Hey, I’m Geoff

Mgr. Design & User Experience @ Playlist (Mindbody + ClassPass)

Champion for Quality Design. Systems-Connected AI Workflows & Personalized Consulting

I’m a multidisciplinary product designer with over a dozen years of experience in the field.

From boutique startups and agencies to major players in the digital product space, I’ve built a track record of balancing technical thinking with strategic solution-finding through design.

In my current role, I lead the Design Systems team at Playlist, which includes Mindbody and ClassPass. My work today focuses on building intuitive, experience-centric AI workflows, while my earlier work at the company involved diving deep into consumer growth initiatives and Design Systems.

In my previous roles, I’ve had the privilege of:

  • Adapting the digital experiences of Las Vegas’ biggest hotel and entertainment destinations to meet travelers’ changing needs during the height of the COVID-19 pandemic

  • Bringing to life a trailblazing AI-assisted chart review and documentation tool designed to address physician burnout

  • Creating fun, engaging assets for household names including Doritos, Xbox, Vita Coco, Sky Zone, The Cheesecake Factory, and California Pizza Kitchen

My roots in graphic design, photography, and motion graphics have given me an instinct for creative decision-making, a strong eye for quality design, and a scrappiness that just won’t quit.

Design systems have become my calling because they offer the most fundamental opportunity to set the standard for a product’s quality and craftsmanship.

Selected work

Case studies

Entertainment Booking

Web Design, Motion

Entertainment Booking

MGM Resort’s direct booking experience for its wide range of entertainment offerings was losing a lot of traffic to external booking sites where a portion of revenue had to be shared. We needed to modernize the booking experience and focus specifically on a mobile-first approach. Shifting booking traffic to MGM’s direct booking experience would be an instant win and increase in revenue - without any change in attendance.

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Room Booking

Web Design, Motion

Room Booking

MGM's booking flows were deployed on top of a proprietery, monolithic web platform that was missing critical documentation, developer tools, and end-to-end automation. Guests were dealing with user experience that made it difficult to compare rooms and pricing across all of the MGM properties.

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MGM Resorts Mobile App

App Design, Motion

MGM Resorts Mobile App

As leaders in the hospitality industry, MGM Resorts seeks to create cutting-edge digital experiences that surpass the expectations of their guests. They initially brought in Superformula to captain their iOS and Android mobile apps, improving the codebases and designs where we could, while side-stepping the mounting technical debt.

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Doritos Mix Arcade

Website Design, Animation, Event

Doritos Mix Arcade

Snacks and gaming are inexorably tied together, so it’s only natural that a snack brand so loved as Doritos would use gaming as a way of engaging users with a new product: Doritos Mix, a combination of four unique chips in one bag. But such brand tie-ins are a dime-a-dozen; how can we use technology to create unforgettable experiences? In partnership with Doritos' brand agency The Marketing Arm (TMA), HYFN was tasked with updating classic arcade experiences for the connected age of gaming in channels both digital and physical. To do so, we matched retro gaming experiences with hand-built technology, Twitch group play, analog ingenuity, and an anything-is-possible spirit—all resulting in a series of wide-reaching, first-ever achievements.

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Xbox: Every 60 Seconds

Web Design, Motion Design

Xbox: Every 60 Seconds

Microsoft (in partnership with PepsiCo & Lays) wanted to build buzz around the launch of the new Xbox One X console by giving fans the chance to bid and win an Xbox One X - every 60 seconds - before public sale. The core challenge was in designing a fair gameplay that deterred bots, cheaters, and sweeps junkies.

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Sky Zone: Brand Evolution

Branding, Website, Photography, Video

Sky Zone: Brand Evolution

Founded in 2004, Sky Zone Indoor Trampoline Parks created an entirely new category of location-based entertainment. Over a decade later, Sky Zone had opened over 150 franchise locations and expanded into new countries. But as the business matured, so too did the competition; imitators began springing up left and right, feeding off of Sky Zone’s rapid success. It became increasingly clear that a change was in order if Sky Zone was going to keep its position as category leader. We were tasked with determining the viability of—and ultimately executing on—a brand positioning that could appeal to new customers without alienating the existing core audience, thus growing the customer base and driving long-term growth.

