https://www.keithfdesigns.com/about daily 0.75 2021-05-16 https://www.keithfdesigns.com/contact daily 0.75 2021-05-17 https://www.keithfdesigns.com/home daily 1.0 2026-10-26 https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1780932028.996614-UTQBLDRGZFNAGLOVELRR/imgg-gg3p-BC-DQ-Y-0570a11c.png Home https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1780932028.811202-KWOJZWFBYYKZUOFJTQKA/imgg-gg3p-BC-DQ-I-e345601f.png Home https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1780932028.789175-SYYFRPMRBHVGYXKFPOIE/imgg-gg3p-BC-DQ-C-9c939cc8.png Home https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1780932028.958629-HTCKKOUFMHNDDWIWGRII/imgg-gg3p-BC-DQ-I-d0837b79.png Home https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1780932031.074435-ELXHTJWAJWSAGFCLBSSH/imgg-gg3p-BC-DQ-X-1934788a.png https://www.keithfdesigns.com/new-page daily 0.75 2026-11-03 https://www.keithfdesigns.com/store daily 0.75 https://www.keithfdesigns.com/store/p/scaling-design-systems monthly 0.5 2026-10-26 https://www.keithfdesigns.com/work daily 0.75 2026-10-26 https://www.keithfdesigns.com/work/vans-website monthly 0.5 2021-05-16 https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1621279128870-8RL9Z5ABHYOH2NPXXDTC/image-asset.jpeg Design - Vans - Vans- 2012 Project Summary- Top down redesign with mobile-first standards to create a more modern feel. My Role- Audit existing site for usability issues, create and iterate on designs for mobile and desktop, provide front-end code, and design new UI patterns. Collaborators- Vans Product Management & Creative Team, Zobrist Consulting’s back-end & front-end dev teams. https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1621106903051-7WBTQ7K1I2UVHNI8RAA9/image-asset.jpeg Design - Vans Highlighted Feature: Vans custom shoe builder - Audited usability of existing design functionality to fully redesign UI and decrease needed steps to full creation of the product. The feature was built as a single page interaction to decrease load times for users. Personas and card sorting were built through the Omniture software, which helped us define needs and customer profiles. This feature created a 15% lift in custom shoe sells and lowered the Vans drop rate for this section of the site by 25%. https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1621106858007-EVW0WGDRGR3FJZMKCR2M/image-asset.jpeg Design - Vans https://www.keithfdesigns.com/work/the-northface monthly 0.5 2021-05-16 https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1621184099043-8DFXP6EKXEU5K0WFLE17/image-asset.png Design - The Northface - The Northface- 2013 Project Summary: Redefine the template standards set in the parent site, Vans.com, to create a new visual representation of The Northface website. My Role: Collaborate with Northface creative team to deliver the new eCommerce site. Deliver CSS, HTML following mobile-first best practices. Make user experience decisions for newly built features. Collaborators: TNF Product Management & Creative Team, Zobrist Consulting’s back-end & front-end dev teams. https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1621184861104-MZ68A6MRRUYTS6UXPUR3/image-asset.jpeg Design - The Northface Filters Desktop 2012 https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1621184487980-L2O2J61GS1QYNSB0UHMS/image-asset.jpeg Design - The Northface Filters Mobile 2012 https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1621271684224-1C6DL6I4W87L8YVFS9S6/image-asset.png Design - The Northface Filters Desktop 2016 https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1621272404859-GPMLQQE4NGIAIXD2IR7V/Screen+Shot+2021-05-17+at+10.20.47+AM.png Design - The Northface Filters Desktop 2016 https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1621272647524-FE8WERP5E02WAYXUF7ZR/image-asset.png Design - The Northface Mobile 2016 Closed Filter https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1621272691461-D84FT90N3246OGI1Q62Z/image-asset.png Design - The Northface Mobile 2016 Open Filter https://www.keithfdesigns.com/work/mazda-motorsports monthly 0.5 2021-05-16 https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1621187886660-JZEK0EJCBUSQGZCEUWTF/image-asset.png Design - Mazda Motorsports - Mazda Motorsports Project Summary: Create new website to help define the brand message for Mazda Motorsports and copy the visual energy produced by their racing league. My Role: Lead design and UX standards for full top-down design inside Adobe CC workspace for both the customer facing site and content management system, tested functionality for key components such as; video playback, interactive tables, and a car part ordering system. Collaborators: Mazda Corporation’s Product Management & Creative Team, Zobrist Consulting’s back-end & front-end dev