The approach
Reframe
Find the question underneath the request.
What people are trying to do, and what the organization needs.
Seen in Mylow.
Make it real
Give people something real to respond to.
A tangible example the whole team can challenge together.
Seen in Overtur.
Share the thinking
Show the thinking, not just the work.
Designers present their own decisions to the whole team.
Seen in Access Management.
Build capability
Leave a team that gets better without you.
Shared libraries and practices the team can repeat.
Seen in Phoenix.
A few chapters. One through-line.
Lowe’s
2020 — Now. Senior Product Designer → Lead Product Designer.
From HomeCare+, loyalty and badges to Mylow, I help turn complex journeys into experiences people can use with confidence.
Today the work connects customers, associates, platforms, and teams. From HomeCare+, loyalty and badges to Mylow, Lowe’s AI-powered home improvement assistant, I help turn complex journeys into experiences people can use with confidence.
- Figma adoption · 30+ designers
- AI & agentic commerce
- Design system governance
- Mentorship & critique frameworks
Featured in: Mylow, HomeCare+, Loyalty, Badges.
Encamp
2019 — 2020. Senior UX Designer · Contract.
At an environmental compliance startup, I built a design system from scratch and helped the team grow.
At an environmental compliance startup, I built a design system from scratch and helped the team grow through onboarding and design operations.
- 0 → 1 design system
- Grew the design team from 2 to 6
- Design operations
Allegion
2018 — 2019. Senior Designer · Contract.
One digital language across a portfolio of security brands. That foundation carried into Overtur and Access Management.
The challenge grew beyond a single application: one digital language across a portfolio of security brands. That foundation carried into Overtur and Access Management.
- Project Phoenix
- Schlage · Von Duprin · LCN · CISA
- Overtur & Access Management
Featured in: Phoenix, Access Management, Overtur.
DriveCentric
2013 — 2018. Creative Director / UX Lead.
As the founding design leader, I shaped the brand and the product together into one coherent platform.
As the founding design leader, I shaped the brand and the product together. Customer conversations, sales workflows, and a reusable system became parts of one coherent platform.
- Founding design leader
- Mobile-first CRM
- A CRM used by thousands of dealerships
Featured in: DriveCentric.
Agencies, startups & Finish Line
2002 — 2013. Designer & Developer.
Six roles across agencies and startups, each one adding another way to understand the problem.
Six roles across agencies and startups, each one adding another way to understand the problem.
- Desktop Doctors · Town Financial
- Weblink International · Mediasauce
- Slingshot SEO · Finish Line
And with
I’ve had the opportunity to work with these great companies and products as well.
- General Motors
- Ford
- Nike
- Puma
- Indiana Pacers
- PayPal
- Yonomi
- AXA
A nod to the work.
Still curious. Always.
Andrew Reff. Andy, to most people.
Twenty-plus years. Still looking closer.
Working across design and front-end development taught me how an idea becomes a real experience.
My work has connected brand and product, helped establish a shared language across enterprise applications, and built foundations for teams to grow.
A full life. A better eye.
Home is my wife and our pup. Weekends start with a wake-up boop and an Americano to get the brain going.
I’m endlessly excited and curious about what’s next, not just in design, but in technology and how things are built. I tend to dig deeper into things than I probably should, but that’s just my curiosity taking over. And even after more than twenty years, I still get just as excited when a well-crafted experience comes together.
Off the clock. Still building.
When I’m not pushing pixels, you might find me on a golf course or in the world of Minecraft. Yes, Minecraft. I love it. There’s something about starting with nothing, building whatever comes to mind, and watching it all take shape, block by block. It’s the nerd side of me, and I’m not sorry about it. And if you’ve been paying attention, you might have noticed a little Minecraft has found its way into this site, too.
Step into the world
Have a question in mind?
Or email me.
