Design leader focused on complex digital platforms, product ecosystems, and enterprise-scale user experiences.

20+ years designing and leading digital products across agencies, consulting environments, and global organizations.

From creative craft to digital products

I started my career in the creative industry, working in design direction and visual storytelling before moving into digital and product design.

That foundation still shapes how I work today. I focus on bringing clarity to complex problems, combining visual thinking with structured UX and systems design.

It helps me turn ideas into products that are easier to understand and easier to use.

Explore my background →.

Case Studies

Each case study reflects a real design challenge, the teams involved, and the decisions made along the way. They show how product thinking, collaboration, and iteration help reduce uncertainty and deliver meaningful, user-centered outcomes.

CASE STUDY 1

Value Insights Platform

Simplifying a complex financial platform for faster decision making

Role: Product / UX and Visual Design Lead

Key skills: Research, UX, UI, Accessibility, Stakeholder collaboration, and Design System foundations.

Overview

This platform was used by financial consultants to generate reports and analyze data, but over time it became difficult to navigate and slow to use.

Workflows were fragmented, and users had to rely on experience rather than clarity to get things done.

The goal was to simplify the platform and make data easier to understand, including how AI-driven insights were presented to support decision making.

Challenges

The main issue was not visual. It was structural.

The platform had grown without a clear system behind it. Information was scattered, navigation was inconsistent, and users had to rely on experience rather than clarity to complete tasks.

This created friction in everyday use, especially for consultants working under time pressure.

At the same time, the platform relied heavily on financial data analysis, and new capabilities were being introduced using AI to support insights and recommendations. The experience needed to make that value clear and usable.

My Role

I led the design direction for the platform, working closely with designers, product stakeholders, and engineering teams.

My focus was to bring structure, clarity, and consistency to the experience, while making sure the platform could support more advanced capabilities, including AI-driven insights.

Approach

  • Understanding the real problem

    • We started by mapping the existing platform in detail.

    • Not just screens, but workflows, dependencies, and how users actually moved through the system.

    • We also spoke directly with consultants to understand where things were breaking down in real scenarios.

    • This helped us identify that the issue was not lack of features, but lack of structure.

    • Reframing the experience

      • Instead of redesigning screens, we focused on reorganizing the platform around how users think and work.

      • We simplified navigation, grouped related information, and reduced unnecessary steps in key flows like report generation.

      • The goal was to make the platform feel predictable and easier to use without requiring training.

    • Designing for data and AI-driven insights

      • A key part of the platform was the ability to generate insights from financial data.

      • We worked on how to present that information in a way that felt clear and actionable.

      • This included improving data visualization and defining how AI-generated insights would appear in the interface.

      • The intention was not to expose complexity, but to make the output understandable and useful in decision-making.

    • Aligning design and delivery

      • We developed wireframes and interactive prototypes to validate decisions early with stakeholders and engineering teams.

      • This helped reduce ambiguity and allowed for faster alignment before development.

      • We also created detailed design assets and documentation to support implementation and maintain consistency.

    Key decisions

    • Simplified the platform structure to reduce navigation complexity
    • Reorganized workflows around user tasks instead of system logic
    • Introduced clearer data visualization patterns for financial information
    • Defined how AI-generated insights are presented to support decision-making
    • Built a consistent foundation using the FORM Design System

    Outcome

    The redesigned platform made it easier for consultants to navigate, understand data, and generate reports.

    Workflows became more direct, and users were able to complete tasks with less friction.

    The improved structure also created a stronger foundation for future features, including the integration of AI-driven insights.

    Beyond the interface, the project helped align teams around a clearer product direction, improving both usability and delivery.

    Impact

    The platform became easier to navigate and faster to use.

    Consultants were able to generate reports with fewer steps and better clarity.

    The improved structure also made it easier to introduce new features, including AI-driven insights, without adding more complexity.

    CASE STUDY 2

    Digital Platform Redesign & Experience Optimization

    Role: Product / UX and Visual Design Lead

    Key skills: Research, Workflows, Dashboards, UI system, and Prototypes.

    Overview

    Southern Company, one of the largest energy providers in the United States, needed to modernize its enterprise SaaS platform, a core tool used by corporate clients to monitor energy usage, manage efficiency programs, and generate operational insights.

     

    The existing interface was functional but dated, fragmented, and difficult to scale. Users struggled with navigation, visual inconsistency, and inefficient workflows. My role was to lead the UX and UI redesign, bringing structure, scalability, and human-centered design to a complex system used daily by engineers, managers, and decision-makers.

    Challenges

    • Fragmented user journeys. Multiple entry points led to redundant steps and lost context.

    • Inefficient workflows. Core tasks required navigating through multiple screens and unclear labels.

    • Inconsistent design. Each module had its own look and feel, resulting in cognitive friction.

    • Accessibility gaps. Limited contrast, poor responsiveness, and lack of keyboard support.

    • No scalable framework. Adding new modules required starting from scratch each time.

    Approach & Process

    Discovery & Research

    • Conducted stakeholder interviews and usability sessions with internal teams and external business clients.

    • Mapped task flows and pain points to identify friction in high-frequency actions.

    • Defined success metrics: time-to-task, satisfaction, and visual consistency.

     

    Information Architecture

    • Reorganized complex menus into a clean, modular hierarchy.

    • Introduced clear navigation patterns based on user intent and context.

     

    UI Design System

    • Developed a component-based framework for consistency and scalability.

    • Established visual hierarchy and accessibility compliance (WCAG 2.1 AA).

    • Designed responsive layouts optimized for field devices.

     

    Prototyping & Testing

    • Built interactive prototypes for key workflows (reporting, analytics, alerts).