teams. https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1621279536798-QEB9ZM4QEYMVII1QI0BM/image-asset.png Design - Mazda Motorsports https://www.keithfdesigns.com/work/guitar-center monthly 0.5 2026-11-03 https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1621277463883-V4DJ12LMV3EZR1S8YCJ8/www.guitarcenter.com_Presidents-Day-Coupon.gc%2B%25281%2529.jpg Design - Guitar Center Guitar Center utilizes most major 3-day holidays as a catalyst for driving customers to their website for one-of-a-kind deals. These are referred to as “Tentpoles'“. One issue they were having on each tentpole was bounce rate. Users coming from an email or PPC might only see one page of the tentpole sale and then leave the site. The Promotional tabbed experience at the top of the sale’s product listing pages was created to keep people inside the tentpole experience. This decreased bounce rate and improved overall sales a large 12.5% in the first year the site ran these various templates. https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1621277502953-0VVSJEEC6GN3G1YFKTJB/www.guitarcenter.com_Sound-Check.gc_icid%253D417713.jpg Design - Guitar Center The Web Activation promos are the type that Guitar Center runs the most, sometimes 3-4 a month. The templates were built with a selection of widgets that could be easily slid in and out of a design to mold to the needs of the business. https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1621273941651-8DHHR7GE54WEJFZXF94Y/image-asset.jpeg Design - Guitar Center - Guitar Center- 2018 to present Project Summary: As head of User Experience for guitarcenter.com I am tasked with building user friendly features, redesigning the current site, and managing Jr UX Designers. Features I have worked on so far: Lessons- Built the first B2C buying online experience for customers. Completed. Lessons Signup Phase 2- Improve functionality and overall design of user flow with a more robust functionality. Still in development. XD Link Promotional Templates- Create a more visually stimulating and user-friendly templating system for the various types of promotional sells. Decrease build/design time for creative and dev team. Completed. See case study #1 Curbside Pickup- Due to Covid restrictions we were able to create a new system built around the needs of customers. Completed 2-Day Shipping- Partnered with Google to build a build a new delivery system for GC. With new messaging and functionality needed on PDP, Shopping Cart and Checkout pages. Completed Communication Preferences- Build more robust system for customer to control the notifications from guitarcenter.com. Still in Development. XD Link Redesign the flagship guitarcenter.com website. Develop new PDP, Category PLPs, Checkout, Header/Navigation, My Account, Home page and all Marketing pages. Current Project. Lead Creative Team with creating the first Design System & Style Guide for Guitar Center’s website. XD Link My Role: Build user friendly wireframes and prototypes, create testing requirements for all new redesigns and features, run tests on usertesting.com, develop personas, present to stakeholders, review designs for sister sites prior to presentations and manage GC UX Design Team. Collaborators: GC Creative Team, Dev Team, Product Managers & UX Team https://www.keithfdesigns.com/work/bishop-company monthly 0.5 2021-05-17 https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1621269966327-OLYYG05XG1XCD1CREU1T/image-asset.jpeg Design - Bishop Company - Bishop Company- 2017 Project Summary: Update old website to the new Mobiecom platform, Zobrist’s React based web application, with new visual design and improved user experience. This was the first site designed and developed for this platform. My Role: Lead design team and UX standards for full top-down design inside Adobe CC workspace for both customer facing and content management systems, tested functionality for key components such as video playback, interactive tables, and a car part ordering system. Create prototypes, develop iconography, create new style guide/design system and build user flows. Collaborators: Bishop Team, Zobrist Consulting’s back-end & front-end dev teams. https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1621270367152-8BJM3T05VN8GMSBQBDXN/image-asset.png Design - Bishop Company https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1621270416398-H3SXRZ85B8X99VV2MHOS/image-asset.png Design - Bishop Company https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1621270482554-CQQYI2VCGMJ3QDEU659J/image-asset.png Design - Bishop Company https://www.keithfdesigns.com/work/infinity-scrubs monthly 0.5 2021-05-17 https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1621269617692-VEZMHJ2AAOYGOQ0IF0EX/image-asset.jpeg Design - Infinity Scrubs - Strategic Partners- 2018 Project Summary: Design and deliver the companies first