Hey, I'm Emma
A senior design strategist who builds systems that scale—from research infrastructure serving 100+ designers to loyalty programs generating $125M+ incremental revenue and reaching 60M+ customers.
I specialize in creating frameworks that turn complex business problems into elegant user experiences. Over 8+ years spanning both Fifth Third Bank and Kroger, I've architected design systems, built research operations serving 70K+ insights to 100+ designers, and led cross-functional initiatives delivering $125M+ incremental revenue and impacting millions of customers.
What drives me is the challenge of designing at the intersection of user needs and business complexity. Whether I'm building research infrastructure that democratizes insights across teams or designing loyalty experiences that balance customer delight with business goals, I believe the best solutions happen when we think in systems, not just screens.
What Makes Me Different
Core capabilities that transfer to any design challenge—backed by years of strategic impact.
Systems & Process Optimization
- Built enterprise research repository serving 100+ designers with 70K+ insights
- Centralized 500+ projects improving efficiency and reducing research costs
- Automation strategy and implementation
- Infrastructure design for scale
- Cross-team collaboration systems
- Documentation and knowledge management
Strategic Design Leadership
- Delivered $125M+ incremental revenue through customer-centric design
- Achieved 50% conversion lift and 85% retention on MVP launch
- Translates complex requirements into clear design direction
- Aligns cross-functional teams around shared vision
- Manages up and influences stakeholder decisions
- Builds consensus in complex organizational environments
Research & Validation Excellence
- Managed 500+ projects across enterprise research operations
- Trained 300+ future designers through community workshops
- Qualitative research (interviews, usability testing, ethnography)
- Quantitative analysis (A/B testing, analytics, surveys)
- Research operations and democratization
- Tools: Dovetail, UserTesting, Qualtrics, Optimal Workshop
Professional Development
Committed to staying at the forefront of design strategy and emerging technologies
Speaking & Community Leadership
Sharing insights and methodologies with the broader design community