Ross Popoff-Walker

Digital product designer

Focus on the human, not the user.

"Users" are an abstraction. But as humans we are dimensional and complex.

I strive to create a shared understanding of real problems felt by real people. Then apply design methods and craft to help build the right thing the right way.


Product Designer — Google

Design lead on Google Cloud for data visualization and big data features. Previously part of the core Search UX team. Other projects: redesign of Image Search for mobile, saving and collections within Image Search, the 2016 Olympics results within Web Search.


Adjunct Faculty — School of Visual Arts

Created and taught a holistic UX curriculum from scratch, covering product ideation, validation, user research, interaction design, and visual design.

UX Designer — Google Creative Lab

Working as part of the Creative Lab while embedded inside product teams, I helped drive forward vision and incubation of new product areas both in NYC and Mountain View.

Head of Product — Buy With Fetch

Fetch was a personal assistant for buying anything. Just describe a product with a text, photo, or voice memo and the app handled the rest. I was part of the founding team, the head of product and lead designer. In eight months we went from concept to launch at TechCrunch Disrupt NY across multiple platforms (iOS, Android, Web).

Designer — Pacer

Pacer is a personal side project — a simple workout timer designed and built in a few weeks back in August 2013. It was one of the first apps designed for iOS7 and launched into the "Best New Apps" category in the App Store.

UX Lead — Matchbox

•Matchbox was a SaaS suite for college admissions departments. I crafted a product vision working directly alongside the founder through iterative design and direct customer research. I also prototyped new product features directly with the software team and defined a product and feature roadmap.

UX Manager — SapientNitro

Led design teams staffed with IAs, UX and visual designers, working on site redesign projects for big brands like and

UX Lead — R/GA

••Evangelized mobile design best practices across the NYC-based agency, and contributed to 65+ projects and pitches for multiple clients (MasterCard, Nokia, L’Oreal, Chanel, Microsoft and Verizon), and helped lead a holistic redesign of

Director of UX — Modernista!

••Modernista! was a highly awarded creative agency. As their first UX hire, I built pitches from the ground up successfully bringing in new digital-focused business. I also led the agency's first digital product design engagement by creating the first-use tutorial experience for a new major new mobile OS.