Role
Senior UX Designer
Senior UX Designer
Lead end‑to‑end customer experience modernization for Mapp’s enterprise email marketing and reporting suite (Empower and Engage). I owned the UX strategy and execution for cross‑channel campaign management, KPIs, and reporting workflows, partnering with Product, Engineering, and Customer Success to align the platform with business goals and customer value.
Operating at a Senior/Staff level, I drove the UX vision, prioritized roadmap opportunities with stakeholders, and ensured consistent UX/UI standards across a legacy, multi-product platform.
Operating at a Senior/Staff level, I drove the UX vision, prioritized roadmap opportunities with stakeholders, and ensured consistent UX/UI standards across a legacy, multi-product platform.
Methods
UX research, customer interview, persona, customer journey, CX, user story, user flow, mock up, redesign, visual design, UXUI standards, and design system.
UX research, customer interview, persona, customer journey, CX, user story, user flow, mock up, redesign, visual design, UXUI standards, and design system.
Responsibilities
• Led qualitative UX research and customer interviews to uncover pain points and opportunities across the campaign lifecycle.
• Translated insights into personas, empathy maps, and end‑to‑end customer journeys to align stakeholders on target users and critical moments.
• Defined user stories, flows, and interaction patterns for complex campaign creation, management, and reporting workflows.
• Delivered iterative mockups and product‑ready UI, establishing UX/UI standards and contributing to the design system to ensure scalability across Empower and Engage.
Duration
3.5 years as a full‑time, embedded owner of key product surfaces, spanning discovery, definition, delivery, and ongoing optimization across multiple releases.
• Translated insights into personas, empathy maps, and end‑to‑end customer journeys to align stakeholders on target users and critical moments.
• Defined user stories, flows, and interaction patterns for complex campaign creation, management, and reporting workflows.
• Delivered iterative mockups and product‑ready UI, establishing UX/UI standards and contributing to the design system to ensure scalability across Empower and Engage.
Duration
3.5 years as a full‑time, embedded owner of key product surfaces, spanning discovery, definition, delivery, and ongoing optimization across multiple releases.
Research & experience strategy
• Conducted in‑depth customer interviews and stakeholder sessions to map current and future‑state journeys for marketers using Mapp’s tools.
• Created personas and empathy maps that became shared reference artifacts for Product, Marketing, and Engineering, ensuring the roadmap stayed anchored in real customer needs.
• Conducted in‑depth customer interviews and stakeholder sessions to map current and future‑state journeys for marketers using Mapp’s tools.
• Created personas and empathy maps that became shared reference artifacts for Product, Marketing, and Engineering, ensuring the roadmap stayed anchored in real customer needs.
Created personas and empathy maps based on customer interviews
Platform & information architecture
• Audited the existing platform information architecture across Empower and Engage, identifying redundant and obsolete surfaces.
• Led a structural cleanup effort—removing dead pages, simplifying navigation, and consolidating overlapping functionality to reduce cognitive load and support future feature growth.
• Audited the existing platform information architecture across Empower and Engage, identifying redundant and obsolete surfaces.
• Led a structural cleanup effort—removing dead pages, simplifying navigation, and consolidating overlapping functionality to reduce cognitive load and support future feature growth.
Audited the existing platform architecture, removed dead pages, and cleaned up page
After architecture redesign
KPI & reporting experience
• Designed low‑fidelity KPI dashboards and reporting concepts in InVision Freehand to rapidly explore different ways of surfacing campaign performance and health.
• Explored multiple data visualization and layout approaches to help marketers quickly understand which campaigns were working, where to optimize, and how to compare performance across segments and channels.
• Partnered with stakeholders to iteratively refine KPI definitions and visualization patterns, aligning the UI with how customers interpreted success and made decisions.
• Designed low‑fidelity KPI dashboards and reporting concepts in InVision Freehand to rapidly explore different ways of surfacing campaign performance and health.
• Explored multiple data visualization and layout approaches to help marketers quickly understand which campaigns were working, where to optimize, and how to compare performance across segments and channels.
• Partnered with stakeholders to iteratively refine KPI definitions and visualization patterns, aligning the UI with how customers interpreted success and made decisions.
