My role: Creative Leader, UX and visual design across the product ecosystem
Situation
CUE is a live engagement platform used at events around the world: NFL, NBA, NHL, and MLB venues, college athletics, Premier League clubs including Chelsea and Tottenham, Formula 1, the Indy 500, the World Baseball Classic, even the Pokémon World Championships. When it works, the audience isn't watching the show anymore. They're in it.
The Challenge
There is no soft launch at a live event. When a feature ships, it ships to a full venue in real time, and the design either holds up or it doesn't. A stadium full of people is the QA environment.
The harder problem is that almost everything we design serves three audiences at once: the fan in the seat, the brand paying for the moment, and the team running the show. An activation that delights fans but buries the sponsor fails. One that pushes the sponsor and annoys the crowd fails worse. The work lives in that balance.
What I do
I lead UX and visual design across the product ecosystem: interactive fan experiences, analytics dashboards, sponsorship activations, and a white-label platform that let partners run experiences under their own brand. I take features from early concept through launch, working alongside product, engineering, and sales.
How the work gets made
AI is part of my daily practice now, not as a novelty but as production infrastructure.
I built design systems in Claude Design that let our sales and marketing teams create their own decks, on brand, without waiting in a design queue. A deck that used to take a couple of days from outline now comes together in about ninety minutes, and the designers stay on product work.
For production assets, I build repeatable workflows in Figma Weave instead of remaking the same things by hand.
And prototyping changed shape entirely. It used to top out at a Figma click-through: good, not great. Using Claude and Figma Make, prototypes are now working HTML: real button states, micro-interactions, transitions, live data. We test on something that behaves like the product, iterate fast, and hand it to engineering once the idea has earned it.
What clients report
RSC Anderlecht reported nearly 60% in-stadium adoption of the platform's light show experience at matchday. The Kansas City Royals describe going from six fan-cam cameras to over a thousand simultaneous phone feeds. These are the platform's results, built by the whole team; my job is making sure the experience deserves them.