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.
Product Design · Leadership · AI · Design Systems · Service Design
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
Using AI to Accelerate Experience Design
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.
Turning an end-to-end journey into product direction
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.
Selected Impact
CIBC Service Design
Led service design workshops to surface journey gaps, align teams, and shape product direction.
Some examples of how I help teams simplify complex journeys, align around better product decisions, and create measurable customer and business impact.
30 +
Roadmap items
10 +
Design concepts
CIBC Fast App Redesign
Simplified account opening to reduce friction, improve clarity, and increase completion.
4%
Conversion lift
2 min
Faster completion
BMO Line of Credit
Led UX strategy for BMO’s first responsive digital line-of-credit application.
91.5
Usability Score