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Rolf is one of those rare design leaders whose impact is felt just as deeply in the how as in the what. Thoughtful to his core, endlessly curious, and deeply human-centered, Rolf approaches design as both a craft and a conversation. He doesn’t just seek the right solution—he invites it in. Always open to feedback, always listening, and always eager to hear others’ ideas, Rolf creates space for collaborative thinking and shared success.
I had the privilege of hiring Rolf to lead B2B product design at Fetch, and it ranks up there as one of the best decisions I made in that role. He brought calm to complexity, championed the user at every turn, and balanced business needs with empathy and precision. His design work was never just functional—it was elegant, intentional, and reflective of deep systems thinking.
Beyond the craft, Rolf is a natural mentor and a grounding presence on any team. He fosters psychological safety, encourages open dialogue, and leads with a quiet confidence that brings out the best in others. It's no surprise he earned the deep respect of peers across disciplines and departments.
Rolf is one of those rare design leaders whose impact is felt just as deeply in the how as in the what. Thoughtful to his core, endlessly curious, and deeply human-centered, Rolf approaches design as both a craft and a conversation. He doesn’t just seek the right solution—he invites it in. Always open to feedback, always listening, and always eager to hear others’ ideas, Rolf creates space for collaborative thinking and shared success.
I had the privilege of hiring Rolf to lead B2B product design at Fetch, and it ranks up there as one of the best decisions I made in that role. He brought calm to complexity, championed the user at every turn, and balanced business needs with empathy and precision. His design work was never just functional—it was elegant, intentional, and reflective of deep systems thinking.
Beyond the craft, Rolf is a natural mentor and a grounding presence on any team. He fosters psychological safety, encourages open dialogue, and leads with a quiet confidence that brings out the best in others. It's no surprise he earned the deep respect of peers across disciplines and departments.
Erin Fuller
VP Creative Director at Fetch
Erin Fuller
VP Creative Director at Fetch
For 3 years, I had the pleasure of working both with and under Rolf Nelson as a direct report during his time as the director of Enterprise design at Fetch.
One of the things I appreciated most about Rolf was his ability to create a team culture where ideas could be challenged openly—but never the people behind them. He fostered an environment of trust and respect where feedback was welcomed, collaboration was easy, and the work genuinely got better because of it.
He also cared deeply—about his team, and about the people who use our products. Whether it was supporting me through a tough project or pushing us to better understand our users, Rolf consistently showed up with empathy, curiosity, and a strong sense of purpose. He was the kind of leader who made space for others, asked thoughtful questions, and wasn’t afraid to advocate for what mattered.
If you’re looking for a thoughtful, people-first design leader who brings both heart and clarity to the table, Rolf is it. I’d jump at the chance to work with him again.
For 3 years, I had the pleasure of working both with and under Rolf Nelson as a direct report during his time as the director of Enterprise design at Fetch.
One of the things I appreciated most about Rolf was his ability to create a team culture where ideas could be challenged openly—but never the people behind them. He fostered an environment of trust and respect where feedback was welcomed, collaboration was easy, and the work genuinely got better because of it.
He also cared deeply—about his team, and about the people who use our products. Whether it was supporting me through a tough project or pushing us to better understand our users, Rolf consistently showed up with empathy, curiosity, and a strong sense of purpose. He was the kind of leader who made space for others, asked thoughtful questions, and wasn’t afraid to advocate for what mattered.
If you’re looking for a thoughtful, people-first design leader who brings both heart and clarity to the table, Rolf is it. I’d jump at the chance to work with him again.
Cassy Smithies
Product Manager at Fetch
Cassy Smithies
Product Manager at Fetch
I worked with Rolf when he was my manager and the Enterprise Design Director at Fetch. If you’re looking for a deeply influential, inspiring leader who will foster your company’s design culture no matter if it’s well-established or starting from ground zero, then look no further.
Rolf is fearless, brazen, and vocal. He has a knack for communicating kindly but also challenging ideas directly when necessary, all the while making everyone feel heard, valued, and included. He is unafraid of being wrong or posing the unpopular opinion in the room, especially if it means mitigating risks when they're still pebbles well before others realize they were boulders. Rolf is also tactful in calmly navigating disagreements, balancing different perspectives, thoughtfully asking the right questions to drive alignment, and helping others see the bigger picture from an entirely different vantage point than they initially had.
