Hi there,
I'm Lance Barrera

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.

A grid of GoFundMe Design System components.

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.

Two key screens from the Shipt Shopper app Stats redesign.

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.

Three key screens from the GoFundMe web navigation redesign.

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.

A key screen from the Dover Fueling Dispenser Touch-Screen UI design project.

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.

A key screen from the HBO Europe Playstation navigation redesign.

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.

A blurred image of scenes from an animated reel to inspire internal employees at Shipt.

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.

A key screen from the Lidl US store delivery management app.

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.

A key screen from the Dover Fueling product suite enterprise navigation design project.

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.
Work

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
Community

CreativeMornings Charlottesville

December 2017–December 2019
Founder • Host

The Bridge Progressive Arts Initiative

February 2018–December 2019
Programming Committee Member
Education

Virginia Commonwealth University

2010–2013
BFA Graphic Design
Talks

A Universal Language: Inclusive Design

Tom Tom Founders Festival • 2017
Panel Moderator
Recognition

Webby Nominee for Best User Experience

Shipt Shopper Stats • 2022
Featured on Webflow's blog in 2019

Pollak Society Award

Fall 2013
Exhibition

US/China Typographic Poster Exchange

Exhibited in June 2013 in Richmond, Virginia and Beijing, China