Hi there,
I'm Lance Barrera
Staff Product Designer
Crafting strategy and systems to drive impact.
New York, NY
Staff Product Designer in New York City—crafting strategy and systems to drive impact.
Good design goes beyond pixels—it’s about making an impact. I focus on strategy, building scalable design systems, and bringing teams together to create thoughtful, effective experiences. My goal isn’t just to execute a plan but to help drive meaningful outcomes through design.
GoFundMe Design System
GoFundMe is the leading crowdfunding platform—but as the product evolves, consistency and scalability become more complex. I lead the team behind its design system, building the foundation that improves efficiency and drives over $40M in annual impact.
Shipt Shopper Stats: A Webby-nominated redesign for transparency and fairness
Shipt's on-demand delivery is powered by personal shoppers who use an app to manage their work. I led the redesign of shoppers’ performance stats to make the app more transparent, fair, and balanced.
Fixing the navigation of the #1 crowdfunding platform, GoFundMe
GoFundMe’s navigation was inconsistent for years, hurting usability. I led a cross-functional redesign, conducted research, and managed an international rollout that drives millions in annual product-led growth.
Designing the future of fueling: a 27-inch touchscreen experience
Dover is a leader in innovative fueling solutions. I worked with Dover to design and bring to market the dispenser of the future, an omnichannel fueling platform featuring a 27-inch touchscreen UI.
Improving the navigation for HBO Europe’s big-screen apps
HBO Europe is a premium television group that offers original HBO programming to subscribers in twenty-one countries. I redesigned the navigation for HBO's series pages on their big-screen apps, like Playstation and Samsung.
Leading the design of an animated reel to inspire 1,300+ employees at Shipt
At Shipt (a Target company), I led the design of an animated reel to inspire 1,300+ employees and board members for the future. I prototyped high-level concepts, secured executive buy-in, and collaborated with Huge to animate the story.
Making receiving deliveries 77% faster for Lidl US with an iOS app
Lidl is an international grocery chain with over 10,000 stores. I designed an iOS enterprise app for Lidl US that made their process for receiving deliveries 77% faster and inspired further innovation for all Lidl stores around the globe.
An adaptable navigation system for a portfolio digital products
Dover Fueling Systems offer a portfolio of digital products to manage their dispensing technologies. I partnered with Dover to design a navigation system that can adapt to all of their enterprise systems so they can offer a consistent branded experience to their clients.
About
About
Over the last decade, I've honed my skills in product design across startups, design agencies, and large tech companies. I began my career in graphic design and branding, but my curiosity and creativity have been with me since childhood. I thrive when tackling complex challenges, fostering collaboration, and crafting solutions that leave a lasting impact.
GoFundMe
November 2021–Present
Staff Product Designer
Shipt
January 2020–November 2021
Sr Product Designer
WillowTree, Inc.
June 2017–December 2019
Product Designer
Leesa Sleep
May 2016–June 2017
UX/UI Design • Visual Design
Campfire & Co.
January 2014–May 2016
Branding • UI/UX Design
BCWH
April 2013–March 2014
Marketing/Print Design
CreativeMornings Charlottesville
December 2017–December 2019
Founder • Host
The Bridge Progressive Arts Initiative
February 2018–December 2019
Programming Committee Member
Virginia Commonwealth University
2010–2013
BFA Graphic Design
A Universal Language: Inclusive Design
Tom Tom Founders Festival • 2017
Panel Moderator
Webby Nominee for Best User Experience
Shipt Shopper Stats • 2022
Featured on Webflow's blog in 2019
Pollak Society Award
Fall 2013
US/China Typographic Poster Exchange
Exhibited in June 2013 in Richmond, Virginia and Beijing, China
