My Role

 

Customer Advocate

I conduct research to deeply understand the small business user and bring a strong point of view on how to best solve their needs.

End to End Vision

I combine insights with business goals to design the collection of interactions that create an end-to-end experience.

Design Strategy

I define a problem statement and co-create a viable concept to share the vision and align on goals.

Project Planning

I structure the efforts of design resources to drive projects forward and ensure project success.

Defining Scope

I negotiate with project partners to prioritize tasks and recommend trade-offs that drive outcomes.

Creative Direction

I facilitate problem solving through workshops and collaboration to bring the big-picture vision to life.

Design Execution

I create deliverables like journey maps, wireframes, task flows, service blueprints, and prototypes.

Engaging & Influencing

I articulate complex concepts to stakeholders and present designs to executives to gain buy-in.

 
 

Empathy Through Ethnographic Research

To gain deep customer empathy, we perform regular field visits to interview and observe small business owners' real world behaviors. This allows us to understand how context influences their experience, and uncover unmet needs that may not have surfaced in a more structured interview format.

RESEARCH & SYNTHESIS

I conduct 1:1 interviews, guide team members in contextual inquiry techniques and observation protocols, then analyze data and usage patterns to compare their actual behavior to what they say and discover opportunities to create value.

 

End to End Strategy

We map these customer-centric research insights against business goals, as well as competitive analysis and UX audit recommendations to prioritize work for impact. On every level, we focus on the end to end experience allowing users move seamlessly between web, native mobile, and multiple communications channels while considering where specific devices can deliver an enhanced experience.

An Integrated Experience I created a journey map to identify gaps and illustrate how a customer can begin a task on one platform, return via messaging, then finish on a more suitable device.

An Integrated Experience

I created a journey map to identify gaps and illustrate how a customer can begin a task on one platform, return via messaging, then finish on a more suitable device.

 

Facilitating Conceptualization

After aligning with product on a focused problem statement, I bring together a cross-functional team of Design, Product, Tech, and relevant stakeholders to explore ideas and identify technical and business constraints. In this work session, sketching high-level, low-fidelity ideas allows concept validation and rapid iteration to accelerate the design process.

Whiteboarding Work session Early on, the goal is to generate ideas and understand feasibility.

Whiteboarding Work session

Early on, the goal is to generate ideas and understand feasibility.

 

Collaborating with Sprint Teams

As soon as flow concepts are baked enough to communicate intent, I bring wires into pre-grooming sessions for feedback. This is a deeper dive into technical and enterprise constraints that have not yet surfaced. I drive conversations and use solid judgement to recommend design trade-offs that stay true to the strategic intent while reducing complexity. As we move forward in the design process and raise the level of fidelity, I stay closely in touch with product and tech partners to deliver designs grounded in reality and provide support throughout the build cycle.

To honor my NDA, I can't provide more interaction design details here, but I regularly produce wireframes, user flows, high-fidelity interactive prototypes, and deliver annotations, assets, and functional specs.

Delivering buildable Designs We deliver pixel perfect annotated screens and design specs within a visual system, and extend the pattern library with new usage definitions.

Delivering buildable Designs

We deliver pixel perfect annotated screens and design specs within a visual system, and extend the pattern library with new usage definitions.

 

Leading Full-Stack Design

As more specialized design team members roll onto a project. I provide creative direction to align content strategists, interaction, and visual designers on project goals and milestones. This includes mentorship, connecting people with differing work and communication styles to improve productivity, and encouraging feedback. I present to stakeholders and executives to gain buy-in and approval.

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Prototyping to Success

 I partner with creative technologists to prototype ideas at every stage, and evaluate tools based on the need and goals at the time.

for Exploring I use simple, hand-sketched prototypes to quickly gather feedback for rapid iteration.

for Exploring

I use simple, hand-sketched prototypes to quickly gather feedback for rapid iteration.

for PresentING I use interactive, high-fidelity prototypes for communication, approval, and usability testing.

for PresentING

I use interactive, high-fidelity prototypes for communication, approval, and usability testing.

for Handoff I prototype UI interactions for clarity and faster, more accurate handoff to dev teams. 

for Handoff

I prototype UI interactions for clarity and faster, more accurate handoff to dev teams. 

 

Design to Learn

Part of the design delivery is a plan to measure the testable hypothesis and how we will collect and evaluate data to improve. In addition to this metrics-based analysis, usability tests are conducted throughout the design process. For clearly defined tasks, we may choose remote, unmoderated testing, while in-lab, moderated sessions provide more opportunity for discovery and follow-up questions. 

 

Proactive Design

I take a bird's eye view to connect the dots and bring issues to light early. Using this broad point of view combined with our data learnings, I provide recommendations to influence the product roadmap. I partner with cross-functional team members to constantly refine processes for better collaboration and smoother hand-offs. 

Design + Product + Tech

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