Roadpass Digital
Parent holding company behind a portfolio of outdoor travel apps with 7M user accounts and brands like Mapbox, KOA, and Good Sam integrated into the experience. Grew Senior to Principal across five years of product redesigns, cross-platform foundations, and the Bonfire design system.
Roadpass Digital is the parent holding company behind a portfolio of outdoor travel apps, sold to users as a single subscription where one membership unlocks every product. Roadtrippers, the road trip planning app, was the highest-traffic and highest-revenue product in the portfolio. The company served seven million user accounts across the subscription with brands like Mapbox, KOA, and Good Sam integrated into the experience.
I joined as Senior Product Designer in March 2018 and grew to Principal Product Designer over five years. The work spanned individual product redesigns, cross-platform foundations, and a portfolio-wide design system. Pin Dropper shipped cross-platform across iOS, Android, tablet, and web in fall 2018, reached 2 million monthly users, and changed how road trippers started trips. Project Teton redesigned the planner around long-haul road trippers and produced the color ladders and modular component foundations that later became Bonfire. The Mapbox SDK navigation work closed the loop between trip planning and driving, contributing to an estimated 11% Plus subscription lift. Project Yellowstone was a self-initiated holiday sprint that became Bonfire’s first cross-brand stress test.
Bonfire was the cross-brand design system I designed in 2023 to unify the portfolio. I built the business case from a single-dialog spike across all five platforms (the math produced a conservative $143,000 in annual savings), shipped 14 atomized components and a token architecture, and took portfolio-wide accessibility violations from roughly 500,000 to under 100. Adoption reached 60-65% across the brands before a leadership-level layoff round shut the program down.
The growth work across those years took Roadtrippers Plus from $0 to $9 million in annual recurring revenue while the platform grew from 600K to over 2 million monthly active users.
The full story is split across Bonfire White label Design System, Turning a Free Trip Planner Into a $9M Subscription Business, Roadtrippers for Power Users, Project Yellowstone, In-App Navigation, and Pin Dropper.
Work (5)
Roadpass Digital
Roadtrippers had a feature gap competitor apps had been shipping for years, and users requested it constantly: the ability to drop a custom waypoint anywhere on the map. I designed Pin Dropper cross-platform across iOS, Android, tablet, and web. Over a million pins got dropped in trips within the first few months, changing how users started trips entirely.
View project →
Pin Dropper
View project: Pin DropperRoadpass Digital
Roadpass owned five outdoor travel apps. Four tech stacks with zero shared design language. I created Bonfire to unify them, shipping design tokens that took company-wide accessibility violations from 500K to under 100 in production while empowering the team to deliver features 80% faster.
View project →
Multi-Brand Design System
View project: Multi-Brand Design SystemRoadpass Digital
Roadtrippers users built trips in the app then left to navigate elsewhere, taking 30 minutes of trip context out the door. I led the design of in-app navigation on the beta Mapbox SDK, shipping a working cross-platform foundation future teams could build richer Plus features on top of. The work contributed an estimated 11% Plus subscription lift.
View project →
In-App Navigation Closing The Loop On Your Road Trip
View project: In-App Navigation Closing The Loop On Your Road TripRoadpass Digital
Power users planning 40-stop trips were splitting itineraries to survive the interface, keeping themselves under the paywall the subscription needed them to cross. I redesigned the planner around how long-haul road trippers actually think and rebuilt the foundation underneath: five contrast-locked color ladders, modular components, local-time at every stop. The architecture became Bonfire.
View project →
Roadtrippers for Power Users
View project: Roadtrippers for Power UsersRoadpass Digital
A two-week self-initiated sprint at Roadpass Digital that traced flat Plus conversion back to a UX problem (95% of sessions skipped every screen built to make the pitch), rebuilt the IA around a Travel Hub, and answered a CTO alignment challenge mid-pitch by running another team's UI patterns through Bonfire tokens live.
View project →