← Work

Digital Retention Experience

A digital retention experience for a telecom company — redesigning the journey for customers looking to cancel their internet or TV service. The goal: respect the user’s intent to leave, while giving the business a fair chance to retain them.

Client

Telecom company · Client confidential

Role

Product Designer, 2025 (approx. 6 months)

Team

PM and two designers (including me).

Context

Customers who wanted to stop their internet or TV service faced a poor exit experience — and the business had no structured way to present alternatives before they left.

The project existed because of regulatory pressure: click-to-cancel rules in the U.S. pushed subscription businesses to let customers cancel online as easily as they signed up. The classic offender was the gym membership — trivial to join, painful to leave. The client needed a digital exit that complied.

The old phone-only cancellation maze — Before: cancelling meant a phone-only maze. Recreated visual — client work anonymized for confidentiality.

My role

The work split by fidelity. The other designer worked fully in UX — research and low-fidelity wireframes — while I owned the UI side, touching UX lightly: I took the wireframes to high fidelity, applied the brand and the design system, and handled the fine-tuning — consistency across screens, button placement, and interaction details. Requirements came through our PM, a consultant who gathered what the client needed; the design team analyzed the problems and solved them in design. We also presented directly to the client — the main stakeholder was a senior lead on the client’s product team.

The design

1. Start from the call-center playbook.

On the phone, retention agents ask why you’re leaving and make save offers. We translated that human process into a self-serve digital flow: account, intent, offers, exit.

Cancellation journey: Account, Intent, Offers, Exit — The journey, mapped end to end. Recreated visual — client work anonymized for confidentiality.

2. Make exiting easy — start from the user’s intent.

I improved the experience for users who want to stop their services, making it genuinely easy to exit. A one-click exit would be the purest UX — but it would bleed customers, so the exit stays reachable rather than instant. The tradeoff: what’s good for users isn’t automatically good for the business.

The intent step: why are you leaving? — The intent step — the customer’s current plan and price stay visible throughout. Recreated visual — client work anonymized for confidentiality.

3. Earn the save: upsells, promotions, and clear calculations before exit.

To balance the business side, we added upsells and promotions into the flow — showing customers what they have and what they pay, then new offers with clear calculations of what they’d save or gain — before they complete the exit.

The offers step with a clear savings calculation — The offers step, with the savings math shown plainly — and the exit still one click away. Recreated visual — client work anonymized for confidentiality.

The exit confirmation — The exit itself: a calm confirmation with the final bill and equipment return spelled out. Recreated visual — client work anonymized for confidentiality.

Outcomes

Shipped a cancellation flow that makes exiting genuinely easy — no dark patterns.
Built structured save opportunities into the flow: upsells, promotions, and clear savings calculations presented before the final exit.
Regulation-ready: the flow gave the client a compliant online cancellation path — and a better exit experience — at the moment regulators were forcing the issue.

Reflection

Designing for the user who wants to leave and the business that wants to keep them forced every screen to be explicit about its tradeoff.

Full case study with visuals available in live portfolio reviews — contact [email protected].

← Work

Design System Governance

A consulting engagement to build up a national retail brand’s design system and design governance. I audited their existing design system, hardened it with AI-assisted automation, and ran a governance workshop so their small design team could operate more professionally.

Client

National retail brand · Client confidential

Role

Product Design Consultant, early summer 2026 (approx. 3 months)

Team

Creative director, associate creative director, product designer (me), and a junior designer.

Context

The client’s design system had gaps and inconsistencies — and maintaining it relied on slow, manual work. Beyond the system itself, the team lacked the governance practices to run design operations professionally.

The system wasn’t new: another agency had built it for them. The client brought it to us with two questions — is this actually good, and how can it be optimized? That made this an audit and a hands-on optimization, not a build from scratch.

