Brit Ali

Leader in Product Design

My name is Brit and I am a leader in product design with a focus on data driven design, testing & optimization. For the past 5 years I have been  leading UX teams in the e-commerce space. I have a track record for maximizing team performance, hiring top talent, growing teams, and leading large scale initiatives, frequently meeting or exceeding KPI’s.

Design Process

The detailed process varies based on project but at a high level, I typically lead my teams through the following phases: Discovery > Test & Iterate > Launch & Learn. It is important to have alignment across the board on goals, KPIs and what problem(s) we are trying to solve up front. Typically, I encourage collaboration with research and analytics to help narrow the problem(s) and guide design direction before design kicks off. During the design phase, getting feedback is extremely valuable as we iterate through solutions, both internal feedback as well as customer feedback (usability testing, A/B testing etc). Finally, when launching, ensuring quality of implementation, and monitoring results to identify future improvements.

Maximizing team performance

I am continuously focused on creating efficiencies for my teams to perform at their best. What can I do to enable my team, reduce pain points so team members can focus on creating their best work?

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Continuously improve process

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Enabling communication

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Organizing & planning


Fostering collaboration

Team growth & retention

I am focused on attracting and retaining top talent. I have led multiple class partnerships with a university with a top notch UI/UX program, and established internships to build a pipeline of interest and talent.

Retaining talent through building team culture, and supporting individuals in their career growth.

Driven Results

For the past 5 years I’ve been leading product design teams; improving on the user experience and expanding e-commerce capabilities for multi-billion dollar retailers. Many initiatives I have led my teams through have met or exceeded our target KPI’s.

Prior to working in-house, I was in the agency world as an individual contributor where I designed Native App and Responsive Web experiences for a variety of clients.

Bed Bath & Beyond


2021 – Present 5 directs

Total Wine & More


2017 – 2021 7 directs

Agency work

2014 – 2017

Get to know me

See some of my passion projects and get to know me!