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CASE STUDY 01
Championing UX Understanding
Building UX Credibility From Zero
UX Strategy · Team Leadership · Design Systems · 2023
NORTH STAR
Make UX a trusted partner, not a blocker.
Earning buy-in for UX across 50+ sites with no playbook and an open-ended mandate.
Context:
50+ sites had been built by external agencies with inconsistent experiences and zero accessibility compliance. The UX team was seen internally as a blocker. The previous UX manager had left the organization.
My Role:
I walked into a team that was seen internally as a blocker with no playbook, no inherited buy-in, no predecessor to learn from. I decided the only path to credibility was evidence before advocacy: surfaced real friction through retrospectives and think-aloud sessions, then built the entire UX infrastructure solo.
Process:
Ran Sailboat retrospectives to surface team frustration, plus think-aloud sessions to identify user friction. Built relationships with analytics, research, and agency partners. Introduced a UX ticketing system and dashboard, launched a quarterly UX newsletter, and built a Figma component library and page template system.
Despite consistent user engagement cross different products within the same brand, inconsistencies in the UX/UI led to confusion and frustration.
The Deliverable
A recap of the infrastructure built to make UX repeatable.
COMPONENT LIBRARY
PAGE TEMPLATES
100%
UX adoption
2000%
increase in UX time
70%
reduction in timelines
90%
decrease in costs
UX Roadmap · Quarterly Newsletter · Ticketing Dashboard
OUTCOME
Across 50+ websites, UX adoption reached 100% from near zero, time allocated to UX increased 2,000%, production timelines dropped 70%, and costs decreased 90% — with a director noting the clean, repeatable process "should also smooth the global collaboration."
Case Study 01
Championing UX Understanding
Building UX Credibility From Zero
UX Strategy · Team Leadership · Design Systems · 2023
NORTH STAR
Make UX a trusted partner, not a blocker.
Earning buy-in for UX across 50+ sites with no playbook and an open-ended mandate.
Context:
50+ sites had been built by external agencies with inconsistent experiences and zero accessibility compliance. The UX team was seen internally as a blocker. The previous UX manager had left the organization.
My Role:
Walked into a team seen internally as a blocker with no playbook, no inherited buy-in, no predecessor to learn from. Decided the only path to credibility was evidence before advocacy: surfaced real friction through retrospectives and think-aloud sessions, then built the entire UX infrastructure solo.
Process:
Ran Sailboat retrospectives to surface team frustration, plus think-aloud sessions to identify user friction. Built relationships with analytics, research, and agency partners. Introduced a UX ticketing system and dashboard, launched a quarterly UX newsletter, and built a Figma component library and page template system.
Despite consistent user engagement cross different products within the same brand, inconsistencies in the UX/UI led to confusion and frustration.
The Deliverable
A recap of the infrastructure built to make UX repeatable.
COMPONENT LIBRARY
PAGE TEMPLATES
100%
UX adoption
2000%
increase in UX time
70%
reduction in timelines
90%
decrease in costs
UX Roadmap · Quarterly Newsletter · Ticketing Dashboard
OUTCOME
Across 50+ websites, UX adoption reached 100% from near zero, time allocated to UX increased 2,000%, production timelines dropped 70%, and costs decreased 90% — with a director noting the clean, repeatable process "should also smooth the global collaboration."