I distill ideas, create frameworks, and deliver products that matter.
Most designers wait for strategy to be handed to them. I create it and identify what actually drives value, backed by data with proven methodology. I love 0-to-1 work where business strategy and user experience have to be designed together, not separately.
Built a comprehensive identity system converting 50M+ anonymous customers into loyalty members across 5 ordering channels and 100+ markets. After running discovery across behavioral, technical, and market dimensions, I uncovered a dual problem - functional friction and value perception gaps. Instead of forcing customers into the McDonald’s ecosystem, we brought McDonald’s into theirs. This work includes inverting the engagement model, creating a tiered customer segmentation framework, and a lasting system strategy.
Designed an identity-centric data model where employee identity - not device - determines experience, enabling seamless transitions between desktop, tablet, mobile, and wearable throughout a shift. I also built an AI-powered assistance layer (Zebra Companion) that transforms routine interactions into intelligent, context-driven experiences. The platform consolidated execution, collaboration, and enablement into one connected ecosystem serving retail, healthcare, transportation, and logistics.
Through this 2-day workshop, I led the design for a systematic framework to identify engagement drivers across 100+ disconnected products serving frontline workers in retail, healthcare, logistics, and transportation. I built a classification model distinguishing recognition, autonomy, mastery, and purpose, creating compound value through cross-platform synergies. This work became the foundation for subsequent projects for the company’s SaaS portfolio.
Designed timekeeping application for frontline workers to track and manage time while maintaining workplace compliance.
Designed a dashboard reporting tool to help marketers optimize brand awareness, brand safety, and advertisement placement on YouTube.
Designed a dashboard reporting tool to help marketers optimize brand awareness, brand safety, and advertisement placement on YouTube.