Sowal Bicycles Photo Shoot 2020
Hi, I’m Todd Rice — a design leader and seasoned product designer with experience as both a director and manager. With over two decades in human interface design, I bring together creative vision, UX expertise, and strategic thinking.
The role of the designer constantly evolves. For me, it’s always about thinking beyond the interface and understanding the broader human-to-machine relationship. While design systems and patterns bring structure, they can also box us into commodity roles. Reinvention has become part of the job—a survival skill. But design — good design — will never go away.
I’ve led teams, launched products, and scaled experiences across fintech, e-commerce, automotive, and wellness — partnering with brands like Volkswagen, USAA, Nike, and Ladder to turn big ideas into thoughtful design. My work spans native apps, responsive platforms, and complex digital transformations — always with a focus on clarity, usability, and long-term scalability. I stay hands-on across UX, UI, and visual systems while guiding teams, shaping product vision, and collaborating closely across disciplines.
Over the years, I’ve learned that leading a team well means understanding the people behind the work. I take pride in managing not just tasks, but personalities — supporting individuals in a genuine way, because the best results come from teams that feel seen, heard, and respected.
I approach leadership like I approach design — with intention, empathy, and a focus on outcomes. I’ve helped teams move through friction, supported career growth, and coached individuals to find their voice. Culture isn’t just a vibe — it’s how we show up for each other, even on the tough days.
Outside of work, I’m a proud dad, a “getting-back-in-shape” bicyclist, and currently writing a youth novel.
Career Highlights
Nike: Led experimental design exploration during the conceptualization phase of Nike's virtual store, aiming to craft an immersive and innovative shopping experience by merging iconic brand elements with technology.
Best Friends Animal Society: Created a nationwide structure to support and organize advocacy efforts, amplifying their impact in promoting animal welfare across the United States.
Ladder: Developed tailored and personalized pathways for diverse audience segments, enhancing the overall experience by customizing the user journey based on individual interests and requirements.
DashGo: Partnered with this global music rights and distribution company to reimagine their digital platform — creating a more intuitive interface for artists and labels to track royalties, release music, and manage their catalogs.
No Kid Hungry: Developed strategic brand awareness initiatives and conceptualized the framework for Taste of the Nation events, promoting advocacy and driving donations to combat childhood hunger.
U.S. Marshals Service: Designed a streamlined process applying the principle of least effort, allowing dedicated professionals to work more efficiently while maintaining high effectiveness in their crucial law enforcement responsibilities.
Volkswagen: Collaborated on various projects, refining teamwork and process management skills to contribute effectively to the development and implementation of innovative solutions, enhancing the overall experience for customers and stakeholders.
The Firm: Partnered with this iconic talent management company to craft digital and e-commerce strategies for high-profile artists — blending fan engagement with forward-thinking online experiences. Contributed to campaigns featuring music acts like The Chicks, blockbuster films such as Spider-Man, and top-tier talent including Samuel L. Jackson.
USAA: Conducted thorough audience research to develop an engaging and interactive annual report experience tailored to the USAA membership audience, effectively conveying the organization's progress and achievements.
BET Awards: Developed a secure and efficient voting system integrating both digital and physical processes, ensuring the integrity of the voting process while providing a seamless experience for participants.
Wagner Skis: Led a full digital transformation for this premium custom ski manufacturer, enhancing both the e-commerce experience and customer journey. The result was a more seamless path from ski personalization to purchase, reflecting the brand’s high-touch, performance-driven ethos.
Agency (Founder): Founded and grew a trusted multimillion-dollar agency that helped brands scale through design-led digital solutions. Built and managed a multidisciplinary team, working with clients across industries to craft award-winning websites, campaigns, and digital products.
Feel free to reach out for speaking opportunities, collaborations, or just to say hello. I’m always up for a good conversation — especially if it involves design, bold ideas, or where the two intersect.