I direct,
and I make
An independent creative director and digital product designer in Brooklyn, working across retail, beauty, telecom, publishing, travel, and health.
Most of my work starts at a pivot point: rebrands, new products, direction that needs sharpening. I work directly with founders, CPOs, and product leaders, on both the strategy and the design execution so nothing is lost in handoff, and leave behind a playbook the team can run without me.
Let’s work together. Contract, fractional, and full-time. Confidential work is shown on request under NDA. Based in Brooklyn, working with teams in New York, London, and Mexico City.
Who I work with
Brand, product, and the first working version — from a blank page to something you can put in front of users and investors.
You have the vision and the team. I come in to sharpen the direction, align stakeholders, and hand off a playbook your internal team can build from.
A creative director who steadies the client relationship and lifts the work — from strategy through design system.
ASOS
Engaged directly by the CPO to lead the digital product vision and conceptual design for ASOS's brand revitalization — across three client-invited engagements over 14 months.
Full case study walk-through available upon request.
The challenge
ASOS's breadth is a genuine strength, but at that scale endless choice can make discovery feel overwhelming. The brief was to shift the app from a catalog to browse toward a place to discover — one that feels inspirational, personal, and unmistakably ASOS.
Discovery & strategy
I ran an extensive ecosystem audit and researched the target market's behavioral loops alongside cross-industry competitive landscapes. That surfaced the high-value opportunities — around visual inspiration and community engagement — that anchored a set of conceptual directions for the future of ASOS e-commerce.
From concept to prototype
I translated those directions into bold, high-fidelity prototypes that reimagined the app as an inspirational "Discovery" hub, then worked with the internal team to put them in front of users — using the results to sharpen the vision.
A separate AI track
In a distinct workstream, I concepted an AI tool and contextual interactions exploring how conversational, guided discovery could help customers navigate choice — user-tested by ASOS's internal team.
Aligning the leadership
I was invited to ASOS's London headquarters to present and facilitate two intensive workshops with the CEO and Management Committee, aligning the group on a unified MVP vision.
"Claudia is a great mix of visionary and maker. She played a pivotal role in shaping the ASOS app experience — translating the brand and business vision into an actionable creative strategy, then bringing it to life through bold, generative design concepting and rapid prototyping. She operates with a builder's mindset: highly resourceful, moves with pace, and consistently turns ideas into tangible artifacts."
Seth Daggett, Director of Product Design, ASOS
Since then
ASOS has publicly made curation and guidance — not more choice — the center of its strategy, anchored by an AI Stylist now live in its app and in ChatGPT. The direction echoes the discovery-first thinking explored in this work.
Further reading: "ASOS: online fashion's next battleground is guidance, not choice" — Retail Gazette, Sept 2026.
Clinique
Engaged by Clinique, an Estée Lauder company, as an independent consultant across multiple workstreams — working with Clinique's e-commerce, brand, and marketing teams, Estée Lauder's corporate UX team, and the ELC brand technology team.
Audited and redesigned high-traffic e-commerce pages for EMEA; designed the refresh of Clinique Clinical Reality, the brand's AR skin-analysis product, deployed June 2024; and unified the brand's icon system across Clinique.com.
Full case study walk-through available upon request
In Their Words
""Extremely sharp and strategic. A brilliant sparring partner who asks the right questions and pairs them with the right recommendations to uplevel any project."
Kay Hsu, former VP Digital Brand, Clinique · Head of Spotify Creative Lab
E-commerce
Brand icons
AR integration
Linio
One year after the rebrand and product launch, Falabella acquired Linio for $138M.
30% more downloads
35% more conversion
App Store "Best of 2017"
In Their Words
"Best designer I've ever worked with. She took a poorly designed, poorly rated app and turned it into a Best of 2017 globally in the App Store."
