# Alex Lockwood > Portfolio of Alex Lockwood (he/him), a UX architect, product designer, creative director and design manager. Case studies cover GE Aerospace / GE Aviation, Kroger, FordPass, Lincoln Way, Fruit of the Loom and more, spanning CX and service design, enterprise design systems, information architecture, ecommerce, branding and design team leadership. The site also hosts "Labs": free browser games built with Claude as vibe-coding experiments. Alex describes himself as an activator for product teams who need guidance: someone who rolls up his sleeves, advocates for his team and their customers, and "enables people to do a lot with very little." He goes by @71dpi online. Case studies are written in first person and open with a TL;DR. To contact him, use LinkedIn; the on-site email page deliberately requires JavaScript to limit spam. ## Core pages - [Home](https://71dpi.github.io/md/index.md): Elevator pitch, philosophy and entry point to the work. - [Projects & Case Studies](https://71dpi.github.io/md/projects.md): Index of all portfolio case studies. - [About](https://71dpi.github.io/md/about.md): Background, working style, personal side and side projects. Links to the current resume PDF. - [Labs](https://71dpi.github.io/md/labs.md): Side experiments, games and writing. - [Resumé](https://71dpi.github.io/md/resume.md): Full work history, skills, education, certifications and awards as plain text. HTML version at https://71dpi.github.io/resume.html. - [Resumé (PDF)](https://71dpi.github.io/Alex%20Lockwood_Resume%2024.pdf): Printable version. ## Case studies: Kroger (retail / ecommerce, 2024-2025) - [Kroger App Redesign IA & Navigation](https://71dpi.github.io/md/k-refresh-ia.md): Information architecture and native iOS/Android design for the 2025 app refresh; simpler navigation, centralized savings, food-first experience. - [Kroger Ease-of-Use Enhancements](https://71dpi.github.io/md/k-ease-of-use-24.md): 2024 Experience Optimization work on navigation, discoverability and consistent UI components, with measured gains in cart adds and conversion. - [Kroger Assortment Display Strategy](https://71dpi.github.io/md/k-assortment-display.md): Signal-driven framework that shows customers only items they can actually buy and receive. - [Transforming the Content Authorship Process at Kroger](https://71dpi.github.io/md/k-content-authorship.md): Mapping and streamlining the pipeline from merchandising plans to live content. - [Driving Off-Property Ecommerce Through Design Strategy](https://71dpi.github.io/md/k-off-property-ecommerce.md): Playbook and play cards for partner listings on DoorDash, Instacart and Uber Eats. - [Gamification at Kroger](https://71dpi.github.io/md/k-gamification.md): Gamification and multi-step offer strategy, including the lessons behind a strategic pivot. - [Leading Kroger's Foundational Product Design Team](https://71dpi.github.io/md/k-foundational-design-team-mgmt.md): Design management through a shift from systems architecture to growth-focused point solutions. ## Case studies: GE Aerospace / GE Aviation (enterprise, B2B, aviation) - [GE Aerospace New Commercial Customer Experience](https://71dpi.github.io/md/gea-new-customer-experience.md): Customer journey mapping and CX/UX architecture for product onboarding. - [GE Aviation Systems CX / UX Lead](https://71dpi.github.io/md/gea-systems-cx.md): Multi-business customer experience initiative around self-service digital tools. - [GE Aerospace MRO Network Service Design](https://71dpi.github.io/md/gea-mro.md): Service blueprinting of how billions in services are forecasted, planned and actualized across a global shop network. - [Enterprise Design System for Data-Intensive Applications](https://71dpi.github.io/md/design-system.md): Design system work for data-heavy enterprise products. - [GE Aviation Fleet Support](https://71dpi.github.io/md/gea-fleetsupport.md): UX team leadership and service design vision for diagnostics across 56,000+ jet engines. - [GE Aviation Supply Chain Product Design](https://71dpi.github.io/md/gea-supplychain.md): Accessible, data-rich UIs for a supply chain that