I architect systems that scale design impact.
For over twenty years, I have operated at the intersection of enterprise complexity and human-centered logic. With a professional foundation in architecture, I don’t just design interfaces; I build the structural frameworks that allow digital ecosystems to thrive. I specialize in the "messy middle"—transforming high-density data and ambiguous business logic into scalable Design Operations that drive measurable ROI.
- Design Governance: I lead the transition from reactive design to proactive systems.
- Strategic Partnership: I bridge the gap between executive vision and engineering execution.
- Leadership & Mentorship: I build high-performing teams that move from "good" to "exceptional."
Portfolio
Holman Automotive
I lead the end-to-end UX strategy for a global digital ecosystem, championing an iterative, research-driven approach to transform complex requirements into seamless customer experiences. Visit Holman.com >
Insights Portal Redesign
Governance at Scale: Architected a comprehensive Design System to bridge legacy products with new innovations. Established a unified governance model that significantly reduced design debt and accelerated time-to-market for engineering. See case study
Fleet Manager App Redesign
Audit & Optimization: Led the UX overhaul of the Fleet Manager mobile experience, managing a high-volume usability audit of 800+ screens. This strategic relaunch resulted in a 35% increase in user retention and a substantial reduction in support overhead. See case study
EV Initiative
Emerging Tech Strategy: Developed the foundational design patterns and interactive prototypes for the electric vehicle transition, turning ambiguous emerging-tech data into a clear, navigable framework. See case study
Holman Customer Experience Initiative
Data Visualization & Accessibility: I spearheaded the consolidation of fragmented data technologies into a unified CX platform. Working with senior leadership and external vendors, I ensured complex data visualizations met strict WCAG accessibility standards, creating a transparent and inclusive interface that simplified decision-making for our global users. See Holman CX Prototype >
Verisk Analytics
Lead UX Lifecycle: Coordinated the end-to-end UX lifecycle for high-traffic fintech products. Focused on creating data-driven interfaces that balanced sophisticated analytical tools with human-centric usability, strengthening brand differentiation in a crowded market. Visit Verisk.com >
Zift Solutions Partner Relationship Management
Senior Web Strategist: Led the global digital strategy for the Relayware brand. Bridged the gap between brand identity and product experience to drive international growth through marketing analytics and user-centric platform design. Visit ZiftSolutions.com >
Securus Financial Services
Web Marketing Director: I designed and developed a high-traffic, education-focused platform aimed at advisor recruitment and retention. I combined copywriting and UX principles to simplify complex financial concepts, making them accessible to a broad audience of professionals.
Cornell UX Certification
Advanced Human-Computer Interaction: I completed a rigorous seven-part program specializing in user-centered design and ethical product strategy. This certification deepened my expertise in human-computer interaction (HCI), advanced usability testing, and data-driven research methodologies. See RespondIt Prototype >
UX Case Study: Revamping Holman Automotive’s Vehicle Service Portal
Client
Holman Automotive Fleet Management
Overview
Holman Automotive is one of North America’s largest automotive service companies. Our customer-facing service portal was outdated, difficult to navigate, and not mobile-friendly. My team was tasked with redesigning the platform to improve usability, engagement, and satisfaction for both individual car owners and fleet managers.
Challenges
- Legacy system with poor mobile responsiveness
- Confusing navigation and unclear CTAs (calls to action)
- Low customer satisfaction (CSAT score: 62%)
- High bounce rates on key service pages
- No centralized dashboard for fleet management users
Goals
- Improve task completion time for key actions (e.g., scheduling service, tracking repairs)
- Create a responsive experience for all devices
- Centralize fleet management tools into one dashboard
- Increase engagement and reduce bounce rate
Research & Insights
Conducted Stakeholder interviews with 12 fleet managers across products, user surveys, and Analytics review (Google Analytics, Hotjar) Key Insights include:
- 73% of users access the portal via mobile
- Users often abandoned scheduling mid-flow due to unclear progress
- Fleet users needed a way to quickly view vehicle status and history at a glance
UX Strategy
- Introduced a mobile-first responsive layout
- Built a service scheduling wizard with clear step-by-step progress
- Created a dashboard view with summary tiles for fleet managers
- Added status tracking for vehicles under service
Prototyping & Testing
Used Figma to build low-fidelity wireframes and interactive prototypes. Conducted usability testing with 10 participants. Feedback led to:
- Simplifying the dashboard layout
- Adding service history filters
- Making CTAs more visually distinct
UI Design & Accessibility
- Designed with WCAG 2.1 AA standards
- Used a clean, high-contrast theme aligned with Holman’s brand
- Included large tap targets and accessible color schemes
Results (3 Months After Relaunch)
- CSAT increased from 62% → 91%
- Bounce rate dropped by 37%
- Task completion time improved by 40%
- Mobile traffic up 25%, with improved conversion
Reflection
This project reinforced the power of combining data, empathy, and iterative testing. By centering the user and embracing mobile-first design, we transformed a frustrating experience into one users trust and return to.
