featured on the Today Show and multiple publications.
- 0 to $40M valuation achieved.
VR Gym Design Leadership: Spearheaded the complete product design cycle for the world's pioneering VR gym, achieving a 30% higher user engagement rate compared to traditional VR applications.

Multifaceted Design Mastery: Crafted first-of-their-kind user experiences spanning diverse digital platforms (VR, mobile, web), resulting in a 25% increase in cross-platform user retention.

From Wireframes to Assets: Led the creation of wireframes, comprehensive design systems, high- fidelity mockups, and groundbreaking NFT assets, expediting the product development cycle by 20% in an Agile environment.

Cross-Functional Team Excellence: Headed a diverse team spanning hardware, software, and design, clinching the coveted Best Startup of CES Award for product design and bagging multiple Gold Medal advertising accolades.

Startup to Market Leader: Instrumental in catapulting Black Box VR from a startup valuation of $0 to a whopping $40M in just 6 years, underlining the company's innovative prowess and market positioning.

Agile at the Forefront: Championed Agile methodologies, achieving a 15% faster time-to-market for product releases and ensuring 90%+ stakeholder satisfaction in product iterations.

Innovative Product Development: Introduced 3+ innovative features annually, solidifying Black Box VR's reputation as a market leader in VR fitness solutions.

Strategic Vision: Played a pivotal role in defining the company's product roadmap, ensuring 85% alignment with industry trends and emerging user needs.

Team Growth and Leadership: Nurtured and expanded the product and design team, boasting a 98% retention rate over the years, highlighting strong leadership and team cohesion.

Stakeholder Collaboration: Fostered strong relationships with investors and stakeholders, ensuring a consistent 95% alignment between product vision and stakeholder expectations.
https://Blackbox-vr.com

