Thirty years designing the interface and building the system underneath it.
I start by sitting with the people who do the job. At the school district that was a session every month for any teacher who wanted one, and you find out which label is wrong by watching teachers fail at the same field. That was the usability testing. At the tire shop the owner described the kiosk out loud and I drew it; a client wrote the Spiderz spec himself, and it was better than anything I'd have written. I ship, then iterate: the wheel sheet went through three shapes before it became a table, and I tore the center caps out when they turned out to be noise. At Payless I hired and trained my own replacement, then kept the account through my own company for five more years.
Selected work
2002 to 2026ProductTemplatizer2012 to 2026Built by hand in Classic ASP: one wheel record became listing-ready eBay and WooCommerce products in minutes. Ran a business for fourteen years and was licensed to a second retailer. Rebuilt in 2026 as a WordPress plugin by directing AI.
5 related to this
Case studyAllOEMRims.comListing a wheel went from an afternoon to minutes, and a second retailer licensed the system, hosted and maintained on our own server.
Case studyStock RimWe had the paperwork of a software company and almost none of the enforcement.BrandPayless brand family2002 to 2009Seven brands, over 150 location micro-sites, and the annual print program: posters, rental jackets, directories, airport signage, shuttle livery.
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ProductSpiderz configurator2012 to 2016Custom baseball gloves: eight colorable areas, eighteen colors, 691 layer images composited live in the browser. No Flash, no canvas.
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Systemair content management2006 to 2012My own CMS, in Classic ASP. Around twenty client sites, five releases, one shared admin chassis.
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SystemmySite2002 to 2005Self-service publishing for a school district. Eight schools maintaining their own pages through a browser wizard, with no HTML and nothing to install.
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PrintMicron prospectus2021A business sale document: ownership structure, itemized asset schedule, revenue projection. Redesigned from a supplied draft.
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Experience
Lead Product Designer & Developer/ AllOEMRims.com · Ely’s Tires2012 to nowBuilt and ran the entire digital operation, alone, for a national OEM wheel marketplace that has done over $3.5M in sales on eBay and WooCommerce: identity, storefront, mobile warehouse tools, pricing, support desk, and the ledger. The warehouse tools are phone first, an installable app the floor runs on their phones, with camera barcode scanning and biometric unlock. Redesigned inventory around how stock was actually found on the warehouse floor rather than how the system modeled it. On the storefront, collapsing the filter panel behind one button moved the first wheel on a phone from 1064 pixels to 343, above the fold.
12 related to this
Case studyAllOEMRims.comListing a wheel went from an afternoon to minutes, and a second retailer licensed the system, hosted and maintained on our own server.
Case studyOperatorThe model turned out to be the most reliable thing in the chain.Case studyStock RimWe had the paperwork of a software company and almost none of the enforcement.
Case studyEly’s AutomotiveA name proposed in a three word email, then carried into a logo, four websites, a van, a building and a filing cabinet.
Case studysmartSHOPA logo, nine screens and a working page in nine days. It was aimed at Walmart and never shown to anybody.
Case studyRichie Rich ServicesA real manifold gauge set, photographed and redrawn into the mark, then driven around two counties.Brand & Systems Designer/ Micron Powder Coating2017 to 2021Built a manufacturer’s brand from nothing: logotype system, stationery, signage, building banner, and the proposal documents that won its first work.
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Designer & Developer/ Thumbprint Strategic Media2009 to 2012On a team of four at the firm: identity, web and campaign work. Retail packaging for Spiderz Sports, the full identity and print system for iTravel Rent A Car, food packaging for Vic’s Mix. Designed and built the CMG Preferred mobile app for iPhone and Android, a hosted web app wrapped for each platform, published to the App Store and the Android Market in August 2011.
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Case studyiTravel Rent A CarThey asked for a second opinion on somebody else's logos. I took the job over.
Case studySpiderzHe wrote the specification himself. It was better than anything I would have written.
Case studyMatchMakerMusicEighteen screens, from hand-drawn wireframe to finished interface.Interactive advertising for the paper’s marketing and promotions departments, running locally and nationally. Designed the identity for the newspaper’s technical division.
Web Designer & Developer/ Payless Car Rental Systems2002 to 2009Rebuilt the corporate site, three generations of the franchise intranet and the sub-brand properties across seven brands, and maintained over 150 location micro-sites. Designed campaign creative across the brand family and the tagline lockup system that carried it.
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Case studyPayless Car RentalThe whole brand family from one designer, the tool the company ran on, and nine years of the decisions behind both.
Case studyClientWireQuantum, the successor forked from it in 2006, never shipped. The 2004 shell is the one that lasted.Webmaster/ Muskego-Norway School District1999 to 2002Designed and built the district’s first website: information architecture for eight schools, 4,500 students, staff and community. Hired at 16 while still a student.
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Craft
Education
AllOEMRims is being sold after fourteen years. I am available now, full-time, remote or hybrid, for a product design or founding product engineering role. This is the one-page version, with the doors left in; the PDF is the same document with the doors closed.