From the Co-Founder of Roket, a 5-Star Rated Digital Agency
From the Co-Founder of Roket, a 5-Star FIRM
From Co-Founder of Roket, a 5-Star FIRM
Design leadership
for technical teams
Launch-ready customer experience worthy of your engineering—in less than 3 months
Start with a 5-day audit to identify gaps and your path forward across brand, product, and go-to-market.
WHERE'S THE GAP?
Your experience doesn't match your engineering.
Here's the most common gaps between great tech and great customer experience—and how I solve it.
Ownership gap
Great builders, no design owner
Brand, product, and marketing are siloed. Engineers making design calls.
Problem & Solution
Solution: One embedded design leader who aligns brand, product, and go-to-market so your team ships a unified experience instead of disconnected pieces.
Spotlight gap
High stakes, YET INCOMPLETE
Launch, fundraise, or due diligence? The experience needs to match your ambitions.
Solution: Rapid, focused design leadership that makes your product look and feel as strong as the vision behind it.
Problem & Solution
Performance gap
SHIPPED, BUT STUCK
You launched, but users aren't converting, aren't returning, or support tickets are piling up.
Solution: A research-backed approach that turns user feedback and data into a prioritized list to improve vital KPIs.
Problem & Solution
Systems gap
Expanding, but not scaling
Your product works. Now it needs to scale without the experience falling apart.
Product works. Now it needs to scale without the experience falling apart.
Solution: Design systems and scalable frameworks that let you launch new products, features, and markets without rebuilding or losing brand coherence.
Problem & Solution
Seeing yourself in more than one?
That's normal. Most teams I've worked with have multiple gaps. The Mission Plan Audit identifies our priority. That's why every engagement starts there.
THE WORK
United design leadership in practice
Trade Shows
Brand Development
Architecture IA
Design systems
Marketing Assets
Naming
Packaging
Hiring Support
Visual Identity
UX Research
Sales/Investor Materials
Rebrand
Product/Brand Messaging
Brand guidelines
UX Design
High-Fi UI
Prototypes
Gap analysis
Wireframes
Component libraries
Onboarding flows
Branding
Interactive prototypes
Analytics
Journey mapping
THE PROCESS
From gaps to launch-ready in weeks.
You've got great tech and a looming deadline. My process has been refined over 20 years and 40+ product launches. I'll close the gap quickly.
Openings NOW
THE PROCESS
Gaps to launch-ready in 9 weeks.
You've got great tech and a looming deadline. My process has been refined over 20 years and 40+ product launches. I'll close the gap quickly.
Openings NOW
THE PROCESS
From gaps to launch-ready in weeks.
You've got great tech and a looming deadline. My process has been refined over 20 years and 40+ product launches. I'll close the gap quickly.
Open Q3
01
Mission Plan Audit
Know your gaps before a project begins.
A 5-day deep dive into your brand, product, and go-to-market experience. You get a document with gaps identified, priorities ranked, and a clear roadmap — whether you hire me or not.
Identifies: Goals, Positioning, CX, competitive context, launch readiness, and Gap Analysis
01
Mission Plan Audit
Know your gaps before a project begins.
A 5-day deep dive into your brand, product, and go-to-market experience. You get a document with gaps identified, priorities ranked, and a clear roadmap — whether you hire me or not.
Identifies: Goals, Positioning, CX, competitive context, launch readiness, and Gap Analysis
02
Strategy & Alignment
One clear direction for all decision-making
We align on brand messaging, UX principles, and product direction — so each decision that follows has a clear reason behind it. No guesswork, no rework.
Delivers: Brand messaging architecture, journey/service mapping, value prop refinement, user Interviews, Full CX Audits
02
Strategy & Alignment
One clear direction for all decision-making
We align on brand messaging, UX principles, and product direction — so each decision that follows has a clear reason behind it. No guesswork, no rework.
Delivers: Brand messaging architecture, journey/service mapping, value prop refinement, user Interviews, Full CX Audits
03
Embedded Execution
Director leadership and execution in one person
I embed with your team to design the brand, product, and go-to-market assets for launch. You get a single decision-maker who's in your Slack and your sprints.
Delivers: Sprint-level Guidance, Design Systems, UI Screens, Wireframes, Onboarding Flows, Prototypes, Marketing/Advertising Assets
03
Embedded Execution
Director leadership and execution in one person
I embed with your team to design the brand, product, and go-to-market assets for launch. You get a single decision-maker who's in your Slack and your sprints.
