SYSTEM // ACTIVE v3.2 / 2026
CASE 03 // ANYROAD PLATFORM
Selected work / AnyRoad platform
Case 03 · Product · Enterprise SaaS · 2019 → present

Designing across an entire experiential marketing platform.

Seven years at AnyRoad, growing the design surface area from a single event-management product into a multi-product platform powering branded experiences for global customers. Joined as a Senior Product Designer in 2019. Now Director of Design, leading the work across every surface AnyRoad ships: operations, guest experience, analytics, field activations, and premium loyalty.

Countries
90+
Countries worldwide with experiences powered by AnyRoad.
Yearly users
1.3M+
Guests booking and attending experiences across the platform every year.
Data points / year
15M+
First-party data points captured and analyzed annually.
Features shipped
50+
Across operator tools, guest experience, analytics, loyalty, mobile, and physical.
The arc

From a single event tool to a multi-product platform.

When I joined AnyRoad in 2019 as a Senior Product Designer, the company was a single-product event tool helping a small set of customers run tours and tastings. The design challenge was straightforward: make the operator's job easier. But the company's thesis was larger. Brand experiences create loyal customers, and the data they produce can prove it. That thesis is what I spent seven years designing toward.

Over that time, I led design as a single event tool grew into an entire platform. Four product areas, dozens of surfaces. Hundreds of customers across 90+ countries. Industries from spirits and brewing to CPG and retail. Brands from Diageo and Anheuser-Busch to Ben & Jerry's, Sierra Nevada, and Just Egg. Each surface added a new design problem: how do you make an operator's workflow fast enough to run a live venue? How do you capture guest data without making the guest feel like a target? How do you turn 15 million data points into something an operator acts on Monday morning?

This case is the platform-level view: the design decisions across every surface I've shaped. Each spotlight below is one part of that chain.

"The hardest design problem wasn't any single screen. It was making four product areas feel like one coherent system."
My role

From individual contributor to design leader, across one company.

— 2019 → 2023

Senior Product Designer.

  • End-to-end design on AnyRoad's core platform
  • Booking, ticketing, registration, and onsite tools
  • Survey authoring and post-event flows
  • Design system contributions and patterns
  • Close partnership with engineering and PM
  • Hands-on in Figma and prototypes on every release
  • CSS customization on guest-facing pages
— 2023 → present

Director of Design.

  • Design leadership across the full platform
  • Hiring, mentoring, and structuring the team
  • Design system stewardship as scope expanded
  • Partnering with execs on roadmap and positioning
  • Leading new ventures: Lifetime Loyalty, B-Side
  • Still shipping where the work needs it
— Cross-functional

Who I work with.

  • Product ManagementRoadmap & positioning
  • EngineeringPlatform & data infrastructure
  • ML / Data ScienceAI features & insight generation
  • Customer SuccessOperator research & rollout
  • Marketing & BrandCampaigns & content
The platform map

Four product areas, one operating system for branded experiences.

Each product area answers a different question in the lifecycle of a branded experience. Together they compose into a single operating system. Every spotlight below is a surface I've shaped.

— 01 Operate

Experience Manager

The operational backbone: scheduling, capacity planning, staff tools, walk-up bookings, and revenue tracking for thousands of experiences a year.

Read deep dive →
— 02 Capture

Guest Data Capture

Every touchpoint where guest data enters the platform: the branded booking flow, FullView for onsite multi-guest capture, AnyRoad Live for field activations, and the post-experience feedback survey that closes the loop.

Read spotlight →
— 03 Understand

Atlas Insights

The data product layer. Five distinct surfaces (Question Builder, Explorer, Pinpoint AI, Insights, Industry Benchmarks) that turn raw guest data into operational understanding.

Read deep dive →
— 04 Retain

Lifetime Loyalty

The premium membership division: turn-key membership programs and bottle subscriptions for spirits and CPG brands, built on everything the platform learned about each guest.

Read spotlight →
Surface breadth

Not four areas. Dozens of surfaces.

The platform map shows four product areas. But each area is made of many distinct surfaces: screens, flows, tools, and modules that I've designed, shipped, and iterated on over seven years. This is what 50+ features actually looks like when you open it up.

