Consulting

Cummins needed a better way for OEMs, distributors, and end users to access technical information, onboard products, and manage their business relationships. Their equipment and customer needs covered both established products and new technology. Product, engineering, and customer support teams each had important knowledge, so the platform strategy had to bring these priorities together.

Working through a branding-agency engagement for Cummins, I led strategy and design for a unified operating model. We mapped customer and partner journeys and harmonized onboarding. With product, engineering and business partners, I helped define requirements for platform integration, data security and multilingual support. Leading a small team, I also helped develop the internal experience capability needed to continue the work.

The Product Advisory approach brought together brand and market signals with product priorities, technical feasibility, and operational readiness. At Cummins, I turned product priorities into a repeatable advisory process. We made roadmap dependencies clear, connected initiatives to specific success measures, and used cross-functional reviews, decision logs, and clear risk ownership to help leaders decide how to sequence the work.

Governance made the strategy practical. Cross-functional reviews, decision logs and clear risk ownership helped teams decide what to prioritize, pause or remove. Feedback on adoption and readiness informed the next set of priorities. This work gave leaders a clearer foundation for decisions and accountability across the platform.

At Perficient, I led the UX and design team for Novant Health Now and the website redesign as Experience Strategist. People looking for care brought immediate, personal questions. They needed help finding the right provider and understanding which tool would get them to the next step. Those needs shaped the work from the beginning.

I moved the client discussion to concept boards built around patient flows. One scenario followed a mother looking for a family physician, connecting Ask Abby to Physician Matcher and a proposed MyNovant handoff. That sequence gave us something specific to discuss: what the patient needed, what each service could provide, and where continuity depended on cross-team coordination.

Our assessment of Ask Abby revealed the importance of handling uncertainty. When someone answered that they were unsure which physician they needed, repeating the original question left the work with the patient. Instead, the team proposed a clarifying question, supported by guidance for retained context, error recovery, next actions, and human escalation. We delivered these recommendations as reviewed concepts and a completed conversational framework, and identified the proposed MyNovant handoff for future implementation.

My job was to link the conversational strategy to the overall experience. Language, where care tools were placed, and navigation all needed to support what the patient wanted to do. The flows and conversation framework gave the team a clear way to review and improve these connections.

Marketing and creative experience are important in product work because people form opinions before they use the interface. Language and visuals help them decide what a service offers, if they trust it, and what to do next. In practice, that means the promise must be clear before users engage with the product.

For Novant, I helped bring an approachable, helpful feel to the Care Hub and the overall design. Style tiles let the client compare typography, photos, colors, and interface patterns before making final choices. In the OPEN direction, we used close-up photos, lots of space, and clear hierarchy. Another option used bold color blocks and deeper purples, giving the client a direct comparison.

Client feedback made the brief clearer. Novant wanted the design to feel approachable while retaining the credibility of an academic medical center. We updated OPEN with smaller corner radii, more photos, more intentional color choices, and structured callouts. Each design change responded to client priorities and showed how the balance would work on an actual page.

I also worked on interface and promotional copy. Headlines explained the Hub’s purpose, while supporting text described the tools. Calls to action made the next step clear. We created concepts for both anonymous and signed-in users to meet different needs, and shared patterns and the Aurora Design System helped keep things consistent across services.

Consulting means quickly learning how an organization works. I focus on who has the knowledge, who needs to decide, and what the team can actually deliver. My role shifts between executive meetings, working sessions with product leaders, and detailed reviews of flows or copy, depending on what the work needs.

Novant’s chief marketing officer asked for a creative brief specific to the project. I worked with colleagues to draft it, using existing brand, discovery, and strategy information, and pointed out where we still needed answers about the audience and content. I also clarified what the staffing and timing would look like. I briefed the team, created patient-flow concepts and a conversational framework, and refined visual direction, connecting strategic discussion to tangible material the team could review.

Building digital and experience teams taught me how to organize specialist talent. Working at agencies showed me how to turn audience insights into clear ideas and credible promises. At Rocket, I learned how research, roadmaps, content, and shared systems all need to work together inside a product organization. Taken together, these experiences shape how I approach consulting.

I use that range of experience in product strategy, enterprise platforms, and team development. It helps me move between the customer’s experience and the organization behind it, and stay close enough to spot where strategy meets real-world challenges. This approach helps clients make decisions faster, align teams on priorities, and avoid miscommunication or missed goals.