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Los Angeles - New York - Remote

UX Strategy and Service Design for Digital Transformation

in the Global Enterprise

Design Thinking, Team Training and Stakeholder Workshop Facilitation for the Design and Release of Innovative Products and Services.

Service Design

Info-graphic to display multiple services aligned together for a re-imagined digital home for senior citizens to live independntly. Client: Genworth Financial Long Term Care Insurance.

Applied Design Thinking Practices to Align the Customer Experience with Business Operations for Digital Transformation.

A Service Design approach examines the People, Process and Technology which combined together create a service for Customers. It is design led with an intensely focused and precise UX practice directed toward problem solving. This means conducting the research to determine what is broken, and how it might be (1) Improved (2) Removed or (3) Redesigned Over Design Sprints and Release,Testing Iterations.

Service Design also leads to outcomes for digital transformation in business operations and organizational change that are often well beyond the customer facing digital experience. This may include a closer examination of skill sets, team organization, training, the decision making process, rules of engagement, system governance and technology platform or devices. Please read my Service Design Mission Statement here.







Service design blueprint to show technical requirements for sensors, monitoring activity and digital communication tools designed to be driven by customer pain-points and digital touchpoints in the re-imagined home for seniors. Client: Genworth Financial Long Term Care Insurance.

Primary Research Samples with Real People for Insight and Direction to Define, Design and Release Digital Experiences.

Customer Personas are important to help designers target specific goals and objectives. Operator Task Flows matter too. I care about the entire experience in the system design for time to task completion: from the input trigger, priortized tool sets, digital touch-points and transparency in the process.

Research: The People Part


Personas, Journey Maps & 

Feature Requirements

Genworth Financial, Long Term Care Insurance

To prepare for a client stakeholder workshop, our problem statement was: "How Might We Keep Seniors in the Home Longer?" In one view, based on the contextual research, I was able to capture an entire suite of digital operations with innovative new applications with technology for home sensors, drones and digital communication tools that are aligned to address the customer pain-points in the journey.

US Bank - Lead UX Designer, Wipro Digital

This was a credit card payment system for corporate accounts. Imagine for clients such as Boeing Airlines or the US Government, and the credit card management process. It is enormously complex, and the platform was very complicated from a usability perspective. My team of two UX Designers and a Creative Lead facilitated workshops with the stakeholders of the bank to break the system down into small, chunk-able parts. The exercise was incredibly valuable. it allowed us to prioritize and focus in on the top three use cases for the system operations: To Add A New Cardholder, Reallocate a Transaction and Create a Report. This helped the team to prioritize the effort into a project roadmap for resource management, feature design and development.

Pfizer Pharmaceuticals, Puerto Rico Manufacturing Plants

The team visited two pharma product manufacturing plants in Puerto Rico as a contextual inquiry to observe daily manufacturing scum meetings that were held over white boards, and completely 'analogue' in nature. Notes were captured on stickies, placed on the boards, then manually entered into excel files, and discarded at the end of the day. The process was labor intensive, slow, prone to error and obscure. The experience had to be digitized for transparency, security and communications to global operations centers.

This example shows the current state of the team in a huddle meeting. Based on observations of the daily huddle, I designed personas and workflows to validate with the client and the team while on the ground. These designs served to prioritize the product roadmap, creative direction and feature list against the research. The team wore hazmat suits to visit the pharma manufacturing plant. It was great to get a real sense of the people, culture and the strong relationships they had with one another, in no way did we intend for the digital experience to replace the interpersonal.

Tech Street, Start Up Early Stage Funding in NYC  - Lead UX Consultant

This was an exercise in strategy and planning for a product roadmap in the development life-cycle. I was provided with the business plan which was recently awarded a round of early stage funding. Based on the goals set forth in the plan, I created a series of personas and workflows in the application. This was then iterated upon with the product manager and development leads, and became the basis for the information architecture and functional business requirements.


Enterprise UX

Client 360 Credit Suisse

This was a project for the C-Level Suite of the bank to view all portfolio performance in a mobile application for the iPad. The requirements were based on a legacy MS windows browser enterprise application that is used by portfolio analysts to download reports and monitor performance activity.

The tricky part of this design was the filter display. They wanted as much and as many as were on the enterprise version. I tried to push back to recommend a mobile strategy to filter by log in authentication in the user's profile, but the requirement was set in place.


I designed a few versions of data visualizations for the landing page for quick and easy access to the top performing assets, which would then bypass the user beyond the filter options, and lead directly to the data results of the highest or most volatile assets over a time period. (Download PDF)

IBM Global Marketing Platform

The problem we needed to solve was that sales teams were disseminating and desecrating the brand with individual, non transparent communications to their clients. The head of global marketing was outraged. Our task was to design and enforce templates for the communication loop from corporate marketing to global sales teams to clients.

I looked to Evite as a model and was inspired to design the templates as if they were invitations. The marketer would select a template, then decide which sections to lock down and customize, and select from a stored mail list to send the messages, similar to the consumer experience. This screen above is the dashboard landing page, which displayed the relative success rates of each message. This design was iterated with senior stakeholders from the marketing team, and they were very eager to see it in development and released.

(Download PDF)

EIKON, Senior UX Designer

Thomson Reuters started a small innovation team in an office directly adjacent to their reporters. We were on a mission to disrupt the Bloomberg terminal. The idea was to create a graphical user interface in the platform where widgets could be selected and dragged onto the screen to filter the data and information. Our primary target audience were analysts and portfolio managers. Thomson hired Cooper to conduct an entire year of user research, globally before starting design. The research from Cooper provided us with a starting point of personas and use cases from the field.

I worked very closely with business analysts who also functioned as SMEs, to provide detailed documentation. After about 6 months of intensive design work, we conducted usability testing to learn only that the system was far too slow due to the gui, and our users wanted us to "Make it like Bloomberg, but only better."

(Download PDF)

Strategy and Experience Design for Digital Products, Services & Operations
I am an applied practitioner, with hands on experience in strategy, design and management. Depending on the size of the engagement, I can also quickly mobilize a team with technical and creative expertise to hit the ground running. Download Resume (PDF).
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