Felicia Culler is a Designer based in
Bay Area, California.

I'm a Swedish-American multi-disciplinary Designer with 14+ years of experience crafting human-centered digital experiences that scale. Currently at Sam’s Club, I lead cross-functional efforts to build accessible, intuitive products and scalable design systems that drive consistency across a massive retail ecosystem.

My background spans product design, brand identity, and UI for wearables shaped through collaborations with teams like Google, Fitbit, and founders at Fellow, Wild Distillery. I bring a systems-thinking mindset, a deep care for craft, and a strategic eye for how design supports both user needs and business goals.

I believe the best digital products are not only functional and beautiful - but also measurable, scalable, and impactful.