Delivers: Sprint-level Guidance, Design Systems, UI Screens, Wireframes, Onboarding Flows, Prototypes, Marketing/Advertising Assets
04
Launch-Ready Polish
Support that ensures launch-day confidence
We QA, tighten, and stress-test everything so launch day is confident, not chaotic. Brand consistency, accessibility, and performance — all checked.
Delivers: QA, Accessibility/ Performance Checks, Design System Iterations/Updates
04
Launch-Ready Polish
Support that ensures launch-day confidence
We QA, tighten, and stress-test everything so launch day is confident, not chaotic. Brand consistency, accessibility, and performance — all checked.
Delivers: QA, Accessibility/ Performance Checks, Design System Iterations/Updates
05
Handoff & Momentum
Documentation to help guide without me
You get documented systems, templates, and a clear path forward. Your team owns everything and can build on it without me.
Delivers: Documented Systems, Asset/UI handoff, Design System Docs, Next Steps
05
Handoff & Momentum
Documentation to help guide without me
You get documented systems, templates, and a clear path forward. Your team owns everything and can build on it without me.
Delivers: Documented Systems, Asset/UI handoff, Design System Docs, Next Steps
How do you deliver real results in less than 3 months?
Direct Line
One point of contact. No account managers. Direct collaboration with the person doing the work.
Pattern Recognition
I've seen what works and what fails across 40+ launches—no learning curve and no wasted cycles.
Focused Scope
The Mission Plan Audit defines what matters. We work on what moves the needle, nothing else.
AI-Integrated Workflow
Modern tools accelerate every phase—research, design, iteration—without sacrificing quality.
Experience adds up.
Raised by Clients
Helping hardware and SaaS startups raise with confidence. 360fly, LegalSifter, and others—thanks to unified product design, brand strategy, and investor-ready experiences.
Managed Budgets
Enterprise-tested design leadership across Google, Deloitte, and PJ Dick. Large-scale programs, complex stakeholders, and budgets that demand accountability and results.
Years of Experience
Shaping product experiences from concept to launch for technical teams—rooted in brand strategy and marketing, with experience as an individual contributor and agency owner.
Acquisitions
Helping build products worth acquiring. Tabs, Hop Culture, AthleteTrax, and other successful exits—thanks to strategic design, a unified brand, and customer experiences that boost value.
How do you deliver real results in less than 3 months?
Direct Line
One point of contact. No account managers. Direct collaboration with the person doing the work.
Focused Scope
The Mission Plan Audit defines what matters. We work on what moves the needle, nothing else.
Pattern Recognition
I've seen what works and what fails across 40+ launches—no learning curve and no wasted cycles.
AI-Integrated Workflow
Modern tools accelerate every phase—research, design, iteration—without sacrificing quality.
Experience adds up.
Raised by Clients
Helping hardware and SaaS startups raise with confidence. 360fly, LegalSifter, and others—thanks to unified product design, brand strategy, and investor-ready experiences.
Managed Budgets
Enterprise-tested design leadership across Google, Deloitte, and PJ Dick. Large-scale programs, complex stakeholders, and budgets that demand accountability and results.
Years of Experience
Shaping product experiences from concept to launch for technical teams—rooted in brand strategy and marketing, with experience as an individual contributor and agency owner.
Acquisitions
Helping build products worth acquiring. Tabs, Hop Culture, AthleteTrax, and other successful exits—thanks to strategic design, a unified brand, and customer experiences that boost value.
GET CLARITY
Start with the Audit
I've run a 5-star digital agency for 12 years and staffed product teams for Google for 6—I understand the project and resourcing difficulties you face.
That's why all engagements start with the Mission Plan Audit—a full review of your product and brand experience to identify gaps and map the best path forward. Here's what's included:
In-depth Interview
Get the full picture
Business goals, brand positioning, product experience, potential gaps, org/stakeholder structure, concerns so I fully understand.
2 Hours, Full Clarity—A focused and efficient conversation designed to surface what matters—without wasting your time.
Actionable Audit
Know what to fix and why
The 8-12p document includes: situation and gap analysis, what to fix first and why, quick wins, clear next steps with estimated scope/investment.
Insights from 40+ product launches without wasted cycles. I know what works and what doesn't for your situation.
Review Call
Alignment on next steps
We'll review everything together so you fully understand the findings, can push back or ask questions, and leave knowing what to do next.
Your call, your pace without pressure. Move forward together, implement it yourself, or take time to decide—the clarity is yours either way.
Agencies hand you off. Hiring takes too long. Free proposals are guesswork.