Operator
  • Experience creation & wizard
  • Scheduling & capacity controls
  • Walk-up booking flow
  • Booking lifecycle (13-state)
  • Invoicing & revenue tracking
  • Resource & staff management
  • Pricing rules & promotions
  • Group booking management
  • Email customization layer
  • Onboarding & setup flows
10 surfaces
Guest
  • Branded booking widget
  • Guest registration flow
  • FullView multi-guest capture
  • Two-way messaging
  • Post-experience feedback
  • Confirmation & reminder emails
  • Waitlist & cancellation flows
  • Mobile guest detail view
8 surfaces
Analytics
  • Question Builder & survey editor
  • Explorer (ad-hoc data exploration)
  • NPS & sentiment dashboards
  • Sales & attendance reporting
  • Industry benchmarks
  • Pinpoint AI response synthesis
  • Actionable intelligence report
  • Topics & segment breakdown
8 surfaces
Loyalty
  • Membership program builder
  • Bottle subscription & allocation
  • Member portal & profile
  • Tier & benefit management
  • Renewal & lapse flows
  • Loyalty analytics dashboard
6 surfaces
Mobile & Field
  • AnyRoad Live registration app
  • QR check-in & scanning
  • Field activation management
  • Offline-capable event flow
  • Post-activation follow-up
5 surfaces
Platform & System
  • Design system & component library
  • Permissions & role management
  • Integrations & API settings
  • White-label & brand theming
  • Admin & account settings
  • Onsite & FullView kiosk mode
6 surfaces
The operator's side
Running the program: scheduling, staffing, selling, and proving it worked.
The guest's side
Showing up to it: booking, arriving, giving feedback, and coming back.
AnyRoad is one of the few enterprise platforms that owns both sides of the transaction. Every design decision touches both, which means the tradeoffs are genuinely hard and the surface area is genuinely wide.
Spotlight 01 · Operate

Experience Manager: the platform's operational backbone.

Experience Manager is the surface AnyRoad's operators live in every day. Brand-home staff, distillery managers, retail event leads. They use it to schedule, staff, sell tickets, run the day, and prove the value of a season afterward.

Before this product matured, brand-home teams stitched together booking widgets, spreadsheets, manual headcount, and disconnected POS. The redesign pulled those operations into a single workspace: a structured creation flow for getting experiences from blank to live, a walk-up flow that handles whatever shows up, a booking lifecycle that surfaces what the operator can act on, and guest data captured for everyone in the party.

  • 01
    Full-featured experience creation. Four required steps cover everything needed to publish: experience details, ticket types and pricing, time slot scheduling with capacity controls, and media. Advanced settings are optional and surfaced separately: resource assignment, checkout questions, post-experience feedback, pricing rules, online booking preferences, and email customizations. Operators can be live in minutes or spend an hour on the details. The same flow handles both.
  • 02
    Walk-up booking, on the fly. Walk-ups can create time slots that don't exist yet, transfer a guest to a different experience with auto ticket-mapping, and reconcile the price difference on the original card. One operator, one screen, no IT.
  • 03
    A 13-state booking lifecycle. Every booking flows through 13 states: staged, stale, pending_payment_auth, taken, discarded, and more. Each transition triggers its own side-effects, including ticket reconciliation, capacity replenishment, webhooks, and review-email scheduling. Designing the operator interface meant making the right state legible at the right moment, without overwhelming the screen.
  • 04
    FullView guest data capture. Captures first-party data and marketing opt-ins from every guest on a booking, not just the booker. Configurable minor exclusions, large-group cutoffs, and IP-based location capture handle regulated spirits, family-friendly retail, and corporate group bookings out of the box. A capability competitors don't have.
Yearly experiences
13,000+
Yearly users
1.3M+
Lift in ticket sales
+20%
Deep dive
Creation, lifecycle, walk-up, FullView →
Experience Manager bookings list with side navigation showing Dashboard, Bookings, Invoices, Experiences, Resources, and Atlas surfaces Booking detail view in mobile, showing confirmed booking, total, summary, and actions for edit booking, send message, and more
— Experience ManagerOperator workspace, desktop and mobile.
Booking state machine: a 13-state booking lifecycle. Active states include initiated, staged, pending_payment_auth, pending, confirmed, and taken, ending in one of five terminal states: stale, discarded, expired, rejected, and cancelled. — Initiate — Hold — Authorize — Complete initiated staged pending_payment_auth pending confirmed taken timeout orphan cleanup expiry manual decline cancel stale discarded expired rejected cancelled — Terminal states · 5 of 13
— Spotlight detailBooking state machine: 13 states with side-effects per transition.
Spotlight 02 · Capture

