Welcome! I'm Nicole
flare
I am a product designer
I turn complex problems into beautiful, user-friendly solutions
I have a meticulous eye for detail
I have been crafting designs for B2C & B2B since 2012
I am currently designing
at Instacart
I am a product designer
I am a product designer
I turn complex problems into beautiful, user-friendly solutions
I have a meticulous eye for detail
I have been crafting designs for B2C & B2B since 2012
I am currently designing at Instacart
I am a product designer
I am a product designer
I turn complex problems into beautiful, user-friendly solutions
I have a meticulous eye for detail
I have been crafting designs for B2C & B2B since 2012
I am currently designing at Instacart
I am a product designer
I am a product designer
I turn complex problems into beautiful, user-friendly solutions
I have a meticulous eye for detail
I have been crafting designs for B2C & B2B since 2012
I am currently designing at Instacart
I am a product designer
I am a product designer
I turn complex problems into beautiful, user-friendly solutions
I have a meticulous eye for detail
I have been crafting designs for B2C & B2B since 2012
I am currently designing
at Instacart
I am a product designer
I am a product designer
I turn complex problems into beautiful, user-friendly solutions
I have a meticulous eye for detail
I have been crafting designs for B2C & B2B since 2012
I am currently designing at Instacart
I am a product designer
GET IN TOUCH
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Los Angeles, CA
cases
Case Studies
What I've designed recently
Walmart
Walmart
Walmart
Walmart
Walmart
Empowering item discovery with Gen AI summaries
Enhancing user confidence with concise item and review summaries that reduce cognitive load and support faster, informed evaluation.
0 to 1 Design
Gen AI
iOS & Android
+1.1%
ATC conversion
ATC conversion
ATC conversion
ATC conversion
ATC conversion
75%
found helpful
found helpful
found helpful
found helpful
found helpful
Walmart
Walmart
Walmart
Walmart
Walmart
Creating a Reviewer Profile to drive engagement and impact
Simplifying review management with a centralized reviewer profile, personalized dashboards, and transparent feedback systems to foster contributions and trust.
0 to 1 Design
loyalty program
Web & App
+2,233%
submission rate
submission rate
submission rate
submission rate
submission rate
+35K
REVIEWS/WEEK
REVIEWS/WEEK
REVIEWS/WEEK
REVIEWS/WEEK
REVIEWS/WEEK
Walmart
Walmart
Walmart
Walmart
Walmart
Optimizing user feedback with a scalable review template
Increasing item coverage, deepening customer insights, and improving decision-making through more efficient and effective data collection.
Full redesign
scalable system
Web & App
+30%
item coverage & depth
item coverage
& depth
item coverage
& depth
item coverage & depth
item coverage
& depth
+25%
completion rate
completion
rate
completion
rate
completion rate
completion
rate
FabFitFun
FabFitFun
FabFitFun
FabFitFun
FabFitFun
Unifying product creation and management
Consolidating product information across various third-party platforms into a single source of truth to improve management, data accuracy, and operational efficiency.
Internal tool
source of truth
e-commerce
-30%
Time Spent/Sale
Time Spent/Sale
Time Spent/Sale
Time Spent/Sale
Time Spent/Sale
+5.5x
flash sales/year
flash sales/year
flash sales/year
flash sales/year
flash sales/year
case study coming soon
coming soon
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Why Me?
My key strengths
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13+ Years of Experience
13+ Years of Experience
13+ Years of Experience
13+ Years of Experience
13+ Years of Experience
My background spans B2C and B2B industries, including e-commerce, retail, interactive advertising, and marketing.
My background spans B2C and B2B industries, including e-commerce, retail, interactive advertising, and marketing.
My background spans B2C and B2B industries, including e-commerce, retail, interactive advertising, and marketing.
My background spans B2C and B2B industries, including e-commerce, retail, interactive advertising, and marketing.
My background spans B2C and B2B industries, including e-commerce, retail, interactive advertising, and marketing.
design_services
design_services
design_services
design_services
design_services
Proficient in UX & UI Design
Proficient in UX & UI Design
Proficient in UX & UI Design
Proficient in UX & UI Design
Proficient in UX & UI Design
Proficient in UX & UI
I apply design thinking principles to craft intuitive, user-centered solutions that align with business objectives.
I apply design thinking principles to craft intuitive, user-centered solutions that align with business objectives.
I apply design thinking principles to craft intuitive, user-centered solutions that align with business objectives.
I apply design thinking principles to craft intuitive, user-centered solutions that align with business objectives.
I apply design thinking principles to craft intuitive, user-centered solutions that align with business objectives.
code
code
code
code
code
Skilled in HTML & CSS
Skilled in HTML & CSS
Skilled in HTML & CSS
Skilled in HTML & CSS
Skilled in HTML & CSS
My coding skills enhance collaboration, enable more realistic designs, and improve communication.
