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William Hall

585-297-3613 williamsmhalljr@gmail.com
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What I Do

Staff-level Product Designer and Growth Strategist with over 8 years of experience driving productled growth (PLG) through the intersection of creative direction, data analysis, and technical execution. I design and build end-to-end user journeys that optimize acquisition, activation, and retention. My work spans rapid experimentation, custom tooling, and monetization strategy, with a focus on making complex systems intuitive, scalable, and human-centric.

Work Experience

Principal Product Designer & Head of Growth (Founder)

Shane Milton | January 2024 - Present
  • Growth Strategy & Monetization: Founded and scaled a D2C streetwear brand, acting as the primary product lead. Orchestrated the full end-to-end user journey, resulting in a cohesive ecosystem that balances brand equity with conversion optimization.
  • Product-Led Development (Shopify): Designed and developed a fully custom Shopify 2.0 theme from the ground up. Extended the default editor with modular sections and custom blocks to support flexible merchandising, enabling rapid A/B testing of storytelling layouts for product drops.
  • User Acquisition & Activation: Directed creative execution for acquisition campaigns across web and social, utilizing analytics and customer feedback loops to iterate on site UX. Improved clarity and engagement, effectively moving users from discovery to purchase.
  • Experimentation & Iteration: Used data-informed insights to refine product hierarchies and site flows, specifically optimizing for limited-run drops and one-of-one items to maximize scarcity-driven conversion.
  • Systems Thinking: Established a scalable design system for the brand’s visual language, typography, and color systems, ensuring consistency across all digital and physical touchpoints.
  • Production & Operations: Managed vendor relationships and production logistics, balancing material constraints with cost and timeline requirements to ensure high-margin deliverability.

Brand Consultant

Shane Milton | July 2025 - Present
  • Partnered with an emerging streetwear brand to define its creative and strategic foundation, conducting a brand audit to assess positioning, audience alignment, and differentiation within the contemporary fashion landscape.
  • Helped articulate the brand’s core values, narrative, and tone of voice, translating abstract concepts into a clear visual and verbal system used across product names, site copy, and marketing materials.
  • Designed the brand’s primary logo and supporting visual language, establishing a dark, raw, and tactile aesthetic that informed the website, apparel graphics, and packaging.
  • Designed and developed a fully custom Shopify theme from the ground up, extending the default editor with modular sections and custom blocks to support flexible merchandising and storytelling.
  • Consulted on apparel design and production strategy, advising on materials, garment construction, and finishing techniques, including laser-engraved workwear pieces and custom denim applications.
  • Supported drop planning and launch execution, helping structure collections, product hierarchies, and site flows to highlight limited runs and one-of-one items.
  • Provided ongoing guidance on maintaining brand consistency across digital touchpoints, equipping the founder with systems and templates to evolve the brand without diluting its identity.

Product Design Lead & Web Content Manager

Laboratory For Laser Energetics | Jan 2023 - Present
  • Platform Transformation: Orchestrated a total platform transformation, replacing a legacy HTML ecosystem with a modern, scalable architecture. Resulted in a **233% increase in monthly organic traffic (3k to 10k)** through improved SEO and UX structures.
  • UX Research & Optimization: Engineered a data-informed SEO and UX strategy to successfully filter bot traffic and improve high-intent user engagement within a high-security, DOJregulated environment.
  • Accessibility & Compliance: Boosted Siteimprove performance and accessibility scores by **30%** through rigorous systems design, ensuring federal compliance while optimizing the onboarding experience for new users.
  • Cost Efficiency: Transitioned web projects from external agency contracts to in-house development, saving over **$40,000** annually while regaining full control over experimentation and customization velocities.
  • Design Ops: Implemented robust SEO strategies and department-wide workflows, elevating website rankings to first-page visibility on Google for key industry keywords.

Freelance

Web services | Nov 2018 - Present
  • Maintained client relations leading to complete client satisfaction.
  • Design easy to navigate websites that are desktop and mobile friendly.
  • Manage all ad campaigns from creation to completion to ensure it's success.

Client Success Specialist

829 Studios LLC | May 2022 - Jan 2023
  • Made meticulous edits to clients' websites using: WordPress, Gutenberg, HTML, and CSS.
  • Managed client projects and maintained several high budget client relations while handling each of their request promptly.
  • Created and maintained dozens of quarterly budgets for clients.
  • Designed flyers for print using Adobe InDesign and Photoshop.
  • Worked with a development team to coordinate larger projects.

Website Maintenance Specialist

CGI Digital | Oct 2020 - May 2022
  • Provided support to clients through video calls and emails.
  • Facilitated the set-up and support of every client's Google Workspace Account.
  • Created proposals and budgets for new products and services.
  • Assisted in conducting interviews and led training for new Live Site Designers.
  • Created training guides and walk throughs for new employees and clients.
  • Updated client contracts and facilitated contract renewal website edits.
  • Identified a critical market gap in client email migration workflows, conceptualizing and pitching a Google Workspace product integration that was adopted as a permanent offering in the CGI Digital sales catalog.
  • Led the end-to-end design strategy for the Workspace product, aligning cross-functional stakeholders on technical feasibility and business viability.
  • Established a new revenue stream that continues to scale today, demonstrating a "O-to-1" product mindset and the ability to link design execution to long-term business strategy.

Shopify Expertise

Beyond standard theme configuration, I specialize in building custom Online Store 2.0 experiences. My deep understanding of the platform allows me to bridge the gap between creative design and technical functionality.

Liquid Theme Development
Online Store 2.0 Architecture
JSON Templates & Metafields
Custom Section Schema
App Integration & APIs
Conversion Rate Optimization

Professional Skills

Web Design WordPress/Divi/Elementor HTML/CSS/Java Shopify Ecommerce SEO Gutenberg Editor Product/Service Rollout Google Workspace Email Hosting DNS Management Design Client Relations Project Management Budget Tracking Adobe Creative Suite Photoshop Social Media Management Ad Creation

Personal Skills

Problem Solving Reliable Professional Leadership Organized Time management Team player Fast learner Self Motivated Determined
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