Experience Strategy Leader

I help companies deliver better experiences for their customers.

How I Help

Customer Journey Optimization & Strategy

I excel in mapping and optimizing customer journeys, ensuring seamless interactions across all touch points.

  • Lead the design and alignment of customer journeys

  • Integrate customer insights to identify pain points

  • Streamline the journey between cross-organizational teams

Digital Product & E-Commerce Optimization

I redesign and optimize digital user experience to meet evolving user expectations and business goals.

  • Improve digital product functionality and usability

  • Optimize conversion funnels across digital ecosystem

  • Prioritize through usage analytics and user research

Service Process Improvement & Automation

I streamline critical service processes, orchestrating digital and operational workflows.

  • Optimize service processes and self-service channels

  • Implement digital-first strategies

  • Leverage data and feedback to eliminate waste

Brands I’ve Helped

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Career Highlights

GE Aerospace Self-Service CX

  • GE Aerospace is tackling challenges in aligning digital products with customer expectations while fostering a customer-first culture. Limited CX/UX maturity, inconsistent design practices, and fragmented customer feedback strategies hinder user satisfaction, operational efficiency, and growth potential.

    Objectives

    • Enhance organizational UX maturity and promote a customer-centric mindset.

    • Establish consistent, scalable design practices through a global design system.

    • Improve self-service processes and customer support operations for better efficiency and satisfaction.

    • Leverage customer feedback to directly inform product development and service enhancements.

    • Create a sustainable, growth-oriented vision for the commercial portal.

    Actions Taken

    • Elevating UX Maturity: Led efforts to embed a customer-first mindset across global teams, aligning UX with business objectives.

    • Global Design System: Developed and scaled a multi-brand design system, ensuring consistency, efficiency, and scalability across digital products.

    • Self-Service Enhancements: Directed data-driven improvements to self-service processes, addressing evolving customer needs.

    • Voice of Customer Strategy: Implemented a robust VoC program to integrate customer insights into product and service enhancements.

    • Support Optimization: Streamlined customer support and communication channels to improve responsiveness and alignment with expectations.

    • Commercial Portal Vision: Defined and communicated a cross-functional vision to ensure the portal supports long-term business growth.

Connected Ford Owner Experience

Futures

Experience

Innovation

  • Ford addressed challenges in evolving its digital ecosystem to meet consumer expectations and implement a digital-first sales strategy. Key initiatives focused on enhancing global consistency, redefining car ownership experiences, streamlining e-commerce, and delivering best-in-class digital solutions.

    Objectives

    • Establish a unified design system for global consistency and scalability.

    • Redefine car ownership experiences to align with modern consumer needs.

    • Overhaul e-commerce platforms for seamless and user-centered purchasing.

    • Validate and refine innovative car buying solutions.

    • Design a world-class mobile application to elevate vehicle ownership experiences.

    Actions Taken

    • Global Design System: Implemented a scalable, multi-brand, multi-lingual design system to unify Ford’s digital ecosystem across markets.

    • Customer Journey Workshops: Led workshops to conceptualize innovative solutions and redefine car ownership, aligning digital experiences with customer expectations.

    • E-Commerce Redesign: Directed Lean UX strategies to overhaul Ford Parts' e-commerce platform, ensuring a seamless and intuitive purchasing experience.

    • Prototype Development: Created and tested car buying prototypes, gathering dealership feedback to validate and refine solutions.

    • Digital-First Launch: Validated the online car buying experience, setting the foundation for the Ford Mach-E launch and supporting Ford’s digital-first strategy.

    • Mobile App Excellence: Led competitive analysis and industry benchmarking to design FordPass, a best-in-class vehicle ownership app that set new industry standards.

Banfield Digital Optimization

Understanding pet ownership, optimizing pet care routines.

  • Banfield addressed challenges in aligning its marketing strategy with broader business goals, improving customer engagement, and enhancing digital self-service capabilities. Initiatives focused on creating seamless customer journeys, optimizing online appointment scheduling, and redesigning the website to boost discoverability, user experience, and engagement.

    Objectives

    • Align marketing strategies with overarching business goals.

    • Enhance online engagement through streamlined scheduling and self-service options.

    • Redesign the website to improve SEO, user experience, and content accessibility.

    Actions Taken

    • Customer Journey Development: Designed comprehensive customer journeys that redefined Banfield’s marketing strategy, ensuring alignment with business objectives.

    • Appointment Scheduling Optimization: Streamlined and documented scheduling processes, improving online functionality and driving a 150% increase in online appointment requests.

    • Website Redesign: Led the redesign of Banfield.com, significantly enhancing SEO, discoverability, and user experience. The initiative expanded client self-service capabilities, earning the site recognition as the Best Healthcare Provider Website by IAC.