Limeade
Helping every employee flourish and feel cared for
My role: Design/UX VP, team leadership for UA and MapMy products, platform design liaison with UA marketing executives.
Limeade was a leading employee well-being company founded to help large employers improve health, engagement, and company culture. By the time I joined, it had a modern platform and Fortune-scale customers, but corporate wellness still felt like an HR chore: points, challenges, and “do this, get that” programs that rarely connected to how people actually work.
The job was to make care feel like a product people wanted. That meant elevating UX, creative, research, and content across the platform as Limeade shifted from mere wellness to a full employee experience, then supporting the global expansion that followed as a public company.
Problem: Employers needed real engagement, but wellness products felt transactional and easy to ignore.
Solution: Humanize the product: clearer flows, stronger brand and content, and research-backed experiences across well-being, engagement, and inclusion.
Benefit: A consumer-grade experience that helped employees feel cared for, and a platform ready for Limeade’s next chapter as an employee experience company.
Results during my tenure:
Envisioned and created a product experience and roadmap that solved core business challenges, increasing customer retention by 18%.
Optimized the content library into a streamlined, high-quality set of over 700 actionable rich media modules, hand-crafted for specific employee challenges.
Directed marketing creative, improving performance with 13% higher CTR and a 77% pre-roll video completion rate. Contributed to 203% YoY increase in qualified leads.
Directed first brand creative/messaging platform, leading to over 25 integrated campaigns, anthem videos and message transformation across all corporate websites, microsite UX and visual design.
[Initial product and assessment]
Our first launch was the UA Women’s I Will What I Want campaign platform experience. The campaign featured Gisele Bündchen, Lindsey Vonn, and Misty Copeland, telling their stories. We created a platform to ask women to share their own story of ‘will’ – their will to win, do, achieve. With lessons learned, we expanded to other UA groups and athletes and transformed this experience as UA Record.
Per digital agency Droga5: “Under Armour’s uber-masculine image had become a polarizing barrier to women. I WILL WHAT I WANT changed that image by celebrating women who defy expectations and ignore the noise of outside judgments.”
The entry beckons with exclusive athlete content.
[New product direction - Layer Cake]
At the end of the I Will What I Want campaign, we reinvented it into UA Record and broadly opened the concept. This cemented UA’s claim on social fitness and activity tracking: challenges among friends, an enhanced activity feed, and continuing to support Under Armour athletes (Andy Murray, Lindsey Vonn, Misty Copeland, and more), integrating their stories into the audience at large.
Follow all your favorite UA athletes from the start.
[Marketing creative + Anthems]
The UA Manhattan flagship store had the largest Jumbotron of any store in the world. We made a video story and statement about the scope of MapMyFitness using real, anonymized user data to create views of people working out in New York City.
[Event creative]
The UA Manhattan flagship store had the largest Jumbotron of any store in the world. We made a video story and statement about the scope of MapMyFitness using real, anonymized user data to create views of people working out in New York City.
[Content strategy and library]
The UA Manhattan flagship store had the largest Jumbotron of any store in the world. We made a video story and statement about the scope of MapMyFitness using real, anonymized user data to create views of people working out in New York City.