B2C website for their brand Infinity Scrubs. This site would set the platform for the additional 5 websites the company had scheduled for the next few years. My Role: Managed project for creative team and UX team. Built wireframes, prototypes and user flows. Lead user testing at multiple in-person testing sessions and built online personas through surveys and optimal workshop. Mentored first Strategic Partners UX Team on how to build the upcoming sites from whiteboarding, user flows, design systems, wireframing, prototyping and finally to prepare for development. Collaborators: Strategic Partners Creative Team & Dev Team, All Heart Dev Team https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1621191291137-EGH19FGWDHU2ILUT10YQ/image-asset.png Design - Infinity Scrubs https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1621191387825-GHZP9XJ1N9W5ME1BSRXY/image-asset.png Design - Infinity Scrubs https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1621191444489-M7DRR8VZYGRJ7YAHDS4V/image-asset.png Design - Infinity Scrubs https://www.keithfdesigns.com/leadership daily 0.75 2026-11-04 https://www.keithfdesigns.com/leadership/project-four-l3zw3-dk9py-xcmem-llk7k-cnfna-hdlnk-ncaej-mal3t monthly 0.5 2026-11-04 https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1780932030.647785-BYXKMOVIUCLPIFJUCRVO/imgg-gg3p-BC-DQ-M-e3467c82.png https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1780932030.647785-BYXKMOVIUCLPIFJUCRVO/imgg-gg3p-BC-DQ-M-e3467c82.png https://www.keithfdesigns.com/leadership/project-three-sng7y-jkgxx-kmlk5-rslaw-j2h5a-jr5g9-mshlb-ksyfj monthly 0.5 2026-11-03 https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1780932029.283026-AWWUJTCUSNCZKXTONFFJ/imgg-gg3p-BC-DQ-I-537991c4.png Leadership - Driving Business Results https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1780932029.072859-RATCSBPJSJUXULADKIYR/imgg-gg3p-BC-DQ-G-cfb72dce.png Leadership - Driving Business Results https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1780932028.917482-NFMIUOHEOMPJQAZBTVIR/imgg-gg3p-BC-DQ-I-ef86d2c9.png Leadership - Driving Business Results https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1780932028.768261-WRDZKOZMLPWHNIXNETAJ/imgg-gg3p-BC-DQ-G-388c6114.png Leadership - Driving Business Results https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1780932029.167956-HGHGNBEKSCKXGXCENZOE/imgg-gg3p-BC-DQ-I-f598acfd.png Leadership - Driving Business Results https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1780932029.129915-IMJKRJFAHSBPFQAUSTES/imgg-gg3p-BC-DQ-Y-fe58148c.png Leadership - Driving Business Results https://www.keithfdesigns.com/leadership/project-two-ky966-n329z-nnx53-feazs-ajmse-wtxm2-r2lnj-nze7r monthly 0.5 2026-11-04 https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1780932028.896187-QBIEBROXDMKXYAVDPIVW/imgg-gg3p-BC-DQ-Y-f128428a.png Leadership - Leading AI Experiences https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1780932029.206608-UZZQLOZSBNCZLKWTEWHW/imgg-gg3p-BC-DQ-Y-7a219033.png Leadership - Leading AI Experiences https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1780932029.320892-JQEHZOPOAPITBZUDHSNH/imgg-gg3p-BC-DQ-G-7e9d29da.png Leadership - Leading AI Experiences https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1780932029.015642-HDEVYSNUTFWSWNOYMBHW/imgg-gg3p-BC-DQ-Y-7ec88ee6.png Leadership - Leading AI Experiences https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1780932029.053836-XZKUEHMYCREVNDWPJXGS/imgg-gg3p-BC-DQ-Y-7232e760.png Leadership - Leading AI Experiences https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1780932029.225721-FNRFTASIPRNTOHYZWPMD/imgg-gg3p-BC-DQ-Y-2b15be47.png Leadership - Leading AI Experiences https://www.keithfdesigns.com/leadership/project-one-f5w4d-z9nem-s3jda-eyssk-a6prr-9smjh-plebs-ellb4 monthly 0.5 2026-11-04 https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1780932028.958629-HTCKKOUFMHNDDWIWGRII/imgg-gg3p-BC-DQ-I-d0837b79.png Leadership - Building a UX Practice https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1780932028.875452-JKIDNEXUYDKOXXDGCYEE/imgg-gg3p-BC-DQ--C-d428173b.png Leadership - Building a UX Practice https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1780932028.789175-SYYFRPMRBHVGYXKFPOIE/imgg-gg3p-BC-DQ-C-9c939cc8.png Leadership - Building a UX Practice https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1780932029.264218-UBYSNFVJAADSPYAQCMRF/imgg-gg3p-BC-DQ-Y-fdf3915e.png Leadership - Building a UX Practice https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1780932028.811202-KWOJZWFBYYKZUOFJTQKA/imgg-gg3p-BC-DQ-I-e345601f.png Leadership - Building a UX Practice https://images.squarespace-cdn.com/content/v1/60a01182032bdf58bbe61edb/1780932029.245059-QEGOTTMBDCNDCBJFHMUK/imgg-gg3p-BC-DQ-F-7be99eb1.png Leadership - Building a UX Practice