View case study

Experience

01 / 08: Manager, Design & UX, Design Systems at Mindbody, Mar 2024 - Present

  1. Mar 2024 - Present2 yrs 9 mos

    Manager, Design & UX, Design Systems

    Mindbody

    • Lead the team managing Playlist's design systems - Mindbody's Elements Design System (built on Material UI) & the ClassPass design system - and scaling them across Playlist's other product spaces, growing the practice from a component library into an organization-wide operational function with squad cycles, QA workflows, & cross-functional rituals
    • Balanced individual-contributor design work across two product areas (Design Systems & ClassPass) during a first year as people manager, bringing organization & rigor to how the systems function collaborates with feature teams
    • Drove platform-level modernization, including landing product-critical components & interaction patterns, CSS modernization, & dark-mode infrastructure, improving UI consistency across legacy & modern surfaces
    • Built design-engineering alignment through a Frontend Platform partnership & recurring engineering forums, establishing shared infrastructure & roadmap coordination
    • Introduced AI-assisted design & engineering workflows and new tooling, expanding team capability & efficiency
    • Joined the company Accessibility employee resource group board & was elevated to Co-Lead, running accessibility workshops including screen-reader exercises presented at company All-Hands

  2. Feb 2023 - Mar 20241 yr 2 mos

    Principal Product Designer

    ClassPass

    • Redesigned the trial plan-selection experience, achieving an 88.9% relative increase in higher-tier plan selection & a 23% relative increase in average reservations per trial
    • Rebuilt the subscription cancellation flow, reducing it from nine steps to three or four & front-loading personalized value propositions, yielding a 32% relative increase in save rate
    • Improved the referral experience, driving a statistically significant 16% increase in purchase conversion & lead capture
    • Designed the Plans V2 admin dashboard on Material UI components, establishing scalable, consistent foundations for internal tooling
    • Consolidated the ClassPass design system from scattered feature files into a single versioned production library, improving source-of-truth clarity for designers & cross-functional partners

  3. Sep 2021 - Jan 20231 yr 5 mos

    Head of Design

    Evidently

    • Led all design across product, marketing, & sales - taking the product from 0 to 1 with the goal of reducing physician burnout through AI-assisted chart review & documentation
    • Conducted ongoing research & workshops with medical advisors to guide early product iterations
    • Built & scaled a custom design system in Figma to enable rapid, consistent iteration
    • Collaborated directly with engineers to scope & prepare the product for clinical pilot studies with several major healthcare organizations

  4. Apr 2021 - Sep 20216 mos

    Principal Designer

    Superformula · for MGM Resorts

    • Oversaw the redesign of all digital touchpoints for MGM Resorts’ new loyalty program, driving a 14% increase in active loyalty members & earning Customer Loyalty Program of the Year at the 2022 Global Gaming Awards
    • Interviewed loyalty team leaders & designed a custom platform to manage MGM’s loyalty member database - unifying 4 internal tools that had not been updated in a decade
    • Developed a historical design library to simplify onboarding of 20+ projects for a rapidly growing design team

  5. Aug 2018 - Apr 20212 yrs 9 mos

    Product Designer

    Superformula · for MGM Resorts

    • Led design of MGM’s direct hotel booking experience for 19 US properties, achieving a 26% improvement in conversion & a 50% increase in revenue in the first year
    • Ran usability testing with 100+ guests to inform direct booking design decisions
    • Migrated MGM’s entire design practice to Figma, building a design system of hundreds of ready-to-use components, & prioritized a minimum WCAG AA accessibility standard across digital products

  6. Apr 2018 - Aug 20185 mos

    Art Director, Interactive Design

    HYFN

    • Unified the websites of West Dermatology’s 60+ acquired offices under a single design system to capture appointments & SEO value
    • Directed & shot dozens of photo & video shoots, and exceeded campaign goals for brands including Xbox, Doritos, & Vita Coco

  8. Nov 2013 - Feb 20162 yrs 4 mos

    Graphic Designer

    Socialtyze

    • Designed all static & motion creative for monthly social campaigns for Cheesecake Factory, Real Mex Restaurants, & California Pizza Kitchen
    • Planned & photographed quarterly shoots, adding thousands of assets to clients’ creative libraries