Tools Used
Figma, Adobe XD, Google Analytics, Hotjar, Jira
UX Case Study: Modernizing Holman Fleet Manager Mobile App Experience
Client
Holman Automotive Fleet Management
Overview
Redesigned Holman Automotive’s mobile app used by fleet managers to oversee vehicle performance, maintenance, and driver assignments.
Legacy app was desktop-derived, poorly optimized for mobile, and lacked key real-time management features.
Goal
Deliver a mobile-first, intuitive experience that improves task efficiency and real-time decision-making in the field.
Challenges
- Poor mobile usability and slow loading times
- High friction for completing tasks like assigning drivers or requesting service
- Lack of clear visual hierarchy and actionable notifications
- Complex information density unsuited to small screens
- Declining app engagement and user satisfaction
Goals
- Rebuild the app with a mobile-first, responsive layout
- Streamline task flows for critical actions (driver assignment, service requests)
- Provide real-time fleet health and performance summaries
- Reduce time-to-action for field-based managers
- Improve engagement and app ratings on iOS/Android
Research & Insights
Conducted interviews and field observations with 12 fleet managers across industries.
Methods included contextual inquiry, analytics review, and user journey mapping.
Key findings:
- 82% of users accessed the app while in the field
- Managers needed glanceable insights and quick task flows
- Notifications were ignored due to information overload
- Strong demand for features like vehicle location and driver check-in status
UX Strategy
- Introduced modular, card-based dashboard for real-time alerts and KPIs
- Implemented bottom navigation and floating action buttons for quick access
- Designed “Fleet Snapshot” view summarizing vehicle status and issues
- Created streamlined workflows for high-frequency tasks (e.g., driver assignment, service requests)
- Enabled offline caching for field use in low-connectivity areas
Prototyping & Testing
Tools: Figma for prototyping, Adobe CS for images
Tested with 8 fleet managers performing common tasks
Key outcomes:
- 50% reduction in task time (under 90 seconds per task)
- Iterations led to improved iconography, simplified layouts, and contextual tooltips
UI Design & Accessibility
- Followed WCAG 2.1 AA standards
- High-contrast visual design with simplified urgency-based color coding (green/yellow/red)
- Included large tap targets, dark mode support, and mobile-optimized typography
- Visual consistency aligned with Holman’s updated brand system
Results (First 90 Days Post-Launch)
- Daily active usage up 62%
- Average task time down 47%
- Fleet admin time reduced 33%
- App ratings increased from 3.1 to 4.5 stars
- Mobile-related support tickets dropped 41%
Reflection
Reinforced the importance of mobile-first design for real-world, fast-paced environments.
Empathy-led research and lean prototyping delivered a trusted tool for fleet managers.
Future roadmap includes predictive maintenance analytics, driver messaging, and telematics integration.
Tools Used
Figma, Adobe CS, Google Analytics, Hotjar, WCAG Validator
See Interactive Figma demo >
UX Case Study: Holman EV Fleet Manager Website & App Redesign
Client
Holman Small Business
Overview
As Holman Automotive expanded its electric vehicle (EV) fleet services, the existing web and mobile platforms needed to support the unique needs of EV fleet managers. This redesign project focused on enhancing the user experience across both the website and native app to include EV-specific data, route planning, and charging infrastructure visibility—all optimized for busy, on-the-go fleet managers.