Whether it was uplifting the team's voices and giving us opportunities to find our own, coaching the team to think and lead differently, or pushing for innovation in favor of long-term vision over short-term gains, there was rarely a time when Rolf did not advocate for our team. I couldn't have been luckier to have been part of a team culture built on trust, accountability, mentorship, growth, and healthy communication. If you want to upskill talented designers but build even better leaders and unified teams, then you've found the right person. They will undoubtedly flourish, cross-pollinate, and leave a lasting impact under Rolf's leadership and guidance.
I worked with Rolf when he was my manager and the Enterprise Design Director at Fetch. If you’re looking for a deeply influential, inspiring leader who will foster your company’s design culture no matter if it’s well-established or starting from ground zero, then look no further.
Rolf is fearless, brazen, and vocal. He has a knack for communicating kindly but also challenging ideas directly when necessary, all the while making everyone feel heard, valued, and included. He is unafraid of being wrong or posing the unpopular opinion in the room, especially if it means mitigating risks when they're still pebbles well before others realize they were boulders. Rolf is also tactful in calmly navigating disagreements, balancing different perspectives, thoughtfully asking the right questions to drive alignment, and helping others see the bigger picture from an entirely different vantage point than they initially had.
Whether it was uplifting the team's voices and giving us opportunities to find our own, coaching the team to think and lead differently, or pushing for innovation in favor of long-term vision over short-term gains, there was rarely a time when Rolf did not advocate for our team. I couldn't have been luckier to have been part of a team culture built on trust, accountability, mentorship, growth, and healthy communication. If you want to upskill talented designers but build even better leaders and unified teams, then you've found the right person. They will undoubtedly flourish, cross-pollinate, and leave a lasting impact under Rolf's leadership and guidance.
Gina Valdez
Product Designer at Fetch
Gina Valdez
Product Designer at Fetch
Rolf is one of the most talented and creative design leaders I’ve had the pleasure of working with. During my time working with him I was continually impressed with his approach to understanding business objectives, user needs and pain points and rapidly creating elegant, engaging solutions that delivered results. Early on it was clear to me that Rolf is a natural born leader. He steps in when the team lacks clarity and provides a path forward. He continually mentored members of the team in a way that gave them the freedom to learn and grow from their mistakes, while stepping in to add guidance where needed. He truly understands user-centered design and keeps users at the forefront of every product he touches, being a true advocate on their behalf. He ensures the teams he leads has a thorough understanding of the “why” behind any initiative they take on and the key metrics the company is trying to hit. He’s an advocate for accessible and inclusive design while still making experiences fun, engaging and simple. Rolf is an excellent addition for any team looking to add a proven, well respected design leader, who consistently delivers impactful results and makes all around him better at what they do. I sincerely hope I have the opportunity to work with him again somewhere down the line.
Rolf is one of the most talented and creative design leaders I’ve had the pleasure of working with. During my time working with him I was continually impressed with his approach to understanding business objectives, user needs and pain points and rapidly creating elegant, engaging solutions that delivered results. Early on it was clear to me that Rolf is a natural born leader. He steps in when the team lacks clarity and provides a path forward. He continually mentored members of the team in a way that gave them the freedom to learn and grow from their mistakes, while stepping in to add guidance where needed. He truly understands user-centered design and keeps users at the forefront of every product he touches, being a true advocate on their behalf. He ensures the teams he leads has a thorough understanding of the “why” behind any initiative they take on and the key metrics the company is trying to hit. He’s an advocate for accessible and inclusive design while still making experiences fun, engaging and simple. Rolf is an excellent addition for any team looking to add a proven, well respected design leader, who consistently delivers impactful results and makes all around him better at what they do. I sincerely hope I have the opportunity to work with him again somewhere down the line.
Joe Burud
Principal, Product Design at Sam's Club
Joe Burud
Principal, Product Design at Sam's Club
Rolf brought a great energy to the design practice as an Experience Architect at projekt202. Software consulting is chaotic and challenging even in ideal circumstances, but when things begin to go sideways Rolf's large creative gift (seeing unexpected connections) and easy humor goes a long way toward finding solutions, caring for the team, and navigating the client relationship. I'd love to with with him again if I had the chance.
