Ashley Romo never planned on a career in technology, but a love for storytelling brought her there.
Now a lead product designer for ChowNow, a California-based restaurant delivery company, Romo began her journey in design on her high school yearbook committee. Experiencing the backend of the design process for the first time — combining creativity, technical skills and curiosity — ignited a passion for reaching an audience with a message.
“In all honesty, I stumbled into this field. And it wasn’t a traditional journey, but looking back, the signs were always there,” said Romo.
As a product designer, Romo helps small businesses get a leg up in the digital foodie landscape where web presence and app accessibility are key factors for reaching local customers. The central focus of Romo’s role is the mission behind ChowNow — helping restaurants thrive — and knowing the “why” behind the work helps her stay creative and motivated.
Having a clearly defined mission can lay the groundwork for a happier, more creative workforce. According to a report from Forbes, purpose-driven companies see a 30 percent increase in employee innovation and a 64 percent increase in overall job satisfaction.
Built In Los Angeles sat down with Romo to learn more about her journey from yearbook to product design.
ChowNow is a restaurant support software company that provides web and app development as well as food delivery services for restaurants.
Tell us about your current role. What first sparked your interest in that field?
I’m a product design lead at ChowNow, where I focus on creating solutions that help independent restaurants thrive through online ordering and order management tools. My role involves solving complex problems while keeping the user at the heart of every decision.
I’ve always been driven by creativity and curiosity. My first real exposure to design was in high school on the yearbook committee, where I discovered a love for visual storytelling — crafting layouts, working with typography and connecting with an audience through design. That experience, combined with a passion for understanding people’s needs, led me to product design, where I found a perfect balance between creativity, problem-solving and empathy. For me, it’s all about designing with purpose — bridging technology and user needs to create meaningful experiences.
“It’s all about designing with purpose — bridging technology and user needs to create meaningful experiences.”
Tell us about your journey into tech. Were there any challenges or lessons learned along the way?
My journey into tech wasn’t traditional. I started out working on infographics at an agency, then moved to a startup where wearing many hats led me to product design. One of the biggest challenges I faced was transitioning from visual design to a more holistic approach that included user needs, strategic thinking and business goals.
Working with cross-functional teams and understanding the “why” behind each problem required a mindset shift. I embraced research, testing and iteration, learning to welcome uncertainty and let curiosity drive my process. The key lesson has been that product development is never truly complete — it’s an evolving system that thrives on continuous learning, collaboration and refinement. This open-minded approach has been crucial to my growth as a product designer.
What programs or people helped you along the way? How do you help others move their careers forward?
I’ve been fortunate to have mentors who guided me with empathy and insight, especially during my transition into product design early in my career. Currently, I have the privilege of working with a talented multidisciplinary designer, from whom I gain valuable knowledge on tools, trends and both technical and soft skills. The product design network in Los Angeles is also fantastic, with meetups, conferences and Slack groups where professionals share resources and ideas.
I make it a priority to support early career designers by offering guidance, sharing resources, and encouraging them to build their networks and seek out diverse mentors. Helping others grow is incredibly rewarding and strengthens our professional community.
