Designing accessible solutions to solve real problems is my passion. Explore some of the projects that have allowed me to make a meaningful impact.
About
Projects
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Lead UI/UX Designer
Product strategies
Visual Designer
Interface design
Design Systems Development
Product Design Consultant
Product strategies
Interface design
Product Design Consultant
Branding
High-fidelity prototyping
Feature development
Founding Designer
Art Direction
Headless Ecommerce
High-fidelity prototyping
Lead UI/UX Designer
Design System
Feature development
Product Design Consultant
UI/UX Design
Ecommerce
High-fidelity prototyping
Lead UI/UX Designer
Design System
Feature development
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Product Design Consultant
Cross-functional UI/UX
Custom API integration
Branding
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↵Seth Gouker © {current year}
Lead UI/UX Designer and Product Strategist
Power Digital Marketing
At Power Digital, I spearheaded the creation of a unified development system for the design team, bridging the gap between design and engineering. This system revolutionized the handoff process, enabling faster development, improved scalability, and reduced costs for clients. By implementing reusable design components and aligning development workflows, I helped deliver streamlined and consistently successful outcomes for high-profile clients like Whole30, Simply Eloped, Browning, and Capital One.
The Challenge

Fragmented Design Workflows

Lack of standardization in assets and processes slowed development.

High Costs for Clients

Tailoring solutions for every client drove up costs and extended project timelines.

Scalability Issues

Without a unified system, reusing assets or scaling design elements was challenging.
AriseHealth logo OE logo The Paak logo Ephicient logo
The Solution

Process
Standardization

Designed a framework for consistent asset creation and handoff, ensuring smooth transitions between design and development teams.

Reusable
Components

Developed a component library, enabling rapid assembly of digital products tailored to each client while reducing redundant design work.

Component
Reusability

A majority of UI elements were reused across multiple projects, cutting design time significantly.

Increase in
Productivity

The design team delivered 13 projects per year compared to 10 previously.
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30%
Reduction in Dev Time.
Streamlined processes and reusable components shortened project timelines from 10 weeks to 7 weeks on average.
15%
Cost Savings per Client.
Lower costs due to reduced design and development hours, enabling Power Digital to offer competitive pricing.
60%
Component
Reusability
A majority of UI elements were reused across multiple projects, cutting design time significantly.
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Visual Systems for Award-Winning Consumer Brands
HERE Studio
At Here Studio, I developed scalable visual systems that brought consistency and clarity to brand identities across a diverse portfolio of CPG clients. As part of an award-winning design team, I implemented new workflows and design processes to streamline brand development and client onboarding. My contributions resulted in faster project delivery, stronger client relationships, and cohesive branding for products that earned shelf space at major retailers.

From crafting packaging that pops on crowded shelves to building tools that standardized client collaboration, I focused on delivering designs that didn’t just look great—they told a story. Notable clients included Drink Vina, who redefined functional beverages, and emerging brands disrupting traditional markets.
The Challenge

Fragmented Design Systems

Many clients lacked foundational brand guidelines, which slowed design and created inconsistencies across deliverables.

Inefficient Workflows

Without modern tools and processes being utilized, design iterations were time-intensive and delayed project timelines. Losing out on real time collaboration and communication.

Scalability Issues

As the studio grew, accommodating more clients required scalable systems without sacrificing creativity.
Clients
AriseHealth logo OE logo The Paak logo Ephicient logo
The Solution

Visual System
Design

Developed modular branding frameworks to ensure consistency across packaging, web, and marketing assets. Allowing seamless scaling for CPG brands as their product lines expanded.

Workflow
Optimization

Introduced Figma as the standard design tool, replacing siloed workflows in other software with real time feedback and collaboration.
Allowing for faster asset creating and adoption across all platforms.
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25%
Faster Turnarounds
Reduced project timelines by 25% with streamlined workflows and scalable design templates.
2X
Operational Efficiency
The new design workflows supported a 2x increase in client capacity while maintaining high-quality deliverables.
Product Designer and Digital Strategist
Animal Imaging, Veterinary Diagnostic Imaging Center
Animal Imaging specializes in advanced veterinary diagnostics, but their website was limited to functioning as a marketing tool, with most workflows relying on third-party systems like ezyVet and Asteris. I was tasked with transforming their website into a full-fledged digital product that integrates seamlessly with their operational tools. By addressing key pain points, such as referral form inefficiencies and limited client engagement, we streamlined processes for veterinarians and enhanced pet owners’ involvement in their pets’ care.

This project required balancing the technical complexity of third-party integrations with the need for an intuitive and engaging user experience.
The Challenge

Inefficient Referral Process

Referring veterinarians struggled with a fragmented process, requiring manual follow-ups and siloed communication.

Scattered Systems

The team relied on multiple tools—ezyVet for scheduling, Asteris for image sharing, and the website for marketing—with no centralized platform for collaboration.

Operational Bottlenecks

Staff spent excessive time managing referrals, scheduling, and client communication due to disconnected systems.
The Solution

Streamlined Referral Process

Created an integrated digital form that allowed referring veterinarians to upload case details and share them directly with Animal Imaging, and create a profile for their referring practice.

API
Integration

Connected ezyVet’s scheduling and payment workflows directly to the website, allowing users to book and manage appointments seamlessly without leaving the platform.

Operational Dashboards for Staff

Designed an internal dashboard for staff to manage referrals, schedule appointments, and communicate with clients in one place, reducing administrative load and improving response times.

