OVERVIEW
ROKT helps brands engage customers in one of the most valuable moments of the online shopping journey: immediately after a purchase. Its platform enables companies to deliver relevant offers on confirmation pages, while giving marketers the tools to manage, optimize and measure those campaigns at scale.
I joined ROKT in 2014 as the company's only designer, responsible for both product and brand. After leaving for a year to deepen my craft, I returned as Product Design Manager to help the business mature its design function during an important period of international growth.
By then, the work had changed. It was no longer only about designing the product. It was about building the systems, team and decision-making structures that would allow design to scale with the company.
CHALLENGE
As ROKT grew, its design practice needed to catch up with the ambition of the business.
The product had become more sophisticated, the company was expanding globally, and the original startup brand no longer reflected where the business was heading. Design was producing work, but it did not yet have the influence it needed inside product, marketing and leadership conversations.
The challenge was to move design from execution to strategy. That meant improving the user experience, strengthening the brand and giving design a clearer voice in decisions that shaped the business.
APPROACH
The work developed across two connected streams: product and brand.
On the product side, I led the design team across the campaign management platform, simplifying complex workflows for marketers managing large-scale campaigns. The objective was to make a powerful product easier to understand, easier to use and more effective in the hands of clients.
At the same time, I led the evolution of the modules that appeared on partner confirmation pages. These experiences needed to feel native to brands such as Ticketmaster, Expedia and HelloFresh while still working from one consistent product architecture behind the scenes.
That balance became central to the work: flexible enough to fit into other brands, structured enough to behave consistently as a product.
On the brand side, I led ROKT's first major rebrand from the client side, selecting and managing an external agency and acting as the main stakeholder throughout the process. It was an important shift in my own leadership: less about designing every detail myself, more about setting direction, making decisions and protecting the strategic intent of the work.
I reported directly to the CEO, the CTO and Head of Marketing on design matters, helping give the function a stronger seat at the table.
IMPACT
The product and brand foundations established during this period supported ROKT through an important stage of growth.
The module system enabled branded experiences to scale across major partners while adapting to each client's visual identity. The campaign platform became clearer and easier to use, supporting clients managing increasingly complex campaigns.
Just as importantly, design became more visible inside the organization. It moved closer to product strategy, marketing and leadership decisions, helping the business understand design as more than a delivery function.
Today, ROKT is a global technology company headquartered in New York, processing billions of transactions each year. The company has evolved significantly since then, but many of the design foundations created during those early years helped support its next phase of growth.
