Selected work.

2017–now

Story Genie 01 Story Genie. Founded an AI company where parents make any story with any character, turning their child into the hero of a custom hardcover built to delight, teach, and stay with them. 0 → 1 founded, designed, built, marketed, and run end to end 2023–Now→ North America’s Largest Apparel Platform 02 North America’s Largest Apparel Platform. Leading UXR, UX, and UI for one of the largest B2B and B2C apparel platforms in the US: I own the site design end to end, ship products that move real revenue, grow the team, and took the org AI-first. 320h → 1h to launch products to the site: the team gets hours back, customers get a better experienceest. per-product hours 2022–Now→ Kinjo 03 Kinjo. Led design for two iOS apps that turn Roblox screen time into learning, on one scalable design system. 2 iOS apps shipped on one design system 2021–2022→ The Mysterious Package Company 04 The Mysterious Package Company. Rebuilt MPC’s store on Shopify with built-in fulfillment and weekly A/B tests. “The coolest thing you can get in your mailbox,” says Neil Patrick Harris. +18.8% conversion lift across 70K+ sessionsA/B tested 2017–2018→ Surf Studios · Client Work 05 Surf Studios · Client Work. The automotive industry’s leading international brands trust my agency for digital design, growth, and the build, end to end: Permatex, Fast Orange, Spray Nine, Versachem, Evercoat, and more. 6+ industry-leading brands, delivered end to end 2020–Now→ Supply Drop 06 Supply Drop. Household essentials on autopilot. I designed the brand and web that made predictive restocking feel simple enough to trust. 100+ paying subscribers in the first week, recurring not one-offMeta Ads Manager 2019–2021→ Enverus 07 Enverus. Led the rebrand from Drilling Info to Enverus across 10+ products and international brands. 15,000+ attendees at NAPE, where I designed the boothNAPE total attendance 2018–2019→

Selected results.

The receipts

2 → 300+the product design practice I built at a 6,000-person apparel leader 320h → 1hAI I shipped to kill a manual launch bottleneck at enterprise scale +18.8%conversion lift I A/B-tested on pages doing $30–50K a day 100+paying subscribers in the first week, recurring revenue, paid social run end to end
20+designers I grew into lead and principal roles
30+product launches led, B2B and B2C
3companies founded, one AI-native
Worked with
Fast OrangeSpray NineVersachem

Principles

“Communicate, don’t decorate.”

Every pixel on this site, and everything my teams deliver, has a job. I care about the user and what actually works; what looks good comes after that, and it is earned by iterating until it does. Here is how I hold the bar.

Evidence
Research embedded in the team’s rhythm. Decisions rooted in user insight, not opinion.
Leverage
AI as the default starting point. Designers direct, edit, and validate instead of producing from scratch.
Craft
When anyone can generate UI, judgment and taste are the differentiators. The bar stays high.
Trust
Psychological safety, honest critique, and senior talent that stays and grows.

What it’s like to work with me

“The most talented and innovative creative director I have ever worked with. Any team would be so lucky to have Devin leading the charge.”

VP of Marketing, managed Devin directly

“What a great guy. Seems like a tremendous hire, very knowledgeable, good culture fit.”
Video Operations Manager, after an AI working session
“Consistently described as engaging, practical, and easy to follow… one of the most frequently highlighted as valuable.”
Offsite survey · Marketing org, AI session feedback
“I’ve been here over 10 years and seen a lot of presentations. Yours was up there with the best of them.”
IT leader, multi-billion-dollar apparel platform
“Your leadership means a lot. I’m very grateful to have you as my manager.”
Product designer, direct report
“Congrats on helping a teammate get promoted too. I know you’re the main reason she’s at the level she’s at today.”
Marketing partner, multi-billion-dollar apparel platform
“The partnership with Surf is, without a doubt, one of our most important from a marketing standpoint.”
Brand Manager, Permatex · ITW Pro Brands, Surf Studios client
“Our partnership has developed so much more than I could ever imagine. It’s functioning now without even needing a lot of feedback.”
Brand Manager, ITW Pro Brands · Surf Studios client
“The foundation of our website is so good, and it’s exciting to see what’s possible. I’m really excited, honestly.”
Brand Manager, Fast Orange & Spray Nine · ITW Pro Brands

Names are withheld for privacy. References available on request, and public recommendations live on LinkedIn

Writing.

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