Outcome
Embedded digital editions for Sanoma NL’s core magazine brands so subscribers could access interactive issues via Tijdschrift.nl and the web, while cutting digital conversion overhead by ~60%. Conservatively modeled, workflow efficiencies equate to €300k+ annual production savings across retained titles.

Role
UX & Workflow Lead (digital edition design + integration into print workflows)

Challenge
Sanoma had sold off or divested many magazine titles (≈19 out of 32 under review in 2014) and needed to focus resources on its “strong titles,” while maintaining competitiveness through digital offerings. Print-to-digital conversion risked adding heavy overhead for editors, slowing down issue cycles, and compromising interactivity; many initial “digital versions” in the industry were just static PDFs, unsatisfying user expectations.

Approach

• Designed interactive, template-driven workflows (not PDF facsimiles), integrating video, galleries, deep links.

• Embedded digital tasks inside existing print workflows with minimal new steps; provided templates, checklists, and QA gates.

• Coordinated with editorial teams so digital editions shipped concurrently with print, and were automatically available to subscribers via Tijdschrift.nl (iOS/Android) and web.
  

Highlights

• Scale / reach context: Sanoma NL was the largest magazine publisher in the country with 1M+ subscribers (pre-DPG acquisition), so the digital access path covered a very large base—even if many subscribers continued to read in print.

• Usage signal: Tijdschrift.nl Android app shows ~310,000 total downloads to date (3rd-party tracker), indicating meaningful app-level adoption.

• Business impact: reduced digital production overhead from “heavy add-on” to ~20% incremental effort, enabling concurrent release and lowering cost.

• Positioning: kept Sanoma’s strongest brands (Libelle, Margriet, AutoWeek, Donald Duck, vtwonen, etc.) competitive in a market shifting toward new media revenue.

Outcome
Delivered end-to-end UX for the appointment scheduling and post-care tracking used at the 2018 Winter Olympics, a globally visible deployment supporting ~3,000 athletes and ~2,000+ medical staff across the Games’ polyclinics and venue medical services. The platform underpinned electronic medical records (EMR) and real-time analytics initiatives highlighted by the IOC and GE, demonstrating GE’s capability in athlete health data and care coordination at Olympic scale.

Role
Lead UX designer for scheduling and post-care flows; UI design for athletes, nurses, and doctors.

Challenge
The IOC needed a streamlined, multilingual solution to manage athlete health across village polyclinics, venue stations, and the Olympic hospital. With thousands of athletes cycling through medical encounters during a compressed Games schedule, the system had to reduce friction for clinicians and produce consistent data for the IOC and GE’s analytics layer. Beyond function, this was a showcase project—a high-profile demonstration of GE’s ability to deliver mission-critical healthcare technology at scale.

Approach

• Designed task-focused scheduling flows that allowed fast intake, slotting, and rescheduling under pressure.

• Built post-care tracking features that prompted clinicians to record next steps and return-to-play guidance, reducing drop-offs.

• Optimized role-specific interfaces for athletes, nurses, and doctors with shared patterns to minimize training time.

• Created a multilingual, EMR-aligned UI that matched IOC data structures and supported real-time analytics.

Highlights

• Supported ~3,000 athletes and 2,000+ clinicians across Olympic venues.

• Nearly half of all athletes used polyclinic services, underscoring the platform’s critical role.

• Delivered a globally visible, time-boxed deployment under intense scrutiny, strengthening GE’s reputation for innovation in healthcare technology.

Outcome
Re-imagined the UX for GE’s DALI based industrial lighting-commissioning platform, cutting setup time by up to 90%. Tasks that once took hours per room with manual DALI configuration could be completed in ~30 minutes per zone, shrinking large-site commissioning from weeks or months down to days.

Role
Lead UX designer for commissioning workflows and control interface

Challenge
Traditional DALI systems relied on painstaking, fixture-by-fixture setup (addressing, grouping, testing). This demanded specialist crews and long on-site timelines. GE needed a digital workflow that would dramatically simplify commissioning, reduce labor intensity, and make smart-lighting rollouts scalable across industrial and commercial facilities.

Approach

• Designed the “tinder for luminaires” workflow: rapid device discovery, visual grouping, and guided configuration for light fixtures.

• Built an intuitive touch UI for tablet devices that abstracts protocol complexity into presets and guard-railed steps.

• Designed role-specific views for installers and facility managers to minimize training and errors.

• Collaborated with engineering to ensure interoperability while hiding overly technical details from the user.
  
  

Highlights

• Up to 90% faster commissioning: from hours-per-room to minutes-per-zone.

• From months to days: accelerated time-to-operation for large office, industrial, and campus deployments.

• Installer-centric value: beyond “saving costs,” the speed unlocks capacity. A typical commissioning crew can reclaim hundreds of hours per year, which can be redeployed into more projects, faster turnarounds, or better work-life balance—driving loyalty to the ecosystem that enables it.

