Experience

Discount Tire Scottsdale, AZ
Principal UX Designer (Jan. 2024–Present)
Senior UX Designer (Aug. 2021–Feb. 2024)

  • Founded and led the Conceptual Design Team, a cross-functional group of designers, researchers, and product stakeholders whose work contributed to $97M in revenue growth in 2024 and $70M in 2025. The team bridged long-range strategic vision with near-term delivery, moving proof-of-concept thinking all the way to measurable business impact. Mentored 5+ UX designers.

  • Pioneered AI integration into the design team's workflow, establishing repeatable practices around Claude for research acceleration (saving ~12 hours per project) and Figma AI for rapid discovery prototyping (compressing 80+ hours of work into focused sessions). Applied AI design experience to ecommerce features, with a focus on user trust, transparency, and appropriate disclosure.

  • Led 0-to-1 design of company-wide time-transparency experience, creating the service blueprint and experience storytelling artifacts that aligned customer, employee, and business needs across multiple channels.

  • Led UX strategy for the mobile service appointment redesign, driving a vehicle-first booking flow validated through multi-phase research and A/B testing. The redesign generated $11M in annualized revenue and exceeded all conversion targets: date/time completion up 4.7%, vehicle fitment completion up 12.2%, overall appointment completion up 7.2%.

  • Redesigned the Treadwell tire recommendation Pre-Step to address comprehension and trust gaps, validated through a blind multi-variant study and A/B testing. The winning variant was projected to generate $24M in annualized incremental revenue. Delivered in four weeks from study design to final recommendations.

  • Supported launch of a POC pilot effort across three regions, resulting in a 14% operational efficiency gain and a 9% reduction in cost-to-serve.

  • Designed and launched Journey Tracker (2021), a service-tracking feature increasing customer transparency and trust.

  • Created Discount Tire's first comprehensive user personas, aligning strategy with customer archetypes.

Stepholio Gilbert, AZ
Freelance Designer Aug. 2014–Aug.2021
Freelance designer working with a range of clients in-state and out-of-state. Past deliverables have included design materials for events, website design and development, copy writing, design consultation, social media campaigns, logo and brand development.

Research Collective Tempe, AZ
Design Researcher (Jan. 2020–Nov. 2020)
Design & Research Contractor (May 2018–Dec. 2019)
Worked with pharmaceutical clients on a variety of projects in healthcare human factors. Familiar with FDA Human Factors Guidance and regulatory practices. Designed and executed study plans for formative and summative studies. Delivered final reports and design artifacts to clients to help them make informed decisions regarding product development and usability.
• Contributed content for Display and Human-Computer Interaction for the book Humanizing Healthcare

The Design School, ASU Tempe, Arizona
Faculty Associate, InnovationSpace (Aug. 2017–May 2019)
Faculty Associate, Letterform (Aug. 2016–Dec. 2016)
Visual design instructor for a letterform studio and product development studio preparing students in business, engineering, sustainability, and design for industry jobs with an emphasis on design for social good.
• Moderated Design Thinking workshops for students at the design and business schools
• Guest lecturer on topics regarding presentation design and interaction design in education
• Lead bi-weekly lectures to educate students on user experience design and user research methods, and applying these to product design and consumer/brand experiences
• Summer 2019: Worked with the InnovationSpace director and faculty to scale InnovationSpace (GRA 465) and transform the curriculum from a year-long, in-person studio to a semester hybrid studio.

Herberger Online Learning, ASU Tempe, Arizona
Interaction Designer & Website Specialist (May 2016–Jan. 2019)
Design Management Intern (Sept. 2015–May 2016)
Production Assistant (Jan. 2014–Aug. 2015)
Lead the design process, and assisted in the research and creation of innovative e-learning environments and technologies dedicated to bringing humanity into digital spaces. Collaborated with web application developers, instructional designers, and faculty for new course creation. Advocated for the student and faculty learning experiences with user research. Managed the transition of 20+ courses to a new learning management platform. Created a UI system and branding template for new course design. Assisted in development of new courses which included video, audio, and graphic production for online course websites and videos.
• Led online course rebrand that improved services for over 12,000 unique enrollees per year Reduced help desk tickets by 90% through implementation of new UX and UI standards
• Lead designer and art director for high-visibility, institute-required courses
• Subject matter expert for visual design courses
• Worked with faculty to create and improve content that followed QM instructional design standards.

Publications

A Heuristic Evaluative Framework for Self-Regulated Learning Design. Roscoe, R. D., McNicol, S. A., Bhat, K. R., & Craig, S. D. (2020). 64th International Annual Human Factors and Ergonomics Meeting, 2020.

Guidelines for Mobile Health Applications. Abts, N. A., McNicol, S. A., & Branaghan, R. J. (2019). Proceedings of the International Symposium on Human Factors and Ergonomics in Health Care, 8(1), 197–200.

Education

Arizona State University, Fulton School of Engineering
Aug. 2017–Dec. 2019
Masters of Science in Human Systems Engineering

Arizona State University, Herberger Institute for the Design and Arts
Aug. 2012–May 2016
Bachelor of Science in Graphic Design
Minor: Studio Fine Art

Skills

AI & Tools: Claude, Figma AI, ChatGPT, Adobe Creative Suite (Firefly), CoPilot

A/B testing, Accessibility, Adobe Creative Suite, Branding, Card sorting, ChatGPT, Claude Code, Competitive benchmarking, Cross-functional collaboration, Data analytics, Ethnography, Figma, Heuristic evaluation, High and low fidelity prototyping, HTML & CSS, Interaction flows, Interviews (unstructured, semi-structure, structured), Information architecture, InVision, JQuery, Eye tracking studies, Personas, Responsive web & app design, Scenarios, Service Blueprinting, Sitemaps, Sketch, Surveys, Task analysis, Technical writing, Usability testing, User journeys, Wireframes.