Eric Gustafson Product Design Leadership • Creative Direction • UI/UX • Lucid Dreamer Austin • San Francisco • Chicago https://antilimit.com ----- Mission Statement: Translating brand and technology to create an unforgettable UX one interaction at a time. ----- Work History: Vi Labs Creative Director • UX Director 2021 - Present Currently leading a creative & product design team of 4 full-time employees to support multiple nationwide health and wellness industry brands. Anytime Fitness Created, launched and currently maintaining a novel app experience designed from the ground up for one of the largest international gyms. Striking a balance with existing design patterns, working within brand guidelines while knowing when to push beyond to create a highly emotional and engaging UX. Increased metrics across the board from existing app by 41% for 90-day activations. Achieved an incremental revenue increase of $47.8 million for AF and maintain a strong 4.8 app rating for iOS. All launched in under 7 months. Currently guiding design team to maintain and release new app features while adding unique emotional layer touches and story-telling elements. Dev handoff documentation, strong communication of ideas and token design all part of our process. 24 Hour Fitness Creating and maintaining the full digital UX from club kiosk to app. Established design system. Involved in marketing campaigns, print, landing pages, guest passes and primarily the app from onboarding to day-to-day interactions. Worked through a rebrand with C-level stakeholders as the director of a design and product team which drove app adoption by active members to be 83%. Stronger U Initially directed multiple designers to launch a nutrition coaching app. Later oversaw design system creation and brand re- alignment with our design team. Also designed a back-end coaching management system to create a full end-to-end platform. - muuv Creative Director • Industrial Design Lead 2019 - 2021 Led the creation of a fun and motivational health and wellness brand from scratch that has reached over 8 million people and led to acquisition. Involved with a unique partnership in the retail space with Stamina Fitness to help manufacture a brand of fitness equipment paired with a smart digital experience. Managed design team to create branding and UI/UX decisions for app and web. Implemented front-end dev, worked closely with marketing teams and integral to executing a partnership with iHeartRadio. - Your Trainer Creative Director 2018 - 2019 Directed all design decisions for web and app UI/UX. Involved heavily in business development efforts by crafting pitch decks and communication visuals that helped to establish a relationship with 24 Hour Fitness. Responsible for high fidelity design of lead onboarding, interactive prototypes, motion graphics, marketing and social content. - The Cube Creative Director • User Testing Manager 2012 - 2017 Alongside the CEO and CTO helped to scale up operations and funding from a team of 4 to over 50 people. Created innovative industry features such as AI analysis of football games that interpreted scoring, downs and yards. Owner of all design and product decisions since inception. Managed a full-time designer, a marketer and four contract designers. Together we created and streamed some truly awesome product features and content in a mobile app, smart tv, tablet and web. Involved with all facets of the company until the acquisition by the Chicago Sun-Times and assisted with transition to PlayOn! sports. - Classified Ventures UI/UX Manager • User Testing Manager 2006 - 2012 Apartments.com Helped scale and transition a local Apartment print magazine into a multi-million dollar company that led to acquisition. Leading front-end design and development of mobile and desktop UI/UX for two national brands as well as other marketing campaigns, social content strategies, back-end apartment management tools and more. Heavy metric-driven optimization, novel ideas and long- tail strategies that exceeded revenue and business goals. Auto.com Launched a new brand and created all design assets from scratch. Replicated prior success in the apartment space for the auto industry and set a new standard amongst online shopping that was heavily research based with user testing. - Freelance 2004 - Present Web Design • Front-End Dev • Photography • Illustration • Print Thirty Seconds to Mars (2021) Contract with Black America (2020) Pigments Boutique (2016) Invicible Scars (2010) University of Houston (2004) ----- Work Experience: - University of Texas Arlington (2004, BFA) - San Jacinto College - SXSW Interactive (2008 - 2014) - Maker Faire SF (2015 - 2017) - Figma Config (2022, 2023) - Adobe Max (2021) - Perpetual inner passion & curiosity ----- Skills: Design Figma • FigJam • Stark • Token Studio • Miro • Protopie • Adobe Creative Suite • SF Symbols • Photoshop • Illustrator • XD • After Effects • Premiere Pro • Sketch • Framer • GIPHY Capture • InDesign Inspiration Product Hunt • Screenlane • Mobbin • The Noun Project • Designer Daily Report IconScout • LottieFiles • One Page Love • Behance Data & Research Maze • Usability Hub • Google Analytics • Optimizely • Google Optimize • CleverTap Gen AI Midjourney • Runway • Visily Canva • Gamma • ChatGPT Jasper • Diagram • Firefly Development HTML • SCSS • Javascript • Lottie • Testflight GitHub • Node • React • Firebase • Github Heavy Client Side • Light Server Side • CMS • HubSpot • Wordpress Squarespace • Terminal OS Simulator • Chrome • Safari Productivity Notion • Asana • Jira • Google Drive • Google • Dropbox • Box • MS Office Leadership Solution Oriented • Visual Direction • Inclusive • Humble Efficient Communication • Highly Organized Other Essential Tools Sense of Humor • Milwaukee Compact Router • Japanese Pull Saw • Any Fox Farm Nutrient • Olympus MFT with 12mm f/2.0 Prime • Rainbow Bubble Popper (for my sweet monster) • Red KitchenAid Stand Mixer ⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⣀⣤⣴⣶⣶⣦⣄⡀⠀⠀⠀⠀⠀⠀⢀⣤⣶⣶⣶⣦⣤⡀⠀⠀⠀⠀ ⠀⠀⢀⣾⣿⣿⣿⣿⣿⣿⣿⣷⣄⠀⠀⠀⢀⣾⣿⣿⣿⣿⣿⣿⣿⣿⣦⡀⠀⠀ ⠀⠀⣾⣿⠟⠋⠉⠀⠀⠉⠙⠻⣿⣷⡀⣰⣿⣿⣿⠟⠉⠀⠀⠀⠈⠙⣿⣷⠀⠀ ⠀⢸⣿⠏⠀⠀⠀⠀⠀⠀⠀⠀⠈⢻⣿⣿⣿⡿⠃⠀⠀⠀⠀⠀⠀⠀⠸⣿⡇⠀ ⠀⢸⣿⠀⠀⠀⠀⠀⠀⠀⠀⠀⢀⣾⣿⣿⡿⠁⠀⠀⠀⠀⠀⠀⠀⠀⠀⣿⡇⠀ ⠀⢸⣿⡆⠀⠀⠀⠀⠀⠀⠀⢀⣾⣿⣿⣿⣧⡀⠀⠀⠀⠀⠀⠀⠀⠀⢰⣿⡇⠀ ⠀⠀⢿⣿⣄⡀⠀⠀⠀⢀⣴⣿⣿⣿⠟⠘⢿⣿⣦⣀⡀⠀⠀⢀⣀⣴⣿⡿⠀⠀ ⠀⠀⠈⠻⣿⣿⣿⣿⣿⣿⣿⣿⡿⠁⠀⠀⠀⠙⣿⣿⣿⣿⣿⣿⣿⣿⡿⠁⠀⠀ ⠀⠀⠀⠀⠈⠛⠻⠿⠿⠿⠛⠁⠀⠀⠀⠀⠀⠀⠈⠙⠻⠿⠿⠿⠛⠉⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