• Elevated GE’s smart-building portfolio with a flagship, UX-led industrial IoT product that demonstrated measurable operational impact.

Outcome
Co-designed the UX and UI for the Lux-O-Meter app, a consumer-facing control and monitoring tool for smart lighting, which went on to win the German Innovation Award (Gold, 2021). The app was praised for its simplicity, clarity, and ability to make advanced lighting technology intuitive for everyday users.

Role
UX/UI designer for app workflows and interface design

Challenge
Human-centric lighting (HCL) products were technically powerful but often hard to configure and control for non-specialists. The goal was to create a lightweight, accessible mobile experience that showcased the technology’s value without overwhelming users.

Approach

• Simplified complex lighting parameters (color temperature, intensity, HCL presets) into clear controls.

• Designed visual affordances that made energy savings and comfort benefits visible.

• Focused on mobile-first interaction patterns, ensuring the app felt natural and effortless.

• Collaborated with engineering to keep the interface responsive across diverse lighting hardware.
  
  

Highlights

• Recognized with the German Innovation Award Gold (2021) — prestigious confirmation of design excellence.

• Helped position smart lighting not just as an industrial or enterprise tool but as a user-friendly consumer experience.

• Serves as a portfolio piece showing ability to translate advanced tech into elegant, award-winning UX.

Outcome
Contributed to the UX design of the Esso UK mobile app, streamlining registration, payment, and Nectar loyalty integration. The app has been downloaded 100,000+ times on Android alone and holds thousands of reviews in the Apple App Store. By simplifying onboarding and enabling automatic loyalty rewards, the app strengthened customer retention in a highly competitive UK retail fuel market.

Role
UX lead for onboarding and payment flows (Global Business Center, Budapest)

Challenge
At the time, mobile payments at the pump were still relatively new in UK fuel retail. Esso needed to offer customers a reliable, simple alternative to traditional forecourt payment, while ensuring loyalty points could be earned seamlessly through the Nectar program. The original onboarding process was complex and prone to abandonment, limiting adoption.

Approach

• Audited the registration and payment setup flows to identify drop-off points.

• Simplified onboarding by reducing unnecessary steps and clarifying error states.

• Collaborated with payment and loyalty teams to ensure smooth Nectar integration, letting users automatically collect points when paying in-app.

• Benchmarked flows against UK digital-payment norms to align with user expectations.
  
  

Highlights

• Public adoption: 100,000+ Android downloads and thousands of iOS ratings (~4.5★).

• Loyalty impact: Integration with Nectar, the UK’s largest loyalty program (~18m members), made the app a compelling choice for repeat customers.

• Helped position ExxonMobil as a credible player in digital payments and loyalty experiences, beyond traditional fuel retail.

Outcome
Designed and tested user interfaces for CarKer (Mobil Contigo), ExxonMobil’s digital marketplace for car services in Mexico. Developed cross-platform experiences (desktop and mobile) for both service providers and car owners, and conducted extensive user testing with both groups in collaboration with EY (Ernst & Young). The project highlighted the adoption barriers in trying to replace entrenched informal tools (phone, WhatsApp, Facebook), offering lessons that shaped later ExxonMobil digital efforts.

Role
UX/UI designer for mechanic and customer interfaces; lead researcher; user testing with EY

Challenge
Mexico’s auto-service market is fragmented, dominated by small workshops and informal booking channels. CarKer aimed to formalize this space by connecting drivers with vetted workshops under the Mobil brand. The challenge: designing a trustworthy, efficient, and scalable UX for both digitally inexperienced mechanics and increasingly mobile-first customers.

Approach

• Designed desktop dashboards for mechanics to manage bookings, diagnostics, and customer feedback.

• Created mobile flows for car owners to request service, book appointments, and track job progress.

• Ran structured usability testing with both mechanics and car owners, co-facilitated with EY, capturing pain points across literacy levels and tech skills.

• Iterated on booking, diagnostics, and follow-up flows, recommending simplifications to reduce mechanic data-entry burdens and align with customer expectations.
  
  

Highlights

• Collaborated with EY, giving the project credibility as part of a high-stakes corporate venture.

• Designed and tested cross-platform UIs in an industry with limited digital literacy, a rare challenge in global UX.

• Identified adoption risks that later explained why CarKer struggled in the market — lessons valuable for future marketplace design.

• Demonstrates ability to deliver enterprise-grade UX even when the product outcome is uncertain.

Outcome
Delivered UX and workflow design for ExxonMobil’s Salesforce custom module rollout, enabling sales staff to manage customer portfolios more effectively, apply customer service-level tiers, and configure value-added services. These tools streamlined coordination across sales, engineering, supply chain, and product teams, reducing complexity and improving sales productivity.

