Turn purpose into profit

Design Director
2021 – 2022 | Boston

Led a team through rapid iterative research, design, and prototyping cycles within an Agile environment. Spearheaded these efforts across multiple projects spanning diverse industries, ranging from agriculture sustainability to healthcare systems.

• Acquired a thorough comprehension of esoteric Value-Based Care (VBC) system and the operational intricacies of a national healthcare institutional payer within a condensed timeframe. Achieved through iterative exploratory user interviews with plan presidents and SMEs within lean design cycles, resulting in the delivery of a prototype of an enterprise digital platform for senior executives.
  
• The outcome resulted in a program performance that 1) decreased cost-of-care within high-risk populations, specific conditions, and regions 2) increased VBC performance measurement speed across multiple providers and programs, enabling timely evaluation against set targets.
• Strategically supported a client within the agriculture and farm animal industry by providing insights into initiatives related to climate change and sustainability undertaken by Fortune 100 brands. Conducted a series of generative research in collaboration with experts to gain transparency on key climate risk metrics.

Director, Experience Strategy & Design (Consultant)
2020-2021 | Boston

Garnered COO executive sponsorship to spearhead an organization-wide initiative with a mission to solve the ‘right’ user problems. Uncovered barriers and identified needs to COVID testing in high-value contract regions, which led to winning $1bn+ contracts.

• Built a UX & Research team of 20+ and led two distinct research tracks nationwide in the problem-space and solution space. Identified areas for business and operational improvements, and explored innovative solutions to safeguard future public health safety beyond monitoring COVID-19.
• Drove cross-functional team activities mapping end-to-end customer and employee journeys and service blueprinting. The outcome was decentralized ownership and delivery of customer excellence and democratized customer-insight driving solutions.

   

• Devised and implemented lean and systems thinking approaches to align Product strategy to Business goals. Optimized PM/Technology/UX work time in the development value streams, spanning pre-contract to onboarding to reordering supplies. The outcome was reduced lead time to feature launch and increased throughput of onsite testing.

Experience Strategist (Consultant)
2018-2019 | Boston

Managed UX initiatives across various projects for a global financial services client—including a POC to establish a stand-alone health & wellness services business unit and a net new product tailored for young investors.  

• Envisioned future concepts of an employer & employee health benefits management experience and integrating it into various financial products. Performed iterative Design Thinking cycles that yielded mobile designs of 3 user scenarios in the future context of employees experiencing major life events.
• Designed a digital application for a brand-new business product to offer a compelling value proposition tailored to young investors. Collaborated closely within the client’s cross-functional pod comprising business, design, and engineering. The end product occupied a prominent position on the company’s commercial site.

Design Strategist (Consultant)
2017-2018 | Boston

Design Strategist (Consultant)
2017-2018 | Boston

Developed a future-ready innovation framework focused on improving operational efficiency and delivering the best-in-class ecommerce CX; Launched an MVP ecommerce site in 3 markets: UK, Ireland, Australia. Proposed a multi-stage ecommerce business transformation, shifting the analog business model to a digital ecosystem.

• Co-created B2B ecommerce experience strategy with the CEO and senior stakeholders across the organization. Conducted a leadership workshop with the end goal to discover how we might improve the ecommerce business. In the process, led to identifying a net new business service for the core customer segment.
• Worked closely with Statistics, Analytics, and Marketing teams to develop leading indicators aimed at optimizing performance metrics including Customer Lifetime Value (CLV), Customer Acquisition Cost (CAC), and funnel conversion rates.
• Achieved two pivotal outcomes:
  • Improved internal operational efficiency: Conducted cross-functional discoveries resulting in streamlined backstage activities within the call center and fulfillment division.
  • Enhanced external customer satisfaction:Optimized the ecommerce experience by improving product discoverability and findability, reducing friction in the product customization process, and modernizing the design systems.

Director, UXD
2011 – 2015 | Boston

Headed multiple horizontal and vertical workstreams in experience design and strategy as part of a CEO-sponsored global digital transformation initiative in the EU. Led dispersed teams in developing complex retail and enterprise web and mobile applications for the USA & UK markets.

• Transformed the UK’s customer experience, visual design, and voice of UK’s digital properties, Fidelity.co.uk, Institutional Broker experience, and retail mobile apps. Established design processes, standards, and governance for digital product experiences.
• Championed the digital ‘Brand’ initiative, reporting directly to UK senior leadership and the Global Brand Panel. Streamlined product offerings within the UK brand architecture to strategically align with the most profitable business, resulting in reinforced value proposition and strengthened brand recognition. Advised the EMEA, APAC, and LATAM brand panels on delivering consistent customer experience across multiple channels and business units.
• Directed, coached, and supported distributed Design teams across multicultural settings. Fostered collaboration and cultivated a learning mindset to sustain excellence and drive high-velocity performance. 
  