Created quick lo-fidelity KPI wireframes to flush out use cases (Figma/freehand)
Explored higher fidelity layout concepts to display campaign data
Refined KPI concepts through design iteration
Critical workflow redesigns
• Reimagined the login and entry experience to reduce friction, clarify product entry points, and create a more secure, trustworthy starting point for enterprise users.
• Led the redesign of multiple email campaign creation workflows, simplifying complex configuration steps into clearer, task‑oriented flows that better matched how marketers actually plan, segment, and launch campaigns.
• Redefined the marketing campaign creation workflow so that cross‑channel campaigns (email and beyond) could be created, scheduled, and monitored in a more consistent, scalable way
• Reimagined the login and entry experience to reduce friction, clarify product entry points, and create a more secure, trustworthy starting point for enterprise users.
• Led the redesign of multiple email campaign creation workflows, simplifying complex configuration steps into clearer, task‑oriented flows that better matched how marketers actually plan, segment, and launch campaigns.
• Redefined the marketing campaign creation workflow so that cross‑channel campaigns (email and beyond) could be created, scheduled, and monitored in a more consistent, scalable way
Redesigned login experience user flow and screen design
Email campaign creation workflow redesign
I led the end‑to‑end redesign of multiple email campaign creation workflows, breaking down complex configuration steps into clearer, task‑oriented flows that matched how marketers actually plan and launch campaigns. This reduced friction for power users while making the tools more approachable for newer teams.
I led the end‑to‑end redesign of multiple email campaign creation workflows, breaking down complex configuration steps into clearer, task‑oriented flows that matched how marketers actually plan and launch campaigns. This reduced friction for power users while making the tools more approachable for newer teams.
Cross-channel campaign creation workflow redesign
I redefined the cross‑channel marketing campaign creation workflow so campaigns could be created, scheduled, and monitored in a more consistent, scalable way across products. This created a single mental model for campaign setup, simplifying training and reducing errors for large teams.
I redefined the cross‑channel marketing campaign creation workflow so campaigns could be created, scheduled, and monitored in a more consistent, scalable way across products. This created a single mental model for campaign setup, simplifying training and reducing errors for large teams.
Crafted UI component library in Sketch
Design sessions and surveys
I facilitated design sessions and targeted surveys with customers and internal stakeholders to validate concepts, prioritize enhancements, and de‑risk major UX changes before development. These activities gave us fast, directional feedback and kept the roadmap grounded in real usage patterns.
I facilitated design sessions and targeted surveys with customers and internal stakeholders to validate concepts, prioritize enhancements, and de‑risk major UX changes before development. These activities gave us fast, directional feedback and kept the roadmap grounded in real usage patterns.
Micro-interactions animations & prototypes (allow gifs to load)
Using the Principle App, I created micro‑interactions and short animated prototypes to illustrate complex behaviors—such as campaign status changes and KPI updates—for stakeholders and engineers. These animations made nuanced interactions easier to understand, align on, and implement correctly.
Using the Principle App, I created micro‑interactions and short animated prototypes to illustrate complex behaviors—such as campaign status changes and KPI updates—for stakeholders and engineers. These animations made nuanced interactions easier to understand, align on, and implement correctly.
Production ready product UI
I delivered production‑ready UI for key workflows and reporting surfaces, moving from low‑fidelity exploration to polished screens that were fully aligned with our UX standards and engineering constraints. This ensured that what shipped matched the strategic experience direction without sacrificing usability or visual quality.
I delivered production‑ready UI for key workflows and reporting surfaces, moving from low‑fidelity exploration to polished screens that were fully aligned with our UX standards and engineering constraints. This ensured that what shipped matched the strategic experience direction without sacrificing usability or visual quality.
Design system and UI standards
• Crafted a reusable UI component library in Sketch that brought consistency to controls, layouts, and visual language across Empower and Engage.
• Defined and documented UX/UI standards, ensuring that new features shipped with consistent behavior, accessibility expectations, and interaction patterns.
