Devin Pickering.

Built the UX, UI, and research practice from a single designer to a team of seven. Lead UXR, UX, and UI for a multi-billion-dollar B2B and B2C apparel platform, and manage the team and about $5M in headcount and agency budget. Cut our design and research cycle from 8–12 weeks to 4–6. My team designs nearly everything on the roadmap and spends about 30% of its time incubating what comes next: 80% of our 2024 roadmap came from that work. We own surfaces like the PDP that moves millions in revenue daily, and I build AI tooling the team runs on, including the company’s first MCP (V1 in pilot with developers and designers). Won the company hackathon with an AI-assisted feature. Led a catalog builder, launched in 2025, that customers and staff have used to make 2,100+ product catalogs to pitch to their own clients. Managed the company’s Copilot rollout to 225 seats. Built a Teams research assistant that answers research questions in under two minutes instead of one to two hours. Partner with product, program, and DevOps leaders to plan and ship our roadmap work.

Owned design at an early-stage edtech startup, hiring and running the external agencies: led product design (UX/UI), brand, and paid media for two iOS apps that turn Roblox screen time into learning, both on one shared design system.

Led design at a predictive subscription-commerce startup: UX/UI, the design system, product design, and the brand. Started with a product opportunity assessment and a roadmap, then had a working product out with engineering in about six months. Took a stalled paid-social launch over end to end and drove 100+ paying subscribers in the first week. Managed one junior designer.

Set design direction across 10+ international brands for the leading data-analytics company in oil and gas. Built and managed a 10-person design team to run the Drilling Info to Enverus rebrand, shipping hundreds of deliverables. Designed the 90-by-40-ft double-decker NAPE booth (15,000+ attendees). Designed the Deal Finder app, which drove booth traffic and sold subscriptions, and led the agency that built it.

Rebuilt the flagship eCommerce store and ran A/B tests on it every week to decide copy and layout changes. Built ad landing pages that drove $30 to $50K a day in direct sales, and a design system that cut decision time from one or two weeks down to under two days.

Led design and creative for one of Canada's fastest-growing franchises, owning the brand across menus, web, social, signage, and TV.

Founded a full-service design and web studio and grew it from freelance into a partnership that ran under my brand. Hundreds of sites plus web and email hosting; acquired by nvision solutions in 2016 (opens in new tab).

Founded Story Genie, an AI company that makes custom hardcover books with any child as the hero. Built Story Genie end to end, from brand and UX to the web app, the AI production system, and the business, teaching myself the back end with AI to rebuild the product in production. Solved character consistency, so characters look the same on every page. Built a free preview that shows families the whole book in about 60 seconds, before they buy.

Lead design and stay hands-on through the front-end build on every major project: brand and product sites, training platforms, and custom sales tools used in the field. Clients include the automotive brands of Fortune 500 manufacturer ITW: Permatex, Fast Orange, Spray Nine, Versachem, and Evercoat. When a project needs it, I bring in a print, catalog, or web specialist to support.