About
It’s Kelly—a digital creative hailing 👋 from the sunny shores of Florida. With a passion for accessibility, user-centered design, and innovation, I'm dedicated to crafting seamless, research-driven experiences.
Tools I use daily
Adobe Creative Cloud
Photoshop, Illustrator, InDesign, Lightroom.
Jira
A place to track our tickets and 1-week and 3-week sprints.
UserZoom
User Testing.
Microsoft Suite
Teams, Outlook, One Drive.
Experience
In the past
2025 - Present
Experience Designer at Electronic Arts (EA)
Lead hands-on design and art direction for in-game marketing campaigns and messaging across live-service titles including College Football 25, 26, & 27 and Madden NFL 25, 26 & 27.Designed and implemented an enhanced visual system for in-game advertisements, improving player engagement, retention, and campaign cohesion.Designed, developed, and implemented a custom Figma plugin to automate the creation of repetitive in-game store assets, reducing production time for one team by approximately 90%.Contributed to design systems, templates, and production workflows that increased delivery speed while preserving brand integrity.Partnered closely with UX, product, marketing, and engineering to balance creative ambition with technical feasibility.
2021 - 2025
Product Designer at NBC Sports
Applied Human-Centered Design (HCD) principles to simplify user booking and reservation journeys, increasing engagement and reducing drop-off rates
Optimized e-commerce checkout and booking experiences, improving conversion rates for 19.5M annual users across web and mobile
Redesigned the login and account creation flow, achieving a 294% YOY increase in account creations
Led UX strategy for GolfNow’s eCommerce platform, optimizing search and checkout, contributing to a 21K increase in paid memberships and $400M in revenue in 2024
Conducted extensive A/B testing and usability studies, leveraging insights to refine user flows and boost conversions across eCommerce transactions
Collaborated with engineers, product managers, and stakeholders to align design solutions with both B2C and B2B user needs
2019 - 2021
UI/UX Designer at FreeCast
Designed user-centered experiences for large-scale digital platforms, including Hallmark, leveraging Human-Centered Design (HCD) to optimize web, mobile, and TV applications
Conducted usability testing, user interviews, and card sorting to refine navigation and product flows, resulting in a 15% increase in user satisfaction
Developed interactive prototypes in Figma and InVision, using design sprints and iterative testing to align with business goals
Facilitated UX workshops and collaborated with cross-functional teams, ensuring user needs were effectively translated into high-impact solutions
2018 - 2019
Freelancer
Freelanced work ranging from: branding, websites, motion graphics, ads, video edits, marketing materials.
2017-2018
Freelance Web Designer at Broadlume
Designed and optimized UX for 100+ B2B eCommerce websites, improving conversion rates by 30% through intuitive search, navigation, and checkout experiences
Created design solutions for complex B2B purchase flows, enhancing order efficiency and customer satisfaction
Led UX strategy for flooring retailers' online presence, implementing A/B-tested marketing campaigns that drove a 20%+ increase in sales
Worked closely with stakeholders to ensure seamless alignment between design, business objectives, and technical constraints