What I do in the room
I'm multilingual in how I work through product experiences. I translate what's needed with financial savvy for our business partners — the interconnectivity between product execution and a powerful customer and user experience. That holds up because I've put the hours into the crafts. Still drilling. Still executing.
Receipts from the path — plus whatever I'm writing now.
You don't have to take my word for how I think.
I enjoy writing. The archive's at vincentbaskerville.com — Here's one that's fresh right now:
Read “’99 Napster, but for books & a literal child” →
I was on the circuit before I went heads-down.
Paid speaking gigs across the country before I ever landed in Atlanta, then abroad — Warsaw, on the same stages as Perri, Wroblewski, Walter.
Melissa Perri, from the speakers' dinner →I was building the scene, not just attending it.
Founded AMUX — a morning UX meetup in a city where every other one ran evenings — and worked the product and tech groups in between. Two years in, the Tribune ran a feature on me and a friend with thirty years in Atlanta tech. I got the cover.
“The Appsters,” Atlanta Tribune, July 2012 →Atlanta wasn't supposed to produce this.
Co-founded TripLingo — a multi-platform language app, then six months to 50,000 paid users, and the only language app Barnes & Noble took into their 125-app launch for their NOOK tablet. Then, Travel and Transport bought it in 2019.
Read the acquisition →None of this started with a job title.
Coding first, then art, video, motion graphics — anything I could get into. It once got me barred by court order from every school and library computer in New Britain for a year. I found other computers.
I build my own infrastructure instead of waiting for permission.
VestaOS runs my operation — session protocols, versioned file governance, a roster of 14 AI specialists with defined roles. It's not a demo. It's what I work in every day. Same tinkering, better tools.
VestaOS →Twenty years, in order
Built it anyway
TripLingo. Nobody asked. We shipped in six months.
A number moved
$2.35M raised. 50,000+ users. The bet showed up as a figure, not a feeling.
Learning to ship
Lithium, then Salesforce. Mobile web at a hundred million people. Then Engage — sales goals +100%.
The title caught up
CallRail. Director of UX & PM. Opened two markets. The company grew 200% that year.
The room got heavier
Home Depot. Portfolio weight. Fifteen-plus teams. No org chart under me. The switch had to work in that room.
Same job, more weight
Sr. Principal, Store Systems. Store Ops and Merchandising. Sixty practitioners. Same job I do now.
Teaching on the side
General Assembly, evenings. 35+ workshops and courses. That's where the player-coach got practiced.
The next room
Laid off March 2026. Director or VP conversation. Same craft.
A few problems I enjoyed
Selected case studies below — read them, or listen if you'd rather take it in while you're driving. TripLingo is open with no code; the rest need it. Or skip straight to Dribbble for selected design artifacts.
TripLingo
A weekend prototype, 50,000 paid downloads. I coded the product that turned a weekend into a funded company.
Field storytelling 2011–2013 open
On-Shelf Availability
40% of directed tasks died on missing product. I built the portfolio system that taught the store to see.
Product systems Measurement & governance Field storytelling 2020–2022 open
Experience Measurement
100+ apps, zero experience measurement. I built the standard that ended up on the CEO's desk.
Measurement & governance 2019–2026 open
Journey Management
Vertical roadmaps, horizontal work. I built the operating model behind a 2× lift in Returns and $35M+ of product back on the shelf.
Operating models Team & influence 2021–2026 open
Unified Tasking
349 tasks across 25 apps. I built the model that made the $3.3M case fundable.
Product systems Team & influence 2020–2022 open
Common Associate Store Experience
100+ apps, no common ground. I built the guardrail Product and Engineering signed — and the vision 89% of associates wanted.
Product systems Field storytelling Team & influence 2021–2025 openWhere the work happened
I've held Product titles, UX titles, founder titles, and enterprise leadership roles.
The through-line is the same: find the real problem, create a direction people can align around, and build the system that turns it into measurable product outcomes.
Enterprise product strategy from a UX seat. I connected Store Operations, Merchandising, Product, Engineering, and business leadership around tasking, availability, returns, measurement, and the associate platform — then built the mechanisms that made those strategies operable.
I managed approximately 15 UX practitioners while personally driving early Unified Tasking, Store Notifications, OSA/North Star strategy, and the measurement discipline that later scaled across Store.
I led UX across a major Supply Chain technology portfolio, managing 10 direct reports and 3 additional practitioners across 18 balanced teams. We helped build and deploy a custom cloud WMS into 10 new Distribution Centers while changing how the organization built software.
I joined as a contract UX leader for Distribution Center software and helped Product, Engineering, and UX teams move toward stronger cloud-product and product-development practices.
I built Product + UX during hypergrowth, managed Associate PMs and designers, and led research, roadmap, and GTM work supporting expansion into Enterprise Sales and Call Centers.
I led UX for Salesforce Engage and built internal tooling that gave Product and UX teams a shared view of delivery.
I owned GTM for a mobile-web experience serving 100M+ users and partnered with Engineering on a new stack from proof-of-concept through MVP.
From nothing to a multi-platform mobile product in six months. I led Product and Design through launch, growth, partnerships, and fundraising.