Rolf brought a great energy to the design practice as an Experience Architect at projekt202. Software consulting is chaotic and challenging even in ideal circumstances, but when things begin to go sideways Rolf's large creative gift (seeing unexpected connections) and easy humor goes a long way toward finding solutions, caring for the team, and navigating the client relationship. I'd love to with with him again if I had the chance.
Charlie Trotter
Experience Director at Projekt202
Charlie Trotter
Experience Director at Projekt202
I had the honor to work alongside Rolf for 3+ years at Fetch and couldn't have asked for a more talented, collaborative, and fun person to work with!
When I first started working with Rolf, our enterprise application was at ground zero. Over the past 3 years Rolf and his team built a design system used by multiple engineering teams from the ground up. This system set in place consistent UI/UX patterns that made implementing features easy, predictable, and consistent.
I'm confident that any team looking for a talented designer, enthusiastic collaborator, engaged leader, and all around fun guy will be very happy to have Rolf on their team!
I had the honor to work alongside Rolf for 3+ years at Fetch and couldn't have asked for a more talented, collaborative, and fun person to work with!
When I first started working with Rolf, our enterprise application was at ground zero. Over the past 3 years Rolf and his team built a design system used by multiple engineering teams from the ground up. This system set in place consistent UI/UX patterns that made implementing features easy, predictable, and consistent.
I'm confident that any team looking for a talented designer, enthusiastic collaborator, engaged leader, and all around fun guy will be very happy to have Rolf on their team!
Mason O'Mara
Technical Lead at Fetch
Mason O'Mara
Technical Lead at Fetch
I got to work with Rolf at WWEX as a client where he consistently went above and beyond. As a UX expert, he brings the rare combo of big-picture thinking and detail-oriented design. He digs into user research and turns those insights into clean, intuitive experiences that actually work.
Beyond being a strong designer, Rolf is a clear communicator and a collaborative partner. He has a knack for leading design conversations that move projects forward and get stakeholders on board.
I'm really glad I had the chance to work with him—Rolf's skills and attitude make the whole team better. I highly recommend him.
Joshua Wilkinson
Director of Program Managemen at WWEX
I had the privilege of working closely with Rolf during his time at Fetch, where he made an outsized impact as our first enterprise designer. From day one, Rolf brought a deep understanding of enterprise design principles and applied them with precision and empathy. He played a critical role in launching Mission Control, our Performance Media Manager, a foundational product that now gives all partners access to robust reporting and supports streamlined onboarding and campaign creation internally.
Rolf was more than just a designer; he was a true advocate for user experience in complex enterprise environments. He consistently championed thoughtful design in every conversation, ensuring UX was never an afterthought, even in the most technical discussions. I always appreciated being able to turn to Rolf to work through tricky UX challenges; his perspective was grounded, strategic, and user-first.
Beyond his individual contributions, Rolf also helped grow the enterprise design function at Fetch. He built a strong, collaborative team and went to bat for them time and time again. His ability to balance enterprise-level complexity with clarity and usability made him an invaluable partner across product, engineering, and stakeholder teams.
Any organization investing in enterprise platforms would be lucky to have Rolf shaping their user experience. He's not only a skilled designer, he's a builder, a leader, and a trusted voice at the table.
I had the privilege of working closely with Rolf during his time at Fetch, where he made an outsized impact as our first enterprise designer. From day one, Rolf brought a deep understanding of enterprise design principles and applied them with precision and empathy. He played a critical role in launching Mission Control, our Performance Media Manager, a foundational product that now gives all partners access to robust reporting and supports streamlined onboarding and campaign creation internally.
Rolf was more than just a designer; he was a true advocate for user experience in complex enterprise environments. He consistently championed thoughtful design in every conversation, ensuring UX was never an afterthought, even in the most technical discussions. I always appreciated being able to turn to Rolf to work through tricky UX challenges; his perspective was grounded, strategic, and user-first.
Beyond his individual contributions, Rolf also helped grow the enterprise design function at Fetch. He built a strong, collaborative team and went to bat for them time and time again. His ability to balance enterprise-level complexity with clarity and usability made him an invaluable partner across product, engineering, and stakeholder teams.
Any organization investing in enterprise platforms would be lucky to have Rolf shaping their user experience. He's not only a skilled designer, he's a builder, a leader, and a trusted voice at the table.
