About Aaron Norrie

I am an eCommerce and UX leader focused on building scalable, high-impact product experiences across enterprise commerce platforms. I lead UX strategy, conversion optimization, and platform design for complex commerce ecosystems, partnering closely with product, engineering, analytics, and legal teams to deliver measurable customer and business outcomes.

My background spans hands-on design and implementation through senior leadership, which gives me a strong perspective on both execution and strategy. I am most effective at the intersection of user needs, business goals, and technical constraints, helping teams make clear and informed decisions that scale within real-world platforms and compliance requirements.

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What I do

  • Lead UX and product experience strategy for enterprise eCommerce platforms

  • Own conversion optimization across core journeys, including checkout, cart, PDP, and post-login experiences

  • Build and govern scalable design systems, CMS patterns, and authoring frameworks

  • Partner cross-functionally to deliver compliant and measurable solutions at scale

  • Mentor and grow the UX and site operations teams

How I work

I work best in highly collaborative environments where UX is integrated early and often. I focus on defining clear problem statements, aligning stakeholders around shared goals, and delivering pragmatic solutions that balance experience quality with speed to market and platform realities. I value systems thinking, strong documentation, and iterative improvement grounded in data and user behavior.

Career Progression

Over the course of my career, I have grown from hands-on design and front-end execution into leading UX and eCommerce teams responsible for large-scale platforms. This progression allows me to bridge strategy and delivery, ensuring ideas are not only well designed but also feasible, maintainable, and impactful over time.

Outside of work

Outside of work, I enjoy travel, hiking, motorsports, photography, and videography, as well as exploring how design and technology intersect with real-world systems. I am always open to conversations about improving digital experiences at scale.

Leadership and Impact

Aaron played a key role in helping Ashworth move online earlier than many peer institutions and has led multiple site redesigns and enhancements over time. His vision, creativity, and attention to detail contributed meaningfully to the company’s growth and long term online presence.
Rob Klapper, CEO, Ashworth College

Aaron fostered a collaborative and high trust environment and earned the respect of everyone he worked with. Under his leadership, we built tools that enabled innovation while maintaining a high bar for quality and detail. His ability to spot issues early helped the team deliver stronger, more reliable solutions.
Angel Alvarado, System Architect and Senior Web Developer, Ashworth College

Aaron is highly effective at conceptualizing and delivering digital experiences that support lead generation and acquisition goals. His expertise across UX, experimentation, and SEO made him a strong partner on large scale digital initiatives.
Sigrid Gehrig, Senior Director of Online Marketing, Ashworth College