Portfolio

EXECUTIVE SUMMARY

My years of UX experience in consulting, agencies and startups has prepared me well for this role.

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EXPERIENCE

My thoughtful approach to UX and leadership experience is built around making those around me successful.

CULTURAL FIT

My pursuit to continually learn new UX methods, frameworks, and skill sets to challenge me and keep me competitive in the field.

GROWTH MINDSET

• 20+ years in UX design

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• Agency, Consulting & Startups (last 10 yrs)

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• Passion: Golf

Mikey

Craft & Skill

Leadership Voice

Scale & Depth

CAREER GROWTH

...I can tell you I don't have money. But what I do have are a very particular set of skills, skills I have acquired over a very long career…”

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LIAM NEESON, Taken 2009

Player Coach

Teachable Moments

Versatility

LEADERSHIP EXPERIENCE

The growth and development of people is the highest calling of leadership.”

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HARVEY S. FIRESTONE

Appreciation & Support

BUILDING DESIGN MATURITY

UX as a

Partner

UX as a Tool

UX as a

Process

UX as a

Practice

After-thought

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Must prove effectiveness

Evidence of UX success

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Timely & Costly

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Needs heavy buy-in

UX has an executive seat at the table

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Users are the center of all initiatives

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Data drives decisions

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UX is involved from the start; seen as investment

BRIGHTEDGE

SUREPEOPLE

JOHN DEERE

GIANT STEP

Still needs to build awareness of UX

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UX has advocacy within initiatives

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UX is effective but only in specific cases

MANY CLIENTS

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MORE MATURE

LESS

HEALTHCARE CLIENT:

INSURANCE

CLAIM PROCESS

EXPERIENCE

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One of the largest pharmaceutical organizations wanted to leverage AI to create a more efficient insurance claims process to improve claim approval performance.

Challenge

Create a more efficient way to improve health insurance claims leveraging AI innovation.

MY ROLE�Lead UX Research�Product Design Lead

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TEAM�UX Lead: (1)�Product Manager: (1)�Designer (1)�

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• Massive inefficiency for insurance claims caused by technology challenges, human error, and endless paperwork.

CURRENT STATE

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• Conduct UX research to understand pain points and determine areas that can leverage AI to increase efficiency of claim approvals.

OBJECTIVE

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Discovery

Understand the current jobs to be done, pain points, and opportunities to improve the process.

INTERVIEWS�Nurses (6)�MDs (2)�Administrators (3)

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STAKEHOLDERS�Product Lead (1)�MDs (2)�Data Scientists (3)

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• 3 Key Personas: MD, Nurse/Clinician, and Admin Agent
• Too many technology platforms being utilized by staff due to a lack of system integrations.
• No way prioritize insurance claims due to the manual approach to each case.
• No governance in the intake process to help build proper requirements for claim process.
• The lack of a standard process made it difficult for training, left more room for human errors
• The workflow was tedious and user experience was based on years of experience vs automation and process.

INSIGHTS & PAIN POINTS

Design Solution

Create a centralized experience to bring all the data into one source of truth. Leverage AI to reduce data mining paperwork, and automate the prioritization of claims to fast track them the proper channels.

• Create a process flow that standardizes how insurance claims are received, processed, and approved/rejected to increase automation.
• Reduce the number of technologies staff must use to a reduced number of tools
• Create triggers that will red flag data points in cases to help reduce human error of duplicative actions and oversights.
• Fast track claims that can automate approvals or claim rejections due to the fulfillment of certain data flags to create efficiency.
• Create AI tools to help identify key data within hundreds of pages of handwritten documents to reduce the manual process of claim reviews.
• Accurately measure KPIs throughout process

KEY RECOMMENDATIONS

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Results

Create proof of concept to test our recommendations with user personas.

Build a comprehensive case to receive executive level support for initiative.

PERSONAS�Nurses (6)�MDs (2)�Administrators (4)

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USER TESTING�POCs (2)�Users (12)

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• Users were delighted in the improvements made by their participation and feedback from our interviews.
• Users validated time-savings for the amount of automation and features that would help them be more accurate and efficient in their process.
• Estimated average of ~2 hours per case could potentially be saved by automating clear approvals and rejections due to data requirements.

OUTCOME

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BRIGHTEDGE

Autopilot Products

Industry Leader

6 Unique Personas

$100M in Revenue

WHO IS BRIGHTEDGE?

BrightEdge helps customers rank higher on Google with both SaaS software and excellent customer service.

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1700+ Customers

VP Operations

Engineer

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Mike

UX &

Product Lead

UX Design

(2)

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Engineer

(3)

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Customer

BRIGHTEDGE TEAM

Customer Success

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Account

Manager

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Persona Shift

Prove ROI Value

50% Retention Rate

THE CHALLENGE

Over the years, the primary persona for our software had shifted, and we had to find a way to improve customer retention and engagement.

