I joined Ladder as the company's sole designer, taking on responsibilities across product, marketing, and brand. My work began with iterative improvements to the existing one-to-one personal training app, refining the user experience and interface design. When Ladder decided to pivot its business model toward small group training, I led the complete design process for Ladder Teams, a new product built from scratch to support this shift. This included designing the entirety of the consumer-facing iOS app and the internal web tools coaches needed to manage their teams within just a few months.

Beyond product work, I took on a wide range of marketing and brand initiatives. I designed and built responsive landing pages in Webflow, created social media assets, and created pitch decks for fundraising. Working as the only designer meant wearing many hats and moving quickly across disciplines—from high-level strategy and branding down to implementation details.