Concept Only - Final not in scope
My Role
Lead UX Designer, Discovery & Design Strategy
14 months
50+ user stories
Avanade, client (global chemical manufacturer)
Authored The discussion guides
All 11 interviews, personally facilitated. I stayed the continuity thread after Advisory's interview lead rolled off mid-project.
The recap's first draft and its themes
Workshops 1 and 1.5, and the prioritization matrix
The wireframes, user flow, and design strategy outright
Client-facing communications for the design team, with input from data, advisory, and development
Fragmented 5 tool app suite
-> Single source of truth in 1 single app
Report cycle workflow takes 4 months
-> 6 hour days
Feeling based design results
-> Systemized design based in principles
Replaced legacy app in 5 of 7 countries in 6 months
Before
After
Decisions & trade-offs
AI-Generated erodes design authority
I challenged the design in ways the team hadn't accounted for: wholistic system impacts, tradeoffs and how frequency changes user expectations. I led the team toward a workflow grounded in system logic.
The Tradeoff
A design lead proposed polished AI-generated screens days before sprint close. Accepting the work as is would have been faster and avoided debate.
Balancing competing goals with taste
I introduced context. I challenged the assumption that consistency always improves usability and I weighed interaction patterns to task frequency and consequence.
The Tradeoff
Development lead optimized performance. Product pushed for a modern experience. The initial UX direction favored a single interaction pattern.
Define ambiguous requests
i turned a vague aesthetic ask into a structural system. i cut friction by reduce data-entry effort across the product. I made progress personal and rewarding, not just a status bar.
The Tradeoff
Product asked for a "confident yet modern" feel with no measurable direction. The tension was design toward a mood, not a spec.
I brought clarity to the problem and reframed the project
11 cross-functional interviews
|
3 collaborative workshops
|
1 design strategy readout
What I owned
What parts of the system limits the customer experience?
Turned skepticism to strategy supporters
Defined MVP user stories grounded in real workflows.
Established acceptance criteria to de-risk build and alignment
Exposed pain points guided prioritization
What I learned
Reduce IT Dependency
Signal
Many anticipated features blocked in backlog; IT Ticket response time reported as reason for reliabilty gaps.
New System Needs
Deliver data 1-hour prior to boarding
Scale count of campaigns without scaling headcount
Clarify Requirements
Signal
Data audit found inconsistency and redundancies in data; clear standards documentation were absent
New System Needs
Integrate business levers into system
Enabled repeatable measured decisions
Deploy solutions faster
Signal
Resolution time on IT Tickets reported as reason for system peformance gaps.
New System Needs
Real-time passenger interactions
Enable situationally aware content offer
Aligned decision to pivot
What they asked for
Port the Excel workflow into the loyalty app. Standardize it. Scale it to other business units.
What I recommended
Design the backend system first. Build the strategy on findings from both workshops. Keep the prototype honest about what the platform could not yet do.
The fix sits two steps away from the customer. Each step only works if the one before it does.
Unseen by passenger
What I Owned
Backend intelligence
Rules replace the spreadsheet
A business user sets who gets recognized, when, and why. No IT ticket.
Intended effect
In-Flight Confidence
Crew get a prompt they can trust
The right passenger, on time, with a reason to act.
Passenger facing
Intended effect
passenger magic
Recognition arrives as promised
The right passenger, on time, with a reason to act.
Intended effect
Consistent brand promise
The brand promise holds
Customer trust is protected by work nobody on the plane can point to.
Result
The output was wireframes, a user flow, and a 5-screen prototype. The thinking was in how the screens connect, not how one of them looks.
Interactive Prototype
The honest edge of scope
Key Interaction: scheduling campaigns and edit rules elevated this from a spreadsheet to a system.
The rules configuration needed a simplification suitable for a non-technical user. It hands off to an external tool due to an undecided technical requirement.
Product Strategy
Pivot Strategy: I built and presented the key output for pivoting the strategy. I clearly identified the user, the key user story and the problem and pains.
What I owned
I owned design strategy and I led discovery. During the design phase I made wireframes to and owned interaction design insights and outputs.
5
screens
Business users can accomplish technical tasks with less dependency on IT.
Speed & Scale
Backend accelerates the timeliness & personalization of campaigns.
The Final Prototype
What I Did not Own
I collaborated with our Sr. Visual designer to build the interactive prototype based on my design direction.
Navigating Friction & real-world challenges
Stepping up to serve Design
Advisory team lead interview rolled off mid-project
I chose to absorb that risk and stay present for all 11 interviews myself rather than let quality slip through a handoff.
Working inside of constraints
The client rejected the platform recommendation
They turned down the Technical Architect's recommendation and deferred the decision. That one was not mine to control.
leading with influence
The decision-maker doubted the backend-first strategy
Skeptical from the first standup. It took a delayed, evidence-backed response to resolve, not workshop energy.
Facilitated 2 of 3 Workshops
A family emergency during the project
I delegated live facilitation of workshop 2 to my lead designer rather than run it myself.
Outcomes
11
Interviews
I wrote discussion guides, conducted interviews, and wrote 1st pass of the recap
Business User
On the brief I was handed the user was passenger facing; I recommend a focus shift.
5
Screens Prototyped
I clearly demonstrated strategy on the screens as wireframes and in the design
6
Weeks
I moved the team from discovery to prototype
01
Contextual survey messages
The message changes when results improve, plateau, or worsen. Written with a copywriter.
02
Stepped packages with pause and start. I added a short animated story and storage warnings for older devices.
03
Stepped packages with pause and start. I added a short animated story and storage warnings for older devices.
What I'd Do Differently
Skills Demonstrated
Simplifying complex work = 0 to 1 Reduced training needs cuts $600K in costs/ 8% unused user license = $4 million in expenses
Research synthesis under hard constraint
Decisions, Friction
Prototyping
UX Design, Wireframing,
User Adoption
Behavior Change, Actavtion
Root-cause reframing
Context, Friction
Systems thinking
Context, Friction
Agile Dev Handoff
Feasibilty Decisions, Testing