As I progressed, I became a trusted partner to my managers and executive leadership, who relied on me for high-priority, time-sensitive projects. My institutional knowledge, coupled with a hands-on approach to research, ideation, and implementation, allowed me to bring clarity and trust to critical initiatives. I played a central role in mentoring designers, leading campaigns, and driving product and sales enablement design efforts in collaboration with product designers, PMs, PMMs, and customer specialists.
Over the years, I worked directly with senior executives including the CEO, VP of Marketing, VP of Design, and VP of Growth, leading and delivering on initiatives that shaped the company’s brand presence. A defining moment was during KeepTruckin’s rebrand to Motive, where I partnered closely with the PM to lead major brand projects such as the website revamp, iconography system, product visualizations, and editorial design. These experiences not only strengthened my ability to guide design at scale but also reinforced my role as a strategic partner to leadership and cross-functional teams.
Among the projects I’m most proud of:
Product Abstractions
Our product was data-heavy, and relying on entire screens for external assets created major problems: obsolete components, poor visibility, and inconsistent sizes. To solve this, I developed a system of abstract feature cards—digestible, on-brand, and visually engaging. Backed by a detailed design system, these cards made it easy for any designer to create updates while keeping the information current. They became a powerful tool used across touchpoints—from clients and partners to investors and internal teams.
Product Demos
Sales teams struggled with unrealistic demo data and scattered feature representations. I led the design of a fully interactive prototype of our dashboards and apps, complete with realistic data, accurate interactions, and upcoming features. This single-source prototype housed everything—features, documents, slide decks, even email templates—and became the go-to tool for Account Executives. It dramatically improved the sales experience and conversion rates.
Iconography
KeepTruckin lacked a cohesive iconography system, leading to inconsistencies across brand and product. Alongside my team I initiated a comprehensive audit and designed a system that included grids, keylines, naming conventions, and sizing rules. The result was a unified library of 200+ icons available to all teams, along with a process for testing and creating new icons. This became a foundational asset for both design and brand consistency.
Feature Guides
When launching new features, the challenge was communicating their value in a digestible and visually engaging way. I collaborated with product managers, PMMs, and content writers to break down complex technical contexts into structured guides. Through a mix of comparisons, examples, and visual storytelling, we delivered comprehensive guides that clearly demonstrated how our solutions stood apart.
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