Design Director, Brokerage · Robinhood

Becca Reeves

I build the teams and systems that help design succeed at scale.

About

Design leader with 10+ years of experience building and scaling teams, systems, and product experiences across startups and large enterprises. Known for a builder's mindset, strong cross-functional partnership, and a focus on clarity, craft, and customer impact in complex, regulated environments. Experienced in leading design at scale while staying close to the work.

By the numbers

26M+

active users on Robinhood

Before

After

65%

increase in engagement on Prudential.com

$16M

annual cost savings through paperless enrollment

342%

traffic increase to Find an Advisor

50+

designers and researchers mentored throughout career

2 → 50+

employees at Legacy, where I joined as an early hire

Experience

Design Director, BrokerageJan 2026 – Present

Robinhood

Leading a 30+ person design team across core investing and brokerage platforms, with a focus on building strong teams and scalable systems behind complex financial products.+
Still early — but the work is about making financial complexity feel navigable. The same challenge I've always been drawn to, higher stakes.
Partnering closely with product and engineering to improve clarity, usability, and trust for self-directed investors.+
Trust is the product. Every interaction either builds it or erodes it — and at Robinhood, people are making real decisions with real money.

Right now

"How do you build design systems that outlast you — and teams that don't need you to succeed?"

Building toward

A brokerage experience that makes the complexity of investing feel navigable for everyone, not just the experienced.

Outside of work

Making handmade pasta, trying to get better at tennis, and thinking about how to reduce food waste at home.

Director, Experience DesignMar 2024 – Jan 2026

Prudential Financial

Led enterprise experience strategy across marketing, account management, self-service, and conversational platforms, shaping end-to-end customer journeys used by 18M+ customers.+
The hardest scope I've held — four distinct platform types, each with its own stakeholders and definition of done.
Built and scaled a multidisciplinary UX and content organization from 2 to 14+, establishing hiring, onboarding, and career frameworks that strengthened retention.+
Going from 2 to 14 sounds like a staffing milestone. What it actually meant: defining what kind of team I wanted to lead.
Unified brand, marketing, and service UX — improving consistency, accessibility, and trust across complex, regulated experiences.+
In a regulated environment, Legal and Compliance aren't blockers — they're partners. The best work happened when we looped them in early.
Led the evolution of the enterprise design system, increasing design and development efficiency by 40%.+
Design systems are really team agreements rendered in code. The hard part isn't the tokens — it's getting 40 dev teams to trust the system.
Delivered a 65% increase in engagement on Prudential.com, a 20% reduction in tax-related service calls, and $16M in annual cost savings through paperless enrollment.+
The $16M was a surprise. We were solving a UX problem — the cost savings were a byproduct of doing the right thing for the customer.
Recognized with Forrester's Customer-Obsessed Enterprise Award (2024) and Gartner's Cross-Functional Collaboration Excellence Award.+
These meant something because they weren't design awards — they recognized that the whole system worked, across functions, at scale.

Manager, Experience DesignDec 2020 – Mar 2024

Prudential Financial

Managed and coached a growing UX team supporting Prudential.com and enterprise marketing, laying the foundation for a scaled design organization.+
This role was about proving that design could be a strategic function, not a service layer.
Led the redesign of Prudential.com in support of a major brand refresh, driving a 65% year-over-year increase in engagement.+
The brand refresh gave us permission to rethink everything. We didn't just redesign the site — we redesigned how the team worked.
Rebuilt site navigation and information architecture, resulting in a 342% increase in traffic to Find an Advisor.+
342% sounds like magic. It was really just listening to what people were actually trying to do and getting out of their way.
Championed user research as a core practice, leading 80+ studies and increasing research adoption by 125% across teams.+
Research adoption is a cultural problem, not a methodology problem. We made research visible, fast, and collaborative.

Senior Product DesignerOct 2016 – Dec 2020

Legacy

Joined as an early hire and led experience design as the company scaled from 2 to 50+ employees, owning end-to-end product and web experiences.+
My first real experience with ambiguity as a feature. No roadmap, no design system — just a problem worth solving.
Established foundational design standards and patterns across seven websites, improving consistency and enabling faster iteration.+
This is where I first understood that the unglamorous work — the standards, the documentation — is what makes everything else possible.
Built early team culture by mentoring junior designers and running an internship program.+
Getting to watch someone become a better designer is a different kind of impact. The internship program was my favorite thing I built there.

Marketing DesignerDec 2014 – May 2017

Campus Recreation

Supported digital and marketing communications across web, email, and physical environments, improving access to campus recreation programs.+
Where I learned to care whether the thing I made actually worked. Did people show up? Design as a means to an end, not an end in itself.