AJ Vetter

AJ Vetter

Design leader.

Systems builder.

Design leader.

Systems builder.

Why hire me?

Why hire me?

Breadth builds a systems perspective. I understand the pain points of in-house, consulting, and founder roles and design scalable solutions. I have proven adaptability. I’ve thrived in startups, nonprofits, and agencies while quickly adapting to new challenges. My focus has been on unifying complexity and delivering measurable impact.

Colleague testimonials

Colleague testimonials

Previous Work

Previous Work

Studio Yoga

Launched SaaS streaming with zero downtime.

I transformed The Studio Yoga’s static site into a subscription-based streaming service. Acting as product manager and developer, I converted Figma designs into Webflow, integrated Stripe for billing and Memberstack for auth, and migrated video content from Vimeo OTT.


Memberstack limited customization but allowed non-technical staff to manage auth long-term. To keep performance fast, I scaled back interactions. The launch had zero downtime, subscriptions grew, and staff could manage content independently.


With more time, I would have added upsell features and churn metrics to increase revenue insights.

Luol Deng Foundation

Unified 20 years of global programs.

The Luol Deng Foundation needed a platform to unify 20 years of history and six global programs. I managed a cross-functional team, led workshops, and designed a CMS-driven site with timeline storytelling at its core.


The tradeoff was using Classy.org’s donation widget, which was less customizable but fast and compliant. Leadership also prioritized certain content differently than I would have.


The result was a unified global platform that improved donor engagement and streamlined content operations. In hindsight, I would have built a content calendar and added localized donation flows.

Collective Health

Rebuilt product design system in Figma.

At Collective Health, I audited and consolidated a fragmented design system. Partnering with engineering, I reduced redundant components and delivered a streamlined Figma library. Designers wanted dark mode, but scope limited us to an audit and rebuild.


Adoption risks remained due to lack of time to define new component processes. With hindsight, I would have invested in more training and documentation. This project reinforced the need for governance in compliance-heavy environments.

Prologue Strategy

CX & Notion system cut wasted time 60%.

I unified Prologue’s scattered systems into a single Notion platform as the firm scaled from 10 to 17 employees. Serving Fortune 50 and national brands, the team faced hours of wasted time weekly.


I built linked databases, automations, layered permissions, and a searchable intranet. Compliance forced separating client and internal data, which reduced usability, and executives resisted leaving Microsoft Office.


Still, the system cut wasted time by 60%, reduced partner admin work to under an hour weekly, and shortened onboarding from five days to one. Looking back, I would have scaled training with interactive modules instead of ad-hoc sessions.

benefit.design

Automated ops for 1,700 volunteers.

As benefit.design scaled to 1,700 volunteers and 30+ nonprofits, I built the Airtable + Zapier backbone that automated onboarding, partner intake, workflows, and reporting. Automations cut setup time in half and gave leadership real-time dashboards.


The tradeoff was complexity for PMs, and we lacked bandwidth to add marketing automations. With hindsight, I would evolve the stack to n8n, Make.com, or custom webhooks for scale. This showed how I design not just products but organizational infrastructure.

BENEFIT/X

What I Learned from building a Startup.

Leading BENEFIT/X taught me as much about failure as success. A dual nonprofit/for-profit structure created compliance overhead that slowed operations.


The lesson: keep structures simple until scale demands otherwise, build revenue streams early, and accept tradeoffs. Resilience comes from reflection, and I now approach systems with ambition tempered by pragmatism.

My journey

I started as a product designer (2019–2020) building UX foundations, design systems, and onboarding flows. I then moved into consulting (2020–2021) supporting enterprise and startup clients with audits, interaction frameworks, and data visualization. From 2021–2023, I co-founded Benefit/X, shipping 16 platforms, supporting 30+ nonprofits, scaling to 1,700 volunteers, and generating ARR. I returned to consulting (2023–2024) leading service innovation at Prologue Strategy, unifying workflows and cutting wasted time by 60%. Now, in 2025, I am seeking to return in-house to apply systems design, cross-product cohesion, and leadership at scale.


  • Breadth builds systems perspective – Having worked in-house, in consulting, and as a founder, I understand the pain points of each environment and design solutions that scale across them.

  • Proven adaptability – I’ve thrived in startups, nonprofits, enterprise, and agencies, quickly adapting to new industries and challenges.

  • Consistent through-line of systems craft – In every role, my focus has been on unifying complexity, building governance, and delivering measurable efficiency and impact.