Daniel Rocha, Chief Product Officer & Mobile CTO, Linio
Viator
In collaboration with Viator's Head of Brand Marketing and internal product team, the 12-week engagement spanned brand strategy, visual identity, digital product design, and UI guidelines, using user testing to drive MVP definition and feature prioritization.
Discovery defined the experience strategy, aligning Viator's business goals with the spontaneous nature of its audience through product audit, competitive review, and audience research.
The right experience, at the right moment
Designed around where, when, and who, serving relevant recommendations while shortening the distance between browse and buy. Based on discovery findings, developed two distinct directions and built scripts and screens for user testing, with results directly shaping the MVP and feature priorities.
In Their Words
"Her focus on what customers really want, and her experience in truly human-centered UX design, were hugely valuable. Couldn't recommend her highly enough."
Michael Lattig, Head of Brand Marketing, Viator
Xfinity Mobile
Rooted in Xfinity's brand principles, proposed a mission, personality, and tone for Xfinity Mobile and expressed it through the visual direction of key pages, complementing the official brand identity developed by another agency.
Turned around a churning client relationship, building the trust that positioned Code & Theory as creative lead among the partner agencies on the account.
Xfinity Mobile went on to acquire 380K customer lines in its first year.
In Their Words
"A designer's creative director, giving actionable direction designers can execute on. And a client's creative director, who understands a company's business and experience goals, builds on them, and translates them for a design team."
Michael Reddy, Group Director, Code & Theory
Kavak
Delivered a modular design system and a responsive homepage that carried KAVAK's value proposition across the customer lifecycle.
Started with a deep dive into the unique challenges of Mexico's used-car market, the target audience, mobile behavior, and the competitive landscape, turning it into a blueprint of actionable recommendations for the app and website redesign. Stress-tested SuperUnion's work-in-progress visual identity against the UI, translating the incoming brand direction into the digital environment.
One place to buy, sell, and manage a car
Led MVP definition and design of the mobile app and responsive website, integrating buy, sell, and car-management functionality into a single experience. Working with KAVAK's leadership, defined the features supporting the full ownership journey, from browsing to management to trade-in, and built a flexible design system to scale across web and app.
Kinship
Two engagements with Kinship, Mars Petcare's digital venture arm, brought in directly by the Group CPO and Head of Product.
For The Wildest, embedded as design lead for three months to design the responsive web and mobile experience for a first-time pet parent platform, integrating branding from Porto Rocha mid-project to finalize the MVP for initial launch.
For Good Friend, a pet services marketplace, led discovery and concepting, presenting final concepts directly to Kinship's founding president before handing off to the internal team to build out.
Three-month engagement, two products.
Audacy
Directed and mentored a 7-member cross-functional team spanning UI/UX, product marketing, motion, and UX research, and streamlined the design request pipeline across departments.
Strategy
Developed a station structure strategy for extending the new design system across 200+ terrestrial radio station websites — flexible enough to account for differences in station size, content, and genre.
Luster
Joined as VP of Creative to lead the department across brand, sales, and software — streamlining how the team operated and defining where creative could drive the business.
Directed the brand in both directions: on digital, rebuilt the client portal's Instagram-connection flow and refreshed the website; on physical, oversaw the mosaic and flip-disc display artwork — designing some flip-disc pieces myself, including a custom typeface built for legibility on the low-resolution display.
Tough Titties Club
Tough Titties Club fills that gap. As founder, defined the mission, brand, and product, building a platform that assembles scan information from reputable sources like the American Cancer Society to give women a clearer picture of what to expect before, during, and after their exam.
The platform also addresses "scanxiety," the anxiety and distress surrounding cancer-related imaging, with tools to help women get through the experience with less stress and more confidence. Built with Vercel, VS Code, Contentful.
Currently live with foundational content. Personalized scan support launching in Phase 1.
Visit Site
Grey Snout
A senior-dog care platform built solo — strategy, brand, product, content, and build — around a single hard truth clinicians kept repeating: dogs in pain rarely cry out, and owners mistake decline for “just old age.”