Experience Strategy & Transformation
For more than 20 years, I've helped organizations uncover human needs, align around shared goals, and transform insight into products, services, and experiences that create meaningful impact.
For the past 25 years, I've helped organizations navigate change by bringing together human insight, business strategy, technology, and design. Whether working with healthcare organizations, Fortune 500 companies, or public-sector leaders, I've built my career around solving complex problems and helping people make better decisions.
I've always been fascinated by the gap between what organizations intend to deliver and what people actually experience. Closing that gap requires more than good design—it requires empathy, curiosity, collaboration, and the ability to align diverse stakeholders around a shared vision. Much of my work has focused on helping organizations better understand the people they serve and translating those insights into products, services, and experiences that create meaningful value.
Over the course of my career, I've built and led research and design teams, established enterprise experience design practices, introduced human-centered ways of working, and helped organizations embed customer insight into strategic and operational decision-making. My work spans service design, product strategy, organizational transformation, experience architecture, and responsible innovation, with a particular passion for improving healthcare experiences for patients, providers, employers, and employees.
I'm equally energized facilitating a workshop, mentoring a design leader, or advising executives on transformation initiatives. I enjoy connecting dots across disciplines, translating complexity into clarity, and helping organizations create the conditions for innovation and long-term success.
Outside of work, I'm a wife, mother of two daughters, avid traveler, reader, and photographer. I also serve as Vice President of the Warren Township Board of Education, where I have the opportunity to contribute to the success and well-being of students, educators, and the broader community.
Organizational Transformation
enGen / Highmark Health
Challenge
When I joined enGen, experience design had limited visibility and was often engaged too late in the delivery process to influence outcomes. UX lacked standardized practices, a scalable operating model, and shared design assets. Teams viewed UX as a downstream interface activity rather than a strategic capability capable of shaping products and business decisions.
Approach
Integrated UX into Lean IA and delivery processes so the team was involved in product definition before funding was finalized. Built a scalable foundation by defining UX strategy within the SDLC, establishing non-functional requirements, creating a consistent usability evaluation framework, and launching an enterprise design system — extended from Highmark's foundations to meet enGen's unique needs. Established cross-functional partnerships with Highmark Experience Design and introduced responsible AI frameworks through internal and external thought leadership.
Outcome
Grew UX engagement from ~30 to 50+ initiatives in a single year, spanning platform products, AI use cases, and digital experiences. The design system scaled to 30+ experiences. A B2B portal serving 120,000 users scored 84% on usefulness and task confidence. Employee engagement improved dramatically: empowerment +13 pts, recognition +16 pts, growth opportunities +20 pts, sense of belonging +21 pts — all while the team expanded its enterprise footprint.
Additional Work
Organizational Transformation
Honeywell · NTT DATA
Advised Honeywell — a Fortune 100 company — on embedding human-centered design into its core operations following a CEO mandate. Led a 2-day exploratory workshop with early adopters, piloted UX through an IT services request portal redesign, and transitioned into an advisory "health check" role. Outcome: ~130,000 employees trained on HUE, every business unit established UX capability, and silo-breaking collaboration enabled the IoT Connected Aircraft.
View PDF ↗Design Research & Insights
Fortune 500 Pharmaceutical Company · NTT DATA
A large global pharma company needed to understand what physicians need and value from a pharma company to inform its digital strategy. Research methods included shadowing of pharma sales rep/physician interactions, digital diary studies, and in-depth interviews. Key insight: physicians don't want to be treated as customers — they want to prescribe what's best for their patients, a finding that redefined the client's messaging strategy.
View PDF ↗Design Research & Insights
Fortune 500 Pharmaceutical Company · NTT DATA
A global pharma company wanted to understand patient preferences for accessing healthcare information, support, and services. Ran stakeholder sessions with brand leads, a landscape audit of 100+ healthcare sites, and interviews with 65 patients and caregivers across conditions. Surfaced that distrust in pharma is a key challenge, and delivered a Patient Health Continuum framework and content strategy to guide digital investment.
View PDF ↗Service Design
Fortune 500 Pharmaceutical Company · NTT DATA
A pharma company wanted to equip its field-based customer service workforce with optimal digital tools to efficiently serve HCPs and support sales objectives. Used stakeholder sessions with sales leaders, contextual inquiry (shadowing CSAs across office visits), and concepting. Delivered day-in-the-life maps, process flows, and mobile-first tool concepts to streamline routing, call prep, and sales collaboration.
View PDF ↗Service Design
Global Pharmaceutical Company · NTT DATA
A global pharma company building a business case and technology roadmap for a centralized business service center needed to understand core employee segments and their needs across HR, IT, Procurement, Facilities, and Finance. Conducted segmentation workshops, validated personas through usage data and customer/provider interviews, and led participatory scenario-driven workshops to map ideal-state service journeys across five distinct employee personas.
