Hello, I’m Alexander Schroeder. I’m a Director of Product Design focused on creating user experiences that are engaging & impactful. I lead product design at scale. Turning content, data, and user intent into growth.
Streaming · Subscription · Marketplace · AI-driven experiences
Featured projects
See how I strategically transformed design and built a scalable growth engine at Pluto TV
See how I led design on a personalized onboarding flow for Pluto TV
See how I designed a flexible, configurable web front door and acquisition system from the ground up for Pluto TV
Earlier Work
See how I designed a two-sided marketplace discovery platform for local businesses
That empowered local businesses through rich storytelling, direct customer engagement, unique rewards, and a cashback ecosystem.
See the Amaze app case study.
See how I utilized the customer journey map to iterate and pivot on a product for a startup
See the anatomy of a customer journey map, the pain points uncovered post-launch and the opportunities that surfaced to help us improve the product.
Watch the video.
Selected work from my design career
A selection of projects and case studies spanning product design, strategy, and innovation—showing the experiences that shaped my approach to building products, collaborating with teams, and creating meaningful user and business impact.
View the case study.
Selected impact
+8.3% YoY growth in total viewing hours (16% in Q4)
+26% increase in Home engagement; 2.2x higher watch starts
Scaled registered user TVMs from 9% → 50%+ (57% at scale)
Expanded addressable audience from 7M → 33M users
Scaled growth across streaming, subscription, and fan engagement platforms serving millions globally
Leadership
I build and lead high-performing design teams that ship.
Define vision and translate it into shipped product
Partner deeply with Product and Engineering to drive outcomes
Establish systems—design, research, and experimentation—that scale
Mentor designers to raise craft, clarity, and impact
Experience
With over 20 years of experience, I’ve been a driving force in shaping digital experiences across tech startups, design agencies, and enterprise organizations. Most recently, I served as the Director of Product Design at Paramount/Pluto TV, where I led the design and user research efforts behind high-impact customer experiences for one of the world’s leading streaming television services.
Previously, I was Director of Product Design at Amazing Brands / Surkus Inc., where I led the creation of a platform empowering local businesses through rich storytelling, direct customer engagement, unique rewards, and a cashback ecosystem.
Prior to that, I contributed to Ticketmaster’s B2B TM1 Sales platform, driving the design of key features that supported large-scale event operations. At Dollar Shave Club, I designed user experiences for a new subscription model across all product verticals and helped shape the strategy for the brand’s content platform.
As a Product Design Lead at BCG Digital Ventures, I incubated and launched startups from the ground up, leading multidisciplinary teams in building innovative, user-centric solutions for Fortune 500 clients.
Earlier in my career, I led design efforts at NFL Digital Media, where I successfully launched three major iterations of the NFL Mobile app, enhancing fan engagement across digital channels.
14+ years experience leading teams to design and build innovative and widely successful products utilizing design thinking, lean UX and agile methodologies
A command of UX, CX, UI design systems, interaction, prototyping, user-testing, buildout and cross-disciplinary design sprint collaboration
Advanced expertise in mobile design, adaptive websites, B2B performance software, service design, e-commerce, connected devices, new media and motion graphics
AI-Enhanced Design Leadership
Research acceleration
Prototyping workflows
Decision-making support
Team adoption strategy