Repositioning Brand Benefits President’s Choice Financial (PCF) needed to refresh their public website to drive product growth, compete against emerging competitors, and gain market share. Over a six-month period, I formed and led a team as a player-coach through three main releases, achieving significant outcomes: Role: Sr. Product Design Manager Timeline: Phased over 6 months…
Driving User-Centric Transformation for Operational Efficiency I led the experience strategy for TELUS to transform customer onboarding, reducing call drivers within the first 60 days. By implementing a user-centered and data-driven approach, the program achieved over $600K in operational savings and a 20% reduction in customer support calls within the first 3 months. Role: Product…
Transforming Account Management for Enhanced User Focus As the Product Design Lead for TELUS’ Onboarding program, I spearheaded the redesign of TELUS’s Account Overview page—a crucial touchpoint for newly onboarded customers. By aligning design strategy with user journey milestones, I delivered a modular, personalized experience that simplified account management while reducing cognitive load. The result…
Consistency at Scale During CIBC’s rebrand, an external agency defined how our Design System would look on signed-in client experience, but not for our public web products. I lead the creation of CIBC’s Responsive Web Design System, which increased vendor and marketing team agility. The design system included a UI Kit, Dev Kit, naming convention…
Why Sushi Rolls Sushi Rolls is a “roll-out” framework created to help designers plan and communicate design standards to their non-design partners; by relating back to something recognizable – sushi. This framework helps teams build better MVPs without compromising quality. There is also the Prod Bento Box and MVPanini framework, but we’ll skip over those…
Boosting Team Efficiency by 60% By implementing a structured delivery toolkit of practices and processes, teams saw efficiency improve by an average of 60%. At CIBC, design setup tasks were reduced from a full sprint to a single day. At Roots Canada, QA processes shortened from one week to one day. This approach keeps teams…