Abby Salazar

Led UX/UI and product design for a personalized-nutrition e-commerce brand, owning experiences across web, mobile, and lifecycle marketing with an AI-assisted, code-first workflow from concept to build-ready handoff.

• Led an end-to-end brand and website redesign, uniting science, product, and e-commerce into one cohesive, trust-driven experience.
• Optimized the checkout flow to reduce friction and build trust, cutting drop-off by 9%.
• Designed and A/B tested email campaigns across the customer lifecycle, lifting open, click-through, and conversion rates by 50%.
• Built reusable UI components and design patterns in Figma to keep the product consistent and faster to ship.
• Partnered cross-functionally with science, marketing, and engineering, delivering code-first, build-ready designs that cut development time by 50%.
• Grounded decisions in user research, usability testing, and accessibility (WCAG).

Redesigned the mobile and web experience for the Family Central app, partnering with the Creative Director and engineering team to ship a cohesive, on-brand product.

• In 2026, single-handedly led a complete rebrand and end-to-end redesign using an AI-assisted, code-ready process, launching January 2027.
• Redesigned mobile and web app screens (UX/UI), improving consistency and usability across the app.
• Applied and extended the design system so every screen stayed on-brand and visually unified.
• Collaborated cross-functionally with the Creative Director and developers, delivering build-ready designs.
• Unified the app's look and feel end to end for a seamless, intuitive user experience.

Designed across web, email, and a consumer app for a longevity and wellness brand.

• Redesigned the entire website (UX/UI), refreshing the brand and improving clarity, usability, and conversion.
• Created email marketing campaigns for outreach and engagement, lifting open and click-through rates.
• Designed features for the consumer mobile app, contributing to a cohesive, cross-platform experience.

Partnered with the Creative Director to design and optimize e-commerce websites for a range of agency clients.

• Revamped client projects with streamlined, user-centered UX/UI, improving usability, engagement, and overall experience.
• Designed new e-commerce website designs that strengthened brand identity and supported marketing and campaign goals.
• Optimized existing web pages and landing pages for a seamless, responsive, conversion-focused experience.
• Collaborated with the Creative Director and developers to deliver on-brand, build-ready designs across multiple client accounts.

Drove research-led design improvements that turned user pain points into a clearer, more engaging, conversion-friendly experience.

• Conducted generative and evaluative UX research, including user interviews, usability testing, competitive analysis, and a UX audit, to identify and define opportunities to improve the platform.
• Translated findings into user-centered design solutions that addressed key pain points and improved user flows, information architecture, and visual design.
• Enhanced the site's usability and aesthetics for a more seamless, intuitive user experience.

Co-founded and scaled a coffee subscription startup from scratch into a profitable, million-dollar business, owning product, UX, brand, and growth.

• Built a million-dollar coffee subscription business from the ground up, reaching profitability by year 3 and a successful acquisition by year 6.
• Drove continuous UX and conversion rate optimization (CRO) through user surveys, A/B testing, data and analytics, and tools like Optimizely.
• Partnered with developers to resolve pain points and ship features across a website and a coffee-tasting mobile app, delivering a seamless cross-platform experience.
• Refined packaging design, branding, and supplier partnerships, cutting costs and boosting margins by 30%.
• Built relationships with thousands of coffee roasters, helping them reach 1,000 new customers per week.