Role
UX lead, collaborating with Architects, Salesforce developers and Deloitte Consultants

Challenge
ExxonMobil’s commercial sales teams managed complex portfolios with multiple service entitlements, but existing tools made it difficult to apply the corporate tiering model consistently. Sales reps struggled to package additional services without triggering backend errors or lengthy coordination.

Approach

• Translated management’s service-level framework into practical Salesforce workflows for day-to-day use.

• Designed user flows for adding and managing value-added services within proposals.

• Simplified interfaces to reduce sales rep error rates and minimize the need for manual follow-up.

• Partnered with Salesforce and Deloitte developers to align UX designs with backend and compliance requirements.
  
  

Highlights

• Improved portfolio prioritization: The new Salesforce workflows allowed account managers to focus attention on the most promising opportunities, rather than spreading effort evenly across all accounts.

• Cross-functional alignment: Enabled smoother coordination between sales, field engineering, supply chain, and product groups.

• Enterprise credibility: Delivered as part of ExxonMobil’s sales and marketing transformation initiative, with Deloitte and Salesforce collaboration ensuring best-practice alignment.

Outcome
Helped scale and coordinate ExxonMobil’s global Design Community, supporting local chapters across multiple locations to grow in size, visibility, and self-sufficiency. Under my leadership, the community became more strategically aligned with the company’s new corporate operating model and more embedded in product and business decision-making.

Role
Design Community Lead — coordination, visibility, and leadership enablement

Challenge
ExxonMobil’s design talent was distributed across global hubs, but community activity was fragmented and under-recognized. Design’s role in decision-making was often secondary, limiting its ability to shape product outcomes and strategic initiatives.

Approach

• Supported and mentored local community leads, helping them expand membership, run events, and grow visibility.

• Introduced coordination mechanisms across hubs, making the global community more cohesive.

• Advocated for design maturity as a business capability, not just a creative function, framing impact in terms of reduced rework, faster adoption, and stronger customer outcomes.

• Fostered leadership engagement, aligning the community with ExxonMobil’s new corporate operating model to ensure long-term sustainability.
  
  

Highlights

• Community grew in size and became self-sufficient, with regular events, mentorship programs, and design talks.

• Improved visibility of design in corporate decision-making and product delivery.

• Supported cultural change: design shifted from “execution partner” to strategic contributor.

• Impact sustained beyond individual leadership, as the community continued to thrive independently.

Outcome
Designed and delivered a global generative AI training program, reaching over 2,000 employees across functions. Training programs drove measurable productivity gains (~45 minutes per person per day) and identified dozens of enterprise use cases, laying the foundation for scaled GenAI integration.

Role
GenAI strategy and enablement lead

Challenge
Generative AI tools like Microsoft Copilot were new to many employees, and adoption required not just technical training but also cultural change. ExxonMobil needed a structured enablement program that would both build basic skills and generate momentum for enterprise-scale rollout.

Approach

• Developed hands-on Copilot training programs, both virtual and in-person.

• Piloted with diverse groups (procurement, legal, IT, finance, customer services, etc.), testing applicability across functions.

• Designed a train-the-trainer framework to scale adoption.

• Captured and documented enterprise use cases, feeding into ERP and digital transformation programs.
  
  

Highlights

• Reached 1,800+ employees globally through virtual training and 200+ employees through face to face hands-on training sessions

• Pilots showed ~80% usage increase and ~45 minutes/day average productivity gain among trained employees.

• Identified 12+ concrete enterprise use cases spanning repetitive task automation, ERP data extraction, and QA.

• Reduced reliance on expensive external training providers, saving an estimated $70k–130k in program costs.

Outcome
Currently leading the design and rollout of an enterprise-grade conversational AI solution built on Azure OpenAI Services. The tool improves knowledge access, supports decision-making, and integrates into daily workflows with a focus on security, scalability, and productivity impact.

Role
GenAI strategy and product design lead

Challenge
Large organizations generate huge volumes of knowledge — policies, procedures, reports, technical standards — but employees struggle to find and apply the right information quickly. Traditional search and knowledge-management tools are slow, siloed, and frustrating. A conversational AI solution could change this, but only if it met strict enterprise requirements for data security, governance, and change management.

Approach

• Designed and validated user journeys for employees interacting with the assistant, from quick Q&A to complex workflow support.

• Collaborated with engineering teams to integrate Azure OpenAI Services within corporate infrastructure, ensuring compliance with enterprise IT and data-security standards.

• Established guardrails for responsible AI use, including transparency, accuracy monitoring, and fallback mechanisms.

• Built feedback loops for continuous learning, aligning the assistant with evolving business needs.
  
  

Highlights

• Delivered a secure conversational AI assistant capable of handling enterprise knowledge in natural language.

• Positioned the solution as a flagship example of how GenAI can support day-to-day productivity in a Fortune 10 environment.

• Complemented enterprise AI training programs by giving employees a hands-on tool to apply newly learned GenAI skills.

• Created a foundation for scaling conversational AI across multiple business functions.