Krista Krebs, Product Manager in Philadelphia, PA, United States
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Krista Krebs

Verified Expert  in Product Management

Bio

Krista is a product strategist and designer with 10+ years of leadership experience across product, design, and engineering. She has led and influenced multimillion-dollar products in various industries, including gaming, Web3, eCommerce, and healthcare. With proficiency in multiple product disciplines, she excels at managing the entire product lifecycle—from product roadmapping to launch. Krista's sweet spot is advising companies on product strategies and UX that deliver quantifiable results.

Project Highlights

WeMod
Increased Pro Subscriber conversion by 400% through in-depth analysis of the customer journey, refining onboarding processes, messaging strategies, and user flows to optimize engagement and conversion rates.
MyUPMC
Led the redesign of MyUPMC web and mobile applications.
DICK'S Sporting Goods App
Increased user acquisition (nearly 40%) and more than doubled customer engagement in the loyalty program.

Expertise

Work Experience

Head of Product, Design, & Operations

2021 - 2023
WeMod LLC
  • Increased pro subscriber conversion by 400% through in-depth analysis of the customer journey, refining onboarding processes, messaging strategies, and user flows to optimize engagement and conversion rates.
  • Conceptualized, designed, and launched the "Save Mods" feature, now the most popular and widely used Pro feature, significantly enhancing the user experience and driving subscription growth.
  • Expanded the company’s product offering by introducing Game Maps, from initial proof of concept to full launch, enhancing WeMod's value proposition with game content beyond mods and enabling broader positioning within the gaming space.
  • Built and implemented a custom A/B testing platform, integrating Google Optimize and Amplitude to facilitate and scale growth experiments across product experience and pricing strategies.
  • Led and executed over 50 growth experiments targeting key areas such as pricing models, user retention, monetization, feature adoption, and messaging, directly contributing to product growth.
  • Managed and enhanced SEO efforts, collaborating closely with an external SEO agency and internal teams, resulting in improved organic traffic and discoverability of WeMod's products.
  • Orchestrated the seamless migration of WeMod’s payments and subscription management platform to Chargebee, ensuring zero downtime and zero user issues for millions of subscribers during the transition.
  • Pioneered the integration of AI game guides with an AI chatbot leveraging OpenAI technology, allowing gamers to receive real-time tips and guidance during gameplay, increasing customer retention.
  • Led cross-functional teams, including product managers, designers, engineers, customer success, and content operations, to deliver high-impact initiatives that aligned with business goals.
  • Increased operational efficiency by streamlining processes across design, product development, and content teams, ensuring faster time-to-market and alignment with company objectives.

Product Consultant

2021 - 2022
iAnimate
  • Advised on customer retention strategies with positioning adjustments to increase order and lifetime value of iAnimate students.
  • Reorganized and improved the messaging and overall user experience of the website, increasing funnel conversions of student applications.
  • Overhauled the product road mapping and planning structure to improve business efficiency and communication for product development.

Product Leader: Product Strategy & Design

2020 - 2021
UPMC Enterprises
  • Evaluated and prioritized potential roadmap items by using a holistic set of drivers to ensure alignment with leadership, overarching initiatives, and KPIs for a 12 to 19-month planning roadmap.
  • Created a strategy for MyUPMC's engagement in partnership with the director of the consumer strategy, including the roadmap, analytics strategy, and brand development.
  • Led product management on various engagement roadmap items and wrote product briefs that documented the goals, value, high-level requirements, and KPIs for each feature.
  • Designed and implemented product process frameworks for planning and delivery of program roadmaps.
  • Demonstrated design leadership across the web and mobile applications, managing brand design creation and the overarching visual design.

Advisor: Product Strategy & Design

2018 - 2021
RoadRunner Recycling
  • Advised the chief technology officer on a monthly basis regarding product roadmapping, team and organizational structure, and technology direction to meet overall user, organization, business, and investor goals.
  • Coached product managers on strategic thinking, product documentation, process, and product leadership.
  • Mentored the design team on product design and product development processes.
  • Advised on building a product and design team covering roles, positions, responsibilities, and expectations, including lines of communication and interaction between product management, designers, and engineers.
  • Led state of the product evaluations: established the current state of RoadRunner products and strategized the logical next steps and projects for products at RoadRunner.

Product Manager & Lead Designer

2018 - 2020
Hustle Training (Freelance)
  • Created a new component library across mobile and web with icons, illustrations, and animations, using Figma, Adobe Illustrator, and After Effects with Lottie.
  • Reimagined the mobile app strategy and visual experience across iOS and Android to increase month-over-month user acquisition (+63%) and app retention (+95%).
  • Designed and developed an improved web presence on Hustletraining.com (Webflow). Increased impressions (+76%) and click-throughs (+117%) within the first week. Decreased the homepage bounce rate (-20%).

