Serena Haahs is a product and brand designer shaping 0→1 experiences across digital and physical touchpoints.
Apollo ID
,
Product Design
Year
2023-Present
Overview
Apollo ID is a hospitality platform connecting venue operations (B2B) with a consumer-facing membership experience (B2C). The product unifies fragmented systems like POS, reservations, ticketing, and CRM into a single ecosystem, helping venues operate more efficiently while creating a seamless guest experience.
My Role
As a foundational product designer, I led design across Apollo’s B2B and consumer platforms. I owned end-to-end product design, launched three products from 0→1, and built a scalable design system using SwiftUI and React to support rapid development.
Challenge
Hospitality operators relied on multiple disconnected tools to manage reservations, memberships, orders, and ticketing. This fragmentation created inefficiencies, siloed guest data, and made it difficult to deliver a cohesive customer experience or track loyalty across touchpoints.
Solution
I focused on defining a unified product ecosystem that simplified operations while improving the guest experience. On the B2B side, I prioritized core workflows to centralize POS, reservations, memberships, ticketing, and CRM into a single platform, reducing operational friction. On the consumer side, I led initiatives across membership, ordering, and reservations, focusing on key entry points and high-impact features first to validate adoption before expanding functionality. I also extended core mobile experiences to web and built a scalable design system to ensure consistency and accelerate iteration across platforms.
Impact
Over three years, partner transaction revenue increased by 302%, and membership grew by 216%. The design system reduced design-to-development time by 33%, while improved product experiences contributed to a 30% increase in user retention.
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Apollo ID
,
Product Design
Year
2023-Present
Overview
Apollo ID is a hospitality platform connecting venue operations (B2B) with a consumer-facing membership experience (B2C). The product unifies fragmented systems like POS, reservations, ticketing, and CRM into a single ecosystem, helping venues operate more efficiently while creating a seamless guest experience.
My Role
As a foundational product designer, I led design across Apollo’s B2B and consumer platforms. I owned end-to-end product design, launched three products from 0→1, and built a scalable design system using SwiftUI and React to support rapid development.
Challenge
Hospitality operators relied on multiple disconnected tools to manage reservations, memberships, orders, and ticketing. This fragmentation created inefficiencies, siloed guest data, and made it difficult to deliver a cohesive customer experience or track loyalty across touchpoints.
Solution
I focused on defining a unified product ecosystem that simplified operations while improving the guest experience. On the B2B side, I prioritized core workflows to centralize POS, reservations, memberships, ticketing, and CRM into a single platform, reducing operational friction. On the consumer side, I led initiatives across membership, ordering, and reservations, focusing on key entry points and high-impact features first to validate adoption before expanding functionality. I also extended core mobile experiences to web and built a scalable design system to ensure consistency and accelerate iteration across platforms.
Impact
Over three years, partner transaction revenue increased by 302%, and membership grew by 216%. The design system reduced design-to-development time by 33%, while improved product experiences contributed to a 30% increase in user retention.
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Altanta Run Club
,
Brand Design
Year
2024-2025
Overview
ARC is the largest non-profit running organization in Atlanta, Georgia. Since their launch in 2018, they've partnered with brands such as Nike, Propel, Lululemon, and Hyperice and continue to expand their community.
My Role
I led the design of the primary logo, creating a versatile identity optimized for both print and digital applications. Building on this foundation, I developed cohesive branding across apparel, social media, and promotional assets, translating the brand’s ethos into a scalable and consistent visual system.
Challenge
Hospitality operators relied on multiple disconnected tools to manage reservations, memberships, orders, and ticketing. This fragmentation created inefficiencies, siloed guest data, and made it difficult to deliver a cohesive customer experience or track loyalty across touchpoints.
Solution
I focused on defining a unified product ecosystem that simplified operations while improving the guest experience. On the B2B side, I prioritized core workflows to centralize POS, reservations, memberships, ticketing, and CRM into a single platform, reducing operational friction. On the consumer side, I led initiatives across membership, ordering, and reservations, focusing on key entry points and high-impact features first to validate adoption before expanding functionality. I also extended core mobile experiences to web and built a scalable design system to ensure consistency and accelerate iteration across platforms.
