15 years of leadership and execution in digital product design.

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Copyright 2017 Jake Clark All Rights Reserved

Rogue Fitness Responsive Redesign

2013 – 2014 // Creative Direction, UX Strategy

As the Director of eCommerce, I’ve led several redesigns of roguefitness.com. I manage a team of 18 developers and QA engineers, as well as 9 additional eCommerce personnel. Close coordination with the Creative team was an absolute must in order to quickly and agilely accomplish our goal.

As our mobile traffic has begun to rapidly eclipse our desktop traffic, performance was a key focus – including intensive server side caching and implementing Akamai CDN capabilities. From start to finish the overhaul took six months, a testament to the ability of my team to work towards strategic business goals.



Standardizing Styles


We outlined all the CSS for elements in the final design and housed them on our internal site for development reference and future updates.

  • Rethinking the primary navigational model for centralized activity and Search.  This keeps the main usage in the Timeline and secondary functions always at your thumbs or a simple filter away.  I did not include any error states, management screens, or detail views of the app.
  • Cleaning up typography for better reading and glancing of the Timeline.
  • Prioritizing content (links, media, etc.) above anything else. Actions no longer flood the view, but are accessible using simple gestures.

Mobile First

The mobilefirst approach is exactly as it sounds: designing for the smallest screen and working your way up. It is one of the best strategies to create either a responsive or adaptive design. The mobilefirst approach is a tenet of progressive enhancement.

Modern Design

We researched, tested, and implemented the latest pattern designs to ensure a seamless experience across devices.

Unlimited Breakpoints

We tested on over 57 devices, phones, tablets, desktops, and browsers.