Lindsey Fulton
B2b Product Lead at Fetch
Lindsey Fulton
B2b Product Lead at Fetch
I had the fortune of working with Rolf as he led the enterprise product design team at Fetch. He brings strategic depth and steady guidance to large-scale product initiatives, leading with thoughtfulness and empowering teams to do their best work. His passion for mentorship shines through in how he lifts up both the work and the people behind it. Rolf left a meaningful impact on our team, and I’m excited to see the lasting influence of his leadership.
I had the fortune of working with Rolf as he led the enterprise product design team at Fetch. He brings strategic depth and steady guidance to large-scale product initiatives, leading with thoughtfulness and empowering teams to do their best work. His passion for mentorship shines through in how he lifts up both the work and the people behind it. Rolf left a meaningful impact on our team, and I’m excited to see the lasting influence of his leadership.
Will Kaufman
Product Designer at Fetch
Will Kaufman
Product Designer at Fetch
Rolf is a design leader whose remarkable guidance has made a significant impact on me, even though our paths haven't formally crossed on the same team. My connection with Rolf began with the exciting possibility of collaborating and deepened through his invaluable mentorship on ADPList, alongside our many insightful in-person conversations. Even with his impressive background and vast experience, Rolf consistently impressed me with a humility that shines through his genuine willingness to listen. It was truly remarkable to see the profound empathy he offered during our mentoring sessions, always coupled with astute advice and unwavering support. His continuous learning, coupled with his unique background, rich experience, and empathetic mindset, makes him not just a valuable asset, but a truly transformative presence for any team lucky enough to have him.
Rolf is a design leader whose remarkable guidance has made a significant impact on me, even though our paths haven't formally crossed on the same team. My connection with Rolf began with the exciting possibility of collaborating and deepened through his invaluable mentorship on ADPList, alongside our many insightful in-person conversations. Even with his impressive background and vast experience, Rolf consistently impressed me with a humility that shines through his genuine willingness to listen. It was truly remarkable to see the profound empathy he offered during our mentoring sessions, always coupled with astute advice and unwavering support. His continuous learning, coupled with his unique background, rich experience, and empathetic mindset, makes him not just a valuable asset, but a truly transformative presence for any team lucky enough to have him.
Austin Lin
Product Designer at Actiontec Electronics
Austin Lin
Product Designer at Actiontec Electronics
Rolf was the first designer I had ever worked with in my career journey and he made a lasting impression on me. Because of Rolf, I genuinely developed a curiosity and growing respect for Product Design and UX, becoming eager to collaborate with his team as needed. He welcomed my non-design POV to OOUX work he was involved in, valued my feedback during crits, and approached challenges with a strategic, creative mindset. He leads by example and reminds you what's fun about the work you are committing time and energy into. Big Rolf fan over here. Count yourself lucky if you're able to cross paths with him!
Rolf was the first designer I had ever worked with in my career journey and he made a lasting impression on me. Because of Rolf, I genuinely developed a curiosity and growing respect for Product Design and UX, becoming eager to collaborate with his team as needed. He welcomed my non-design POV to OOUX work he was involved in, valued my feedback during crits, and approached challenges with a strategic, creative mindset. He leads by example and reminds you what's fun about the work you are committing time and energy into. Big Rolf fan over here. Count yourself lucky if you're able to cross paths with him!
Danielle Adam
Implementation Manager at Fetch
Danielle Adam
Implementation Manager at Fetch
I had the pleasure of working with Rolf as a fellow experience design consultant, and it was honestly one of the best collaborations I’ve had. We dealt with our fair share of complex projects, crazy deadlines, and demanding clients but Rolf had this amazing way of staying cool under pressure while still bringing fresh, creative solutions to the table. He never lost sight of what users actually needed, always over delivered and had amazing composure even when business demands were pulling in different directions (which is an understatement for an unreasonable client we were dealing with).
What really made working with him special is that he just made everything better. The guy has this natural way of lifting the mood in the room, even when we were all stressed and running on too much coffee, he found a way to keep us all focused on the things that mattered. He didn’t just contribute great ideas, he had a knack for getting everyone on the same page and actually excited about the work we were doing.
