Portfolio

Leading the redesign of the Bell consumer bill used by over 10 million Bell customers, I focused on delivering enhanced usability, clarity and accessibility to tackle significant customer service challenges. My leadership of the design and research team, as well as my direct design advocacy and collaboration with a core team of Bell's senior executives, resulted in a redesigned bill format that has immediately reduced customer billing calls by a directly attributable 6% (with only half of the customer base so far migrated to the new Bill) while substantially increasing customer satisfaction, driving overall channel shift and engagement. This project showcases the essential role of user-centered design in improving many key performance indicators. Dive into the full case study to uncover how strategic design can profoundly impact customer experience and meet business goals.

In keeping with a global branding update, I successfully advocated for seizing the opportunity to thoroughly redesign the My Account section of the site, while integrating the company's latest AI/ML personalization, delivering far more inviting, engaging, and empowering customer visits. See how personalized experiences on VirginPlus.ca triggered a surge in site traffic, engagement metrics, and conversion rates on the Virgin.ca website.

Explore how my design and strategic leadership transformed Bell's Corporate Self-Service site, attracting major clients like the Government of Canada. Innovative transactional flows and intuitive UI designs empowered users and administrators to efficiently manage subscriptions. Discover the fusion of user empathy and design excellence that elevated the platform's success.