The audit

The audit ran in two parts. Foundations covered color, typography, icons, spacing, radius, borders, elevation, and opacity. Components swept the full set — buttons, chips, accordions, form fields, links, selection controls, modals, and more. Every item was checked for file location (does it live in Foundations, Components, or Templates?), priority, reference links, observations and action items, a problem category — token, structure, variant, accessibility, or documentation — and a pass/issue status, with screenshots and optimization notes.

The audit closed with a component summary — an overall health read, the components most open to optimization, and where to focus first — plus key observations, documentation opportunities, and missing items such as absent tokens and color mappings. We presented that readout to the client.

The optimization

Working with a designer based in Mexico, I went through every component one by one inside Figma: whether the library was organized properly, whether labels were right, whether layers worked, whether components actually behaved when applied to templates, and whether screens used components and examples consistently. We fixed layer structures and made the whole set consistent in detail. For iconography — the team had been using self-made icons — I built master icon components so size, color, and style update automatically wherever an icon is used.

A component before and after optimization — One component, before and after: consistent states, tokens, and documentation. Recreated visual — client work anonymized for confidentiality.

AI-assisted automation

Figma’s MCP server had just made AI-driven Figma work possible, and our team had access to Claude. The clearest use: the icon library held hundreds of icons. I used AI to make icon sizes consistent and to write search keywords into every icon — a notification icon tagged not only “notification” but “bell,” “alert,” and “announcement,” so the library is actually findable. By hand, that metadata pass would have taken tens of hours; with AI, it took seconds.

AI automation pass over the icon library — The icon pass: hundreds of icons in, consistent sizes and search keywords out. Recreated visual — client work anonymized for confidentiality.

Governance, not just a handoff

The final workshop was in person — three of us (me, the associate creative director, and the creative director) with the client’s designers: their design-system team, the email and mobile-app designers who consume the system, and their design leader. We walked through design principles, the final system structure, and a governance and operations package built for them:

Ownership models — centralized, federated, and hybrid, and which fits their team.
A RACI diagram — who is Responsible, who Approves, who is Consulted, and who stays Informed, for designers and leadership alike.
A governance workflow — how a request moves from intake through assignment, exploration, refinement, approval, readiness checks, and developer handoff.
File hygiene and structure — where components and color swatches live in Figma, and how files stay clean.
A documentation template and a process checklist — so reviews and docs stay consistent after we leave.
Publishing guidance — changelog practice, tooling, and when a release is ready to ship, plus a maintenance lifecycle for the system.

The governance workflow, from request to handoff. Recreated visual — client work anonymized for confidentiality.

Ownership models and RACI — Ownership models and the RACI structure behind them. Recreated visual — client work anonymized for confidentiality.

Outcomes

The client was very satisfied with the engagement.
The small design team now operates more professionally, with a stronger system and governance practices in place.
Delivered: a full audit readout, a component-by-component optimized system, an AI-tagged icon library, and a governance package the team runs on its own.

Reflection

A design system is only as strong as its governance — components without operating practices decay, no matter how well they are built.

Full case study with visuals available in live portfolio reviews — contact [email protected].

← Work

Health App Redesign

A redesign of a health app from a pharmaceutical company — used by patients to log their medication usage and find health information. I led the UI redesign across key screens, making the app easier to use and more engaging.

Client

Healthcare/pharmaceutical company · Client confidential

Role

Senior UI Designer, 2025 (approx. 5 months)

Team

PM, three junior UI designers, one senior designer (me), and a creative director.

Problem

Key screens weren’t serving users well: medication selection was hard to use, and the resource screen — sitting front and center in the bottom navigation — felt like a settings page rather than a destination.

Key decisions

1. A new flow for the medication selection screen.

I created a new flow to make selecting medication easier for users.

Recreated wireframe — client work anonymized for confidentiality.

2. Bottom navigation rebuilt with native iOS and Android components.

Instead of custom components, I redesigned the bottom navigation around native components. The tradeoff: less bespoke visual control, in exchange for significantly reduced dev effort — and navigation that feels familiar rather than foreign to users.

