Laurel Petty

Owned UX, research, and visual design for Minoan’s core B2B e-commerce platform, B2C affiliate platform, Chrome extension, and marketing website, including ongoing marketing & brand creative. Led a ground-up redesign of the B2B platform spanning 60+ screens and dozens of workflows (login, onboarding, account management, quoting, pricing verification, and multi-cart checkout). Drove company-wide rebrand strategy and visual identity across web, mobile, and marketing; led email marketing program and automated drip campaigns; personally owned marketing website redesign (brand storytelling, UX copy, and design) improving conversion from 5% to 15% (3x). Built and mentored a design team as the company scaled, extending UX ownership to internal tooling (OMS, CMS, CRM).

Simplified and redesigned the omnichannel item catalog experience and launched B2B/internal applications from 0 to 1. Personally owned design for internal and B2B catalog tools, including information architecture, design language, user flows, wireframes, and prototypes—enabling Walmart’s first true omnichannel item catalog ecosystem and accelerating listing scale by 25% within five months. Led user research and usability testing with 100+ internal stakeholders and mentored 2–4 junior and senior designers, facilitating weekly design critiques and stakeholder reviews with senior leadership.

Design lead for global digital consultancy and customer experience agency. Owned end-to-end design across multiple complex client engagements—from marketing websites to internal digital transformation projects—across healthcare, global B2B retail, finance, and management consulting. Led creative concepting, visual design, and art direction (workshops, presentations, design systems), defining brand identity, typography, and color systems in collaboration with content designers, researchers, developers, and business analysts.