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Experience as Strategy
Align customer, employee, and brand experience to business goals. Then operationalize it into systems that scale.
Executive Portfolio
Designing experience as an operating system for organizations.
I’m Logan Monaco, Head of Experience and Design at Yosi Health in Dallas. I lead product vision, UX research, and design for enterprise healthcare SaaS serving 1,300+ customers and 30M+ patients across 18 live modules. My 15+ years of total experience connect digital products, physical spaces, and service design.
Leadership focus
VP / Head of Experience,
CXO-track leadership.
Currently at Yosi Health · Dallas, TX
VP of Design. VP Customer Experience Design and Innovation. VP Product and UX. I connect design strategy, customer experience, and organizational alignment.
Especially interested in mission-driven organizations, nonprofits, and companies that support nonprofits.
Enterprise SaaS · Omnichannel customer experience · Design systems · AI-enabled design practice
Explore my leadership expertise ↗My operating principles
How I lead
I connect insight to action, translating field truth into strategy leadership can move on, and building systems teams can operate.
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Research to Decisions
Use mixed-method research to reduce risk, reveal truth in the field, and build shared conviction across stakeholders.
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Systems Thinking
Design end-to-end journeys across channels, teams, tools, and environments, especially where the work is complex and real.
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Leadership and Trust
Earn credibility by naming hard truths, clarifying priorities, and delivering outcomes with cross-functional teams.
Point of view
Great experience isn’t polish. It’s alignment. When organizations reduce friction, clarify intent, and create systems that help people do their best work, experience becomes a growth engine. My job is to find the truth in the field, translate it into decisions, and ship experiences that earn trust at scale.
Selected work
Leadership you can see in the work.
The Yosi Health chapter and 6 flagship case studies spanning connected platforms, retail experiences, and community building.
Current chapter · Yosi Health · 2025 to Present
Building a connected experience.
And the organization behind it.
Product, operations, and strategy connected around patient and practice needs.
Explore the Yosi Health chapter18live modules1,300+customers30M+patients
AT&T · Date in case study
Replacing the wrong tablet tool with sales support reps could use
I led research into AT&T retail sales tools and found that the requested tablet concepts disrupted sales conversations. With leadership support, we stopped that direction and launched an internal microsite for Holiday 2024. The decision reduced unnecessary development and gave reps content they could access on any device.
AT&T · Date in case study
Turning fragmented store intake into a connected check-in experience
I led UX strategy for a new AT&T store intake system, replacing inconsistent paper lists and informal queues with a clearer check-in experience. Three prototype flows were piloted across three stores. Field observations informed navigation, accessibility, and queue information, while opening opportunities for QR check-in, scheduling, and connected retail service.
AT&T · Date in case study
Aligning a national device experience with how people shop
I designed and led national mixed-method research into AT&T Device Alive, the in-store experience customers use to explore phones. The platform’s source-reported scale was 2B views, 53M users, and 130,000 touchpoints. Fieldwork showed a gap between content delivery and natural shopping behavior, informing a more useful, flexible experience direction.
ExxonMobil · Date in case study
Turning field research into an oil-recycling service strategy
I led retail field research for ExxonMobil to understand customer attitudes, employee needs, and opportunities for an oil-recycling loyalty program. Working with innovation and research directors, I trained two researchers and translated findings into personas, journey maps, messaging, and a proposed service strategy. Campaign impact was still unmeasured in the source material.
OSO Climbing Gyms · Date in case study
Building a climbing community to 3,000 members
As a founding team member and Head of Experience at OSO Climbing Gyms, I helped build a community to 3,000 members. From 2019 to 2021, my work connected research, programs, brand, and the member experience. We launched in 2020 during the pandemic, placing community needs at the center of the experience.
AT&T · Date in case study
Using a national retail pilot to shape the next touchscreen experience
I led research and experience strategy for an AT&T Fiber education touchscreen pilot across three US markets. Fieldwork included more than 30 participants and input from over 100 retail workers. The findings informed content, accessibility, and rollout recommendations, and helped shape a two-phase direction for the future retail experience.
Recognition
ARF David Ogilvy Awards
Silver Winner · 2025
Executive and partner perspectives
Leadership, in others’ words.
“Honestly, he's one of the most strategically sharp people I've ever collaborated with.”
“He was the strategic voice I leaned on most as we began preparing for the future.”
“Logan is a thoughtful and well spoken leader in UX design and research.”
“Logan's efforts directly attributed to a significant increase in our top and bottom lines.”
Direct answers
Leadership questions, answered.
Who is Logan Monaco?
Logan Monaco is Head of Experience and Design at Yosi Health, based in Dallas, Texas. He has 15+ years of total experience and owns product vision, design, and research for a healthcare SaaS platform with 18 live modules, 1,300+ customers, and 30M+ patients.
What kind of roles is Logan open to?
Logan is open to VP of Design, VP Customer Experience Design and Innovation, VP Product and UX, Head of Product and CX, and Director or Senior Director roles in Experience, Design, or Strategy. His interests include hospitality, complex enterprise platforms, mission-driven organizations, nonprofits, and companies that support nonprofits.
What is the Insights Engine at Yosi Health?
The Insights Engine is an internal capability Logan initiated, designed, and built to turn customer and patient feedback into roadmap and growth decisions. Its growth flywheel connects listening, understanding, deciding, delivering, and learning. It uses AI-supported analysis in internal workflows; AI product features remain in R&D.
What is Logan’s experience in enterprise SaaS and platform design?
Logan leads product vision, design, and research for Yosi Health’s healthcare SaaS platform across 18 live modules. His work includes platform strategy, multi-product unification, information architecture, design systems, and experience governance. A next-generation platform is in development.
How does Logan use AI in design and research?
Logan uses AI in internal production workflows from research synthesis and design through prototyping and QA. He leads AI workflow adoption and explores human-AI collaboration in product R&D, including where people stay in the loop. AI in Yosi product features remains in R&D.
Let’s talk / What comes next
Open to leadership
conversations.
I welcome VP and Head level opportunities, especially with mission-driven organizations, nonprofits, and companies that support nonprofits. Corporate experience leadership conversations are welcome too.