Hi there,
I'm Lance Barrera

Staff Product Designer in New York City—crafting strategy and systems to drive impact.

Good design goes beyond pixels—it’s about making an impact. I focus on strategy, building scalable design systems, and bringing teams together to create thoughtful, effective experiences. My goal isn’t just to execute a plan but to help drive meaningful outcomes through design.

Key screens from the GoFundMe and GoFundMe Pro rebrand.

Guiding GoFundMe’s rebrand from idea to reality

Partnering with our brand team and Koto, my role was to help shape a new identity that fit into our design system without compromising on accessibility. I led the color exploration, refined our custom typeface, and guided the team in creating a cohesive language.

Jr Jams

I built a simple music app for kids, inspired by my niece, with AI and spec-driven development. Jr Jams is now available on the Apple App Store.

Laptop on metal chair displaying the Design Quotes I Like website on an orange background.

design.quotesilike.com

I wanted a simple way to save insights from the people pushing design forward, so I built one. This is a curated collection of thinking from design legends and emerging voices, built on Webflow’s CMS.

A grid of GoFundMe Design System components.

GoFundMe Design System

GoFundMe is the leading crowdfunding platform—but as the product evolves, consistency and scalability become more complex. I lead the team behind its design system, building the foundation that improves efficiency and drives over $40M in annual impact.

Two key screens from the Shipt Shopper app Stats redesign.

Shipt Shopper Stats: A Webby-nominated redesign for transparency and fairness

Shipt's on-demand delivery is powered by personal shoppers who use an app to manage their work. I led the redesign of shoppers’ performance stats to make the app more transparent, fair, and balanced.

Three key screens from the GoFundMe web navigation redesign.

Fixing the navigation of the #1 crowdfunding platform, GoFundMe

GoFundMe’s navigation was inconsistent for years, hurting usability. I led a cross-functional redesign, conducted research, and managed an international rollout that drives millions in annual product-led growth.

A key screen from the Dover Fueling Dispenser Touch-Screen UI design project.

Designing the future of fueling: a 27-inch touchscreen experience

Dover is a leader in innovative fueling solutions. I worked with Dover to design and bring to market the dispenser of the future, an omnichannel fueling platform featuring a 27-inch touchscreen UI.

A key screen from the HBO Europe Playstation navigation redesign.

Improving the navigation for HBO Europe’s big-screen apps

HBO Europe is a premium television group that offers original HBO programming to subscribers in twenty-one countries. I redesigned the navigation for HBO's series pages on their big-screen apps, like Playstation and Samsung.

A blurred image of scenes from an animated reel to inspire internal employees at Shipt.

Leading the design of an animated reel to inspire 1,300+ employees at Shipt

At Shipt (a Target company), I led the design of an animated reel to inspire 1,300+ employees and board members for the future. I prototyped high-level concepts, secured executive buy-in, and collaborated with Huge to animate the story.

A key screen from the Lidl US store delivery management app.

Making receiving deliveries 77% faster for Lidl US with an iOS app

Lidl is an international grocery chain with over 10,000 stores. I designed an iOS enterprise app for Lidl US that made their process for receiving deliveries 77% faster and inspired further innovation for all Lidl stores around the globe.

A key screen from the Dover Fueling product suite enterprise navigation design project.

An adaptable navigation system for a portfolio digital products

Dover Fueling Systems offer a portfolio of digital products to manage their dispensing technologies. I partnered with Dover to design a navigation system that can adapt to all of their enterprise systems so they can offer a consistent branded experience to their clients.

About

About
Over the last decade, I've honed my skills in product design across startups, design agencies, and large tech companies. I began my career in graphic design and branding, but my curiosity and creativity have been with me since childhood. I thrive when tackling complex challenges, fostering collaboration, and crafting solutions that leave a lasting impact.
Work

GoFundMe

November 2021–Present
Staff Product Designer

Shipt

January 2020–November 2021
Sr Product Designer

WillowTree, Inc.

June 2017–December 2019
Product Designer

Leesa Sleep

May 2016–June 2017
UX/UI Design • Visual Design

Campfire & Co.

January 2014–May 2016
Branding • UI/UX Design

BCWH

April 2013–March 2014
Marketing/Print Design
Community

CreativeMornings Charlottesville

December 2017–December 2019
Founder • Host

The Bridge Progressive Arts Initiative

February 2018–December 2019
Programming Committee Member
Education

Virginia Commonwealth University

2010–2013
BFA Graphic Design
Talks

A Universal Language: Inclusive Design

Tom Tom Founders Festival • 2017
Panel Moderator
Recognition

Webby Nominee for Best User Experience

Shipt Shopper Stats • 2022
Featured on Webflow's blog in 2019

Pollak Society Award

Fall 2013
Exhibition

US/China Typographic Poster Exchange

Exhibited in June 2013 in Richmond, Virginia and Beijing, China