I’ve watched Rolf evolve from a talented designer into someone who really knows how to lead and mentor others. He’s got this ability to help people grow without making them feel like they’re being managed, if that makes sense. You can tell he genuinely cares about helping his teammates succeed, and it shows in the quality of work that comes out of any project he touches.
The field of experience design is better because of people like Rolf, and I’m excited to see where his career goes next. Whatever team gets him is going to be incredibly fortunate. Rolf consistently challenged us to think differently in many ways. He’s one of those rare people who makes everyone around him better at what they do.
I had the pleasure of working with Rolf as a fellow experience design consultant, and it was honestly one of the best collaborations I’ve had. We dealt with our fair share of complex projects, crazy deadlines, and demanding clients but Rolf had this amazing way of staying cool under pressure while still bringing fresh, creative solutions to the table. He never lost sight of what users actually needed, always over delivered and had amazing composure even when business demands were pulling in different directions (which is an understatement for an unreasonable client we were dealing with).
What really made working with him special is that he just made everything better. The guy has this natural way of lifting the mood in the room, even when we were all stressed and running on too much coffee, he found a way to keep us all focused on the things that mattered. He didn’t just contribute great ideas, he had a knack for getting everyone on the same page and actually excited about the work we were doing.
I’ve watched Rolf evolve from a talented designer into someone who really knows how to lead and mentor others. He’s got this ability to help people grow without making them feel like they’re being managed, if that makes sense. You can tell he genuinely cares about helping his teammates succeed, and it shows in the quality of work that comes out of any project he touches.
The field of experience design is better because of people like Rolf, and I’m excited to see where his career goes next. Whatever team gets him is going to be incredibly fortunate. Rolf consistently challenged us to think differently in many ways. He’s one of those rare people who makes everyone around him better at what they do.
Zabdiel Gonzalez
Senior Product Designer at Comcast
Zabdiel Gonzalez
Senior Product Designer at Comcast
I had the privilege of working under Rolf's leadership for almost 2 years. He had a great impact on how I grew as a product designer and on our team's culture. He is not only an exceptional design leader but also someone who fosters an environment where collaboration, psychological safety, and creative exploration thrive.
Rolf has built one of the most thoughtful and supportive teams I have ever worked with. He encourages open dialogue, gives honest answers, and ensures every voice is heard. His transparency around decisions and willingness to address ambiguity directly builds trust and keeps the team aligned.
What sets Rolf apart is his deep design expertise and commitment to mentorship. He consistently provides sharp, thoughtful feedback during design reviews. His mentoring style focuses on building design intuition. Instead of prescribing solutions, he asks questions and helps you think through your choices. This helped me grow and see design problems more clearly.
I am truly grateful for Rolf’s leadership and support. He is kind, smart, and really cares about both people and product. I recommend him to any team that wants to grow and do great work together.
I had the privilege of working under Rolf's leadership for almost 2 years. He had a great impact on how I grew as a product designer and on our team's culture. He is not only an exceptional design leader but also someone who fosters an environment where collaboration, psychological safety, and creative exploration thrive.
Rolf has built one of the most thoughtful and supportive teams I have ever worked with. He encourages open dialogue, gives honest answers, and ensures every voice is heard. His transparency around decisions and willingness to address ambiguity directly builds trust and keeps the team aligned.
What sets Rolf apart is his deep design expertise and commitment to mentorship. He consistently provides sharp, thoughtful feedback during design reviews. His mentoring style focuses on building design intuition. Instead of prescribing solutions, he asks questions and helps you think through your choices. This helped me grow and see design problems more clearly.
I am truly grateful for Rolf’s leadership and support. He is kind, smart, and really cares about both people and product. I recommend him to any team that wants to grow and do great work together.
Shichao Wang
Product Designer at Fetch
Shichao Wang
Product Designer at Fetch
Rolf is one of the most creative individuals that I have ever had an opportunity of working with. He was in-charge of delivering a critical feature, and was leading the whole team. But never once did it feel like I was “reporting” to him. It felt like working with a peer. He leads by example, and doesn’t flinch to get his hands dirty.
In the Product Design space, it’s very easy to step in on one another’s toes. But Rolf ensured that the project ran smoothly, and was delivered well ahead of time. He is incredibly witty, and was usually the heart of team dinners.
