2019
Zelle
Helping Citibank make peer-to-peer payments feel simple, trustworthy, and worth switching to for Baby Boomers and Gen X users.
Case Study
Zelle app for Citi
Problem Statement
PwC’s consultants and clients were jumping between multiple outdated systems just to share updates, review insights, or schedule calls. The interfaces felt clunky, navigation was confusing, and important information was buried. This created frustration, slower communication, and missed opportunities to build stronger client relationships. The business needed a single modern platform that felt helpful rather than overwhelming.
Role & Team
As Design Director, I owned the full product design direction for the project. I worked hands-on with one other designer and collaborated closely with PwC’s CRM Strategy, Operations, and client-facing teams. My role included leading research synthesis, creating flows and interfaces, running usability tests, and guiding the team to a final polished product.
Approach
We kicked things off with user interviews and journey mapping to understand exactly where people were getting stuck. I ran competitive reviews of other consulting platforms and dug into internal analytics to spot drop-off points. From there I sketched user flows, built wireframes, and created interactive prototypes in Figma. We tested early and often with stakeholders, iterating based on real feedback while keeping the focus on simplicity and clarity.
Challenges
Too many competing priorities from different stakeholder groups
Need to keep the platform professional while making it feel modern and approachable
Limited time and engineering resources, so every screen had to be thoughtful and efficient
Avoiding information overload while still giving users the insights they need
Solution
I designed a clean dashboard that surfaced the most important client information first. Contextual cards showed upcoming meetings, key insights, and quick actions without requiring deep digging. I used progressive disclosure so users only saw extra details when they needed them, and I paid close attention to visual hierarchy, clear labels, and helpful micro-interactions. The final product felt calm, trustworthy, and genuinely useful, rather than cluttered.
Results & Impact
User satisfaction increased by 25% based on post-launch surveys and analytics
Consultants reported spending far less time searching for information
Communication between PwC and clients became noticeably faster and smoother
The platform received strong positive feedback from both internal teams and clients for its clarity and ease of use
Next Steps
If I could keep working on it, I would run more real-world testing with field consultants and explore smart recommendations, such as suggested next steps based on client behavior. I’d also love to A/B test a few flows to make the experience even tighter.
The biggest lesson for me was that great product design isn’t about adding more features. It’s about removing friction so people can focus on what actually matters. That’s exactly what Easy Engage became for PwC.
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2019
Zelle
Helping Citibank make peer-to-peer payments feel simple, trustworthy, and worth switching to for Baby Boomers and Gen X users.
Case Study
Zelle app for Citi
Problem Statement
PwC’s consultants and clients were jumping between multiple outdated systems just to share updates, review insights, or schedule calls. The interfaces felt clunky, navigation was confusing, and important information was buried. This created frustration, slower communication, and missed opportunities to build stronger client relationships. The business needed a single modern platform that felt helpful rather than overwhelming.
Role & Team
As Design Director, I owned the full product design direction for the project. I worked hands-on with one other designer and collaborated closely with PwC’s CRM Strategy, Operations, and client-facing teams. My role included leading research synthesis, creating flows and interfaces, running usability tests, and guiding the team to a final polished product.
Approach
We kicked things off with user interviews and journey mapping to understand exactly where people were getting stuck. I ran competitive reviews of other consulting platforms and dug into internal analytics to spot drop-off points. From there I sketched user flows, built wireframes, and created interactive prototypes in Figma. We tested early and often with stakeholders, iterating based on real feedback while keeping the focus on simplicity and clarity.
Challenges
Too many competing priorities from different stakeholder groups
Need to keep the platform professional while making it feel modern and approachable
Limited time and engineering resources, so every screen had to be thoughtful and efficient
Avoiding information overload while still giving users the insights they need
Solution
I designed a clean dashboard that surfaced the most important client information first. Contextual cards showed upcoming meetings, key insights, and quick actions without requiring deep digging. I used progressive disclosure so users only saw extra details when they needed them, and I paid close attention to visual hierarchy, clear labels, and helpful micro-interactions. The final product felt calm, trustworthy, and genuinely useful, rather than cluttered.
