Designing with empathy, delivering with impact.
Hello, I'm Annie. I'm a design leader dedicated to building meaningful connections—whether it's partnering with teams to drive innovation, mentoring emerging designers, or creating impactful, human-centered experiences.
Leadership & Capabilities
Design Thinking
I guide teams in harnessing empathy, creativity, and strategic problem-solving to deliver innovative, user-centered solutions. By leveraging tools such as design thinking playbooks, workshops and coaching product teams, I help transform complex challenges into impactful outcome.
Design Governance
I lead cross-functional initiatives to implement key programs to elevate user experience and significantly enhance the role of design within the business, our products, and our culture. I've streamlined processes, tools, and communication to create design consistency and maximize efficiency.
Digital Transformation
I collaborate with executives and partners to optimize workflows that align with business objectives and foster product excellence. By leveraging UX methodologies, I advance digital transformation initiatives that enhance user experiences and drive business success.
Work Experience
Ticketing Applications
HCD | Strategy | User Research
To meet the evolving needs of major venues in event creation, management, and promotion, the company embarked on a UX-driven redesign of its B2B ticketing experience. The project aimed to modernize the platform, enhance usability, digitize and streamline workflows for venue operators.
Design Transformation
Journey Mapping | HCD | Experience Strategy
This rapidly growing platform faced misaligned priorities, siloed teams, and inconsistent design standards, leading to friction in the user experience. To address this, I led a Human-Centered Design (HCD) Transformation, embedding UX principles into our culture. This initiative aligned teams, streamlined processes, and empowered data-driven, user-focused decisions — driving both business impact and customer satisfaction.
Member Experience Journey
Journey Mapping | HCD | Experience Strategy
This leading healthcare brand struggled to connect with consumers due to siloed process and fragmented user experiences. Learn how we used user-centered processes to foster cross-functional collaboration, streamlined workflows, improved content discoverability, enhanced member and non-member experiences.
Design System Governance
Tools | Governance | Processes
Our design system had drifted from a standard to a suggestion, with teams creating custom components to meet immediate needs. This led to a fragmented ecosystem of inconsistent interfaces, forcing users to relearn patterns across the product. See how we implemented a robust governance model and matured the design system by establishing clear standards, fostering cross-functional collaboration, and providing ongoing support, ensuring consistency, scalability, and a seamless user experience.
Healthplans Marketplace
Migration | Content Strategy | Information Architecture
The healthcare insurance b2b site needed a complete redesign to tackle operational inefficiencies and improve customer satisfaction. Fragmented content management by regional teams led to inconsistent experiences, poor findability, and accessibility barriers, failing to meet business needs. Learn how we leveraged discovery and UX principles to simplify the experience for our end users.
Health Administration Reporting
HCD | Persona Development | Re-branding
While raw data holds immense potential, its true power emerges only when transformed into meaningful, actionable insights that guide users toward clear understanding and informed actions. Our reporting application redesign focused on translating complex data into intuitive, compelling visual stories that inform and empower users to make confident, data-driven decisions.
News Site Redesign
Migration | Content Strategy | Information Architecture
Learn how we tackled site’s disorganized structure, ad-heavy design, and lack of clear content architecture to deliver a comprehensive site redesign to align business objectives with user needs, and elevate the brand’s digital presence.
Major Brands I've Collaborated with
