Keith Rich, designer of experiences

Testing out a future brand vision with conceptual UI

A brand refresh and concept apps to rally an organization around its transformation.

Concept web dashboard and two phone screens showing account balances, an employer match prompt and a retirement savings projection.

Client: Confidential
Industry: Financial
Role: Brand and UI designer, researcher

Challenge

The client was ready to transform their entire organization and needed a brand refresh and app concepts to rally around for their transformation.

My contributions and impact

Crafted the interactive research readout synthesizing our research.
Brand redesign and concept app for North Star Vision.
Concept work led the client in establishing an internal design team.

Interactive research readout showing a Retirement Saver journey map across the prepare, onboard, invest, and monitor and adjust stages. — Interactive research readout

Concept app screen showing a 401k contribution breakdown and a button to increase the contribution to 4%. — North Star Vision concept app

Next case studyConvenience Retailer

Dashboard · Convenience retail

Convenience Retailer

Dashboards that give every department one consistent view of business health.

Overall Health of the Business dashboard showing a weekly performance table and a goals-met progress ring.

Client: Confidential
Industry: Convenience retail, gas, fast food
Role: UI designer

Challenge

Sharing and viewing data is inefficient and inconsistent in both experience and delivery at the company. Team members export from various sources and compile data to share via email.

My contributions and impact

Tech discovery to understand the existing business intelligence ecosystem.
Designed cross-department dashboards to visualize business metrics and goal progress.

Over budget, under budget and on budget alert states for department dashboards. — Budget alert states

Annotated Finance Department Health dashboard explaining each module. — Annotated dashboard modules

Next case studyMedia Corporate website

Website and design system · Think Company

Media Corporate website

Reusable components that increase publishing speed as the site grows.

Corporate press room on a laptop beside a set of statistic components.

Client: Confidential
Industry: Telecommunications
Role: UI designer for web, design system

Challenge

The corporate website team needed reusable components to increase their publishing speed and decrease duplication of effort and code as the site grew.

My contributions and impact

Carefully crafted components.
Created a robust design system.
Paved the way for the team to craft appealing pages with consistent aesthetics at a faster pace.

View the case study

Corporate Design System resources page linking to design, development and accessibility guides. — Design system resources

Client feedback

Think Company has been the design bedrock of this project—developing the structure, look, and feel of the application. Think’s vision and ability to turn requirements into reality really set our project off on the right foot.

Next case studyBeverage Distribution Software

Design system and education · Technology

Beverage Distribution Software

A single source of truth for a suite of iOS apps, and a design practice to carry it forward.

Route-planning app on an iPhone and iPad showing a map and a list of accounts.

Client: Confidential
Industry: Beverage distribution, technology
Role: System designer

Challenge

The client accumulated many products and disparate code bases and needed a single source of truth to enhance the experience for their suite of apps.

My contributions and impact

Conducted a UI audit and inventory to establish a new design language.
Managed the design system that powered multiple iOS apps.
Educated the client team to build up their own design department.
Learned React to demo a new take on the iOS date and time picker.

Try the date and time picker demo

Four screens of a redesigned date and time picker for iOS. — Date and time picker

Client feedback

We set out to start and grow our design practice, and are very grateful for your guidance and expertise in showing us how to do this properly. The results are exactly what we wanted!

This [date/time picker UI] looks really good! You could sell it to Apple!

Next case studyDaily Charge

Health app · iOS and Android

Daily Charge

A discreet app that supports people newly living with HIV.

Role: UX and UI designer
Platform: iOS and Android

Challenge

People newly living with HIV needed support they could rely on day to day, in an app discreet enough to use with confidence.

My contributions

I played a hybrid role across two teams.

On the UX team, created wireframes and defined the information architecture.
On the UI team, helped establish the branding, style and interface for iOS and Android.

Demo video

Daily Charge on Android: a Today screen with a Welcome greeting, under the line “Get daily motivation, reminders, and articles to read when you open the app.” — Today screen on Android

Impact

50k+downloads

Next case studyImpact Outlook

Toolkit · Think Company

Impact Outlook

A toolkit for embedding ethical considerations into the products and services we make.

Role: Co-creator and widget developer
Partner: Created in part with Joseph Carter-Brown
Platform: FigJam
Result: Published on Figma Community

Challenge

Teams want to make more ethical experiences but need practical first steps. We set out to give design and technology leaders resources they could start using right away.

My contributions

Co-created the toolkit: a values guide, a strategic model and a FigJam workspace.
Designed and coded the Impact Outlook widget, the first widget I coded.
Co-wrote the blog post introducing the toolkit and its principles.

Impact

1.6k+widget users

Try the FigJam widget Visit the website

Next case studyWorld Cupdate

Soccer · Side project

World Cupdate

Helping World Cup fans keep up with the tournament.

Role: Brand and UI designer, builder
Platform: Web

Challenge

Fans needed one easy place to follow the scores and updates on every game.

My contributions

Designed the brand and the interface.
Built and ran the site through the tournament.

Impact

1.3kpage views in a month

~300unique visitors

It became a go-to place for following the scores and updates on all the games.

Visit the site

Back to the startRetirement Savings Company

I design experiences that empower people and teams.

A brand vision that launched a design team

Company health dashboards that replaced spreadsheets

A system for rapid, on-brand articles and interactive content publishing

Legacy app modernization at scale and standing up a design practice

A discreet daily companion app for living with HIV

Passion projects

A toolkit for building experiences that center humanity

A one-stop shop to keep up with World Cup 2026

A poster a day for a whole year

I love to talk shop.

Guest on Technically Speaking

Guest on OOUX podcast

Guest on OOUX Happy Hour

Writing for the Think Company blog

Devign is my middle name.

How I work best

What my team says

Where I've worked

How we can connect

Testing out a future brand vision with conceptual UI

Challenge

My contributions and impact

Convenience Retailer

Challenge

My contributions and impact

Media Corporate website

Challenge

My contributions and impact

Client feedback

Beverage Distribution Software

Challenge

My contributions and impact

Client feedback

Daily Charge

Challenge

My contributions

Impact

Impact Outlook

Challenge

My contributions

Impact

World Cupdate

Challenge

My contributions

Impact