My coding skills enhance collaboration, enable more realistic designs, and improve communication.
My coding skills enhance collaboration, enable more realistic designs, and improve communication.
My coding skills enhance collaboration, enable more realistic designs, and improve communication.
My coding skills enhance collaboration, enable more realistic designs, and improve communication.
eye_tracking
eye_tracking
eye_tracking
eye_tracking
eye_tracking
Master at Visual QA
Master at Visual QA
Master at Visual QA
Master at Visual QA
Master at Visual QA
I catch subtle details others often miss and clearly communicate them to engineers via Jira or Slack.
I catch subtle details others often miss and clearly communicate them to engineers via Jira or Slack.
I catch subtle details others often miss and clearly communicate them to engineers via Jira or Slack.
I catch subtle details others often miss and clearly communicate them to engineers via Jira or Slack.
I catch subtle details others often miss and clearly communicate them to engineers via Jira or Slack.
digital_wellbeing
digital_wellbeing
digital_wellbeing
digital_wellbeing
digital_wellbeing
Humble & Purposeful Mindset
Humble & Purposeful Mindset
Humble & Purposeful Mindset
Humble & Purposeful Mindset
Humble & Purposeful Mindset
Humble Mindset
I value feedback, collaboration, and continuous learning to create impactful and user-centered solutions.
I value feedback, collaboration, and continuous learning to create impactful and user-centered solutions.
I value feedback, collaboration, and continuous learning to create impactful and user-centered solutions.
I value feedback, collaboration, and continuous learning to create impactful and user-centered solutions.
I value feedback, collaboration, and continuous learning to create impactful and user-centered solutions.
handshake
handshake
handshake
handshake
handshake
Effective Collaborator
Effective Collaborator
Effective Collaborator
Effective Collaborator
Effective Collaborator
I've successfully worked with product, business, engineering, data science, legal, and marketing to launch products.
I've successfully worked with product, business, engineering, data science, legal, and marketing to launch products.
I've successfully worked with product, business, engineering, data science, legal, and marketing to launch products.
I've successfully worked with product, business, engineering, data science, legal, and marketing to launch products.
I've successfully worked with product, business, engineering, data science, legal, and marketing to launch products.
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References
Don't take it from me – hear it from my managers & peers
"Nicole is a meticulous UX designer with strong attention to detail and a deep understanding of code, which allows her to collaborate effectively with engineers and deliver impactful results. I had the pleasure of managing Nicole for 2+ years, during which time she led key initiatives in Fashion and UGC, demonstrating her ability to explore diverse solutions and drive meaningful changes that contributed to Walmart's revenue growth."
"Nicole is a meticulous UX designer with strong attention to detail and a deep understanding of code, which allows her to collaborate effectively with engineers and deliver impactful results. I had the pleasure of managing Nicole for 2+ years, during which time she led key initiatives in Fashion and UGC, demonstrating her ability to explore diverse solutions and drive meaningful changes that contributed to Walmart's revenue growth."
"Nicole is a meticulous UX designer with strong attention to detail and a deep understanding of code, which allows her to collaborate effectively with engineers and deliver impactful results. I had the pleasure of managing Nicole for 2+ years, during which time she led key initiatives in Fashion and UGC, demonstrating her ability to explore diverse solutions and drive meaningful changes that contributed to Walmart's revenue growth."
"Nicole is a meticulous UX designer with strong attention to detail and a deep understanding of code, which allows her to collaborate effectively with engineers and deliver impactful results. I had the pleasure of managing Nicole for 2+ years, during which time she led key initiatives in Fashion and UGC, demonstrating her ability to explore diverse solutions and drive meaningful changes that contributed to Walmart's revenue growth."
"Nicole is a meticulous UX designer with strong attention to detail and a deep understanding of code, which allows her to collaborate effectively with engineers and deliver impactful results. I had the pleasure of managing Nicole for 2+ years, during which time she led key initiatives in Fashion and UGC, demonstrating her ability to explore diverse solutions and drive meaningful changes that contributed to Walmart's revenue growth."
- Charlotte Passot, Sr. UX Design Manager @ Walmart
- Charlotte Passot
- Charlotte Passot
- Charlotte Passot
- Charlotte Passot
- Charlotte Passot
- Charlotte Passot
Sr. UX Design Manager @ Walmart
"Her attention to detail and ability to deliver clear, high-quality designs under tight deadlines is remarkable. Nicole consistently takes ownership of her work, proactively identifying ways to improve quality—even on projects beyond her scope. She’s also a fantastic partner to engineering, bridging design and technical needs seamlessly. Her dedication, thoughtfulness, and collaborative spirit make her an absolute asset to any team."