United Experience
Informed strategy before work begins
Gaps identified and prioritized
Clearly documented roadmap
Realistic yet aggressive scope
Proven tool for stakeholder alignment
No surprises — estimated investment included
Quick wins identified alongside long-term priorities
Actionable plan with or without me
VS
Agency
1-2 mo sales cycle with a generic proposal
6–12 mo delivery timelines
Junior staff does the work
Budget wasted on low-impact work
VS
Internal Hire
3-6 mo for and internal hire / onboarding
Requires a team - Likely not a player/coach
$200 - $300k a year commitment
Equity dilution
Flat $2500
Pay by credit card. No SOW, no waiting.
No Commitment
Take the roadmap and run with or without me.
1 Week
5 days to a prioritized launch-ready action plan.
Fee Credit
Fee is credited toward any project over $15k.
GET CLARITY
Start with the Audit
I've run a 5-star digital agency for 12 years and staffed product teams for Google for 6—I understand the project and resourcing difficulties you face.
That's why all engagements start with the Mission Plan Audit—a full review of your product and brand experience to identify gaps and map the best path forward. Here's what's included:
In-depth Interview
Get the full picture
Business goals, brand positioning, product experience, potential gaps, org/stakeholder structure, concerns so I fully understand.
2 Hours, Full Clarity—A focused and efficient conversation designed to surface what matters—without wasting your time.
Actionable Audit
Know what to fix and why
The 8-12p document includes: situation and gap analysis, what to fix first and why, quick wins, clear next steps with estimated scope/investment.
Insights from 40+ product launches without wasted cycles. I know what works and what doesn't for your situation.
Review Call
Alignment on next steps
We'll review everything together so you fully understand the findings, can push back or ask questions, and leave knowing what to do next.
Your call, your pace without pressure. Move forward together, implement it yourself, or take time to decide—the clarity is yours either way.
Agencies hand you off. Hiring takes too long. Free proposals are guesswork.
United Experience
Informed strategy before SOW
Gaps identified and prioritized
Clearly documented roadmap
Realistic yet aggressive scope
Tool for stakeholder alignment
Alignment before spend
Actionable plan is yours
Actionable plan with or w/o me
VS
Agency
1-2 mo for a generic proposal
6–12 mo delivery timelines
Junior staff does the work
Bloated scope & timelines
VS
Internal Hire
3-6 mo for hiring & onboarding
Likely not a player/coach
$200 - $300k a year commit
Equity dilution
Flat $2500
Pay by credit card. No SOW, no waiting.
1 Week
5 days to a prioritized launch-ready action plan.
No Commitment
Take the roadmap and run with or without me.
Fee Credit
Fee is credited toward any project over $15k.
GET CLARITY
Start with the Audit
I've run a 5-star digital agency for 12 years and staffed product teams for Google for 6—I understand the project and resourcing difficulties you face.
That's why all engagements start with the Mission Plan Audit—a full review of your product and brand experience to identify gaps and map the best path forward. Here's what's included:
In-depth Interview
Get the full picture
Business goals, brand positioning, product experience, potential gaps, org/stakeholder structure, concerns so I fully understand.
2 Hours, Full Clarity—A focused and efficient conversation designed to surface what matters—without wasting your time.
Actionable Audit
Know what to fix and why
The 8-12p document includes: situation and gap analysis, what to fix first and why, quick wins, clear next steps with estimated scope/investment.
Insights from 40+ product launches without wasted cycles. I know what works and what doesn't for your situation.
Review Call
Alignment on next steps
We'll review everything together so you fully understand the findings, can push back or ask questions, and leave knowing what to do next.
Your call, your pace without pressure. Move forward together, implement it yourself, or take time to decide—the clarity is yours either way.
Agencies hand you off. Hiring takes too long. Free proposals are guesswork.
United Experience
Informed strategy before work begins
Gaps identified and prioritized
Clearly documented roadmap
Realistic yet aggressive scope
Proven tool for stakeholder alignment
No surprises — estimated investment included
Quick wins identified alongside long-term priorities
Actionable plan with or without me
VS
Agency
1-2 mo for a generic proposal
6–12 mo delivery timelines
Junior staff does the work
Bloated scope
VS
Internal Hire
3-6 m for hiring & onboarding
Likely not a player/coach
$200 - $300k a year commit
Equity dilution
Flat $2500
Pay by credit card. No SOW, no waiting.
No Commitment
Take the roadmap and run with or without me.
1 Week
5 days to a prioritized launch-ready action plan.
Fee Credit
Fee is credited toward any project over $15k.
Book a Fit Call
Let's have a quick chat to see if I'm the right fit to get your product and brand launch-ready. I'll walk you through my approach and how we can work together to close your gaps.
What's After the Audit?
