Leads UX strategy for REI’s membership program, partnering with product owners, content designers, developers, and analysts to define measurable objectives. Champions human-centered design across the member lifecycle by integrating research, wireframes, and delivery (typically within Figma). Applies data-driven insights to guide design decisions and tie outcomes to strategic business goals. Drives continuous improvement through usability studies and A/B testing, presenting findings to senior leadership and demoing to technical teams. Advocates for design thinking across the organization, collaborating with legal and cross-functional partners to ensure compliance while advancing innovative solutions.

Helped develop a Salesforce-based platform for commercial banking as part of a distributed global team based out of Spain, Mexico, and USA. Facilitated collaborative stakeholder sessions to gather user insight and needs. Prototyped features, modules and solutions at different fidelity levels while reusing components and standard modules as part of a global design system. Participated in bilingual working sessions to solve challenges with product management, engineering, design and executive involvement. Supported program owners in the identification of improvement areas. Helped write business requirements in Jira and participated in the approval of stories to pass on for development.

Collaborated with a cross-functional team to build personalized experiences that resulted in 5x higher engagement and a 3% lift in lead conversions by testing and optimizing content, text, colors and layouts on the corporate website. Conducted A/B tests to inform high-level design decisions. Created user flows, prototypes, gathered business requirements & worked with development teams to determine technical feasibility and ensure that all specifications are developed properly.

Staffed within Halliburton's Cementing and Production Enhancement Technology Software team. Ideated on the development of software applications in use internationally by oil cementing teams. Developed internal tools for oil and gas workers in line with usability best practices. Collaborated with a global team, interviewed users, created wireframes, and developed design specs

Revamped and standardized online graphics, illustrations and logos. Established internal style guide consistent with brand values. Designed trade show booths, promotional items, sales materials. Created various websites and microsites with WordPress.