UX/UI Designer, Systems & Service Strategist
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Ashley Phillips
Ashley Phillips

Systems-Focused • Data-Driven • Human-First

Explore Case Studies

Design Systems · AI-Native Workflows · Traditionally UX/UI Trained · Service Strategy

Turning ambiguous problems into shippable, accessible, developer-ready design, from the heart of College Station, Texas.

Summary

UX/Product designer who turns ambiguous problems into shippable, accessible, developer-ready design. A B.S. in User Experience (Full Sail, 3.97 GPA, Valedictorian) formalizing 16+ years of diagnosing and redesigning real business systems across operations, e-commerce, and publishing into one design practice. AI-native end to end: I design and build in Figma, ship working products through AI tooling (Figma Make, Stitch, Claude Code Terminal), and evaluate AI-generated UX against design and accessibility rubrics.

Skills
Design & Systems Figma (components, auto layout, design tokens, variables), Design Systems, Wireframing, Prototyping, Usability Testing, WCAG 2.x AA Accessibility, Information Architecture, Service Blueprinting, Interaction Design, Adobe Creative Suite, Illustrator, Sketch.
AI Workflow & Evaluation Prompt engineering across Figma Make, Stitch, Weavy, and Claude Code Terminal; AI-output evaluation, redlining, and design QA; rubric-based assessment; prompt-to-output correlation; red-team and content-safety review.
Build & Ship (AI-assisted) React/Vite project structure, HTML/CSS editing, design tokens, responsive units (vw/rem), Supabase, Stripe, Netlify; developer-ready handoff, documentation, and file architecture.
Research & Strategy User research, interviews and surveys, thematic analysis, persona development, competitor analysis, heuristic evaluation, CRO and A/B testing, process design, stakeholder management, Agile/Lean UX, Jira, Confluence, FigJam.
Experience

Freelance UX / Product Designer

2024 – Present

Self-Employed · College Station, TX

  • Pony Trading Post (brand client): Rebuilt the primary logomark in Illustrator and authored the full brand system and guidelines so the client could run marketing independently, repositioning a resale shop as “The Art of Pre-Owned Luxury.”
  • Prismatic (product client, confidential): Designed a living, token-based design system in Figma (20+ nested components surfaced through one properties panel) so a non-technical founder could duplicate screens, swap characters, and build developer-ready variations independently.
  • Confidential product clients: Deliver research, UX, design systems, and prototypes for early-stage products under NDA, shown as anonymized spec studies in portfolio.

UX/UI Designer, AI Evaluation & Red-Teaming

2023 – Present

Micro1 & Outlier (Contract) · Remote (NDA) · micro1-Certified Product & Systems UX/UI Designer

  • Evaluate and diagnose AI-generated UX/UI and multimodal output against design, accuracy, and accessibility rubrics, flagging visual-design failures and prompt-to-output mismatches.
  • Red-team and content-safety review: identify prompt exploits that elicit unsafe or policy-violating generations and document failure patterns to improve model behavior.

Founder & E-Commerce Operations, Amazon FBA/FBM

2020 – 2025

E-Commerce Startup (Self-Employed) · College Station, TX

  • Bootstrapped a solo e-commerce operation from $63 in starting capital to a profitable, multi-million-dollar business, owning the full customer journey, product lifecycle, and supply chain.
  • Managed 1,456 SKUs on an automated, API-driven tech stack, holding the Buy Box on 50%+ of products and a 98.4% customer experience rating through data-driven keyword research, A/B testing, and journey optimization.

Systems & Service Strategy Lead, Publishing

2013 – 2021

Robertson County News / Central Texas Publishing · Central Texas

  • Redesigned a high-friction Accounts Receivable journey across four business units, cutting delinquency from 25% to a sustained 2.5% or below over four years.
  • Built a standardized information architecture and two-person audit workflow for all financial and regulatory data, eliminating 100% of unexplained variance and improving compliance.
Independent Projects
Education

B.S. in User Experience from Full Sail University

Nov 2025 · Winter Park, FL · 3.97 GPA, Valedictorian · National Society of Collegiate Scholars

Honors: Course Director & Technical Writing Awards. Certified: CITI Human Subjects Research (IRB).