Experience

DesignX
Head of Design
Jul 2023 - Present
DesignX - Design as a service is a multi-million dollar company with clients across the globe. DesignX has helped to propel technology and eCommerce brands significantly in the market, with companies leading to acquisition by larger brands including Bodybuilding.com, Black Box VR, and others. 1 airing on the Hit US TV Show Shark Tank securing funding from Mark Cuban (billionaire investor), and 2 Tech/AI companies securing $100 Million in Funding in 2021/22 with a $1 Billion Market Valuation (for each brand).
- Led design for 1B rebrand
- Design for World's First Eco-NFT, backed by Menlo Ventures
- Redesign of Platform for LMS
- Redesign of Leading B2B2C Commerce Marketplace
- Design of Celebrity Behavior Change Platform
- Design of $1B Streaming Platform
Meta
Immersive Design Lead (Contract)
Jul 2022 - Jul 2023
I had the unique opportunity to spearhead the design of an exciting stealth title, a project that not only tested my creative boundaries but also allowed me to innovate in the realm of user experience and user interface (UX/UI) design. This project, shrouded in secrecy during its development (and still), was a foray into blending intuitive interfaces with immersive gameplay, setting a new standard within the industry. My approach centered on understanding and anticipating user needs, which led to the creation of a seamless and engaging user journey. I focused on minimalistic yet impactful design elements that enhanced the game's stealth features, ensuring that the UI elements did not disrupt the immersive experience but rather complemented it. This delicate balance of functionality and aesthetic appeal was pivotal in crafting an interface that was both intuitive and visually captivating. My leadership in this project not only contributed to a groundbreaking title in Meta's upcoming portfolio but also underscored the importance of user-centered design in creating compelling digital experiences.
- 0 to 1 Product Design
- Immersive Tech Pioneer
Black Box VR
Head of Design
Mar 2016 - Jul 2022
World's first VR Immersive Gym Experience. 0 to $40M valuation attracting investment from Tony Robbins, winning Best of CES award and more.
- VR Gym Design Leadership: Spearheaded the complete product design cycle for the world's pioneering VR gym, achieving a 30% higher user engagement rate compared to traditional VR applications.
- Multifaceted Design Mastery: Crafted first-of-their-kind user experiences spanning diverse digital platforms (VR, mobile, web), resulting in a 25% increase in cross-platform user retention.
- From Wireframes to Assets: Led the creation of wireframes, comprehensive design systems, high- fidelity mockups, and groundbreaking NFT assets, expediting the product development cycle by 20% in an Agile environment.
- Cross-Functional Team Excellence: Headed a diverse team spanning hardware, software, and design, clinching the coveted Best Startup of CES Award for product design and bagging multiple Gold Medal advertising accolades.
- Startup to Market Leader: Instrumental in catapulting Black Box VR from a startup valuation of $0 to a whopping $40M in just 6 years, underlining the company's innovative prowess and market positioning.
- Agile at the Forefront: Championed Agile methodologies, achieving a 15% faster time-to-market for product releases and ensuring 90%+ stakeholder satisfaction in product iterations.
- Innovative Product Development: Introduced 3+ innovative features annually, solidifying Black Box VR's reputation as a market leader in VR fitness solutions.
- Strategic Vision: Played a pivotal role in defining the company's product roadmap, ensuring 85% alignment with industry trends and emerging user needs.
- Team Growth and Leadership: Nurtured and expanded the product and design team, boasting a 98% retention rate over the years, highlighting strong leadership and team cohesion.
- Stakeholder Collaboration: Fostered strong relationships with investors and stakeholders, ensuring a consistent 95% alignment between product vision and stakeholder expectations.
Bodybuilding.com
Vice President of Product
Mar 2010 - Mar 2016
World's largest health ecommerce site and world's largest fitness community.
- Foundational Leadership: Spearheaded the establishment of the Creative Services department, driving a 25% increase in brand consistency across platforms within the first year.
- Holistic Branding Strategy: Orchestrated a unified branding strategy for a business valued at $500 million, leading to a 15% boost in brand recall across print, web, mobile, and social mediums.
- Departmental Vision: Crafted a roadmap for the Creative Services department, resulting in 20% faster project turnaround times and heightened cross-departmental collaboration.
- Talent Cultivation: Mentored over 10 budding designers, with 80% advancing to senior roles within two years, bolstering the company's internal talent pool.
- Strategic Brand Management: Steered company-wide marketing and branding initiatives, achieving a 30% increase in campaign effectiveness and audience engagement.
- Cross-Functional Collaboration: Collaborated with various departments, achieving a 95% satisfaction rate from internal teams for the consistency and quality of creative outputs.
- Resource Optimization: Managed resources efficiently, ensuring 100% on-time delivery of high-quality creative assets across all major campaigns.
- Feedback Mechanism: Established feedback systems, leading to a 40% improvement in design revisions efficiency and stakeholder satisfaction.
- Brand Consistency: Implemented quality control measures that resulted in less than 1% deviation from brand guidelines across all creative materials.
- Innovation and Trendspotting: Introduced 5+ innovative design strategies annually, ensuring Bodybuilding.com's branding stayed at the forefront of industry trends.
- Stakeholder Engagement: Engaged with stakeholders, achieving a 90% alignment rate between the brand's vision and market feedback, ensuring heightened stakeholder satisfaction.
- Talent Acquisition: Recruited 15 top-tier talents within the first year, creating a Creative Services department that boasted a 98% retention rate over two years.
- Leadership in App Design: Achieved the #1 position in the iOS App Store in the ultra-competitive Health & Fitness category, a testament to innovative and user-centric design principles.
- E-commerce Mastery: Visionary in shaping and consistently enhancing a $500M annual e-commerce platform, with a focus on optimal user experience and conversion pathways.
- Community Engagement: Instrumental in designing a vibrant online community platform catering to over 3M active members, fostering engagement and brand loyalty.
- Cross-Platform Fitness Tools: Pioneered advanced fitness tracking tools that recorded over 1M workouts, available seamlessly across mobile web, full-site, and native applications.
The Krazy Coupon Lady
Head of Design
Feb 2009 - Jan 2010
World's Largest Couponing Site and #1 ranked app and responsive website.
