About
I work like a product person who designs. Start from customer pain and business goals, name the behavior that has to change, then let research and experiments settle what opinions can't.
Most of my career has been commerce: e-commerce for a footwear brand, five years at Booking.com on Search Results and Attractions, four years building HEINEKEN's global B2B ordering platform. Now I lead design for Proof at Southern Glazer's, where bars, restaurants, and retailers order from North America's largest drinks distributor.
The through-line is complexity: many markets, many roles, legacy systems, and a catalog that never stops moving. The work I like is making that legible: taking on the undefined parts, proving out what's worth building, and keeping the bar high while it ships.
How I decide
Tablet at Booking.com had its own codebase, with separate bugs, legal exposure, and traffic falling 8.5% year over year. I built the case to retire it rather than keep maintaining it, and ran tablet on the mobile stack under a single rule: no tablet-only components. The migration still cost conversion 0.83% against control, down from −2.5% in early tests. It freed four teams' roadmaps, and every mobile release has shipped to tablet by default since.
HEINEKEN had 35+ markets, each with its own site and its own queue of exceptions. We built one configurable frontend and made each market argue for its local variation against the outcome it would change. Some markets lost things they liked. The alternative was maintaining 35 of everything, forever.
Vertical checklists made Booking's mobile filters fast to multi-select, and people immediately over-filtered into zero results. The answer wasn't fewer filters; it was a persistent screen with Clear and Close, so nobody hit a dead end. Three sequential experiments: +0.74% filter usage, +1.66% bookings after filtering, +0.52% overall conversion.
Growing HEINEKEN's design team from 2 to 13 meant the org chart stopped being obvious. Product-aligned teams, vertical ownership, horizontal alignment through shared experience tenets, and a fixed cadence: weekly critique, bi-weekly review, monthly showcase. It costs a standing block of meeting time, and it moves problems out of QA and into crit.
Experience
Design lead for Proof, the B2B commerce platform where bars, restaurants, and retail stores order from North America's largest beverage alcohol distributor.
Managed the design team behind eazle, scaling design practice across global markets and coaching designers through ambiguous problems.
Led design across multiple B2B products in diverse markets. Helped grow the team from 2 to 13 and set up how it worked.
Owned parts of Search Results and Attractions. Ran experiments on filters, listings, and merchandising; led the move to a mobile-first responsive system.
Skills & tools
B2B commerce, Platforms and design systems, Experimentation and A/B testing, Product strategy, AI in design workflows, Research-driven iteration, Design operations and team leadership.
Figma, v0, Cursor, Google Analytics, HTML/CSS, Jira.
Details
“He also brings the right balance of openness and assertiveness. Andrew actively seeks out feedback and puts it into action, but he’s equally unafraid to push back respectfully and offer constructive input. That ability to challenge appropriately, while maintaining a collaborative spirit, is a rare and valuable quality.”