I design better
digital experiences
I bring product design, systems thinking and design leadership together to help teams make better decisions and ship better experiences.
Complex products need clarity - not more complexity
Examples of how I turn strategy into outcomes
Redesigning CIBC’s account-opening experience
CIBC’s account-opening journeys had become inconsistent and difficult to complete, especially on mobile. As Senior Design Lead, I guided seven designers across 13 connected journeys, simplifying forms and aligning teams around reusable patterns.
Impact: +4% sales conversion · 1.5–2 minutes faster completion · 54% fewer user errors in early measurement
Early ideas for a complex lending journey were hard to evaluate without something tangible. I used AI to explore initial screens, content, and flows, then refined the concepts for clarity, accessibility, and brand fit.
Outcome: Concepts were ready for stakeholder feedback earlier, helping the team discuss and improve the direction.
Using AI to Accelerate Experience Design
Teams were addressing individual screens without a shared view of the full account-opening journey. I led service blueprinting workshops that connected customer pain points with processes and system dependencies.
Outcome: 10 opportunities prioritized for the roadmap.
Turning an end-to-end journey into product direction