Customer Account
Experience | ROKA
End-to-end UX/UI Design and Art Direction
ROKA is an independent performance eyewear brand known for bringing elite sport performance technology into everyday eyewear. As a direct-to-consumer ecommerce company, their website functions as both the primary storefront and the face of the brand.
The existing customer account portal was underperforming—lacking both in functionality and user-centered design. I was brought in to lead the end-to-end redesign of the customer account experience from the ground up.
Collaborating closely with internal stakeholders and external partners, I led user research, defined key pain points, and translated insights into a streamlined, intuitive design. I managed ideation sessions, created prototypes, and presented design solutions to the CEO. I also worked directly with developers to ensure smooth handoff, supported testing efforts, and saw the project through to a successful launch.
