Selected UX work
Insurance and entertainment. Company and product names kept private here, full context and artifacts available on request. The screens below are representative, not the real deliverables.
Insurance · Project owner · Design & research lead · Vendor liaison
Problem
An outdated, high-volume point-of-sale system was leaking conversions and couldn't adapt to the business.
Approach
A 24-month rebuild: four research rounds with 122 users, competitive analysis, MVP-first scoping, a token-based atomic design system, and proactive UAT alongside engineering.
Insurance · Senior Manager, User Experience and Creative
Problem
A dated account experience created confusion that surfaced as customer-service calls, and buried the actions customers actually came to do.
Approach
Research-led information architecture, preference tests, card sorts, and tree tests with 30 participants in three weeks, shipped across three releases.
Insurance · Senior Manager, User Experience and Creative
Problem
A sought-after add-on sat below 10% enrollment, buried inside the coverage section where customers missed it.
Approach
Moved the enrollment decision out of the coverage section into its own clear, well-timed moment in the flow.
Insurance · Senior Manager, User Experience and Creative
Problem
On mobile, the comparison offers we monetize weren't visible, wasting the most valuable space on the quote page.
Approach
Reworked the information hierarchy and applied progressive disclosure to non-critical detail, giving the customer choice without the clutter.