Lead Product Designer | Design Team Lead

2018 - 2020
UPMC
  • Oversaw design for MyUPMC, ensuring the completion and delivery of high-quality design work that effectively communicates the product vision to stakeholders, product management, and engineering.
  • Coached the design team by setting clear goals and managing their work prioritization and processes, enabling them to focus on the design work.
  • Led the redesign and rewrite of our web application, introducing and documenting a new design system with improved visual styles, UX patterns, and accessibility standards.
  • Led the mobile app redesign and improvements in the information architecture, increasing engagement with foundational features by more than 150%.

Lead Mobile Product Designer & Engineer

2016 - 2018
DICK'S Sporting Goods
  • Headed all product design, creating UI/UX deliverables to meet customer needs by working with product management, customer service, and customers to understand business requirements, feedback, and pain points. Oversaw UAT of design and product.
  • Increased user acquisition by nearly 40% and more than doubled customer engagement in the loyalty program.
  • Assimilated broad, conceptual ideas and crafted interactive experiences to assess the viability quickly and cheaply test ideas using tools such as Proto.io and UserTesting.com.
  • Conducted design sprints with various stakeholders to balance business requirements with the customer’s voice to design user personas, journeys, flows, prototypes, and high-fidelity designs.
  • Developed features in an Agile process for the DSG consumer mobile application while serving as the lead Android developer.
  • Delivered (in the DSG mobile app) CRM integration, fitness tracker integration (MOVE), gift cards, store finder, personalized home screens, and, coming soon, My Offers.

Product & UX Strategist

2016 - 2017
SignEasy
  • Designed the UX strategy for the new Request Signature feature, developing five user personas with different use cases and motivations.
  • Led UX research and user interviews to determine personas and outline user flows and use cases for 10 varying scenarios.
  • Defined the UX design and implementation, cross-collaborating with marketing, product, and engineering leadership to document requirements, review user stories, and design the user interface.
  • Audited the design quality assurance for the feature and completed user acceptance testing on over 50+ user stories before launch.
  • Designed A/B tests for copy options in the onboarding of the feature to ensure the feature was well-defined and understood by users.

Product Manager & Application Developer

2013 - 2014
Boeing
  • Managed the product development of a human resources web application, incorporating the user-centered design process.
  • Led the customer research strategy by facilitating focus groups, interviews, and surveys to understand customer pain points and desires.
  • Designed 14+ user data flows to facilitate product-related knowledge transfer.
  • Developed 113 stored procedures to contribute to a rewrite of an enterprise-wide supply chain application.

WeMod

https://wemod.com

Increased Pro Subscriber conversion by 400% through in-depth analysis of the customer journey, refining onboarding processes, messaging strategies, and user flows to optimize engagement and conversion rates.

WeMod is a platform that provides game modding tools and trainers for single-player games, allowing users to enhance their gaming experience by enabling cheats and modifications. These mods give players control over game mechanics such as unlimited health, in-game currency, or enhanced abilities. WeMod’s easy-to-use software is compatible with thousands of PC games and is designed to be safe, accessible, and user-friendly, making it popular among casual gamers looking for a customized gameplay experience. Additionally, WeMod offers a Pro subscription that includes premium features, such as AI Game Guides, Teleportation in Game Maps, the mobile app, and the ability to save mods.

MyUPMC

http://myupmc.upmc.com

Led the redesign of MyUPMC web and mobile applications.

MyUPMC empowers patients to manage their healthcare digitally by connecting care experiences and personal health information. I managed and coached the design team, led the creation and evolution of web and mobile design libraries, and served as the gatekeeper to ensure high-quality deliverables.

I also partnered with product owners to build near-term roadmaps, develop analytics strategies, validate PRDs, manage the prototyping process, and work with engineering to develop features.

DICK'S Sporting Goods App

https://apps.apple.com/us/app/dicks-sporting-goods-fitness/id556653197

Increased user acquisition (nearly 40%) and more than doubled customer engagement in the loyalty program.

DICK'S Sporting Goods is the largest sporting goods retail company in the United States, with approximately 850 stores and an estimated $10 billion in revenue. The company's subsidiaries include Field & Stream and Golf Galaxy.

The DICK'S Sporting Goods mobile app improves customer lifetime value and loyalty by giving customers exclusive access to personalized offers, ScoreCard points tracking, rewards, and more.

In its formative years (2016-2018), I led the design and development of many foundational features that increased customer acquisition and engagement:

1. The ScoreCard Program allows customers to earn reward points on every purchase. Users can view their balance and scan and redeem rewards from the app.

2. MOVE is a customer loyalty program integrated with ScoreCard that allows users to earn rewards by achieving daily activity goals by integrating with Apple Health, Garmin, Fitbit, and MapMyRun.

3. My Offers is a personalized coupon engine based on machine learning and user preferences that suggests the best offers for customers.

4. I also led the redesign of the home screen, introducing personalization and dynamic content, which increased overall app engagement by 200%.

Hustle @ Home Training | Mobile App Redesign

Reimagined the mobile app strategy and visual experience across iOS and Android to increase month-over-month user acquisition (+63%) and app retention (+95%).