Mobile-Optimized Experience

Ensured the platform was mobile-friendly, making it easy for veterinarians and pet owners to access features on the go.
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Operational Savings
The streamlined system saved an estimated 25 staff hours per week, allowing the team to focus on patient care.
Improved Accuracy
By implementing a standardized digital form and incorporating engaging micro-interactions, we successfully reduced errors in referral submissions by a substantial 30%.
Digital Strategist, UX/UI Designer, and Content Producer
Sans USA Manufacturing
Sans USA, a forward-thinking clothing manufacturer, needed a stronger online presence to tell their unique brand story and enhance their sales process. I worked closely with their team to develop a robust website that combined compelling storytelling with innovative tools to streamline operations.

By producing a narrative-driven informational video, crafting digital assets through a custom photoshoot, and designing a CRM tool for their sales staff, I empowered Sans USA to attract clients and simplify the journey from inquiry to production.
The Challenge

Lack of Brand Storytelling

Their digital presence didn’t reflect their innovative manufacturing processes or commitment to quality.

Sales Inefficiencies

Sales staff relied heavily on manual processes for client onboarding and initial quoting.

Client Onboarding Friction

Potential clients often struggled with understanding the complex requirements of creating tech packs, leading to delays in quoting.
The Solution

Streamlined Referral Process

Created an integrated digital form that allowed referring veterinarians to upload case details and share them directly with Animal Imaging, and create a profile for their referring practice.

API
Integration

Connected ezyVet’s scheduling and payment workflows directly to the website, allowing users to book and manage appointments seamlessly without leaving the platform.

Operational Dashboards for Staff

Designed an internal dashboard for staff to manage referrals, schedule appointments, and communicate with clients in one place, reducing administrative load and improving response times.

Mobile-Optimized Experience

Ensured the platform was mobile-friendly, making it easy for veterinarians and pet owners to access features on the go.
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Operational Savings
The streamlined system saved an estimated 25 staff hours per week, allowing the team to focus on patient care.
Improved Accuracy
Reduced errors in referral submissions by 30% through the standardized digital form.
Founding Designer
Descent Skateboards
Descent Longboards set out to redefine longboarding by combining cutting-edge performance with an unparalleled user experience. My challenge was to build an end-to-end design system that integrated seamlessly across digital platforms and physical products, while leveraging innovative manufacturing techniques to deliver exceptional quality.
The Approach

A Cohesive Design System

developed a robust design system in Figma that unified Descent’s digital identity and physical products. This system ensured consistency across marketing assets, packaging, product design, and digital platforms.

Advanced Manufacturing Innovations

I created a custom manufacturing process utilizing high-performance materials such as carbon fiber, urethane rails, and vertically laminated cores. The process involved patented compression molding and CNC-engineered molds, delivering industry-leading precision.

Custom Deck-Ordering UI

To enhance customer engagement, I designed a fully interactive UI allowing users to customize their longboards. The initial launch generated overwhelming demand, breaking our infrastructure and necessitating a migration to Shopify Pro.
Key Outcomes

Engineering Leadership

Introduced a patented manufacturing process that supported the production of over with exceptional precision.

Custom Configurations

Enabled over 250 unique product variations, making Descent the go-to brand for custom high performance decks.

E-Commerce Impact

Achieved 40% higher conversion rates, with product drops selling out in minutes.

Custom Configurations

Enabled over 250 unique product variations, making Descent the go-to brand for custom high performance decks.
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Huge
E-Commerce Impact
Achieved 40% higher conversion rates, with product drops selling out in minutes.
Faster Design Cycles
Reduced design and production cycles by 60%, enabling faster innovation.
Lead UI/UX Deisgner
Browning Safes
I implemented a backend system that connected user-configured orders directly to Browning’s extensive fulfillment network. This ensured precise communication of customization details to local partners, reducing delays and errors during delivery and installation.
The Approach

eCommerce
Overhaul

I led the redesign and development of Browning’s eCommerce system, modernizing the platform to support complex, high-ticket product purchases. The new setup included a scalable infrastructure to accommodate both retail and fulfillment operations.

Custom AR
Configurator

To elevate the customer experience, I developed an AR-powered configurator that allowed users to visualize their safes in their homes. The system was built to function seamlessly on mobile and desktop platforms, ensuring global accessibility without requiring downloads or specialized hardware.

Streamlined Fulfillment Integration

I implemented a backend system that connected user-configured orders directly to Browning’s extensive fulfillment network. This ensured precise communication of customization details to local partners, reducing delays and errors during delivery and installation.
Figma File
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30% Increase In Sales
Users who used the “Save for Later” feature were 30% more likely to complete a purchase, addressing the long consideration cycle for high-cost items.
40% Higher Engagement
The introduction of the AR configurator boosted product page interactions by 40%, with users spending more time customizing and visualizing safes.
Lead UI/UX Designer
Simply Eloped
Simply Eloped, a fast-growing brand redefining modern weddings, faced challenges scaling its platform to meet increasing demand. Their service, which streamlines the wedding planning process for couples seeking intimate ceremonies, relied heavily on a digital-first approach. However, users encountered difficulties navigating the booking process, and the backend systems lacked the scalability to manage their expanding vendor network. My role was to redesign their platform, making the planning process seamless for couples while improving operational efficiency for the Simply Eloped team.
The Process

A Unified Design System

To ensure consistency across Simply Eloped’s digital presence, I designed a cohesive brand identity in Figma. This system streamlined collaboration between designers and engineers, including reusable components for the platform’s user interface, providing a seamless and intuitive experience for wedding planners.

Enhanced Booking Experience

The existing booking process was confusing for couples. I redesigned it to create a guided, step-by-step process that lets users easily select venues, vendors, and packages. This improved engagement and increased completed bookings by providing clarity and transparency.

Vendor Management Platform

I collaborated with engineers to create a custom vendor management tool that streamlined onboarding and communication with Simply Eloped’s growing network of wedding vendors. Automated workflows assigned vendors, managed availability, and tracked event details, reducing administrative overhead.
Live Site