Max Platitsyn UX Manager, Design Systems

Design systems and DesignOps leader with 13+ years in UX and 6+ years managing teams. Leads the design system supporting Bath & Body Works’ digital product organization, connecting design standards, reusable React components, governance, and delivery practices across approximately 50 designers, 40 engineers, and six product teams. Experienced in building teams, defining operating models, and helping product organizations adopt shared systems without removing the autonomy teams need to solve customer problems.

Skills
Leadership

People Management, Coaching, Design Systems Strategy, Design Operations, Stakeholder Alignment, Organizational Change

Systems

Governance, Contribution Models, Design Tokens, Component Libraries, Accessibility, Documentation, Adoption, Design-to-Code Workflows

Tools

Figma, FigJam, Storybook, Jira, Confluence, Notion, Miro, UserTesting, Adobe Creative Cloud

Education
Columbus College of Art & Design, BFA Advertising & Graphic Design
Columbus, Ohio | 2008 – 2012

Minor in Copywriting

Experience
Bath & Body Works, UX Manager – Design Systems & Design Operations
Columbus, Ohio (Remote) | Sep 2020 – Present
  • •Led DesignOps and UX Strategy teams across a portfolio of digital fixes and enhancements credited with generating $215M+ in incremental revenue from 2022–2026.
  • •Managed three direct reports within a four-person cross-functional design systems team, partnering with a front-end engineering manager on technical direction and delivery.
  • •Led strategy and operations for Wick, supporting approximately 50 designers, 40 engineers, and six digital product teams.
  • •Directed the eight-month build of Wick v3, a custom React implementation.
  • •Positioned Wick v3 as the shared UI foundation for Bath & Body Works’ 2026 brand relaunch and headless-commerce migration, contributing to digital improvements that supported the company’s first direct net sales growth since 2021.
  • •Connected Figma libraries, design tokens, React components, Storybook, documentation, accessibility guidance, and release practices into a shared design-to-development workflow.
  • •Expanded adoption across internal product and creative teams, integrated Wick into the CMS, and supported front-end training as engineers moved to the new component architecture.
  • •Partnered with design, product, engineering, brand, accessibility, and external teams to balance system consistency with product needs.
    • Bath & Body Works, Contract UX Designer, Senior UX Designer, Lead UX Designer
    Reynoldsburg, Ohio | 2016 – 2020
  • •Progressed through three UX roles while designing and leading work across Bath & Body Works’ e-commerce website and mobile app.
  • •Delivered more than 60 enhancements and new features in partnership with product, engineering, and business stakeholders.
  • •Led team migrations from Photoshop to Sketch and InVision, and later from Sketch and InVision to Figma.
  • •Developed early component libraries and the atomic-system vision that became the foundation for Wick.
    • k2dsquared, UX/UI Designer
    Powell, OH | Dec 2015 – Mar 2016

    Delivered UX research, strategy, and interface design for medical imaging, e-commerce, and mobile-first products.

    Skreened.com, Product Designer
    Columbus, Ohio | May 2013 – Dec 2015

    Led a mobile-first website redesign, managed production designers, and directed promotional and email design from concept through performance analysis.

    For a full CV and portfolio, please contact me at platitsyn.com or [email protected]