We had to travel around the country doing ethnographic studies, contextual inquiries. And Rolf would have a keen eye for observable pain-points and would easily get to the heart of the problem while addressing self-reported pain-points. He also has an incredible memory.
If Rolf were ever to play Dungeons and Dragons, he’d be a great bard. Because he is excellent at telling stories, is an impeccable advocate for users, stands staunchly against dark patterns, and excels at empathy.
Rolf is one of the most creative individuals that I have ever had an opportunity of working with. He was in-charge of delivering a critical feature, and was leading the whole team. But never once did it feel like I was “reporting” to him. It felt like working with a peer. He leads by example, and doesn’t flinch to get his hands dirty.
In the Product Design space, it’s very easy to step in on one another’s toes. But Rolf ensured that the project ran smoothly, and was delivered well ahead of time. He is incredibly witty, and was usually the heart of team dinners.
We had to travel around the country doing ethnographic studies, contextual inquiries. And Rolf would have a keen eye for observable pain-points and would easily get to the heart of the problem while addressing self-reported pain-points. He also has an incredible memory.
If Rolf were ever to play Dungeons and Dragons, he’d be a great bard. Because he is excellent at telling stories, is an impeccable advocate for users, stands staunchly against dark patterns, and excels at empathy.
Tiru Raghavan
Senior Product Designer II at Fiserv
Tiru Raghavan
Senior Product Designer II at Fiserv
I am thankful to Rolf for sharing his leadership style and appreciated the opportunity to work with him this past year. It really is such a rarity to find leaders who truly care about their people and want to lead rather than “be in charge”. Coming straight from a pretty brutal environment to his team was like a breath of fresh air. He's the kind of design director people go through their career searching for. He mentioned that it was from own experiences that made him want to do leadership differently, and he nailed it.
I am thankful to Rolf for sharing his leadership style and appreciated the opportunity to work with him this past year. It really is such a rarity to find leaders who truly care about their people and want to lead rather than “be in charge”. Coming straight from a pretty brutal environment to his team was like a breath of fresh air. He's the kind of design director people go through their career searching for. He mentioned that it was from own experiences that made him want to do leadership differently, and he nailed it.
Kierstyn Olivare
Product Designer at Fetch
Kierstyn Olivare
Product Designer at Fetch
I've had the pleasure of working with Rolf. Our paths have crossed on numerous occasions in our careers, and I am happy to write the recommendation for someone who "gets it". An influential designer with a mind for bridging the gap between what the end user needs, what the business is attempting to accomplish, and what is technically feasible. Rolf has a gift for communicating solutions to complex problems to stakeholders, while also being able to execute them—not many people know how to both articulate and implement solutions. I highly recommend Rolf for any IC or Leadership position, should he choose to apply for a leadership role, because he has the experience and empathy needed to thrive in both of those roles.
I've had the pleasure of working with Rolf. Our paths have crossed on numerous occasions in our careers, and I am happy to write the recommendation for someone who "gets it". An influential designer with a mind for bridging the gap between what the end user needs, what the business is attempting to accomplish, and what is technically feasible. Rolf has a gift for communicating solutions to complex problems to stakeholders, while also being able to execute them—not many people know how to both articulate and implement solutions. I highly recommend Rolf for any IC or Leadership position, should he choose to apply for a leadership role, because he has the experience and empathy needed to thrive in both of those roles.
Everett Swain II
Founder UXD Academy
Everett Swain II
Founder UXD Academy
I had the pleasure of working with Rolf when he led our enterprise design team, and I was constantly inspired by his deep curiosity, attention to detail, and relentless drive to make things better. Rolf is an exceptional designer, but what truly sets him apart is his empathy, honesty, and unwavering care—for the work, the team, and the people we’re building for. He doesn’t just lead with skill, he leads with heart. Any team would be extremely fortunate to have him.
I had the pleasure of working with Rolf when he led our enterprise design team, and I was constantly inspired by his deep curiosity, attention to detail, and relentless drive to make things better. Rolf is an exceptional designer, but what truly sets him apart is his empathy, honesty, and unwavering care—for the work, the team, and the people we’re building for. He doesn’t just lead with skill, he leads with heart. Any team would be extremely fortunate to have him.
Jordan Hovater
Lead Product Designer at Fetch
Jordan Hovater
Lead Product Designer at Fetch