YOU ARE TUNED TO CH 01 · BROADCASTING SINCE 1985
BrandonRamlet
DIGITAL EXPERIENCE & PRODUCT STRATEGY LEAD
15 YEARS SHIPPING PRODUCTS AT SCALE · TENS OF MILLIONS SERVED
◂ ▸CHANNELS GTV GUIDE MSOUND CH ▾▴CHANNELS · GUIDEBELOW WATCH ALL 5 TO UNSEAL CH 99
SELECTED WORK · NOW SHOWING
Three feature presentations. Press a listing to tune in; each one opens on its ratings.
▸ LATE NIGHT: three arcade cartridges went missing in this broadcast. For the curious — see the TV GUIDE.
DESIGN SYSTEM ▪ RETAIL ▪ E-COMMERCE
Redesigning the
Five Below
Design System
01 CONTEXT
Designers shipped Figma files; engineers re-typed every hex code and spacing value by hand. The audit found 214 screens, 41 components — and six different opinions of the same button live in production. Every release drifted the brand a little further.
02 THE CHALLENGE
> How might we make one design decision propagate to every page — without a single handoff meeting?
03 THE SOLUTION
Every design decision became a semantic token that exists identically in Figma and Tailwind. What a designer applies in the tool is exactly what an engineer ships in the browser.
One shared component library
Design decisions travel like code
04 IMPACT
Feature spin-up went from weeks to days — visual QA bugs nearly disappeared.
05 PROCESS LOG
Audit before opinion
Inventorying 214 screens first made every consolidation argument a screenshot, not a taste debate.
Semantic tokens, not raw values
color.brand.500 and space.4 travel across Figma, Tailwind, and docs — and survive rebrands.
Governance through pull requests
Token changes ship as reviewable PRs: a change-log for design, predictability for engineering.
TOOLSFigma · GitHub · Tailwind
PRODUCT STRATEGY ▪ OMNICHANNEL ▪ RETAIL · E-COMMERCE
Five Below
OmniChannel
Unlock
01 CONTEXT
In early 2021, cart abandonment was high, BOPIS lagged, and the mobile experience carried years of design debt. The moment of highest intent — “is it really on the shelf?” — was exactly where the product went quiet.
02 THE CHALLENGE
> How might we make the digital-to-physical handoff feel effortless at the exact moment a customer is ready to act?
03 THE SOLUTION
Global header, store selector, PLP, PDP, and checkout — redesigned around brick-and-mortar data so the store actively participates in the digital experience.
The store became a first-class feature
Quick Add, without leaving the shelf
One icon language, app to aisle
04 IMPACT
BOPIS turned from a detour into a driver.
05 PROCESS LOG
Comparative sessions, old vs. new
Every iteration ran head-to-head against the flow it replaced — task completion, drop-off, time-to-decision.
Store data as a design material
Inventory, associate picks, and pickup timing were UI ingredients, not backend trivia.
Validate live before rollout
A/B exposure against real traffic confirmed the lift before shipping to every customer.
TOOLSFigma · Sketch · Analytics
GAMING ▪ E-COMMERCE ▪ UX AUDIT
Nexon
Checkout Flow
Redesign
01 CONTEXT
The checkout was backwards: players chose how to pay before what to buy — like picking Visa at Amazon’s front door, then starting to shop. I mapped the flow end-to-end and timed every stall and backtrack.
02 THE CHALLENGE
> How might we get a returning player from “I want NX” back into the game in under a minute?
03 THE SOLUTION
Reordered to the mental model players already trust from every other store on the internet — and collapsed seven screens into three.
The flow, reordered
A fast lane for returning players
Help and discounts moved into the flow
04 IMPACT
Checkout time fell from 2:16 to :32.
05 PROCESS LOG
Sell the problem before the pixels
Pitched at hire, re-pitched as a service proposal to senior management — greenlit with dedicated engineers.
Audit with a stopwatch
Every stall and support ticket was timed, turning “it feels slow” into “it costs 1:44 per purchase”.
Test across every gateway
Pre-launch testing covered each payment provider, so :32 held however a player chose to pay.
TOOLSFigma · Axure · User Interviews
"Good design earns its place by getting out of the way."
I am a Design Executive with over 15 years of experience architecting product strategies and scaling digital ecosystems that serve tens of millions of users. My operating philosophy is rooted in creating frictionless experiences: the most powerful design is invisible, seamlessly bridging human intent with business enterprise.
My leadership spans the entire corporate lifecycle, from positioning early-stage startups for market entry to directing design organizations within global enterprises. I specialize in driving operational excellence — unlocking the creative tension between velocity and craft while engineering the teams, scalable systems, and cultural foundations required for sustained innovation.
Outside of work, I am a dedicated family man and hobbyist. I love to DIY everything around the house, build retro arcades, grow my own salads, and smoke BBQ for anyone who wants it. Whether I'm assembling Legos, developing corporate systems, or constructing an office in my backyard… I'm a builder of things.
OPERATOR ID CARD · EST. 1985
HANDLE WITH CARE
LET'S MAKE SOMETHING
WORTH BROADCASTING.
Brandon is standing by. Direct line below — no hold music.
RAMLETB@GMAIL.COMYOU DECODED
THE BROADCAST.
Three programs, one operator, one open line. Here’s the show on one card — and how the set was built.
DIRECTOR’S CUT
How the BR-2600 was built. Every tape replays live on this set.
- 01 · POWER-ON
The picture opens from a phosphor line:
scaleY .004 → 1in 220 ms oncubic-bezier(.2,.9,.2,1), brightness settling from 1.8 to 1 over 400 ms under a 55 Hz thump. Power-off runs it backwards to a dot. - 02 · CHANNEL CHANGE
240 ms of noise, a hard swap, a 120 ms tail and a 0.22 s hiss. Surf fast and the static steps aside so the set never feels slow.
- 03 · LIVE INK
A GPU fluid simulation (Navier–Stokes, 128² velocity, 512² dye) follows the pointer on CH 01. Leave it alone and an ink splat lands every 2.6 s.
- 04 · DEAD AIR
Static at 32% for 2.4 s, then the “…unless?” prompt blinks in. The pause is the puzzle.
- 05 · THE UNCUT BOOT LOG
The original seven-second boot, typed at 10 ms a character. Cut to four lines for the broadcast because the name matters more than the reactor.