Nic Peterson

Summary

Product design executive and founder with 25+ years leading design organizations, building consumer health products, and shaping the interaction layer between complex data systems and the people who depend on them.

Hands-on design leader who sets visual direction, builds and scales agile and efficient product and design teams.

Experience

• Led design team (8 product leads/designers) through regular product launches and system redesigns. Established weekly critique, Figma component standards and cross-functional design reviews with engineering and clinical stakeholders.
• Designed the full product funnel: adaptive patient onboarding, risk visualization, lab data UX, physician feedback loops, EMR workflows, and employer analytics dashboards. Collaborated directly with clinical staff on every patient-facing flow.
• Set the visual design direction for the app to make a clinically rigorous product feel approachable and trustworthy.
• Oversaw design systems for Kyla including agile development cycles using Figma component libraries, user studies and mobile and web patterns — built to support a Bayesian AI health risk engine translating probabilistic output into patient-facing decisions without panic, false reassurance, or over-reliance on AI.

• Led a full design makeover of the Action brand and digital presence — built a design system from scratch covering web, booking flows, insurance verification UX, and in-clinic touchpoints across a 44-location footprint.
• Redesigned the patient acquisition funnel end-to-end: marketing site, online booking, virtual visit flows, and a location-selection experience that balanced patient convenience with clinic capacity.
• Design decisions directly drove measurable outcomes — rating improvement from 3.0 to 4.8 stars was largely a product of redesigned post-visit patient experience flows.

• Consulted for Seattle and Bay Area companies on UX design, product design systems, and acquisition funnel optimization — combining design craft with measurable conversion outcomes.

• Designed and built the product UI for an early NLP-based context scoring and news summarization engine — pitched on stage at LAUNCH Festival. Prefigured today's AI summarization products in both design and concept.

• Led design for web and mobile acquisition funnels — A/B tested visual and interaction decisions at scale to drive conversion and revenue per user improvements across a high-volume consumer product.

• Built and led a unified visual system across 400 independent sports blogs — establishing a design language that gave a fragmented publisher network a coherent brand identity without erasing individual voice.
• Conceived, sold, and produced branded content sponsorships for Gatorade, Coors, and Gillette — bridging editorial design and brand requirements without compromising either.

• Led design for original editorial sections across ESPN.com, EXPN, Page 2, and Fantasy — managing a team of 5 designers on high-traffic consumer products with major brand advertiser requirements and millions of daily users.
• Responsible for visual direction, interaction design, and design standards across some of the most visited sports media pages on the web during the early growth era of digital sports content.

Skills & Tools

Education