Guest Data Capture: every touchpoint, every context.

The operator runs the program. But capturing the guest data that makes everything else work happens across four touchpoints, each with its own design problem: the scheduled booking flow, the onsite check-in, the field activation with no booking step, and the post-experience survey that closes the loop.

— Interactive prototype · Booking flow · Experience Details → Review & Book → Confirmation

Getting guest data into the platform is the hinge point of the whole system. Everything Atlas surfaces, everything Lifetime Loyalty acts on, starts here. But "guest data capture" isn't one surface. It's four, each with completely different constraints.

  • Booking flow
    White-label by default. Every brand gets a booking flow that reads as theirs. Type, color, copy tone, and confirmation flow are all configurable. The data capture is calibrated to ask the right questions at the right moment, with opt-ins compliant by default.
  • FullView
    Data from everyone on the booking, not just the booker. Captures first-party data and marketing opt-ins for every guest in a party. Configurable minor exclusions, large-group cutoffs, and IP-based location capture handle regulated spirits, family-friendly venues, and corporate groups.
  • AnyRoad Live
    Field activations with no booking step. Festivals, pop-ups, sampling events. A guest at a booth has fifteen seconds before they walk away. The Live registration flow is mobile-first, QR-driven, and offline-tolerant, designed for speed without losing the opt-in or the follow-up survey that lands hours later.
  • Feedback survey
    Post-experience data, timed for when it matters. The survey lands in the guest's inbox after they've had a chance to sit with the experience. Questions are configured per experience type, with NPS, purchase behavior, and open-text all mixable. This is the data Atlas actually runs on.
Guest → long-term customer
87%
Revenue per visit lift
+36%
Spotlight 03 · Understand

Atlas Insights: the platform's data product layer.

Every booking, check-in, and survey response flows into Atlas. The design challenge: turn 15 million annual data points into something an operator actually reads and acts on, without building a BI tool that only analysts understand.

Atlas Insights is the analytics surface AnyRoad's customers use to turn raw guest data into operational understanding. Five surfaces that close the loop from collecting feedback to acting on it: Question Builder, Explorer, Pinpoint AI, Insights, and Industry Benchmarks.

This is the most-detailed surface I've shipped at AnyRoad, and the one with a named, public customer proof point. Diageo's Johnnie Walker Princes Street publicly attributes a 16-point post-visit NPS lift to Explorer, Pinpoint, and Industry Benchmarks on their flagship whisky tour. The deep dive on each surface lives on its own page.