- User-Centric Design Philosophy: Spearheaded a design thinking approach that prioritized user feedback and iterative design, leading to the creation of an intuitive, user-friendly interface.
- Top App Store Ranking: Played a pivotal role in elevating Krazy Coupon Lady to achieve the coveted #1 position in the App Store within the competitive shopping category.
- Stellar User Reviews: Directly contributed to achieving 40k+ positive user reviews through impeccable UX/UI design and constant user engagement strategies.
- Innovative Features Introduction: Conceptualized and executed unique app features based on user behavior and analytics, significantly boosting user retention and engagement.
- Advanced Usability Testing: Oversaw rigorous A/B testing campaigns and user feedback loops, ensuring design iterations that enhanced user experience continually.
- Cross-Platform Consistency: Ensured seamless UX/UI design consistency across iOS, Android, and web platforms, providing a uniform brand experience to users.
- Interactive Prototyping: Utilized cutting-edge tools to create dynamic prototypes, effectively simulating user journeys and receiving early-stage feedback.
- Collaborative Team Environment: Fostered a culture of collaboration between designers, developers, and product managers, ensuring alignment in product vision and design execution.
- Adaptive Design Implementation: Championed the creation of adaptive designs catering to a wide range of devices, screen sizes, and orientations.
- Accessibility at the Forefront: Prioritized accessibility, ensuring the app was usable and enjoyable by all users, including those with disabilities.
- Continuous User Education: Integrated engaging onboarding tutorials and tooltips to guide and educate users, leading to increased feature adoption rates.
- Data-Driven Decisions: Collaborated closely with data analytics teams to gain insights into user behavior, leading to data-informed design decisions that significantly improved app KPIs.
- Feedback Mechanism Implementation: Integrated an efficient user feedback mechanism within the app, encouraging users to communicate their experience and suggestions directly.
- Design System Development: Established a robust and scalable design system, ensuring faster design iterations and maintaining consistency across the app.
- Holistic Brand Experience: Collaborated with marketing and branding teams to ensure that the app's UX/UI design aligned perfectly with the broader brand image and messaging.
Hewlett Packard Enterprise
UXUI Director and Information Architect
Dec 2005 - Mar 2009
in 1939, bill hewlett and dave packard, college friends turned business partners, started the original silicon valley startup in the space of a rented palo alto garage. starting with audio oscillators, the friends built the foundation for a company that would grow to become a global leader in enterprise technology. more than 75 years later, our success is exemplified through our employees’ drive to advance ideas that bring meaningful innovations to life for our customers and partners around the globe. we are guided by our mission to help customers use technology to turn ideas into value, and empower them to transform industries, markets and lives. we simplify hybrid it, power the intelligent edge and provide the expertise to make it all happen.
- Multi-Billion Dollar UX Platform Design
- Global Brand Re-Design
- Collaborative Leadership: Partnered with a dynamic team, driving 20% improvement in brand consistency and messaging alignment within the billion-dollar organization.
- Strategic Branding: Pioneered branding strategies that contributed to a 15% increase in brand recall and recognition for the $1B business unit amidst HP's vast portfolio.
- Marketing Best Practices: Rolled out marketing best practices, resulting in a 25% boost in campaign effectiveness and a 10% rise in overall ROI for the mobile applications segment.
- Comprehensive UX/UI Guides: Developed and standardized UX/UI guidelines, leading to a 30% reduction in design inconsistencies and a 20% faster time-to-market for mobile application launches.
- Documentation Excellence: Streamlined documentation processes, resulting in 50% quicker onboarding for new design team members and 40% fewer design-related queries from development teams.
- Impressive User Base: Direct contributions to the design and usability led to the acquisition and retention of a user base of 10M+, solidifying HP's position in the mobile applications market.
- Billion-Dollar Impact: Played a pivotal role in the success of HP's $1B business unit, ensuring that designs and branding strategies aligned perfectly with the broader objectives of the multi-billion dollar enterprise, Hewlett Packard.
- Cross-Functional Synergy: Fostered a 90%+ satisfaction rate among cross-functional teams, ensuring seamless collaboration between design, development, and marketing departments.
- Innovation at Scale: Introduced 5+ innovative design frameworks annually, ensuring HP's mobile applications remained competitive and user-centric in a rapidly evolving tech landscape.
- Stakeholder Engagement: Regularly engaged with key stakeholders, achieving a 95% alignment rate between design outputs and business unit objectives, ensuring the billion-dollar unit's continuous growth and prominence.
Nike/Hurley (via Newfire Creations)
UXUI Designer
Jan 1997 - Feb 2004
Created online branding presence and helped grow company from $0 in sales to over $1M in sales in a highly entrepreneurial atmosphere. Built a talented, geographically dispersed team providing Creative Services for Fortune 100 and 500 companies across the globe in many industries. We worked with clients and provided a vast array of creative collateral and services including brand development, UXUI design, UXUI research and testing, mobile application development, web application development, textile/apparel development and sourcing, photography, online and offline marketing and more. Alongside developing brands for other companies we enjoyed acting as an incubator for our own ideas including a clothing production and sourcing company, a private label clothing line, a digital template marketplace, and an online learning network for creatives.
- Spearheaded new backend platform designs
- Introduced initial enterprise backend design guidelines

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Send me Talent

Chat with the founders of Go Fractional to learn what problems you could be solving tomorrow.

Preston Lewis

Award-Winning Product Design // Meta // Nike // HP // Bodybuilding.com

Work

#1 Ranked Ecommerce App - $500M Revenue

Stealth Fintech - $1B+ Financial Group

World's Largest Health Social Network (3M+ Members)

#1 Ranked Apple Couponing App

Billion Dollar Branding and UX for HP

0 to 1 Product Innovation - Gamified, Immersive Fitness Experience

Experience

DesignX

Meta

Black Box VR

Bodybuilding.com

The Krazy Coupon Lady

Hewlett Packard Enterprise

Nike/Hurley (via Newfire Creations)

Similar Members

Send me Talent