"Her attention to detail and ability to deliver clear, high-quality designs under tight deadlines is remarkable. Nicole consistently takes ownership of her work, proactively identifying ways to improve quality—even on projects beyond her scope. She’s also a fantastic partner to engineering, bridging design and technical needs seamlessly. Her dedication, thoughtfulness, and collaborative spirit make her an absolute asset to any team."
"Her attention to detail and ability to deliver clear, high-quality designs under tight deadlines is remarkable. Nicole consistently takes ownership of her work, proactively identifying ways to improve quality—even on projects beyond her scope. She’s also a fantastic partner to engineering, bridging design and technical needs seamlessly. Her dedication, thoughtfulness, and collaborative spirit make her an absolute asset to any team."
"Her attention to detail and ability to deliver clear, high-quality designs under tight deadlines is remarkable. Nicole consistently takes ownership of her work, proactively identifying ways to improve quality—even on projects beyond her scope. She’s also a fantastic partner to engineering, bridging design and technical needs seamlessly. Her dedication, thoughtfulness, and collaborative spirit make her an absolute asset to any team."
"Her attention to detail and ability to deliver clear, high-quality designs under tight deadlines is remarkable. Nicole consistently takes ownership of her work, proactively identifying ways to improve quality—even on projects beyond her scope. She’s also a fantastic partner to engineering, bridging design and technical needs seamlessly. Her dedication, thoughtfulness, and collaborative spirit make her an absolute asset to any team."
- Cat Guzman, Sr. UX Design Manager @ Walmart
- Cat Guzman
- Cat Guzman
- Cat Guzman
- Cat Guzman
- Cat Guzman
- Cat Guzman
Sr. UX Design Manager @ Walmart
"She has consistently impressed me with her talent, dedication, and commitment to delivering exceptional user experiences… The results speak for themselves: her designs are among the best I’ve seen in my 15 years as a product manager. What sets Nicole apart is her unwavering advocacy for the customer. She combines her strong sense of empathy with a thoughtful, strategic approach to problem-solving."
"She has consistently impressed me with her talent, dedication, and commitment to delivering exceptional user experiences… The results speak for themselves: her designs are among the best I’ve seen in my 15 years as a product manager. What sets Nicole apart is her unwavering advocacy for the customer. She combines her strong sense of empathy with a thoughtful, strategic approach to problem-solving."
"She has consistently impressed me with her talent, dedication, and commitment to delivering exceptional user experiences… The results speak for themselves: her designs are among the best I’ve seen in my 15 years as a product manager. What sets Nicole apart is her unwavering advocacy for the customer. She combines her strong sense of empathy with a thoughtful, strategic approach to problem-solving."
"She has consistently impressed me with her talent, dedication, and commitment to delivering exceptional user experiences… The results speak for themselves: her designs are among the best I’ve seen in my 15 years as a product manager. What sets Nicole apart is her unwavering advocacy for the customer. She combines her strong sense of empathy with a thoughtful, strategic approach to problem-solving."
"She has consistently impressed me with her talent, dedication, and commitment to delivering exceptional user experiences… The results speak for themselves: her designs are among the best I’ve seen in my 15 years as a product manager. What sets Nicole apart is her unwavering advocacy for the customer. She combines her strong sense of empathy with a thoughtful, strategic approach to problem-solving."
- Alicia Dixon, Group Product Manager (UGC) @ Walmart
- Alicia Dixon
Group Product Manager (UGC) @ Walmart
"Nicole has an extraordinary eye for detail, consistently identifying and addressing even the smallest nuances that enhance the quality of the final product. Her expertise in VQA was crucial in delivering a seamless and high-quality user experience. Beyond her technical proficiency, Nicole excels at designing intuitive and visually compelling interfaces, all while maintaining a holistic understanding of the product’s vision."
"Nicole has an extraordinary eye for detail, consistently identifying and addressing even the smallest nuances that enhance the quality of the final product. Her expertise in VQA was crucial in delivering a seamless and high-quality user experience. Beyond her technical proficiency, Nicole excels at designing intuitive and visually compelling interfaces, all while maintaining a holistic understanding of the product’s vision."
"Nicole has an extraordinary eye for detail, consistently identifying and addressing even the smallest nuances that enhance the quality of the final product. Her expertise in VQA was crucial in delivering a seamless and high-quality user experience. Beyond her technical proficiency, Nicole excels at designing intuitive and visually compelling interfaces, all while maintaining a holistic understanding of the product’s vision."
"Nicole has an extraordinary eye for detail, consistently identifying and addressing even the smallest nuances that enhance the quality of the final product. Her expertise in VQA was crucial in delivering a seamless and high-quality user experience. Beyond her technical proficiency, Nicole excels at designing intuitive and visually compelling interfaces, all while maintaining a holistic understanding of the product’s vision."