Impact
Over three years, partner transaction revenue increased by 302%, and membership grew by 216%. The design system reduced design-to-development time by 33%, while improved product experiences contributed to a 30% increase in user retention.
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ARC_08.mp4
Altanta Run Club
,
Brand Design
Year
2024-2025
Overview
ARC is the largest non-profit running organization in Atlanta, Georgia. Since their launch in 2018, they've partnered with brands such as Nike, Propel, Lululemon, and Hyperice and continue to expand their community.
My Role
I led the design of the primary logo, creating a versatile identity optimized for both print and digital applications. Building on this foundation, I developed cohesive branding across apparel, social media, and promotional assets, translating the brand’s ethos into a scalable and consistent visual system.
Challenge
Hospitality operators relied on multiple disconnected tools to manage reservations, memberships, orders, and ticketing. This fragmentation created inefficiencies, siloed guest data, and made it difficult to deliver a cohesive customer experience or track loyalty across touchpoints.
Solution
I focused on defining a unified product ecosystem that simplified operations while improving the guest experience. On the B2B side, I prioritized core workflows to centralize POS, reservations, memberships, ticketing, and CRM into a single platform, reducing operational friction. On the consumer side, I led initiatives across membership, ordering, and reservations, focusing on key entry points and high-impact features first to validate adoption before expanding functionality. I also extended core mobile experiences to web and built a scalable design system to ensure consistency and accelerate iteration across platforms.
Impact
Over three years, partner transaction revenue increased by 302%, and membership grew by 216%. The design system reduced design-to-development time by 33%, while improved product experiences contributed to a 30% increase in user retention.
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ARC_08.mp4
KIMIAS
,
Brand Design
Year
2025
Overview
KIMIAS is a luxury brand specializing in high-end leather goods and "new world luxury" products, inspired by the human form, tension, and curves. The brand had its first soft launch in March 2026 with the “Contour Series”, and plans to continue crafting products in different mediums such as home goods, short films, and apparel wear.
My Role
As one of the founding designers leading the creative direction and branding identity, I developed a scalable visual identity system to support the brand’s growth across both digital and physical touchpoints. By creating modular asset systems, I ensured a consistent and cohesive execution across channels.
Challenge
Hospitality operators relied on multiple disconnected tools to manage reservations, memberships, orders, and ticketing. This fragmentation created inefficiencies, siloed guest data, and made it difficult to deliver a cohesive customer experience or track loyalty across touchpoints.
Solution
I focused on defining a unified product ecosystem that simplified operations while improving the guest experience. On the B2B side, I prioritized core workflows to centralize POS, reservations, memberships, ticketing, and CRM into a single platform, reducing operational friction. On the consumer side, I led initiatives across membership, ordering, and reservations, focusing on key entry points and high-impact features first to validate adoption before expanding functionality. I also extended core mobile experiences to web and built a scalable design system to ensure consistency and accelerate iteration across platforms.
Impact
Over three years, partner transaction revenue increased by 302%, and membership grew by 216%. The design system reduced design-to-development time by 33%, while improved product experiences contributed to a 30% increase in user retention.
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KIMIAS
,
Brand Design
Year
2025
Overview
KIMIAS is a luxury brand specializing in high-end leather goods and "new world luxury" products, inspired by the human form, tension, and curves. The brand had its first soft launch in March 2026 with the “Contour Series”, and plans to continue crafting products in different mediums such as home goods, short films, and apparel wear.
My Role
As one of the founding designers leading the creative direction and branding identity, I developed a scalable visual identity system to support the brand’s growth across both digital and physical touchpoints. By creating modular asset systems, I ensured a consistent and cohesive execution across channels.
