From Banking to Grocery: My Journey in Design
Hi, I’m Emma—a design strategist with eight years of experience tackling complex problems across industries, from banking to grocery.
I’ve always loved a good puzzle—especially the kind hidden inside everyday customer journeys. As a designer and strategist, I look at full end-to-end experiences, not just small pieces, and I ask: how can this be simpler, better, more human? That’s where the magic of design happens for me.
Early in my career at Fifth Third Bank, I worked on redesigning secure login and device registration for our mobile app—a deceptively complex challenge. On one hand, customers wanted a seamless experience. On the other, this was a bank app—security and trust mattered more than shaving off a few seconds of friction.
At one point, my team was leaning toward a design that would let customers into the app even if they failed authentication, but with limited functionality. The problem was subtle but serious: customers wouldn’t immediately realize their access was limited. What they would see is that they were allowed into the app despite failing authentication. That’s a scary moment when you’re talking about your finances—your entire account, your money.
I dug into secondary research, then tested prototypes directly with customers. The results were clear: people would accept extra steps if it meant their accounts felt secure—but they would not accept an experience that undermined their trust in the system. I pushed back, sharing evidence that ultimately steered the team toward a more secure, customer-centered direction.
That moment taught me two lessons I’ve carried forward ever since:
Complexity isn’t always the enemy—sometimes friction is what builds trust.
Designers can and should advocate for the end-to-end experience, even when it means challenging the room.
I’ve worked across banking systems, grocery shopping experiences, and customer loyalty programs—three very different worlds connected by one thread: creating trust and value through design. From research ops to design strategy, and from customer-facing products to the associate experiences that power them, my work has reinforced a core belief: the associate experience is inseparable from the customer experience. When we make work easier for the people serving customers, we create better outcomes for everyone.
This blog won’t just be big case studies—it’ll be a mix of lessons, experiments, and the behind-the-scenes of how I work. Think of it as a peek into the process. And if something sparks an idea for you, I’d love to hear from you—let’s connect on LinkedIn.