UX and Product Design for enterprise | SaaS | CPQ | AI | Mentor @ Designed.org
UX and Product designer with 13 years experience across enterprise and startup environments — focused on bridging people, purpose, and operations, building strong cross-functional partners that transform digital products and ecosystems around business strategy.
Start-up partner servicing growth and technology design, AI-driven UX / UI, UX service scaling, UX and marketing design, consultation and execution. Partners include MapTech, Paw-ffice Sitters, and 3rd Degree Media.
VMware, a $96B global enterprise leader in cloud infrastructure and SaaS. Over 5.5 years, I served as a lead designer on VMware's multi-product Epic license-to-SaaS global business transformation—a complex initiative with multiple interdependent workstreams. From scratch, we redesigned VMware's legacy SaaS tool (Model N), replacing it with an integrated CPQ (Configure, Price, Quote) and purchase history system. For 3 years, I was the sole designer on the purchase history data tool, a primary component in replacing the Model N experience. For the last 2.5, I was the sole designer responsible for final data-driven iterations, convergence, and unification across all product streams. The impact was an estimated $2.8 billion in additional revenue per year and increased sales velocity by 700% for 8,000+ sales reps.
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Worked closely with Product, Engineering, IT, Bus Ops, and Product Ops in replacing a legacy, revenue-critical enterprise ecosystem through phased migration, moving users off entrenched mental models while untangling years of pricing, packaging, and entitlement logic—without interrupting live sales operations.
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Designed SKU compatibility, configurability, and automation across VMware's product portfolio
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Used Salesforce Lightning Design System and Figma for drag-and-drop UI design and consistency
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Designed and validated workflows with users and customers, aligning with business needs
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Partnered with IT to redesign ACPQ's UI, optimizing performance and data visualization
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Used Figma to refine visual design and interaction experiences across the user journey
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Applied qualitative and quantitative research to iterative design process
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Championed user-centric design-thinking culture across organizations
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Led user research, usability testing, and A/B tests
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Used Figma to design wireframes, prototypes, and workflows for engineering handoff
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Designed accessibility enhancements within GJEP
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Wrote UX content and executed label tests for cognitive clarity
Driving innovation and impact through design leadership. At f’real Foods, I led the company’s first and only mobile app from concept to launch. As the sole Product and UX Designer, I turned a vague need for an IoT app into a strategic, user-centered solution that connected customers to marketing tools, boosted sales velocity, and improved hardware service accessibility for their most underserved and fastest-growing segments.
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From scratch, I created and led the end-to-end design strategy and set it to time line for F’real’s first native mobile (B2B) application.
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Created an MVP-driven product strategy for feature discovery, persona definition, and taxonomy.
My role was to lead and drive the transformational direction and design for how users
experience shopping for dental insurance (Shopping 2.0). The design impact reversed major drop-off issues and improved conversions, transforming how customers shop for dental insurance.
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Achieved a 50% drop-off reduction and a 100% conversion increase through an optimized redesign.
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Led the experience and UI (user interface) design addressing customers distrust in insurance while leveraging the transition from Angular to React.
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Innovated a trust-building shopping experience with personalized choice-driven outputs.
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Use of ‘Figma’ in designing a responsive web interface that mimics a mobile app experience, enhancing usability.
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Partnered with Product and Design teams in the refinement of the web interface and user experience.
Data driven decisions for 2 primary B2C platform portals, boosting adoption and transforming a search-based article repository into an immersive, responsive video learning experience.
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Partnered with agile development teams in India and China to execute an end-to-end strategic redesign.
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Led the transformational UX design for Collaboration Help and Webex for Developers.
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Drove adoption by leveraging a dedicated metrics platform, automated feedback mechanisms, and qualitative/quantitative data.
