Work / Experience leadership
Strategy made tangible.
This portfolio brings together my current experience leadership at Yosi Health and selected work across retail, service design, and community building. The flagship stories show how research shapes decisions and how teams connect around an experience. Smaller product concepts and earlier design explorations live in a separate archive below.
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 chapterSix flagship case studies
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.
Archive / Experiments
Earlier work and smaller explorations.
Concepts, product experiments, and focused design work. Dates and status reflect the original project record, with missing details marked for review.
AT&T · Date in case study
Interactive Table Retail Touchscreen - Large Format
Led research and design strategy for a customer education and entertainment touchscreen platform. Multi-year work resulting in more robust interactive store experience and integration of more and larger touchscreens in stores.
Client Name Six · 2023
Key to the Store
I designed, led and oversaw ongoing iterative research and optimization of a platform available in approx 5,500 AT&T retail stores nationally resulting in new functionality, features. The platform is now in it’s 4th iteration with a 5th being planned, The product connects customers to information and helps them prepare for their sales/service interaction in the store.
OSO · Date in case study
OSO - The Website
Collaborative design and build of website including SEO and marketing considerations, content strategy and development. Worked with marketing agency to build and target audiences. Utilized customer demographic and survey feedback to craft messaging.
OSO · Date in case study
OSO - The Brand
Building an exciting brand in a fast-paced start-up. In a competitive industry and market, during Covid, I worked to launch a novel climbing gym concept hybridizing climbing, fitness, workspace, and bar to great success.
Personal · Date in case study
Palette
A start-up application born from a desire to optimize healthy diets in a sustainable and conscious way - mindful consumption of food by color, as opposed to zeroing in solely on calories.
Personal · 2018
Escape Plan
Planning and packing for trips made easier with accurate and timely weather updates.
Consulting · 2018
onSite Climbing Guide
Design UI/UX for a GPS enabled rock climbing guide book app.
Personal · 2019
FiDO
Dog to-do's for on-the-go people
Personal · 2020
Headcount
Ideation of Covid utility app for tracking building occupancy with multiple entry/exit points.