Simplifying the
product narrative

End Product is the creative portfolio of Avel Culpa. Leading end-to-end Ecommerce and Consumer App experiences.

Gap Inc

Gap Inc. operates four iconic brands on a shared shopping platform, but over time each brand evolved its own design patterns. I helped define the foundational design system that unified all brands & enabled cross-brand theming.

View work

+2%
Conversion lift
+30%
Increased speed to market
+35%
Improved site performance
←
→

Driveway

Driveway is an automative retail site where you can buy, sell, or trade your car. Ihelped optimize the sell and trade product experience by building features that provide security, trust, and transparency in the onboarding process.

View work

+30%
User retention
Features released
+4
-$100k
Reduced mail costs
←
→

Nike

We built a merchandise data manager that global users depend on for their daily tasks and generate reports for retail product offerings.

View work

+2%
Adoption rate
+30%
Improved app performance
-50%
Reduced task time

Burger King

Burger King is a popular restaurant chain with over 7000 locations. We successfully built a native mobile app that allows customers to preorder, earn rewards, view coupons, and find the nearest restaurant location.

View work

4.7/5
2017 App store rating
#8
App store category ranking
+7k
Restaurants supported
←
→
Avel Culpa
About Me
Currently loving the outdoors in Portland, Oregon. I’m a self-taught web designer with the tenacity to keep pace with the rapidly evolving world of product design.
I’ve always loved learning how to build things. As a kid, I would take apart my dad’s electronics and pretend I could reverse-engineer them. That curiosity never really left me. Product design is constantly evolving, so I’m always experimenting to test ideas, exploring new tools, and refining how things come together.

I believe storytelling is the foundation of it all things design. Every project is an opportunity to shape a clear, meaningful narrative and continually improve how I tell it. Photography is another passion of mine that helps me tell stories with intention and simplicity.
Design
Empathy
Interaction
Interface
Web & App
Research
Strategy
Concept
E2E System
Development
Webflow
Claude
Gemini
Experience
12 Years

Lead designer for Browse & Product Detail Page (PDP) experiences across multiple web sites & mobile apps for Gap, Banana Republic, Old Navy, & Athleta.

Led 0→1 automotive e-commerce design & research, simplifying a complex, information-dense experience for customers selling or trading in vehicles online.

Innovation leader of internal enterprise tools to support & improve the complicated workflows of global users in apparel merchandising.

Design & execution lead of digital ordering platforms in web, mobile, & self-ordering kiosks for Burger King & Baskin Robbins.

Kicked off a product design career building interfaces for retro gaming hardware. Worked across industrial and digital touchpoints — packaging, firmware UI, and e-commerce.

Avel@endproduct.net
Linkedin