About

Geoff Roseborough

Geoff Roseborough is a multidisciplinary product designer, currently leading the Design Systems team at Playlist (Mindbody, ClassPass).

He's a Californian living in England and has over a dozen years of experience in interactive & graphic design, photography, & motion graphics.

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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