Maddy Russell

Maddy Russell

Staff Product Designer in South Philly, they/them


I'm a passionate and empathetic designer with a knack for building products and systems from the ground up. I've helped create numerous design systems and processes that streamline work across many cross-functional product teams and create much-needed consistency in the user's experience.

​​In the past I've spearheaded the design and development of complex B2B web applications, focusing on user pain points that make a real difference in their day-to-day lives. In my current role at Crossbeam, I focus heavily on self-serve revenue and activation, letting me draft and implement strong strategies that hit both product and revenue goals.

Work Experience

2023 — Now
Remote, US 🌎
  • Built and maintained a 40+ component design system through 3 major upgrades, supporting seamless product development across design and engineering

  • Achieved a -15% reduction in time to activation and a +10% increase in total activation through a targeted product initiative re-thinking onboarding

  • Strategized and launched 20+ impactful releases, contributing positively to micro funnels, OKRS, and overall customer satisfaction

  • Yielded significant ARR in self-serve revenue while owning and launching 2 full version upgrades of our self-serve pricing model

  • Acted as mentor and guide for  a team of designers working across other product areas

2020 — 2023
Remote, US 🌎
  • Built out the proof of concept for our design system and continued to own it through its growth

  • Singularly built out the entire design practice and process

  • Ensured continuous product evolution and user satisfaction by launching 70+ successful releases, including entirely new features and overall product enhancements

  • Implemented the first 2 versions of pricing & packaging, crafted the entire infrastructure used in every other version, and contributed to significant ARR in self-serve

  • Assisted in hiring and bolstered the design team from 1 to 4

2020 — 2020
Portland, OR
  • Hired and managed a team of designers

  • Owned the re-design of multiple products into a single unified platform many users called "intuitive" and "very easy to use"

2018 — 2020
Portland, OR
  • Designed and developed a brand-new inventory-based email product with a 32% click rate, +15% compared to the industry average

  • Laid the groundwork for collaboration among design, engineering, and product management and created our first design system

2016 — 2018
Philadelphia, PA
  • Led design and front-end development of 20+ mobile and web applications

  • Headed overall re-design of an enterprise B2B healthcare mobile application as well as the internal-facing web portal

2015 — 2016
Philadelphia, PA
  • Built numerous 0 to 1 web and mobile applications from scratch while collaborating closely with clients and teammates

  • Assisted in front-end development using HTML, CSS, and Angular powered by PhoneGap to release to multiple mobile and web platforms


B.S. in Graphic Design at Drexel University
Philadelphia, PA



I was a guest on my dear friend Shannon's podcast, which is a deep dive into the first Twilight book. Hear me talk vampires and baseball as we cover Chapter 17.



My horror movie list was featured on Letterboxd for Halloween. The list was published in October 2022 but I keep it updated regularly on my own Letterboxd page.