"Nicole has an extraordinary eye for detail, consistently identifying and addressing even the smallest nuances that enhance the quality of the final product. Her expertise in VQA was crucial in delivering a seamless and high-quality user experience. Beyond her technical proficiency, Nicole excels at designing intuitive and visually compelling interfaces, all while maintaining a holistic understanding of the product’s vision."
- Nikhil Singhal, iOS Technical Lead @ Walmart
- Nikhil Singhal
iOS Technical Lead @ Walmart
iOS Technical Lead @ Walmart
iOS Technical Lead @ Walmart
iOS Technical Lead @ Walmart
iOS Technical Lead @ Walmart
iOS Technical Lead @ Walmart
"She’s what I would describe as a powerhouse. She’s charismatic, collaborative, and has a deep understanding of the balance between user needs and business objectives. She takes on a remarkably high amount of ownership when it comes to projects she’s assigned. She leaves no stone unturned when it comes to ideation for new design solutions and how to measure their impact."
"She’s what I would describe as a powerhouse. She’s charismatic, collaborative, and has a deep understanding of the balance between user needs and business objectives. She takes on a remarkably high amount of ownership when it comes to projects she’s assigned. She leaves no stone unturned when it comes to ideation for new design solutions and how to measure their impact."
"She’s what I would describe as a powerhouse. She’s charismatic, collaborative, and has a deep understanding of the balance between user needs and business objectives. She takes on a remarkably high amount of ownership when it comes to projects she’s assigned. She leaves no stone unturned when it comes to ideation for new design solutions and how to measure their impact."
"She’s what I would describe as a powerhouse. She’s charismatic, collaborative, and has a deep understanding of the balance between user needs and business objectives. She takes on a remarkably high amount of ownership when it comes to projects she’s assigned. She leaves no stone unturned when it comes to ideation for new design solutions and how to measure their impact."
"She’s what I would describe as a powerhouse. She’s charismatic, collaborative, and has a deep understanding of the balance between user needs and business objectives. She takes on a remarkably high amount of ownership when it comes to projects she’s assigned. She leaves no stone unturned when it comes to ideation for new design solutions and how to measure their impact."
- James Hsu, Director, Product Design & UX @ FabFitFun
- James Hsu, Director, Product Design @ FabFitFun
- James Hsu
- James Hsu
- James Hsu
- James Hsu
- James Hsu
- James Hsu
Director, Product Design & UX @ FabFitFun
"Nicole is, without a doubt, well on her way to an amazing design career — I’ve worked with few people with her attention to detail, raw talent, and seemingly endless tenacity to go above and beyond. She is nothing short of inspiring, understanding how to design and build products with an almost preternatural ease… Nicole showed the team what it meant to be a designer and a teammate."
"Nicole is, without a doubt, well on her way to an amazing design career — I’ve worked with few people with her attention to detail, raw talent, and seemingly endless tenacity to go above and beyond. She is nothing short of inspiring, understanding how to design and build products with an almost preternatural ease… Nicole showed the team what it meant to be a designer and a teammate."
"Nicole is, without a doubt, well on her way to an amazing design career — I’ve worked with few people with her attention to detail, raw talent, and seemingly endless tenacity to go above and beyond. She is nothing short of inspiring, understanding how to design and build products with an almost preternatural ease… Nicole showed the team what it meant to be a designer and a teammate."
"Nicole is, without a doubt, well on her way to an amazing design career — I’ve worked with few people with her attention to detail, raw talent, and seemingly endless tenacity to go above and beyond. She is nothing short of inspiring, understanding how to design and build products with an almost preternatural ease… Nicole showed the team what it meant to be a designer and a teammate."
"Nicole is, without a doubt, well on her way to an amazing design career — I’ve worked with few people with her attention to detail, raw talent, and seemingly endless tenacity to go above and beyond. She is nothing short of inspiring, understanding how to design and build products with an almost preternatural ease… Nicole showed the team what it meant to be a designer and a teammate."
- Nick Ditmore, User Experience Director @ Infor Retail
- Nick Ditmore
- Nick Ditmore
- Nick Ditmore
- Nick Ditmore
- Nick Ditmore
- Nick Ditmore
User Experience Director @ Infor Retail
Product designer (UX & UI)
© 2025 – Nicole Roberts
Product designer (UX & UI)
© 2025 – Nicole Roberts
Product designer (UX & UI)
© 2025 – Nicole Roberts
Product designer (UX & UI)
© 2025 – Nicole Roberts
Product designer (UX & UI)
© 2025 – Nicole Roberts
Product designer (UX & UI)
© 2025 – Nicole Roberts