• Drove UX efforts on the newly formed USA mobile team, resulting in an award-winning retail iPad/iPhone apps by delivering an immersive market narrative. Established design systems of interaction models, and pattern libraries that served as the foundation of the new responsive design of Fidelity.com and the mobile apps of other business lines.

Clients: Fidelity Investments; Fidelity International, UK; Fidelity subsidiary, ProBuild

Associate Creative Director
2010-2011 | San Francisco

Served as a change catalyst within a global PR agency’s newly formed digital arm, leading revenue growth initiatives. Actively forged new business partnerships, resulting in the acquisition of 7 new accounts with Fortune 500 companies.

• Operationalized the expansion of digital design capabilities within the agency by deepening understanding of consumer behavior in the digital realm. Elevated the design team’s expertise, leading to a significant increase in new account acquisitions totaling over $6 MM+ in annual billings.

• Directed teams in developing comprehensive creative concepts and tactical solutions, ensuring value exchange for consumers during brand interactions. The outcome was the delivery of compelling, award-winning social media engagements grounded in research and trend analysis.
• Developed integrated digital solutions for consumer engagement on high-profile projects, including the award-winning Levi’s online community platform, the Dannon Active Culture campaign, Blackberry’s YouTube acquisition channel, and eBay social media channels.

Clients: Adobe, American Heart Association, Amylin Pharmaceuticals, BlackBerry, Dannon, eBay, Harman/Karon, HP, Levis

Head of Design, Co-Founder
2008 – Present

Drive the firm’s design practice by placing the customers needs at the heart of all solutions. Harness the strategic powers of human centered frameworks to develop engaging experiences for SMBs and government agencies. 

• Volvo Ocean Race | Conceived and executed an engagement strategy encompassing the pre, during, and post phases of an international sailing event. Developed impactful outputs including an iOS and Android mobile applications featuring event calendar plus highlights around the city that supported 1MM+ foot traffic to local businesses.
• Health Service Executive Ireland (HSE) | Advised the committee of a newly established trust of Ireland’s seven Western region hospitals. Proposed comprehensive plans on branding, patient admission, and and hospital wayfinding structured into four phases backed by proven methodical frameworks.
• Ireland West Knock Airport | Conceptualized and launched a nationwide advertising campaign spanning print media (billboards, buses, bus stands, magazines) and digital platforms (in-airport kiosks). Achieved a remarkable 28% increase in flight reservations within just two weeks of campaign launch.

Clients: Dunnes Store, Hansen Clothing, Health Service Executive Ireland (HSE), Ireland West Knock Airport, RDA Ireland, Volvo Ocean Race, Texaco Ireland/UK

Sr. Art Director
2006-2009 | San Francisco

Earned rapid promotions to lead the creative direction of large-scale dot.com websites and mobile applications for global brands. Directed multidisciplinary teams, resulting in the delivery of award-winning personalized digital experiences for these brands.

• Led the development of creative concepts and interactive experience designs prioritizing user-centric approaches, transformed online ecosystems with innovative contexts and tools. Successfully implemented these strategies on major projects such as Microsoft.com, Disney.com, Parsons.com, AIG.com, and Visa.com.
• Spearheaded the concepts and designs of the award-winning site G4TV.com. Created an active online ecosystem that encouraged community contributions and content development, allowing valuable brand advocates to configure, explore, and discover in unexpected and delightful ways.
• Led and oversaw customer experience as the brand steward on all digital properties of Visa, including Visa.com, the mobile app, and marketing properties, leading to winning a 3-year retainer contract.

Clients: AIG, Choice Hotels, Disney, ESPN, Fandango, Fox TV, G4TV, Intel, Microsoft, Parsons, Toyota, Southern California Edison, Visa

Sr. Designer
2004-2006 | Los Angeles

Developed digital applications and promotional marketing material to support the success of two properties: Yahoo! Small Business and Yahoo! Search. Collaborated with business units to define product requirements and deliver tailored solutions that met the primary needs of small business owners and advertisers.

• Conceived and designed an innovative product solution to fulfill the unmet needs of a highly profitable business unit, Yahoo! Small Business: a CSS-based website template designed for ease of implementation and cost-effectiveness.
• Conceptualized a marketing strategy for a high-profile international event featuring author Malcolm Gladwell, showcasing the powerful use of data and insights from online searches that small businesses can harness. Developed key deliverables, including a 52-page booklet and personalized invitations.

Clients: Yahoo! Search Engine, Yahoo! Small Business; Yahoo! International