  • Question Builder
    A question library with standardized + custom types. NPS, Opt-in, Purchase Behavior, and Birthdate ship industry-validated; Custom covers the long tail; conditional logic and translations layer on top.
  • Explorer
    Ad-hoc analytics across any metric, dimension, or time range. A lightweight but full-featured data exploration tool: guests, sales, NPS, and attendance broken down by age, distance, gender, experience, and more. Segments built here are saved and shared across every other Atlas surface.
  • Pinpoint AI
    ML-clustered topics ranked by NPS impact. Open-text feedback at scale, with severity badges and pre/post deltas.
  • Insights
    Auto-narrated weekly executive summary. Composes from Explorer, Pinpoint, and the platform's underlying booking and revenue data into prose an operator reads on a Monday morning.
  • Industry Benchmarks
    Peer-baseline overlay. Every brand metric shows industry context where the operator already reads it.
Surfaces
5
Marquee NPS lift
+16
Deep dive
Read all five surfaces →
Pinpoint AI Topics list · positive and negative topics ranked by NPS impact
— Atlas · Pinpoint AI · Topics list (one of five surfaces)
Insights AI Analysis · weekly executive summary
— Atlas · Insights · Weekly executive summary
— Customer proof · Atlas Insights
Diageo's Johnnie Walker Princes Street used Explorer, Pinpoint, and Industry Benchmarks to prove the impact of a £185M investment.
"With AnyRoad, we are able to measure NPS, Brand Conversion, and more, providing us with solid data that shows the positive impact the JWPS experience is having on our guests. We can then follow up with them to create a lifelong relationship with our brand."
Rob Maxwell · Head of Johnnie Walker Princes Street · Diageo
Post-visit NPS lift
+16
Higher post-visit NPS than pre-visit, validating the multi-sensory tour experience.
Conversion lift
+40%
An historically under-targeted demographic, more likely to drink whisky after visiting.
Diageo investment
£185M
Investment in Scotch whisky tourism across 12 distilleries, with JWPS as the flagship.
Atlas surfaces used
3
Explorer, Feedback Analysis (Pinpoint), and Industry Benchmarks, all cited by name in the Diageo case.
Spotlight 04 · Retain

Lifetime Loyalty: turning first visits into lifelong members.

This is where the loop closes. Everything the platform learned about a guest (what they booked, how they rated it, what brought them back) becomes the foundation for a membership program designed to keep them. The full story is in the linked cases below.

— Linked case · Available now
Lifetime Loyalty · 20+ programs
— Linked case · Available now
LL12 x LALIGA · 11,786 members

Lifetime Loyalty is AnyRoad's premium membership division. Where the rest of the platform turns one visit into measurable data, Lifetime Loyalty turns measurable data into recurring revenue. Membership programs, bottle subscriptions, member-only experiences, partner-driven launches.

This branch grew big enough to warrant its own case studies. The parent ecosystem case walks the strategy, the system, and the operating model across 20+ programs. The LL12 x LALIGA case walks a single flagship partnership in detail. Both are linked below.

  • 01
    Premium memberships. Annual programs, members-only experiences, early access, VIP launches. Built around brand homes and beyond.
  • 02
    Recurring bottle subscriptions. Quarterly shipments of curated, member-exclusive products with nationwide fulfillment.
  • 03
    Turn-key program management. AnyRoad runs the program; the brand keeps brand control. Zero additional headcount required.
Programs scaled
20+
Linked cases
Lifetime Loyalty ecosystem → LL12 x LALIGA →
Cross-platform system thinking

What made four product areas feel like one platform.

The compositional bet.

Across seven years and four product areas, the platform-design decision underneath everything was that the surfaces had to compose, not just coexist. A booking captured in Guest Experience populates the dashboard in Experience Manager and the segment view in Explorer. A topic surfaced in Pinpoint appears inside Insights. A guest from a Live activation lands in the same customer record an LTL membership program will eventually pull from.

That meant we couldn't design surfaces as separate features. They had to be designed against a shared mental model: the same customer, the same segment, the same experience taxonomy. And against a shared interaction grammar so an operator who learned one surface could read all of them.

  • — Principle 01 / Shared customer object A guest profile in Explorer, a verbatim card in Pinpoint, a check-in in Experience Manager, and a member record in Lifetime Loyalty all reference the same underlying customer. One model, surfaced everywhere.
  • — Principle 02 / Segment as a shared building block Segments authored in Explorer aren't filter combinations. They're named entities every other surface can reference. Define once, use everywhere.
  • — Principle 03 / Consistent NPS visual language Promoter / passive / detractor coloring, and pre/post-visit deltas, look the same in Atlas, Live, and Lifetime Loyalty. The eye learns the system once.
  • — Principle 04 / Synthesis cites synthesis Insights doesn't reinvent topic detection. It cites Pinpoint. Pinpoint doesn't reinvent the response. It cites the survey configured in Question Builder. The chain is legible.
  • — Principle 05 / One design system, not many As the platform grew from one product to four distinct areas, the design system grew with it. New patterns for data-dense work, mobile field tools, and member-facing surfaces all extended the same foundation rather than forking it. Velocity without divergence.
Question Builder
— 01 / Collect
Explorer
— 02 / Explore
Pinpoint AI
— 03 / Synthesize
Insights
— 04 / Narrate
— Shared spine
Customer · Segment · Experience taxonomy
Leading the design organization

Scaling craft as the platform scaled.

