Leveraging AI to personalize customer experiences
PROJECT FOR CAPITAL ONE, 2024
With an increase in AI implementations, we needed to be clear about how we would build the data models based on customer actions. I coordinated with the data science team to define the customer groups, gain leadership alignment and establish the direction for the personalized experience customers would receive.
Tearing down silos to eliminate arbitrary uniqueness
PROJECT FOR CAPITAL ONE, 2023
Over time, Capital One had launched multiple consumer and dealer facing products. The products were created by different teams operating fairly siloed. The lack of consistency was beginning to hinder our ability to scale our efforts. I led an initiative to eliminate arbitrary uniqueness across 10 separate cross functional teams to audit the inconsistencies and unify the code base and design system.
Implementing PI planning
PROJECT FOR CAPITAL ONE, 2023
To proactively enable our teams to continue to work at scale, I implemented and led PI planning once a quarter to ensure we were focused on the highest leverage work, had the right number of resources and were able to effectively collaborate across teams.
Enabling always on research directly with customers
PROJECT FOR CAPITAL ONE, 2022
Teams were conducting research, but were not researching with their actual customers. Research was not happening quickly enough or consistently enough, which was hindering our teams from being innovative. I led the effort to increase research efforts with the goal of enabling innovation with ease.
Scaling email marketing to increase loan originations
PROJECT FOR CAPITAL ONE, 2021
Email as a channel was showing a lot of success with customers and the strategic decision was made to increase email volume. I led the effort to fund a new pod and draft a new process leveraging design thinking. The increased email volume as a result of the new process and the additional pods resulted in a 30% increase of application volume, which accounted for $1.4 billion in originations.
Design ownership within the product development lifecycle
PROJECT FOR CAPITAL ONE, 2019
When joining a new team as the lead, I quickly discovered that design was simply executing on the work and not being fully leveraged. I led the effort to determine how the design team could take some level of ownership within each phase of the product development lifecycle. By year end, the team was being engaged in strategic conversations and was being looped in to discuss success metrics. This resulted in 2 of my directs being promoted and design having direct ownership of key initiatives the following year.
Reimagining the Capital One
Pre-Qualification Application
PROJECT FOR CAPITAL ONE, 2018
Customers were confused about the term pre-qualify and how the process to pre-qualify would be beneficial to them. I conducted rapid prototyping research with customers to better understand their thinking and behavioral patterns. I led ideation to simplify the pre-qualification application experience to give the customer what they need quickly and enable them take the next step.
Defining the customer experience for Auto Navigator
PROJECT FOR CAPITAL ONE, 2017
The innovation team at Capital One created an online product called Auto Navigator that was seeing early success. The team needed to gain an understanding of the product and the customer to inform next steps. I led the effort to create the information architecture, journey map and service blueprint.
Bringing warranty online
PROJECT FOR D.R. HORTON, 2015
The existing process to submit warranty claims was very manual and inefficient. There was a lot of room for improvement to bring the process digital and make it easier to track. I led the implementation to integrate with CRM, improve the process and uncover new opportunity areas for continued iteration.
The relaunch of DRHorton.com
PROJECT FOR D.R. HORTON, 2012 – 2014
With customers starting their home search online more and more, I led the effort to shift DRHorton.com from a website that was mostly text with an emphasis on specification sheets to emphasizing large imagery, interactive floor plans and a focus on selling the feeling of the home.