    • Conducted remote usability tests to validate flow efficiency and comprehension.

     

    Collaboration & Delivery

    • Partnered with product owners and engineers for smooth handoff via Figma specs.

    • Documented reusable design patterns for future modules and features.

    Impact

    • Reduction in task-completion steps by ~30% across core workflows.

    • Increased user satisfaction and adoption through improved usability and clear UI.

    • Established a scalable design foundation used for new modules and features.

    • Enhanced the platform’s ability to evolve and serve future customer needs with consistency and clarity.

    Why It Matters

    This project illustrates how enterprise UX design can transform complex systems into intuitive, scalable products. By bridging user needs, business objectives, and design execution, I helped Southern Company deliver a product that not only works effectively—but scales, adapts, and creates value.

    CASE STUDY 3

    ENSO | Service Design Tool

    Role: Product Designer / Visual Design Lead

    Key skills: UX, UI, Feature design, Prototyping.

    Overview

    ENSO is a Service Design app developed to help facilitators plan, edit, and run Human-Centered Design workshops. The goal was to create a complete tool for design professionals and beginners alike, from setting up workshop information (date, agenda, audience) to managing activities and methodologies such as Form and Design Thinking.

     

    Our team at Fjord Costa Rica (Formerly Accenture Song) received a third-release prototype from Accenture Interactive Amsterdam and was tasked with improving usability, visual design, and functionality to prepare Enso for global internal use within Accenture’s design community.

    Challenges

    • Fragmented user experience between early prototype versions.

    • Lack of prioritization among new features for Release 3 and 4.

    • Limited user testing and unclear needs from design facilitators.

    • Missing consistency between mobile and desktop implementations.

    Approach & Solutions

    • Research & Validation

      • Conducted usability tests and interviews with design experts to gather feedback.

      • Identified pain points and mapped unaddressed user needs.

    • Prioritization Framework

      • Organized enhancements and new features by impact and device on a shared roadmap.

      • Planned release cycles for continuous iteration.

    • UX & Feature Design

      • Redesigned workshop creation flows, templates, and activity libraries.

      • Added features such as Google login, Accenture SSO, facilitation mode, and custom activities.

    • Iteration & Prototyping

      • Validated improvements through Design Thinking sprints with stakeholders.

      • Tested Release 3 and 4 builds internally with multiple Fjord studios.

    From Insights to Requirements

    Through interviews, usability testing, and expert feedback from multiple Accenture studios, we identified 21 key features required to support real-world workshop facilitation.


    These features were then granulated into 59 detailed requirements, covering functionality, usability, accessibility, and facilitation workflows.

    This step allowed us to transform raw insights into a structured product roadmap, ensuring that every design decision aligned with how facilitators actually prepare, conduct, and evaluate their workshops.

    Impact

    • Improved usability and feature adoption across Accenture’s design teams.

    • Introduced facilitation mode enhancements, enabling seamless live workshops.

    • Increased user engagement through simplified onboarding and creation flows.

    • Adopted by design teams in Stockholm and showcased at Equinox 2019 (Savannah, Georgia) as an internal innovation project

    Why It Matters

    ENSO became a valuable internal platform for Accenture’s global design network, empowering facilitators to focus on creativity rather than logistics.

     

    The project demonstrated how iterative design, empathy, and collaboration can elevate internal tools into polished, user-friendly products that scale across organizations.

    CASE STUDY 4

    Digital Experience & Brand Engagement

    Role: Digital Experience Designer / Visual Design Lead 

    Key skills: Visual Concept, Motion Direction, Web Modules

    Overview

    Halo Top, one of the fastest-growing ice-cream brands in North America, needed a fresh digital presence to reflect its playful identity while supporting e-commerce growth and audience engagement.


    My challenge was to translate the brand’s quirky, guilt-free tone into an interactive digital experience that balanced storytelling, usability, and conversion.


    The goal: build a web experience as delightful and light as the product itself.

    Challenges

    • Fragmented brand voice: Existing campaigns lacked consistency across digital and social channels.

    • Flat user experience: The website didn’t express the product’s personality or flavor variety.

    • Low engagement metrics: Users interacted with visuals but not with the brand narrative.

    • E-commerce friction: Purchase flow and product discovery were not intuitive.

    Approach & Solutions

    • Brand Immersion & Research

      • Analyzed audience behavior and emotional drivers behind “guilt-free indulgence.”

      • Defined tone, color psychology, and visual metaphors that evoke freshness and playfulness.

    • UX & Content Strategy

      • Re-structured navigation around moods and flavors, not just categories.

      • Simplified e-commerce flow with faster add-to-cart interactions and flavor previews.

      • Introduced playful micro-interactions to reinforce brand delight.

    • Visual Design & Storytelling

      • Designed an immersive hero animation where scoops and ingredients move in parallax.

      • Created responsive modules highlighting product nutrition, social campaigns, and sustainability.

      • Unified digital art direction across landing pages, emails, and social posts for a cohesive look.

    • Collaboration & Execution

      • Partnered with copywriters and motion designers to deliver cohesive brand storytelling.

      • Delivered high-fidelity prototypes and design guidelines for internal marketing teams.

    Impact

    • Increased user engagement +60 % through interactive storytelling.

    • Improved e-commerce conversion rate by 27 % after redesign.

    • Strengthened brand consistency across global digital channels.

    • Helped position Halo Top as a modern, lifestyle-driven ice-cream brand.

    Why It Matters

    This project demonstrates how experience design and creative direction can shape emotional connections between users and brands.


    By aligning design with identity, the Halo Top experience turned a simple purchase journey into a moment of joy, transforming visuals into a narrative that people could taste.