Goal
- Add EV-focused features to the fleet management platform (e.g., battery health, charging status)
- Unify experience across web and mobile platforms
- Reduce time spent monitoring and planning EV fleet operations
- Improve usability, responsiveness, and performance for hybrid fleets
Challenges
- Existing system was built around internal combustion engine (ICE) vehicles
- No visibility into charging status, range, or public charger locations
- Fleet managers struggled with route planning for electric range limits
- Web and app UX/UI were inconsistent and outdated
- Low satisfaction from early EV pilot customers
Goals
- Rebuild the app with a mobile-first, responsive layout
- Streamline task flows for critical actions (driver assignment, service requests)
- Provide real-time fleet health and performance summaries
- Reduce time-to-action for field-based managers
- Improve engagement and app ratings on iOS/Android
Research & Insights
Conducted surveys and interviews with 15 EV fleet managers
Observed daily workflows for range monitoring, charging, and dispatching
Key insights:
- 70% of EV fleet managers used both web and app daily
- Most needed quick access to charging locations and range per vehicle
- Manual tracking of charging schedules created operational delays
UX Improvements
- Integrated EV-specific data: real-time battery status, charging speed, range estimates
- Added a charging station locator with filters (availability, speed, distance)
- Created an EV route planner that adjusts for battery range and terrain
- Unified design system for web and app (mobile-first design)
- Simplified navigation with separate dashboards for ICE and EV fleet views
UI Design & Accessibility
- WCAG 2.1 AA compliance
- EV-focused UI components: charge icons, range meters, charger status
- Optimized layout for mobile access in field conditions
- Updated Holman visual system applied consistently across platforms
Outcomes (Post-Launch, 60 Days)
- 48% faster task completion for route and charge planning
- 63% increase in mobile app engagement
- Support tickets for EV-related confusion dropped by 52%
- Fleet managers rated the new EV features 4.6/5 in feedback surveys
- Reduced ICE-to-EV transition friction across pilot accounts
Tools Used
Figma, Adobe CS, Google Analytics
See Interactive Figma demo >Leadership
Architecting the Design Strategy
I translate high-profile business goals into a roadmap that everyone—from the stakeholder to the end-user—can get behind.
- Business Alignment: Ensuring every design decision supports long-term revenue and company direction.
- Technical Logic: Transforming complex data models into intuitive, navigable systems.
- Consensus Building: Using evidence-based research to align stakeholders and unify conflicting concerns.
Evidence-Led Research & Discovery
Good design starts with asking the right questions. I lead research to uncover the "why" behind user behavior, ensuring products are built on evidence, not assumptions.
- Continuous Discovery: Integrating user feedback into every sprint cycle to de-risk feature launches.
- Actionable Insights: Turning raw qualitative and quantitative data into executable plans for engineering.
- Strategic Direction: Identifying real-world needs that define the product’s future, not just its interface.
DesignOps & Systems Governance
I believe a Lead Designer’s job is to make the whole team better by building partnerships, not just pixels.
- System Stewardship: Architecting unified component libraries that reduce design debt and engineering rework.
- Strategic Mentorship: Helping designers navigate the technical and political hurdles of enterprise projects.
- Workflow Optimization: Managing design-to-engineering handoff processes to ensure 100% fidelity and speed.
AI Strategy: The Force Multiplier
I treat AI as a tool for high-level strategy and human-centered logic, moving beyond "busy work" to focus on precision and scale.
- Operational Efficiency: Leveraging tools like Bolt and Onlook for rapid prototyping and AI-driven component management in Figma.
- Precision Execution: Utilizing Cursor for clean code refinement and Adobe Firefly to streamline high-fidelity visual assets.
- Ethical Leadership: My approach is informed by Cornell’s AI certification, focusing on the purposeful and ethical integration of AI in design workflows.
Experience Summary
Lead UX Designer & Strategist - Strategic UX Leader with 20 years of experience architecting enterprise SaaS ecosystems. Specialist in DesignOps, system governance, and cross-functional leadership. Proven track record of increasing platform adoption by 45% and reducing engineering friction through structural design thinking.
Cornell University
Advanced Human-Computer Interaction & AI Certification
Pratt Institute
Master of Science, Communications Design
Lehigh University
Bachelor of Arts in Architecture and English