Results & Impact
User satisfaction increased by 25% based on post-launch surveys and analytics
Consultants reported spending far less time searching for information
Communication between PwC and clients became noticeably faster and smoother
The platform received strong positive feedback from both internal teams and clients for its clarity and ease of use
Next Steps
If I could keep working on it, I would run more real-world testing with field consultants and explore smart recommendations, such as suggested next steps based on client behavior. I’d also love to A/B test a few flows to make the experience even tighter.
The biggest lesson for me was that great product design isn’t about adding more features. It’s about removing friction so people can focus on what actually matters. That’s exactly what Easy Engage became for PwC.
More Work
FAQ
Sep 2025 - Feb 2026
Sr. UX Designer (contract) - Google
Oct 2022 - Jun 2025
Design Director (staff) - WongDoody
Oct 2021 - Sep 2022
Lead Product Designer (staff) - Havas Health Network
Mar 2021 - Sep 2021
Experience Design Lead (contract)- VML
Nov 2019 - Feb 2021
Sr. Product Designer (contract) - The Walt Disney Company
Jun 2017 - Oct 2019
Sr. Experience Designer (freelance) - Havas
Jun 2016 - May 2017
Design Lead (freelance) - Publicis Sapient
Feb 2016 - Jun 2016
Sr. UI Designer (freelance) - Edelman
2019
Zelle
Helping Citibank make peer-to-peer payments feel simple, trustworthy, and worth switching to for Baby Boomers and Gen X users.
Case Study
Zelle app for Citi
Problem Statement
PwC’s consultants and clients were jumping between multiple outdated systems just to share updates, review insights, or schedule calls. The interfaces felt clunky, navigation was confusing, and important information was buried. This created frustration, slower communication, and missed opportunities to build stronger client relationships. The business needed a single modern platform that felt helpful rather than overwhelming.
Role & Team
As Design Director, I owned the full product design direction for the project. I worked hands-on with one other designer and collaborated closely with PwC’s CRM Strategy, Operations, and client-facing teams. My role included leading research synthesis, creating flows and interfaces, running usability tests, and guiding the team to a final polished product.
Approach
We kicked things off with user interviews and journey mapping to understand exactly where people were getting stuck. I ran competitive reviews of other consulting platforms and dug into internal analytics to spot drop-off points. From there I sketched user flows, built wireframes, and created interactive prototypes in Figma. We tested early and often with stakeholders, iterating based on real feedback while keeping the focus on simplicity and clarity.
Challenges
Too many competing priorities from different stakeholder groups
Need to keep the platform professional while making it feel modern and approachable
Limited time and engineering resources, so every screen had to be thoughtful and efficient
Avoiding information overload while still giving users the insights they need
Solution
I designed a clean dashboard that surfaced the most important client information first. Contextual cards showed upcoming meetings, key insights, and quick actions without requiring deep digging. I used progressive disclosure so users only saw extra details when they needed them, and I paid close attention to visual hierarchy, clear labels, and helpful micro-interactions. The final product felt calm, trustworthy, and genuinely useful, rather than cluttered.
Results & Impact
User satisfaction increased by 25% based on post-launch surveys and analytics
Consultants reported spending far less time searching for information
Communication between PwC and clients became noticeably faster and smoother
The platform received strong positive feedback from both internal teams and clients for its clarity and ease of use
Next Steps
If I could keep working on it, I would run more real-world testing with field consultants and explore smart recommendations, such as suggested next steps based on client behavior. I’d also love to A/B test a few flows to make the experience even tighter.
The biggest lesson for me was that great product design isn’t about adding more features. It’s about removing friction so people can focus on what actually matters. That’s exactly what Easy Engage became for PwC.
More Work
FAQ
Sr. UX Designer (contract) - Google
Design Director (staff) - WongDoody
Lead Product Designer (staff) - Havas Health Network
Experience Design Lead (contract)- VML
Sr. Product Designer (contract) - The Walt Disney Company
Sr. Experience Designer (freelance) - Havas
Design Lead (freelance) - Publicis Sapient
Sr. UI Designer (freelance) - Edelman