Sowal Bicycles Photo Shoot 2020
Hi, I’m Todd Rice — Design Leadership Across UX, Product Strategy, Research, and Digital Transformation
With over two decades in human interface design, I blend creative thinking, UX expertise, and product strategy to deliver scalable, user-centered outcomes. My approach is grounded in research and shaped by real-world experience.
Design constantly evolves. For me, it’s about thinking beyond the interface and understanding the broader human-to-machine relationship. Systems and patterns provide structure, but thoughtful design informed by research and shaped by context is what drives lasting impact.
I’ve led teams, launched products, and scaled experiences across fintech, e-commerce, automotive, and wellness with brands like Volkswagen, USAA, Nike, and Ladder. My work spans native apps, responsive platforms, and complex digital ecosystems, with a focus on clarity, usability, and long-term value.
I stay hands-on across UX, UI, and design systems, using insights from user research and data to shape product vision, inform priorities, and support cross-functional collaboration.
Leadership, to me, is about people. I’ve helped teams navigate challenges, grow in their roles, and connect their work to outcomes that matter. I lead with empathy, intention, and a focus on what works.
Outside of work, I’m a proud dad, a “getting-back-in-shape” bicyclist, and currently writing a youth novel.
Career Highlights
Nike: Led experimental design exploration during the conceptualization phase of Nike's virtual store, aiming to craft an immersive and innovative shopping experience by merging iconic brand elements with technology.
Best Friends Animal Society: Created a nationwide structure to support and organize advocacy efforts, amplifying their impact in promoting animal welfare across the United States.
Ladder: Developed tailored and personalized pathways for diverse audience segments, enhancing the overall experience by customizing the user journey based on individual interests and requirements.
Miro Facilitator Advisory Panel: Selected to join a global panel of 50 expert facilitators, contributing feedback and strategic insights to shape Miro’s product roadmap, support features for remote collaboration, and improve tools for inclusive, engaging workshop experiences.
No Kid Hungry: Developed strategic brand awareness initiatives and conceptualized the framework for Taste of the Nation events, promoting advocacy and driving donations to combat childhood hunger.
Fjord: Led service design efforts to streamline workflows, resulting in a 21% reduction in system time and automation of 74 processes—unlocking an estimated $180M in savings. Embedded design into operational strategy, positioning it as a trusted driver of efficiency and innovation.
Volkswagen: Collaborated on various projects, refining teamwork and process management skills to contribute effectively to the development and implementation of innovative solutions, enhancing the overall experience for customers and stakeholders.
The Firm: Partnered with this iconic talent management company to craft digital and e-commerce strategies for high-profile artists — blending fan engagement with forward-thinking online experiences. Contributed to campaigns featuring music acts like The Chicks, blockbuster films such as Spider-Man, and top-tier talent including Samuel L. Jackson.
USAA: Conducted thorough audience research to develop an engaging and interactive annual report experience tailored to the USAA membership audience, effectively conveying the organization's progress and achievements.
BET Awards: Developed a secure and efficient voting system integrating both digital and physical processes, ensuring the integrity of the voting process while providing a seamless experience for participants.
Wagner Skis: Led a full digital transformation for this premium custom ski manufacturer, enhancing both the e-commerce experience and customer journey. The result was a more seamless path from ski personalization to purchase, reflecting the brand’s high-touch, performance-driven ethos.
Agency (Founder): Founded and grew a trusted multimillion-dollar agency that helped brands scale through design-led digital solutions. Built and managed a multidisciplinary team, working with clients across industries to craft award-winning websites, campaigns, and digital products.
Feel free to reach out for speaking opportunities, collaborations, or just to say hello.