produced 33,000+ jet engines. - [GE Aviation Supply Chain Service Design Mapping](https://71dpi.github.io/md/gea-supplychain2.md): Ecosystem maps that simplify supply chain decision making. - [GE Additive UX & Product Ownership](https://71dpi.github.io/md/gea-additive.md): Product owner and designer taking an ROI calculator from idea to production in six months. ## Case studies: consumer apps, ecommerce, brand and creative - [FordPass App UX & Art Direction](https://71dpi.github.io/md/fordpass.md): UX prototypes, interaction patterns and visual design for early FordPass releases (1.4M+ users). - [Lincoln Way](https://71dpi.github.io/md/lincolnway.md): Service design, UX and art direction for Lincoln's mobility app (4+ stars from 150k+ ratings). - [Fruit of the Loom / Lily of France / Vanity Fair ecommerce](https://71dpi.github.io/md/fotl.md): Wireframes and visual design; 142% visitor and 140% revenue increase in the first month after launch. - [Social Media App Product Design & Brand](https://71dpi.github.io/md/social-app.md): Brand, mobile UX flow, prototype and a patentable emoji-based interaction pattern. - [Cafépress](https://71dpi.github.io/md/cafepress.md): Information architecture and prototypes for a mobile strategy. - [Evenflo ecommerce](https://71dpi.github.io/md/evenflo.md): Mobile-first ecommerce with location-based coupons and UPC scanning. - [Carnival Cruise Lines "Grab Your Destiny"](https://71dpi.github.io/md/carnival.md): Social contest microsite and collateral; 193% average increase in active social users. - [WeThrive!](https://71dpi.github.io/md/wethrive.md): Art direction for a public health campaign in Hamilton County, Ohio (63M outdoor impressions). - [SunRun](https://71dpi.github.io/md/sunrun.md): "My Sunrun" solar customer app and site UX/UI. - [Momentive](https://71dpi.github.io/md/momentive.md): Responsive marketing, catalog and ordering site for an industrial silicones producer. - [Rivulet](https://71dpi.github.io/md/rivulet.md): Creative direction, branding and parallax site for a luxury liqueur. - [Servus!](https://71dpi.github.io/md/servus.md): Naming, branding and responsive site for a Long John Silver's franchisee. - [Snack Pack](https://71dpi.github.io/md/snackpack.md): Responsive site UX/UI with an SEO-minded content strategy. - [Logic + Magic Magazine](https://71dpi.github.io/md/logicandmagic.md): Art direction and layout for a LEAP trade publication. - [Hashtags 101](https://71dpi.github.io/md/hashtags101.md): Educational infographic on the history and use of hashtags. - [Branding & Logos](https://71dpi.github.io/md/logos.md): Logo work for assorted clients. ## Labs: games (free, playable in the browser) - [Games hub](https://71dpi.github.io/md/games.md): Collections of games made with Claude to explore prompt engineering and vibe coding, as a love letter to 90s shovelware CDs. - [Shovelware Volume 1: Slop City, USA](https://71dpi.github.io/md/games-vol1.md): Collection of quick, sloppy browser games. - [Microgames Volume 2](https://71dpi.github.io/md/games-vol2.md): 100 tap, swipe, drag and tilt microgames. Each lives at `https://71dpi.github.io/gaems/vol2//` (for example `/gaems/vol2/pop/`); the full list is linked from the hub page. - [Boop·Scape](https://71dpi.github.io/boopscape/): Free pixel-art music maker in the browser. Place note characters on a grid, pick instruments, set the tempo and loop your song. Source: https://github.com/71dpi/boopscape ## Elsewhere - [LinkedIn](https://www.linkedin.com/in/alexlockwood) - [Behance](https://www.behance.net/71dpi): More UX, branding and graphic design. - [Dribbble](https://dribbble.com/71dpi): Visual explorations and works in progress. - [GitHub](https://github.com/71dpi/): Source for this site (MIT licensed code; site content © Alex Lockwood). ## Optional - [Full site text as one markdown file](https://71dpi.github.io/llms-full.txt): Every page above, concatenated. - Every page also has an HTML version; each markdown file ends with a link to it. Pages offer their markdown twin via `` and a "View as markdown" link in the footer. - [Sitemap](https://71dpi.github.io/sitemap.xml)