Real problems. Real stakes. Actual results.
15+ years of service design, information architecture, and systems leadership across telecom, media, and enterprise platforms. Different scale each time; identical problem: complex, disconnected pieces forced to work as one coherent system.
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Increasing conversion by 90% (password required)
Customers could not reliably find the services Verizon most wanted them to buy, because the storefront was organized around Verizon's structure instead of theirs. Research showed the structure was close; the vocabulary was not.
+90% Perk conversion rate
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Wi-Fi Sharing: We Were Wrong Twice (password required)
A customer who wants to share her Wi-Fi password cannot do it in the app she opens to manage her home internet. The fastest way is to leave Verizon. Four studies on the fix, and two said we were wrong — about what to build first, and whether anyone could use it.
194 Participants in the Kano study
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The Hold Nobody Told Them About (password required)
A hold that worked exactly as designed was quietly killing orders nobody had counted. I sized it from the behavior it produced, and the verification agent built to my requirements was volume tested against 231 real leases.
~110K Orders held in 2025
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How Do You Equip a 200+ Design Org with Research Tools That Keep Up with Its Output? (password required)
Product teams were making roadmap, taxonomy, and UI decisions without dedicated research, because CMI's lead times could not match two-week sprints and a Figma persona cannot be tested against. So we built synthetic users that can be.
Selected systems
Making complex services easier to understand, measure, and operate.
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Customer Types
Behavioral framework adopted across teams serving 164M connections.
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Measuring findability
Connecting information architecture to observed user behavior.
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Service architecture toolkit
Reusable components and shared journey notation for design teams.
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Relational metadata catalog
A connected model of service dependencies and available options.
Applied AI & Org Systems
Operational tooling built to compress discovery cycles and resolve back-office waste.
16 → 1
Prompt Benchmark
Tested 16 published prompt frameworks against 169 participants to standardize synthetic testing instructions on empirical behavior. Case study coming Oct 6
3 Live
Evaluative Agents
Grounded in 6 customer insight studies; enables cross-functional teams to run rapid first-pass card sorts and tree tests prior to broad study recruitment. Case study coming Oct 6
$100K vs $5M
Verification Automation
Sized an uncounted workflow leak, authored functional logic for an AI verification step, and validated it across 231 live accounts to eliminate multi-day manual holds. The hold nobody told them about
4 Custom Tools
Practice Tooling
Custom workflows built for the internal team: note-to-brief synthesis, story-to-storyboard generation, automated executive recap decks, and root-cause failure sizing. How I run a practice
Earlier
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Product Designer
Rebuilt the Steelcase e-commerce buying journey from customer research: 25% monthly sales increase, 30% lift in satisfaction, 20% fewer support inquiries. Set the digital experience strategy for an adjacent SaaS platform.