Turning complex products into simple customer experiences
Product Design • Service Design • Leadership
Featured Work
Redesigning CIBC’s account-opening experience across 13 connected journeys
CIBC’s account-opening experience had grown complex and inconsistent across products, teams and devices. Dense forms, inconsistent patterns and desktop-first experiences created friction for customers and made it harder for teams to deliver a cohesive experience.
My role
As Senior Design Lead, I led 7 designers across 4 product pods, working with Product, Engineering, Research, Content, Strategy, Marketing, Risk and Legal.
I set the experience direction across the end-to-end journey, aligned teams around shared UX principles and helped establish reusable patterns and clearer ownership—while designers retained ownership of their individual product experiences.
Impact
+4% sales conversion
1.5–2 minutes faster completion
54% fewer user errors in early measurement
Beyond individual journey improvements, we created a more consistent way of designing and delivering account-opening experiences across teams.
Using AI to Accelerate Experience Design
Using AI to Accelerate product ideas can stay abstract for too long, slowing feedback and alignment. I explored how AI could help turn early insights into tangible concepts faster—without treating AI-generated work as finished design.
My role
I shaped the experience direction and used Stitch and AI tools to accelerate early concept development for a complex lending journey.
I guided the inputs, evaluated and refined the outputs, and applied design judgment to improve hierarchy, content, flow, accessibility and brand alignment—turning rough AI-generated ideas into experiences the team could meaningfully evaluate.
Impact
Faster path from ideas to tangible concepts
Earlier stakeholder feedback and alignment
Rapid exploration of wireframes, content and flow options
The biggest value wasn't simply generating screens faster. AI helped make complex ideas visible earlier, while human design judgment determined what was useful, usable and appropriate for the customer experience
Turning an end-to-end journey into product direction
Teams were focused on individual screens and product flows, making it difficult to see where customer problems crossed processes, systems and organizational boundaries.
I used service design to help the team step back and understand the account-opening experience as one connected journey.
My role
I led service blueprinting workshops with cross-functional partners, mapping customer pain points alongside processes, systems and dependencies.
I facilitated the team through the journey, helped identify and prioritize opportunities, and translated what we learned into clearer product direction—shifting the conversation from isolated UX fixes to broader experience improvements.
Impact
10 opportunities prioritized for the roadmap
Shared view of the end-to-end customer journey
Greater visibility into process and system-level friction
The work gave Product and Design a clearer view of where to focus next and helped turn customer and operational pain points into actionable roadmap opportunities.
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.
3 %
Conversion lift
2 min
Faster completion
CIBC Line of Credit
Led UX strategy for BMO’s first responsive digital line-of-credit application.
91.5
Usability Score