3. Resource screen rebuilt around the brand’s web design language.

The legacy resource screen felt like a settings screen, despite sitting in the middle of the bottom navigation. I referenced the company’s website — borrowing its hero sections and card styles — and turned the screen into a rich, engaging destination.

Outcomes

Widely used by the company’s medication users for logging their medication usage.
Became a go-to resource for users’ health information.

Reflection

The resource screen taught me how much framing matters — the same content feels like a settings page in one layout and a destination in another.

Full case study with visuals available in live portfolio reviews — contact [email protected].

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Hotel Website Brand Pull-Through

A global hospitality company operates a large portfolio of distinct hotel brands — but their websites all looked and felt the same, and guests couldn’t tell which brand’s site they were on. I redesigned the core UI components so each brand’s site expresses its own identity, applying brand assets so components look and feel like the brand itself.

Client

Global hospitality brand · Client confidential

Role

Senior UI Designer, 2021 (approx. 10 months)

Team

PM, dev team, and two senior UI designers (including me).

Problem

Dozens of brands shared one web experience. The sites were too consistent across brands — brand identity was lost, and guests were confused about where they were.

Key decisions

1. Brand-differentiated components instead of a one-size-fits-all system.

Rather than keeping every brand on identical components, I redesigned each component to carry more branding. The tradeoff: more design surface to maintain across brands, in exchange for an unmistakable brand identity on every site.

Recreated wireframe — client work anonymized for confidentiality.

Outcomes

Redesigned the component set across 15 brands, spanning luxury to affordable tiers.
Hotel websites now carry their brands’ identity — guests are less confused about which brand’s site they’re visiting.

Reflection

Across 15 brands I learned that identity lives in the details — the same component can feel like a completely different brand when the assets are applied with care.

Full case study with visuals available in live portfolio reviews — contact [email protected].

← Work

Insight App

Insight is an internal iOS app for a global technology company. Data scientists publish findings to the app; company leadership — one level below the C-suite — reads them and acts quickly to reduce potential risk. The app also became the shared repository for insights and the conversations around them.

Client

Global technology company · Client confidential

Role

UI Designer, 2019.6–2020.3

Team

PM, lead designer, UX designer, UX researcher, UI designer (me), QA.

Problem

Leadership needed a fast, reliable way to receive data-science insights and act on them — and the organization needed one shared home for insights and the communication around them.

Key decisions

1. Accent color: the company’s signature blue instead of random color.

The POC used random colors. Since this was an internal product, I argued it should speak the company’s visual language and use the company’s signature blue as the accent color. In the native environment, accessibility color variants were already handled by the system, so this cost the team nothing extra. The team agreed.

2. Dark mode from the start.

I initiated the move to dark mode: battery life and screen brightness were real concerns for eye comfort at the time, and dark mode addressed both. The team and stakeholders agreed.

Validation: both decisions were reviewed and approved with the design team and stakeholders.

Outcomes

Shipped to the company’s internal enterprise app store.
Adopted by company leadership (one level below the C-suite): data scientists push insights to the app, and leadership views them and acts fast to reduce potential risk.
Became the shared repository for insights and related communications.

Reflection

When the audience is decision-makers under time pressure, restraint is a feature — clarity and speed beat richness every time.

Full case study with visuals available in live portfolio reviews — contact [email protected].

← Work

myColorado

As the State of Colorado’s official mobile app, myColorado provides a simple, secure and convenient way to access state services right from the palm of your hand.

Project Type

Mobile app UX/UI design

Role

As a lead UX/UI designer, I developed high-fidelity wireframes, interactive prototypes, and user flows. In collaboration with a UX manager at State of Colorado OIT office, we conceptualized and turned abstract ideas into mobile solutions.

Skills

Sketch – Wireframe and screen design
InVision – Prototyping and client communication

User-flow

Features

With myColorado, you can:

Renew your driver license and vehicle registration
Store vehicle registration and insurance information in the digital wallet
Receive notifications about important state news
Use the State Services smart search function to quickly find official online government resources in one place

Outcome

The app was launched on both Play Store and Appstore. Some Coloradans already taking the advantage of simple and quick drivers license renewal by using the app.