View PDF ↗Experience Strategy
Regional Bank · NTT DATA
Helped a bank envision the future of its retail branch ecosystem by understanding how tablets, mobile workstations, and digital channels would reshape banker-customer interactions. Combined branch observations, customer interviews, and a FinTech/cross-industry landscape analysis to document current state and planned initiatives. Delivered a cohesive implementation roadmap toward an advisory-driven, data-enabled branch experience.
View PDF ↗Experience Strategy
Manufacturing Client · NTT DATA
Assessed the current service experience — across channels and touchpoints including the customer portal, email, and call center — to improve customer service for order management. Evaluated internal employee capabilities to identify training opportunities, summarized service design principles as high-level implementation requirements, and provided a long-term vision for enterprise product strategy across disparate verticals.
View PDF ↗Experience Strategy
National Insurance Client · NTT DATA
A data and industry insight-driven CX assessment focused on life insurance and annuities journeys — from consideration through claims and maturity. Mapped current state journeys, quantified business impact (22% application withdrawal rate, 40-day average policy issuance), and supplemented with third-party research. Delivered future state journey maps and defined five strategic capability pillars tied to a technology roadmap.
View PDF ↗Over 20-year career dedicated to customer experience and people-centered design in product, consulting, and digital agency environments, focused on healthcare. Passionate thought leader and advocate for designing intuitive and meaningful, end-to-end experiences. Expert communicator, collaborator and consensus-builder across diverse stakeholders with conflicting motivations.
Senior Director of User Experience
Highmark Health / enGen Health
Sept 2021 – Present
Define and operationalize the enterprise experience design vision across products, platforms, and services through research-driven strategy and design leadership. Manage a team of product strategy analysts and experience designers across eight product areas. Advise executive leadership on product strategy, technology roadmaps, and organizational transformation. Champion ethical and human-centered use of AI through internal and external thought leadership. Serve as Chair of the Women in Technology Resource Group (~300 members).
Senior Director of Customer Experience
NTT DATA Services
April 2015 – Sept 2021
Managed a global team of 50+ directors, strategists, UX designers, and visual designers. Developed CX KPI offering to create experience-driven measurement plans and voice-of-the-customer programs. Evangelized customer experience and design thinking practices through collaborative workshops, coaching, training, and leadership presentations. Drove outcomes-oriented transformation roadmaps emphasizing people, process, communications, and technology.
Director of Experience Design Strategy
NTT DATA Services
May 2012 – April 2015
Led insight and design initiatives including interviews, contextual inquiries, experience observations, participatory design workshops, service models, user stories, experience maps/journeys, personas, and service prototypes. Advised clients on UX COE design and internalized best-in-class, customer-centered practices into existing ways of working.
Director of Experience Architecture
NTT DATA Services
Oct 2009 – May 2012
Managed professional development and resourcing for experience architecture group of 13 UX architects. Served as account and experience strategy lead on client projects, overseeing research and design activities. Created a service design model for a centralized business service center for GSK, affecting ~100,000 employees.
Experience Design Strategist
NTT DATA Services
April 2007 – Oct 2009
Served as account and experience strategy lead for multiple enterprise-wide initiatives at AstraZeneca. Led dozens of patient, physician, and sales experience design initiatives. Uncovered key insights about physicians that redefined how AZ perceived their relationship with them, driving a new enterprise digital strategy.
Director, Use & Usability
Rosetta Marketing
Jan 2002 – April 2007
Led UX across healthcare, retail, and financial clients at a top-10 interactive marketing agency. Conducted interviews, contextual inquiry, experience observation, and usability testing. Translated research into personas, wireframes, prototypes, functional specifications, and flow diagrams. Served as lead UX advocate for Pfizer's global Clear Health Communications initiative.
Master of Technical and Professional Writing
Northeastern University · Concentration: Web and Information Design
Bachelor of Arts in English
Salisbury State University
June 2025 · Service Design Network Touchpoint Journal
Equitable Healthcare Experience and Responsible AI: Mitigating Bias and Promoting Inclusivity
March 2025 · UX Wisdom Leadership Conference
Integrating AI into UX – Guardrails for Responsible Design
Ongoing · UX Matters
Service Design Columnist: Orchestrating Experiences in Context
Dec 2016 · AHIP Conference
Design Thinking & Making Way for a New Focus on Member Engagement with Enterprise CRM
July 2014 · UxPA International Conference
Designing Great Services Is Our Future: How Space, Time and Perspective Empower UX Professionals To Do More
Oct 2012 · Service Design Network Global Conference
Service Designer as Group Therapist