PERSONAS

UX Research

SEO SPECIALIST

CONTENT

Many Tools

Very Technical

Data is Key

I’ll Do It Myself

Focused Work

Not Technical

Needs Tools

Train Me

DIGITAL MARKETER

Overwhelmed

Limited Time

Not Technical

Do it for me

40+ customer interviews

Design thinking workshops with executives, sales, and customer success

3 months

When you first encountered the BrightEdge platform, how did it make you feel?

“Overwhelming. I had a hard time putting everything together.”

Awareness

DIGITAL MARKETER CUSTOMER JOURNEY

Renew/Attrit

Purchase

Evaluate

Onboard

Activation

Pain Point

Pain Point

DEFINE

Two Paths

DIGITAL MARKETER

Enhance Onboarding Experience

Create Automated Features

ONBOARDING 2.0

Users did not show engagement over 3 months

AUTOPILOT FEATURES

1. Internal Linking (3 months)
2. Image Optimization (3 months)
3. Page Speed (5 months)
4. Cookie Consent Bars (3 months)
5. CTA Lead Conversions (6 months)

“Do it for them” site enhancements customers can turn on to increase SEO performance.

Identify Target Customers

Prepare Product Value Pitch

Define Implementation Process

Adjust Pitch, Scope and Process

Scale Process from Insights

30 Customers

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SERVICE DESIGN PROCESS

Customer entry

Point to access

feature

Digital Dani needs to access new feature in BE platform

Customer point of

entry to access

feature: Settings

FEATURE ACCESS

Digital Dani must review GDPR & CCPA laws and take action

Customer can Agree, Cancel or Email the law to their legal team for review

GDPR & CCPA DISCLOSURE

Digital Dani selects type of Cookie Consent Banner via BE Platform

Customer has the flexibility to create a banner according to their needs

START COOKIE CONSENT BAR CREATION

Digital Dani uses an easy tool to publish his compliance bar

Easily design a custom banner on

BE platform

BANNER DESIGN SETTINGS

Digital Dani can review important performance metrics

Leverage existing

dashboard components to view performance data

PERFORMANCE

DASHBOARD

INSIGHTS

Provide actionable�next steps

82% Retention

(Prior 50%) Company milestone

1,371 Deployments

4 Product Features, Largest Customer Segment

AUTOPILOT BUSINESS RESULTS

Customer Impact

Automated SEO performance, Time & Cost

We just signed up for our new year and we’re looking forward to working with you! The automation work you guys do really adds a lot of value and it was a key factor in our decision to renew, and we’d love to be considered any other automation testing programs you feel would be a good fit.”

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Tamar, Customer

Customer entry

Point to access

feature

Next Level Golf

ELITE GOLF TRAINING APP

$1B Market Opportunity

1st Year Launch

Technology-Driven

NEXT LEVEL GOLF

An Elite Junior Golf Academy focused on preparing aspiring junior golfers to play collegiate level golf.

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Unique Offering

Targets the Northshore

Digital Accountability

Data-Driven Training

THE CHALLENGE

The ultimate question on every junior/parent’s mind: Am I good enough to play college golf? It’s a tough question, but the more appropriate question is…do you have the right plan?

Tracking ROI

Founder

(1)

Mikey

Experience

Lead

Launch Team

Golf

Fitness

Vendors

TEAM

Sports

Psychologist

Sports

Psychologist

Technology

Interviews with Parents

Competitive Analysis

Existing Customer Base

RESEARCH

There are 3 major users:

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1. Junior Golf Athletes

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• Parents

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• College Coaches

Success Stories

Launch Team

Vendors

Key Problems

No formal blueprint/path

Cost Prohibitive

No single solution

Location

Cold Weather

“I want to provide every opportunity to enable my child to play college golf.”

Sarah

Golf Parent

Age:

Location:

Family:

Academics:

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32-45

Suburbs

Middle Class

College

GOALS

Sarah wants to see her child play �at the highest level. She is willing to make every investment to prepare for their success.

ACTIVITIES

PAIN POINTS

Coaches and programs come and go. They are not business people, and typically do not put a comprehensive program together.

Working Professional

Committed to kids schedule

Motivation

STORY

Sarah possesses a passion for structure and believes if her child works hard and performs, they will have a chance to play in college. As a parent, she knows it’s a sacrifice, but she is fully committed to do everything she can to help them reach success.

“I want to play college golf, but I am not sure if I am good enough.”

Kevin

College Hopeful

Age:

Location:

Family:

Academics:

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12-15

Suburbs

Affluent

Average

GOALS

Drastically improve their play to be able to play college golf. The would like to Understand the process that it takes to be a college player

ACTIVITIES

PAIN POINTS

They have had a few good tournaments, but not at a consistent level. They struggle with practice discipline and mindset to golf.

