Crafting intentional designs now, for a compassionate future.
MYMTA
Role: UX Lead and User Researcher
Key Challenges
In 2018, New York City transit riders' perceptions of their transportation system were 72% down. The government set up an emergency plan to solve this issue, and as part of the digital transformation strategy, the initial challenge was to redesign the public website and create a new app from scratch.
Outcome
In the first six months after launch, the MYmta app was downloaded 1,068,044 times, putting 15 new features in people's hands, such as real-time information for subways and buses and trip planners for the railroad. This re-design directly impacted the creation of new digital screens systemwide with real-time location information in subway stations.
Highlights
My responsibility was to lead the design and research team toward understanding riders’ behaviors and mindsets to inform design and engineering, advocating for accessibility. 4 Design/Research teams ran in parallel across 4 countries, collaborating with a cross-functional teams of 110 people. A total of 4 products (website and apps) were designed, developed, and shipped from scratch in one year and a half.
MTA | Access-A-Ride
Role: UX Lead
Key Challenges
MTA service, Access A Ride (a curb, door-door service for people with disabilities), with a total of 148,000 customers and 28,000 rides daily, was suffering inefficiencies with call centers affecting riders' lives drastically. The challenge was to generate a fully inclusive experience to reduce the gap between riders and offer an equal experience across the service.
Outcome
We have completed the design of the service from the ground up, integrated into the new MTA experience. This new digital experience offers new ways to request, track, and take trips around the city, providing customers with a sense of control and greater flexibility.
The digital transformation of My Access-A-Ride services reshaped the experience for people with disabilities. Seamlessly integrated into the MTA's digital ecosystem, we've opened a new realm of convenience and empowerment, offering unprecedented autonomy in service requests. Discover the profound impact in this video.
Highlights
My team fully engaged the affected community with a co-creation process centered entirely on them. We organized workshops and pre-launch forums where customers added their voices , which had never been included in the client’s client's strategy.
I lead a multidisciplinary team consisting of a service designer, a researcher, and UX designers, collaborating with cross-functional teams across four time zones.
Fiserv
Role: Design Manager
Key Challenges
The area of digital card services within Fiserv was facing inefficiencies in internal processes dedicated to assisting customers. The challenge was to generate an entire digital transformation strategy to rebuild processes, services, and products. Part of that strategy was to break silos within the client's company and create a consensus process towards digitalization.
Outcome
We design and develop 4 new products for the card services area – Card Console, Card Expert, ECS and Card Hub which rating went from 2 to 4.4 stars after three months of the re-launch. Our involvement was key in transforming their digital ecosystem by implementing a customer-centric approach within an area that previously did not adhere to these industry standards.
Discover the story behind Card Expert, where design meets functionality – Hear from a panel of clients on how this product have answered their data questions and unlocked the full potential of their debit and credit card portfolios.
Highlights
As a UX Manager, I played a pivotal role in fostering team growth. In just the first year, we experienced remarkable growth within the design team, expanding from 2 designers to 20. This team spanned across four product-focused teams, operating in seven different countries. My teams broke down client’s silos, placing customers at the center of our process. We also created and currently maintain a Design System that supports new products and releases, establishing a design process that has now expanded throughout the client's company.
BeHealthy + Apple
Role: Design Lead
Key Challenges
My team partnered with Apple to address one of the biggest challenges facing insurers today: leveraging technology to enhance and grow their business while preserving that essential personal touch and client relationships.
Outcome
We built a white label Apple Watch app for insurance companies, incentivizing members to meet monthly physical activity goals to earn an Apple Watch. The first client to leverage the program was London Drugs, a large drugstore based in Vancouver, Canada. We worked with London Drugs to develop this first-of-a-kind initiative that provides customers cashback in the form of LDExtra vouchers that users can use toward purchases in-store or online by completing monthly activity goals within the LDExtras Achieve app.
Highlights
I was responsible for assembling and leading the initial team of designers and strategists to build a proof of concept that would allow us to pitch the idea and business model to Insurance companies. My team consisted of four designers (UX, UI, Service Design, and UX Strategist) who partnered with the Apple Healthcare design team to iterate on the experience for a month using a Lean UX process before moving on to subsequent cycles leading to the launch.
2U Pre-enrollment
Role: Design Manager
Key Challenges
2U, the educational technology company, identified the need to transform the current prospective student pre-enrollment process into an experience that puts customer centricity at the forefront.
To achieve this, the challenge was to reimagine the pre-enrollment user journey and design a best-in-class digital user experience that establishes a scalable and strategic foundation for a personalized experience for the students.
Outcome
During a six-week project, my team went through a discovery process, starting from the conception of ideas and progressing to the creation of concept designs. The solution involved streamlining the onboarding process and designing the "Hub" experience. This "Hub" serves as the destination where users land after completing the onboarding, providing them with a customized dashboard to guide students through the entire journey of spanning from pre-enrollment to enrollment and post-enrollment.
Thanks to this initial phase, 2U was able to further expand the strategy to a full set of products currently running as part of their services.
Highlights
I led the team of UX, UI, and strategists through a fast pace cycle of discovery, creating the conditions for the team to generate multiple creative and innovative ideas and consolidating them into visual concepts that reflected the new strategy behind the brand mission. We leveraged existing research and data to gain a deep understanding of the current landscape.
We worked in continuous collaboration with key 2U stakeholders throughout the entire design process. Dedicated sessions to provide input on ideas and designs and participate in ideation, reviews, and validation.
