I’m Ash Billings,
Principal UX Strategist
Product Designer turned UX Strategist with 12+ years across Fortune 500 retail and global e-commerce. I work upstream of feature development, turning ambiguous problems into research-grounded strategy and durable systems. I also build the AI tools I work with: custom GPTs and Claude skills that compress research synthesis, prioritization, and stakeholder reporting from weeks into hours.
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.
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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