DTC Platform — United Wheels (Huffy, Buzz, Niner, Batch)

Problem

United Wheels manages beloved cycling brands with fragmented legacy commerce experiences, siloed data, and limited ability to scale to new markets. Each brand operated on different platforms, preventing shared merchandising, centralized analytics, and consistent customer journeys.

Approach

I led a cross-functional program that established a shared Hyvä design system on Adobe Commerce, integrated Salesforce Marketing Cloud and Personalization, and aligned product, merchandising, and engineering teams around a unified roadmap. We built reusable storefront patterns, automated translation and localization workflows, and deployed a common data layer for analytics and lifecycle messaging.

Metrics

• Reduced platform operating costs by consolidating hosting, licensing, and maintenance.
• Accelerated launches with a shared Hyvä component library and CI/CD automation.
• Enabled merchandising teams to run global and regional campaigns from a single control center.

Visuals

I facilitated design sprints to create Hyvä component kits for hero modules, product storytelling blocks, and fit finders. We prototyped personalized homepage states for each brand, ensuring on-brand photography and messaging while reusing the same code paths.

Frameworks applied

• Organized releases with the bridge-building rituals from Design & Development: Building the Bridge, Not the Wall.
• Scaled the design language using Design Systems as Behavioral Architecture.
• Centralized experimentation telemetry in the Experimentation Flightdeck governance layer.