Challenge
Hospitality operators relied on multiple disconnected tools to manage reservations, memberships, orders, and ticketing. This fragmentation created inefficiencies, siloed guest data, and made it difficult to deliver a cohesive customer experience or track loyalty across touchpoints.
Solution
I focused on defining a unified product ecosystem that simplified operations while improving the guest experience. On the B2B side, I prioritized core workflows to centralize POS, reservations, memberships, ticketing, and CRM into a single platform, reducing operational friction. On the consumer side, I led initiatives across membership, ordering, and reservations, focusing on key entry points and high-impact features first to validate adoption before expanding functionality. I also extended core mobile experiences to web and built a scalable design system to ensure consistency and accelerate iteration across platforms.
Impact
Over three years, partner transaction revenue increased by 302%, and membership grew by 216%. The design system reduced design-to-development time by 33%, while improved product experiences contributed to a 30% increase in user retention.
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KITH
,
Apparel Design
Year
2017-2018
Overview
Kith is a premier American lifestyle brand and retailer founded by Ronnie Fieg in 2011, renowned for its high-end streetwear, curated footwear, and frequent collaborations. Operating as a "lifestyle ecosystem," Kith features unique retail spaces, including cereal bars, and focuses on exclusive, limited-release products under the motto "Just Us".
My Role
As a design intern at Kith, I contributed to the development of women’s apparel collections by designing graphics, prints, and patterns that aligned with the brand’s aesthetic. I created detailed CADs and tech packs to support production across multiple styles, and developed tailored mood boards to help shape the creative direction of upcoming collections.
Challenge
Hospitality operators relied on multiple disconnected tools to manage reservations, memberships, orders, and ticketing. This fragmentation created inefficiencies, siloed guest data, and made it difficult to deliver a cohesive customer experience or track loyalty across touchpoints.
Solution
I focused on defining a unified product ecosystem that simplified operations while improving the guest experience. On the B2B side, I prioritized core workflows to centralize POS, reservations, memberships, ticketing, and CRM into a single platform, reducing operational friction. On the consumer side, I led initiatives across membership, ordering, and reservations, focusing on key entry points and high-impact features first to validate adoption before expanding functionality. I also extended core mobile experiences to web and built a scalable design system to ensure consistency and accelerate iteration across platforms.
Impact
Over three years, partner transaction revenue increased by 302%, and membership grew by 216%. The design system reduced design-to-development time by 33%, while improved product experiences contributed to a 30% increase in user retention.
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KITH
,
Apparel Design
Year
2017-2018
Overview
Kith is a premier American lifestyle brand and retailer founded by Ronnie Fieg in 2011, renowned for its high-end streetwear, curated footwear, and frequent collaborations. Operating as a "lifestyle ecosystem," Kith features unique retail spaces, including cereal bars, and focuses on exclusive, limited-release products under the motto "Just Us".
My Role
As a design intern at Kith, I contributed to the development of women’s apparel collections by designing graphics, prints, and patterns that aligned with the brand’s aesthetic. I created detailed CADs and tech packs to support production across multiple styles, and developed tailored mood boards to help shape the creative direction of upcoming collections.
Challenge
Hospitality operators relied on multiple disconnected tools to manage reservations, memberships, orders, and ticketing. This fragmentation created inefficiencies, siloed guest data, and made it difficult to deliver a cohesive customer experience or track loyalty across touchpoints.
Solution
I focused on defining a unified product ecosystem that simplified operations while improving the guest experience. On the B2B side, I prioritized core workflows to centralize POS, reservations, memberships, ticketing, and CRM into a single platform, reducing operational friction. On the consumer side, I led initiatives across membership, ordering, and reservations, focusing on key entry points and high-impact features first to validate adoption before expanding functionality. I also extended core mobile experiences to web and built a scalable design system to ensure consistency and accelerate iteration across platforms.
Impact
Over three years, partner transaction revenue increased by 302%, and membership grew by 216%. The design system reduced design-to-development time by 33%, while improved product experiences contributed to a 30% increase in user retention.
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