Executive leader defining global AI-enhanced UX strategy for enterprise SaaS serving highly regulated industries.

• Built, matured and scaled global UX practice into enterprise-grade Experience function

• Defined AI-forward UX vision integrating Generative AI principles into product design

• Embedded AI-assisted workflows into research, ideation, and prototyping

• Established enterprise design systems, governance, rapid adoption and scalable experience infrastructure

• Led alignment across Product, Engineering, and Executive teams on AI-driven roadmap

• Architected an 8 -point, insight driven product discovery framework grounded in deep research, customer intelligence, and market analytics -enabling continuous ideation aligned with enterprise vision and evolving market dynamics

• Elevated product intelligence through adaptive UX patterns

• Implemented measurable experience KPIs tied to adoption and revenue

• Built, led and scaled distributed and high performance teams

Export Development Canada (EDC) is a Crown corporation dedicated to helping Canadian companies of all sizes succeed beyond Canadian border; by equipping them with the tools they need – the trade knowledge, technology, financial solutions, equity, insurance, and connections – to grow their business with confidence.

My core responsibilities are:

• To drive EDC's mission, vision and customer centricity culture

• Advance and evolve the Experience Design practice

• Create, maintain and improve the experience and design of all the digital products

• Making sure the team got the knowledge and strategy in place and is enabled for best-in-class deliveries

• Create and maintain a industry leading enterprise Design System and Experience Design infrastructure for the organization

Day-to-day engagements:

• Managing a team of UX & UI designers

• Inspire UX Designers and ensure the quality design output

• Identify and fill product gaps to drive product growth & improve business processes

• Track the progress of UX requirement and measure impact

• Hold 1-1 meetings with team members

• Oversee the progress of project works and do the design reviews

• Work with the team leads, PMs & chapter leads for resource planning and allocation

• Plan agile sprints, execute and track efforts in tools such as ADO

• Build, maintain and advance design infrastructure from software, tools and culture perspective

• Plan and organize lunch and learn, team building and UX workshops

• Get my foot down to do the actual UX design work

• Manage UX and Usability testing (UXR) team and initiatives during the long absence of the UXR Lead

• Participate in regular CX planning, execution and customer engagement initiatives

• Work with branding, accessibility and compliance team to make sure that designs meet those standards

• Participate in Agile development and Chapter Lead workshops and bootcamps

• Talent acquisition and grooming

• Design Thinking workshops across EDC

Leading the experience design, user research and customer experience strategy for GEMS Education group (World’s largest private education provider and leader in Edu-Tech). Reporting to VP Digital Applications, and Chief Disruption Officer, who reports to the CEO.

Managing, mentoring and hiring, the entire UX/UI team. Played the leading role consolidating the fragmented UX and UI team across different departments of GEMS and implementing the unified design process across the organization.

UX (user experience) & UI (user interface) – Leading the entire practice of UX/UI design of digital and service experience for consumer and employee touch-points using design thinking and LEAN-UX methodology. Developed intuitive user-centered experience for 18+ digital products and platforms ranging from school management to AI driven digital learning platforms. Is responsible for creating infrastructure, implement best practices, creating design systems and often work with the team in creating wireframes, visual designs and prototypes.

User research & consumer insights - Gathering strategic insights on the customer. Leading a team with capabilities ranging from customer journey mapping to usability, innovative omni-channel customer insights & feedbacks to product innovation.

Digital strategy and competitive intelligence - Analyzed industry trends and recommended strategy and products.

Stakeholder expectation and day-to-day project management – Working with stakeholders to understand their needs, goals and visions and delivering the excellence, arranging workshops and reviews and design sessions, selecting and managing the third party vendors and solution partners and overseeing their works, issue resolutions and escalations. Participating in project planning, execution and testing.

Front-end development - Delivered the front-end experience for most of the GEMS digital products. Managed team of front-end engineers who partnered closely with creative & back-end team.

Roles & Responsibilities:

• Organize requirement gathering sessions, stakeholder workshops and user study workshops (focus groups and usability testing to gather and analyze feedback).

• Create UX strategy, ways of working with client partners and had established project 
 infrastructure.

• Host vision and alignment workshops with client partners and key departments.

• Team building and on-boarding.

• Competitor research and benchmarking.

• Organize client presentations, walkthroughs and process feedbacks.

• Conduct and participate in working sessions with other tracks such as product, engineering & 
 QA. .

• Create infrastructure work for experience and design track such as component library, design system, copy matrix, delivery methods etc.

• Lead the team of UX designers, UI designers, copywriters, and project managers.

• Create information architecture, process maps, user journeys, wireframs etc.

• Assess current data and create KPI’s to measure progress and conduct retrospectives geared 
 towards learning and improvement.

• Create usability testing plans and conduct sessions including analysis.

• Issue resolution, engineering and QA team support.