Other sports

Practice routines

Motivation

STORY

Kevin possess the motivation to play at the college level, however, he does not have a plan or process to improve his game. He has a critical year this summer to have a breakout season in hopes to get on recruiter’s radar. He has the work ethic and motivation, but needs a good amount of guidance.

NLG Ecosystem

Provide an end-to-end solution for elite junior golf training. Ensure we create a roadmap on how to practice, test, coach, train, think and recruit junior golf talent.

Launch Strategy

NLG CUSTOMER ASSESSMENT

Customer assessment allowed NLG Staff to crowdsource the training curriculum

Identifying User Journeys

Test.

Measure.

Perform.

A website serves both as a marketing tool, but more importantly a product app to help provide critical analytics and performance progress.

Driving

Patrick Flavin

Player

Profile

Professional Golfer | 2012

Highland Park H.S. (4.0 GPA) | Coach Louis Sauer (12 years)

2022 Golf Performance Test Results

Putting

Short game

Irons

Driving

2021 / 2022 Performance

Swing speed

Squat

Bench

Driving

5’10” 140 lbs | Wins (3) | Top 5 (6) | Top 10 (4)

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NLG Open House

Coaches

Card

Hunter Whitney

Highland Park H.S. (4.0 GPA) Coach Louis Sauer (5 years)

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NLG Open House

CRITICAL DECISION MAKING

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NLG Open House

Next Level Golf

App - Beta

Launching this Elite Golf Academy in 3 months was a challenge, however, we have a larger vision to provide our lesson and training app globally.

Insight: Accountability & Engagement

Player Profile

MARKETING STRATEGY

Email Campaigns

NLG Website

NLG OPEN HOUSE: LIVE EVENT

BUSINESS RESULTS

Within 2 weeks of program launch, we surpassed our goal of 20 initial launch members. Priced $2500 per student per year, we accepted 23 players, hitting $57,500 in revenue.

23 MEMBERS

PRODUCT LAUNCH

Within 3 months, built out a marketing strategy, service design map, website, product app experience to capture performance.

We are already beta-testing the potential of using a similar program for adults and more importantly scaling the app to hit a national market of golfers.

GROWTH POTENTIAL

EVNPAR

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Mustering up enough courage to create a brand of my own. Proving to myself that you can mix your passion for a sport with a business mindset.

Challenge

Golf is an expensive, elitist sport reserved for the privileged and wealthy…�Let’s change that.

MY ROLE�Founder�Sales Lead�Manufacturer

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TEAM�Founder (1)�Partners (2)

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• A strong desire to create a brand that will even the playing field for new communities to a sport I passionately love. It was time to finally see this one through.

CURRENT STATE

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• Create a brand that has a mission and purpose. One that can exist in a very crowded industry
• In a perfect world, maybe I can create something that I can leave to my kids one day.

OBJECTIVE

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Discovery

With 13 years of being a golf dad, I have learned a few things about the industry.

Golf is expensive. The lessons, equipment, green fees, and the gear make golf inaccessible to most communities.

• The cost of golf apparel and accessories are at an all time high in the aftermath of Covid.
• The sport experienced enormous growth, especially into new communities, however, african-american, hispanic, and asian communities still have little access to such an expensive sport.
• Women’s golf is seen as an after thought. There are very limited options for women’s golf apparel and apparel.
• Junior golf is seen as an after thought. However, the sport has grown immensely in this demographic, with new brands constantly emerging on a monthly basis.

PAIN POINTS

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Discovery

Discovery

Design

Results

Since April of 2023, we have accomplished the following:

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REVENUE

$42,000 in total online sales

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GOLF OUTINGS

4 Premier Sponsored Golf Outings

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SCHOOL PARTNERSHIPS

9 Golf Team Partnerships

4 Custom Fan Gear Stores

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GOLF PRO SHOPS

5 Proshop Partnerships

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GOLF AMBASSADORS

20 Sponsored Athletes

• $10M Global book of business

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• Creative lead for 3.5 years

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• 40 person team - 18 creatives

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• Offshore & onshore teams

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JOHN DEERE�(via Sapient)

• Led offshore & onshore creative teams: UX Research, UX Design, Content Strategy, Client Relationships

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• Established a design system for creating UX consistency and best-practices for corporate center of excellence

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• Grow influence across the business

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MY ROLE ON THE TEAM

CUSTOMER JOURNEY

BUSINESS IMPACT

• Increased visibility of JD products

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• Educated consumers

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• Centralized UX resources

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• Reinforced the Platform strategy

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• Improved dealer process & relationships