PRODUCT DESIGN LEADER
Colby Dodson
I'm a product design leader with 10+ years of experience helping teams build things that actually matter to people. I believe the best work comes from momentum — progress over perfection, always.
10+
$440M
+22.6%
200%
CONVERSION LIFT
RESEARCH GROWTH
FEATURE PIPELINE
YEARS EXPERIENCE
Previous Work
2 Weeks 2 Hours
There's something powerful that happens when a team can see, touch, and interact with a product — it fundamentally shifts the conversation. What once took weeks of back-and-forth can suddenly become a tangible, reactive artifact in just a couple of hours.
Silence ≠ Satisfaction
My first project at VMware centered on a legacy license and seat management tool. Despite an absence of user complaints, our greatest challenge wasn't redesigning the tool itself — it was convincing stakeholders that silence isn't the same as satisfaction. Users had simply learned to work around the tool's shortcomings, and our job was to show that adaptation isn't acceptance.
There are times when faced with massive technical and business constraints you create something that feels "good enough". Later on you might learn that it was a little better than that.
State of the Art ~Baymard Institute
When building the JCPenney Pick It app for store associates I learned 2 valuable lessons. First, if you need an instruction manual for an app you probably can do better. Second, users will do what needs to be done to accomplish the task and get on with their day, even if it costs the company hundreds of thousands of dollars.
$300K Loss
Experimental/Beta
This is more of a random collection of things that were never released, limited data, pure UI design or still in beta testing. Password required.