I’m Ash Billings,

Strategic Design Leader

I specialize in uncovering systemic friction, designing platform-scale solutions, and driving alignment across product, design, and engineering. With over a decade of experience leading strategy and experience architecture for enterprise platforms, I focus on transforming complex ecosystems into intuitive, scalable experiences. I believe impactful UX strategy operates at the intersection of user intent, business vision, and system capability — and I am passionate about building teams and frameworks that move organizations forward.

BOPIS: Diagnosing & Elevating Buy Online, Pickup In-Store

Bath & Body Works | UX Strategy
I led a full-system audit of the BOPIS experience, uncovering friction across digital flows, inventory visibility, and in-store fulfillment. This work shaped strategic roadmaps, influenced OMS and POS upgrades, and reframed how the business approached omnichannel trust.

TackleBox: Scaling a Modular Marketing Platform

Big Fish Games | Product Design
I architected a modular campaign platform used by studios across the org. From research to rollout, this system transformed how marketing, QA, and dev teams launched content — reducing tool bloat, aligning workflows, and accelerating time to market.

Reimagining the
In-Store Experience

Bath & Body Works | Vision Strategy
This future-state vision deck reframed how in-store shopping could support personalization, discovery, and fulfillment. Built to drive executive alignment, the work mapped phased digital interventions grounded in operational feasibility and guest impact.

Loyalty Program Update

Columbia Sportswear | Feature Design

I partnered with product, loyalty, and dev teams to modernize the enrollment and engagement experience. Updates focused on reducing friction, supporting omnichannel usage, and aligning reward behavior with business goals.

Streamlining Special Group Discounts

Columbia Sportswear | UX Optimization

By crafting a responsive web user interface that leveraged a third-party service, the project aimed to simplify the discount redemption process, ensuring eligible users such as military, first responders, and educators could easily avail themselves of their entitled benefits during checkout.

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