Case Study

Rogue Pack

Project: Rogue Pack

Duration:  February-June 2022

Role: UX/UI design, research, brand design


We opted for qualitative research methods during our design process, most notably our survey, user interviews and usability testing sessions.

We first created a survey to get an idea of the the features they'd like to see on the Rogue Pack website. Then, we distributed our survey to 4 of their students and 4 of their parents/guardians.

User Persona

To help focus our design efforts on addressing the user and non-profit needs, I created three personas to represent the typical users of our app. Of these three, Dani became our primary persona.










Dani would like a safe, community-based activity where she can be creative and enjoy the company of peers. Dani enjoys a diverse group of friends and prefers that to be the case during recreational and learning activities as well.


Dani typically encounters cost barriers for fun activities. Her family is not affluent, and free or low-cost activities are sparse.


Dani is a 15-year-old sophomore in high school. She's enthusiastic and boisterous and considers herself an extrovert most of the time. She has a lot of friends and enjoys hanging out with peers. Math is her favorite subject, but she also has interests in art and theater. Dani's high school lost its theater program due to funding, so she's excited to continue through an alternative program.

Information Architecture

I moved Rogue Pack away from a bulky, poorly structured Wix site to a custom, CMS-powered site with Webflow.

High-Fidelity Prototype

Before moving on to high-fidelity wireframes in Webflow, I wanted to get a feel for the basic layout and design to eliminate mistakes and establish clean code from the start.

Style Guide

We overhauled Gerding's entire style guide when developing their new visual identity. We wanted to introduce a lively, energetic palette that invoked a feeling that matched the company. As usual, we kept it all minimal and memorable.