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See Mama Bee

SeeMamaBee is a lifestyle app for the modern mama. Features include tracking their lifestyle choices and the allergies of their minis through a fun, playful interface.

Project Type

Mobile app interface design

Role

Brainstormed features for the target audience, and created a visual interface to match the branding. Ensured design functionality with nutrition information API integration.

Skills

Sketch – Wireframe and screen design
Principle – Created animation to simulate micro interactions.
InVision – Prototyping and client communication

Features

Dashboard

In the dashboard screen, users can view all of the information, such as the mother’s nutrition tracking, a combined timeline of mom and children, and access to their own or their children’s profiles.

Mini Bee Tracking

Once mothers register their children, they can track allergies, symptoms, and reactions. Users can also upload photos of reactions if they want. Mothers can check their children’s conditions in bar graphs as well as a timeline.

Log Meal

Tracking nutrition is important for pregnant moms. We designed a nutrition log screen based on Nutritionix, the food log API.

Outcome

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EnVision

EnVision is a guided visualization app designed to help you overcome what holds you back from living your best life.

Project Type

Mobile app UX/UI design and branding

Role

Created the branding assets such as the logo and brief branding guidelines and designed all of the flows and screens for the mobile application.

Skills

Sketch – Wireframe and screen design
InVision – Prototyping and client communication

User-flow

Features

Easy Onboarding and Subscription

For any public user facing app, an easy onboarding process is very important. I wanted first-time users to comprehend the core concept of the app and set a reminder for their first meditation session during their initial use.

Timeline and Play

The core functionality of the app is listening to meditation guides and keeping a record. We came up with the stacked triangle shape timeline because it is aesthetically pleasing and utilizes the screen space more efficiently. The triangles are the call-to-action button as well as status indicators for each session.

Explore Packs/Singles

We used duotone images to make the entire app look more consistent and professional. We wanted to emphasize subjects with relevant images.

Outcome

The app is currently live on the App Store. Rated 5.0 out of 5 with 47 ratings.

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Firepoint

Firepoint is a customer-relationship management software specifically for a real estate agents.

Project Type

iOS and Android mobile app design.

Role

I conceived of new features for the mobile application with a PM and UX designer on the client side, and designed mobile app screens based on the existing web application.

Skills

Sketch – Wireframe and screen design
InVision – Prototyping and client communication

Features

Customizable Dashboard

Each real estate agent can set what they want to see when they launch the app according to their preferences. I thought this was one of the most important factors to improve user experience, and I designed the customizable dashboard, where each user can toggle to show or hide certain sets of information and drag & drop to change the order of the information displayed.

Tasks

Although, the tasks feature is available on the existing web application, I added a push notification feature to make its functionality more valuable. It helps to agent keep an eye on their customers anytime and anywhere.

Leads Management

Managing leads is the core feature of the app. I strived to create a design in which agents are able to search, view, categorize, and communicate with leads as easily as possible.

Communication

The CRM platform that runs in mobile devices brings an amazing synergy.

Outcome

The app is currently live on both the App Store and Google Play. Current web application users can now enjoy a fast and smooth native mobile app experience.

← Work

Helping Habit

Helping Habit aims to be a bridge between volunteers and nonprofits. It allows a nonprofit organization the flexibility to post all of their events on a platform that is easy to use and a way to make direct connections with new and existing volunteers.

Project Type

iOS mobile app
Web app
Admin portal

Role

Designed the product in two different platforms, an iOS and web.

Skills

Sketch – Wireframe and screen design
InVision – Prototyping and client communication

Discover

Users can search, filter and view volunteer events and can switch to mapview.

Donations

Users can see all the non-profit organizations that is accepting donations. Users can see the organization’s information and dotate for one-time or set recurring donations.

Outcome

The web and iOS apps are live, please check out the site. Helping Habit

Hi, I’m Jay.