A comprehensive UX audit analyzed behavioral and analytical data, evaluated experiences against UX heuristics, and conducted competitive analysis to identify gaps and opportunities. The audit revealed areas of friction across navigation, conversion flows, and content presentation, providing a data-driven foundation for design and feature enhancements.
A design workshop was conducted with cross-functional teams to identify inconsistencies and user pain points. Findings were grouped into clusters of common themes and prioritized based on effort and impact. This collaborative approach ensured team members felt invested in improving the look and feel of the product, while giving them a voice in shaping the design and overall user experience.
The design system was revamped in close collaboration with the authoring and development teams to improve workflows, reduce design and technical debt, and enhance consistency and scalability. This enabled efficient implementation across both service models and future expansions.
Navigation and information architecture were refined to create a seamless experience across prepaid and postpaid services. The redesign improved scalability for future product categories, enhanced conversion paths, and integrated key features such as promotions and plan comparison directly into the user experience, which were identified as main drivers for engagement.
Using service design principles, cross-functional initiatives focused on guiding users back to the “happy path,” recognizing that not all users navigate the experience in the same way. Collaborative efforts with multiple teams optimized end-to-end flows across web and mobile channels while meeting OKRs and KPIs.
A/B testing and analytics were integrated into eCommerce flows to continuously refine the purchase experience. Real-time experimentation allowed for data-driven decisions that increased engagement, optimized conversion paths, and aligned with key business objectives.
AI Assistant, powered by AI agent provides conversational platform, designed to provide customers with seamless access to account management, billing inquiries, product information, support services, and more. By integrating LLMs with backend APIs, it delivers personalized, real-time guidance, empowering users to resolve issues independently and efficiently. This approach enhances the self-serve experience, improves customer satisfaction, and reduces operational costs by minimizing reliance on direct human support
The merger of Boost Mobile's postpaid and prepaid services presented a unique opportunity to rethink and optimize the user experience. By conducting a thorough audit, redesigning the navigation, and reevaluating the design system, we were able to create a unified, seamless experience for users across both service models. The incorporation of proactive updates and A/B testing allowed for data-driven decisions, ensuring that design changes were always aligned with business objectives. This holistic approach not only simplified the digital experience for customers but also contributed to the achievement of key business goals and improved overall satisfaction.
Led design and research to uncover insights and shape a UX strategy, delivering iterative improvements that created seamless, scalable digital experiences.
Revamped a points-based loyalty program with early and long-term rewards, reducing churn and boosting long-term engagement.
Designed a self-serve AI product with content automation, predictive customer and content vetting, and an intuitive WYSIWYG interface, enabling expansion into new markets.
Conducted UX evaluation and designed solutions to enhance the order creation experience on the Chick-fil-A iOS app.
Designed a custom gated website with strategic user roles and share capabilities to drive lead generation.
Executed comprehensive digital marketing through an omnichannel approach, including website, SEO, blogs, social media, digital ads, email, and microsites.
Spearheaded the design of a new mobile app with real-time collaboration, streamlined workflows, and integrated biometrics, MFA, messaging, notifications, and customizable features.