Hi, I’m Crystal.
A product designer, strategist, and former founder who finds calm in complexity. I love turning scattered ideas into experiences that just make sense. The kind that feel effortless to use but take real thought to build.
My path here
I started in graphic design, learning how hierarchy and typography quietly shape emotion.
Then I co-founded two fitness startups — my real-world MBA in brand, leadership, and product-market fit. When the world shut down, we built a digital fitness platform from scratch, and I learned how design, data, and business all dance together.
From there, I joined Influence Board, where I led the shift from waterfall chaos to an agile, design-led culture. I built our design system, led the rebrand, and partnered closely with engineers to bring real-world constraints into beautiful, usable systems.
My mentor Tony once told me: “You design what needs to be designed. Not just what looks good.” That stuck. It’s the center of how I work — designing not for aesthetics, but for alignment.
How I work
I think in systems, flows, and feelings.
Engineers trust me to think through complexity and not waste their time.
Designers trust me to keep things cohesive and thoughtful. Leaders trust me to tie design decisions back to business outcomes without losing the soul of it.
My process blends structure and story. Clarity and empathy. And the final product feels inevitable.
The Throughline: Design That Connects Logic, People, and Purpose
Whether I’m building a design system, leading a product pivot, or shaping a brand experience, I focus on one thing: connection.
Between the business and the user.
Between engineers and designers.
Between what we say and what people actually feel.
Beyond product
Outside of design, I create short-form videos that capture real moments, usually from our ProductTank events. I love making people feel like they were there. It’s the same instinct that drives my design work: storytelling, energy, connection.
Curious about how I think through storytelling and design? I wrote about it in How I Make You Feel Like You Were There.