Hustle is a simple way to learn new youth sports skills. Users learn directly from college coaches, professional players, and expert trainers. Hustle's skills development routines, practice plans, and workout routines are designed to develop users into more effective youth sports coaches, better players, and more knowledgeable students of the sports they love.

I reviewed product analytics and user behavior patterns and identified areas that needed design improvements. Overall, I improved the information architecture to reduce friction and improve the overall UX to allow more users to watch more training videos. We introduced features such as favorites and workout playlists, a personalized, dynamic home screen, and an explore section where users could search for sports training content.

Technically, this involved designing a new component library across mobile and web with icons, illustrations, and animations, using Figma, Adobe Illustrator, and After Effects with Lottie.
2011 - 2015

Minor in Film & Video

The Pennsylvania State University - University Park, PA

2010 - 2015

Bachelor's Degree in Information Technology

The Pennsylvania State University - Pennsylvania, USA

SEPTEMBER 2024 - PRESENT

AJ & Smart Workshopper Master

AJ & Smart

Tools

Confluence, Figma, Google Analytics, Jira, Jira, Google Optimize, Adobe Analytics, Trello Development

Paradigms

Usability Testing, Agile Product Management, Agile Product Management, Key Performance Metrics, Rapid Prototyping, User Testing, UX Development, Agile Product Management, App Store Optimization (ASO), Scalable Application

Platforms

Monday Project Management, Google Ads

Industry Expertise

Film & Television, Education Technology (Edtech)

Other

Mobile App Design, Product Strategy, Product Roadmaps, Product Analytics, UX Development, Product Design, Product Management, UX Leadership, Design Systems, Android, Product Requirements Documentation (PRD), Product Delivery, Digital Product Design, Process Design, Design Leadership, Design Production, Mobile Apps, Product Leadership, Wireframing, Minimum Viable Product (MVP), Scope Management, Apple Development, Key Performance Indicators (KPIs), UX Development, Mobile Analytics, UI Prototyping, UX Development, User Journeys, UX Development, UX Development, UX Development, UX Development, Design, UI Design, Mobile UI Design, Mobile App Design, Project Planning, Project Timelines, Requirements, UX Development, Discovery, Discovery Workshops, Feature Backlog Prioritization, User Stories, Requirements & Specifications, Functional Requirements, App Product Management, MVP Design, UX Development, Product Discovery, Product Ownership, Growth Product Management, Product Owners, Scrum Product Owner, User Accepance Testing, Design Sprints, Mobile UX Design, Cross-functional Collaboration, UX Development, User Flow Design, Systems Thinking, Product Consultants, Funnel Analysis, Mobile App Design, Web & Mobile Applications, Business Strategy, Organizational Leadership, Program Management, Team Leadership, Visual Design, Mentorship & Coaching, Product Strategy Consulting, Mobile App Design, User Research, Java, Economic Development, Customer Journeys, Leadership, Web Product Management, Business Modeling, Startup Development, Early-stage Startups, Go-to-market Plans, Brand Development, Virtual Product Management, Google Software, Agile Team Leadership, Organizational Design, Structure & Organizational Design, No-code Development, Product Coach, Business Coaching, Analytics Development, Design Strategy, UX Strategy, ASO, Startup Consulting, Market Entry, SEO Tools, SEO, Staffing, Hiring, Startup Growth Strategy Development, Product Growth, Growth Strategy, Market Fit, Engagement Strategy, A/B Testing, SaaS Product Management, Business Consultant, Technical Product Management, E-commerce marketing, Webflow, Computer Science, Product Development, Organizational Development, Animation Development, iOS, Illustration, Branding, SQL, Rapid Application Development (RAD), CX Strategy, Google SEO, Design Research, App Development, Content, Project Discovery, Cost Modeling, UX Roadmaps, App Growth, User Engagement, Product Launch Strategy, Launch Strategy, Direct to Consumer (D2C), AI Product Management, Management, Growth Model, SaaS Strategy, Pricing Strategy, Amplitude, Consumer Applications, Technical Hiring, Product Hiring, Roadmaps, Conversion Rate, SEO Leadership, Content Operations, Gaming Platforms, Workshops, UX Development, Strategy Workshops, Collaboration, Collaborative Design, Facilitation, Workshop Facilitation, Design Workshops, Innovation Workshops, UX Development, Product Planning, Loyalty Programs, Design Consulting, Aha!, B2B Product Management, Feature Roadmaps, AI Product Management, AI Product Management, Cloud Product Management, Web Application, Hybrid Apps, GTM Marketing, Monetization Product Management, Monetization Models, Pricing, Subscription Pricing, Learning Management Systems (LMS), Pricing Analysis, Funnel Marketing, Web Product Management, Customer Retention, Brand Positioning, Product Positioning, Generative Artificial Intelligence (GenAI), LLM, AI Chatbots, NLP, Filmmaking, Video Editing, Art, Direction, Film set, Film Crew

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