• Partnered with engineering to align components and states with front‑end implementation, improving delivery speed and reducing design‑to‑dev ambiguity
• Crafted a reusable UI component library in Sketch that brought consistency to controls, layouts, and visual language across Empower and Engage.
• Defined and documented UX/UI standards, ensuring that new features shipped with consistent behavior, accessibility expectations, and interaction patterns.
• Partnered with engineering to align components and states with front‑end implementation, improving delivery speed and reducing design‑to‑dev ambiguity
Unified Mapp Cloud design system
I designed and documented a scalable design system and component library that unified the new Mapp Cloud branding across Empower and Engage. This system gave product teams a shared visual language and interaction patterns, improving consistency and speeding up delivery for future features.
I designed and documented a scalable design system and component library that unified the new Mapp Cloud branding across Empower and Engage. This system gave product teams a shared visual language and interaction patterns, improving consistency and speeding up delivery for future features.
My impact as Senior User Experience Designer
Together, these projects demonstrate my ability to operate at a Senior/Staff level across different domains—marketing automation, energy, and enterprise content—while applying consistent principles of research‑driven UX, systems thinking, and design operations.
Together, these projects demonstrate my ability to operate at a Senior/Staff level across different domains—marketing automation, energy, and enterprise content—while applying consistent principles of research‑driven UX, systems thinking, and design operations.
• Elevated Mapp’s enterprise email marketing and reporting tools (Empower and Engage) into a more cohesive, customer‑centered platform for orchestrating complex, data‑driven campaigns.
• Led research, personas, journeys, and service design to align Product, Engineering, and Customer Success around a single, end‑to‑end marketer experience across campaign creation, execution, and reporting.
• Audited and simplified a fragmented information architecture by removing dead pages, consolidating functionality, and clarifying navigation, setting a cleaner foundation for future feature growth.
• Redefined critical workflows—including login, email campaign creation, and marketing campaign creation—to reduce friction and make high‑value tasks more intuitive for enterprise users.
• Led research, personas, journeys, and service design to align Product, Engineering, and Customer Success around a single, end‑to‑end marketer experience across campaign creation, execution, and reporting.
• Audited and simplified a fragmented information architecture by removing dead pages, consolidating functionality, and clarifying navigation, setting a cleaner foundation for future feature growth.
• Redefined critical workflows—including login, email campaign creation, and marketing campaign creation—to reduce friction and make high‑value tasks more intuitive for enterprise users.
Designed and iterated KPI dashboards and reporting views, helping teams converge on meaningful performance metrics and clearer ways for marketers to interpret campaign results.
• Established UX/UI standards and a reusable Sketch component library that improved consistency across Empower and Engage and gave feature teams a scalable design and interaction system to build on.
• Created animated prototypes and micro‑interactions to communicate complex behaviors to stakeholders and engineers, speeding up alignment and implementation for new and redesigned features.
• Served as a long‑term, embedded UX partner over 3.5 years, shaping product direction and experience quality across multiple releases rather than just isolated feature work.
• Established UX/UI standards and a reusable Sketch component library that improved consistency across Empower and Engage and gave feature teams a scalable design and interaction system to build on.
• Created animated prototypes and micro‑interactions to communicate complex behaviors to stakeholders and engineers, speeding up alignment and implementation for new and redesigned features.
• Served as a long‑term, embedded UX partner over 3.5 years, shaping product direction and experience quality across multiple releases rather than just isolated feature work.
Observed product impact
• Increased adoption of redesigned campaign workflows and new reporting views, based on customer feedback sessions and internal stakeholder usage reports.
• Reduced UX debt in key areas (navigation, legacy screens, redundant flows) by consolidating and retiring outdated surfaces across Empower and Engage.
• Improved internal delivery efficiency by giving teams a shared design system, UI standards, and reference flows for campaign creation and reporting.
• Increased adoption of redesigned campaign workflows and new reporting views, based on customer feedback sessions and internal stakeholder usage reports.
• Reduced UX debt in key areas (navigation, legacy screens, redundant flows) by consolidating and retiring outdated surfaces across Empower and Engage.
• Improved internal delivery efficiency by giving teams a shared design system, UI standards, and reference flows for campaign creation and reporting.