You can take the brief and run with it yourself, hire me for the recommended work, or do nothing—but at least you'll know exactly what's broken. If you decide to move forward with me, the audit fee is deduced from projects over $15k.
Not ready?
That's ok. Share your email and I'll send occasional insights—no spam.
Book a Fit Call
Let's have a quick chat to see if I'm the right fit to get your product and brand launch-ready. I'll walk you through my approach and how we can work together to close your gaps.
What's After the Audit?
You can take the brief and run with it yourself, hire me for the recommended work, or do nothing—but at least you'll know exactly what's broken. If you decide to move forward with me, the audit fee is deduced from projects over $15k.
Not ready?
That's ok. Share your email and I'll send occasional insights—no spam.
Book a Fit Call
Let's have a quick chat to see if I'm the right fit to get your product and brand launch-ready. I'll walk you through my approach and how we can work together to close your gaps.
What's After the Audit?
You can take the brief and run with it yourself, hire me for the recommended work, or do nothing—but at least you'll know exactly what's broken. If you decide to move forward with me, the audit fee is deduced from projects over $15k.
Not ready?
That's ok. Share your email and I'll send occasional insights—no spam.
FAQs
Fractional Design Leadership for Startups
What type of startups need fractional design leadership?
Fractional design leadership is built for funded startups and engineering-led teams building hardware, IoT, or SaaS products who don't need — or can't yet justify — a full-time design hire. My sweet spot is technical founders who've built something impressive but need someone to bring the brand, product, and go-to-market experience up to the level of their engineering — especially before a launch, fundraise, or scale moment.
Do I need a fractional design director if I already have a designer or developer?
Can a fractional design director work with an existing brand or design system?
Design Sprint Process & Timeline
How do you deliver a launch-ready experience in 9 weeks?
What does an embedded fractional design director actually do? How much of my team's time does this take?
What if my startup isn't ready to launch in 9 weeks?
Design Leadership Pricing & ROI
Why should I pay $2,500 for an audit instead of getting free proposals from agencies?
What happens if the engagement isn't working out?
Is fractional design leadership realistic for bootstrapped or pre-revenue startups?
Working with a Fractional Design Director
How does a solo fractional design director handle the workload?
Do you work with startups outside of Pittsburgh?
How is a fractional design director different from a fractional CMO or CPO?
What if the scope requires deeper development or expertise outside your skillset?
Fractional Design Leadership for Startups
What type of startups need fractional design leadership?
Fractional design leadership is built for funded startups and engineering-led teams building hardware, IoT, or SaaS products who don't need — or can't yet justify — a full-time design hire. My sweet spot is technical founders who've built something impressive but need someone to bring the brand, product, and go-to-market experience up to the level of their engineering — especially before a launch, fundraise, or scale moment.
Do I need a fractional design director if I already have a designer or developer?
Can a fractional design director work with an existing brand or design system?
Design Sprint Process & Timeline
How do you deliver a launch-ready experience in 9 weeks?
What does an embedded fractional design director actually do? How much of my team's time does this take?
What if my startup isn't ready to launch in 9 weeks?
Design Leadership Pricing & ROI
Why should I pay $2,500 for an audit instead of getting free proposals from agencies?
What happens if the engagement isn't working out?
Is fractional design leadership realistic for bootstrapped or pre-revenue startups?
Working with a Fractional Design Director
How does a solo fractional design director handle the workload?
Do you work with startups outside of Pittsburgh?
How is a fractional design director different from a fractional CMO or CPO?
What if the scope requires deeper development or expertise outside your skillset?
CONTACT
Let's work together.
David Crawford
Founder & Design Director
Remote in Pittsburgh, PA
OPENINGS NOW
© 2026 United Experience LLC
Embedded design leadership for funded startups. I work with technical founders and engineering teams to align brand, product, and go-to-market into one unified customer experience. Fractional design lead for hardware, IoT, and SaaS teams preparing to launch, raise, or scale.
CONTACT
Let's work together.
David Crawford
Founder & Design Director
Remote in Pittsburgh, PA
Openings NOW
© 2026 United Experience LLC
Embedded design leadership for funded startups. I work with technical founders and engineering teams to align brand, product, and go-to-market into one unified customer experience. Fractional design lead for hardware, IoT, and SaaS teams preparing to launch, raise, or scale.
CONTACT
Let's work together.
David Crawford
Founder & Design Director
Remote in Pittsburgh, PA
Open
© 2026 United Experience LLC
Embedded design leadership for funded startups. I work with technical founders and engineering teams to align brand, product, and go-to-market into one unified customer experience. Fractional design lead for hardware, IoT, and SaaS teams preparing to launch, raise, or scale.