The platform's surface area grew from one product to four distinct areas. The design org grew with it. Becoming Director of Design in 2023 changed the unit of work from individual screens to the people, systems, and rituals that make screens get made.

Five years as the IC. Two years building the team that does the work now.

From 2019 to 2023 I shipped the work myself, learning the platform, the customers, and the operating model from inside. From 2023 forward I've focused on building the design organization that ships it. Hiring, mentoring, design system stewardship, design culture, and the harder-to-see work of making sure the right decisions get made by the right people.

Below are the four pillars I lead the team against. Each one is a function of the platform getting bigger without the craft getting thinner.

  • — Pillar 01 / Hiring

    Hire for taste, judgment, and care.

    The bar I hire against is straightforward: can this designer hold a high standard for craft, make decisions when the answer isn't obvious, and care about the people they work with. Resumes don't tell me that. Portfolio walkthroughs and a real conversation do.

  • — Pillar 02 / Mentorship

    Coach the decision, not the deliverable.

    The work that compounds isn't a set of files I touched. It's the team's ability to make the same call I would, without me. Mentorship inside my team is mostly about why a decision was made, what was considered and rejected, and how to argue for the better answer.

  • — Pillar 03 / Design system stewardship

    One system, growing without forking.

    As the platform grew from one product to four distinct areas, the design system had to absorb new pattern needs (data-dense tables, mobile field tools, member-facing branded surfaces) without splintering into incompatible regional dialects. The pattern work is invisible when it succeeds.

  • — Pillar 04 / Critique & culture

    High standards, high warmth.

    The teams I want to be on are honest about the work and generous about the people. I lead critique that pushes hard on the design and stays soft on the designer. Care, craft, and clarity, in that order.

Outcomes

What seven years of platform design has built.

Countries reached
90+
Countries worldwide running experiences powered by AnyRoad.
Yearly users
1.3M+
Guests booking and attending experiences across the platform every year.
Yearly experiences
13,000+
Distinct experiences scheduled and operated each year.
Average NPS lift
+36
Average post-experience NPS increase across customers using AnyRoad.
— Brands powered by AnyRoad · A partial list
Diageo Johnnie Walker Absolut Campari Group Anheuser-Busch Sierra Nevada Founders Brewing Anchor Brewing Ben & Jerry's Just Egg Old Dominick Burnt Church Distillery Leiper's Fork OCESA POPLIFE Conversate Collective Horse Country The Flower Shop

— Platform-level outcomes per AnyRoad public reporting · Customer-specific outcomes in individual case studies

Reflection

What seven years across one company taught me about platform design.

Tenure compounds. The work I'm proud of needed years of context.

The seams I'm proudest of (the way a Pinpoint topic appears inside an Insights paragraph, the way a Live activation lands in the same customer record an LTL membership pulls from) couldn't have been designed without years of internal context. Knowing the customer, the operating model, the engineering constraints, the past decisions and the reasons they were made. Tenure is rarely fashionable in design careers, but it's where the most consequential work tends to live.

Going from IC to Director didn't change the question. It changed who answers it.

For five years the question was "what's the right thing to ship?" and I answered it myself. The last two years the question has been the same, but the answer has to come from the team. The shift wasn't from doing to managing. It was from being one decision-maker to building the conditions where many designers can make consistently good decisions in parallel.

The right unit of platform design is the operator's day, not the feature.

Across four product areas and five years of platform expansion, the question I kept returning to was the same: what does a brand-home director actually do on a Monday morning? Designing against that question pulled the team out of feature-by-feature thinking and into a workflow we could measure end to end. It's also what kept the platform feeling like a platform, not a portfolio of products.

— Previous case

LL12 x LALIGA: a fan-first membership for North America

← Read previous case