Total Expert
AI/ML Customer Engagement Platform (SaaS)
  • Company
    Total Expert
  • Role
    Senior Product Designer / Lead
  • Projects
    Customer Journeys
    Design System
  • Contributed to
    Campaign Auto Payments
    Print Auto Campaigns

Project Overview | Total Expert

At Total Expert, marketers at financial companies faced manual, fragmented customer journeys that generated heavy support overhead and frustrated users. As Senior Product Designer, I worked within a collaborative triad of design, engineering, and product to redesign the experience entirely, delivering a canvas-based AI/ML platform that replaced a form-driven system with an intuitive, progressive-disclosure experience that made complex campaign management efficient and scalable.

To support scalable design across the platform, I led the establishment of the foundational design system, organizing cross-functional workshops with product and engineering to identify shared patterns, define governance, and align on implementation. I championed accessibility standards across the organization, embedding considerations for color, typography, and natural language copy into both the design system and the broader product practice.

Key Contributions

My primary focus was designing the MVP for canvas-based User Journeys, including complex flows, progressive disclosure patterns, and detailed micro-interactions. As one of a collaborative product triad, I led AI/ML integration into predictive workflows, moving from wireframes through high-fidelity prototypes delivered to engineering.
I guided design thinking and product methodology through discovery sessions, content analysis, journey mapping, sitemaps, navigation audits, and prototyping. I onboarded and mentored junior designers, advocated for modern design practices, and defined the foundational design system that standardized accessibility across product.
I conducted ten in-depth expert interviews with selected customers to map real-world usage and pain points, then ran twenty iterative feature testing sessions as the product evolved. As the first product team to formally partner with customer service, I established a weekly feedback loop that surfaced specific friction points and contributed to an estimated 15% reduction in targeted support issues.

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Mapping the Customer Journey

Through months of research, expert interviews, competitive analysis, and iterative design, I led the team from a fragmented, form-based process to a canvas-based automated customer journey platform built for scale.

  • Expert interviews and iterative feature testing
  • Foundational design system establishment
  • Competitive and industry analysis
  • Future-state design strategy
  • Onboarding and mentoring of junior designers
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