From friction to flow: streamlining lead intake with –35% duplicates, +25% conversions, and $45K/year saved

Interaction Designer

2024 → 2025

10-week sprint — embedded with ops, product, and engineering

Overview

Redesigned Viv Technologies’ lead intake workflow from the ground up — leading UX from discovery to delivery. Introduced a structured Prospect stage, real-time duplicate detection, and streamlined flows that reduced intake friction and improved data quality. The overhaul equipped teams to convert more leads, cut operational waste, and strengthened the CRM’s core value to the business.

Key Outcomes

• –35% duplicate leads through inline detection and smarter entry workflows
• +25% lead-to-client conversion by introducing a Prospect refinement stage
• ~200+ hours/year saved by eliminating redundant entry and manual cleanup
• $45K/year in ops efficiency gains through better process, less rework
• Rolled out a modular system to support flexible intake, clearer handoffs, and higher confidence in lead data

Highlights

• Introduced a Prospect stage between Lead and Client to allow info gathering before formal conversion
• Designed a quick-capture modal for call-based intake, replacing sticky notes and scattered docs
• Built a duplicate detection system with real-time prompts to avoid redundant entries
• Added a lead quality progress bar and checklists to guide readiness and reduce oversight
• Used color-coded stages and profile styling to visually differentiate Lead, Prospect, and Client
• Restructured the lead list view with key fields (source, urgency, owner) for fast triage

30% faster design-to-dev cycles by consolidating components, tightening design standards, and bridging gaps between product teams

UX/UI Designer

2022 → 2023

Embedded with design system, platform teams, and fraud ops

Overview

Modernized RBC’s fragmented design system to accelerate delivery and improve UX across web, mobile, and internal tools. Led component cleanup, pattern development, and cross-platform unification—driven by insights from usability testing on high-impact flows like credit card disputes. Delivered reusable assets, enforced design standards, and equipped teams with scalable systems and training to ship faster and more consistently.

Key Outcomes

• ~200+ hours/year saved from reduced component sprawl and duplicated design effort
• 30% design-to-dev cycle time reduction through component reuse and standardized documentation
• $ savings not tracked, but multiple teams reported “weeks” saved on net-new feature builds
• 25% fewer user errors on key workflows like fraud investigation via improved UX clarity

Highlights

• Consolidated 100+ components across teams, fixing size, color, and context inconsistencies
• Led a responsive design overhaul for credit card dispute flows — building Figma-ready templates with clean breakpoints and auto-layout
• Redesigned the fraud ops platform (CIS), cutting search task errors by 25% and boosting investigator productivity by 30%
• Created checklist-driven frameworks for designers — including component interface standards and examples for handoff
• Facilitated a 90+ person workshop on Human-Centered Design for internal teams, leaving behind training artifacts used in future onboarding
• Shipped interactive prototypes for mobile and desktop, used by 4+ teams in Wealth, Innovation, and AI initiatives

Designed a centralized event discovery platform for UofT grad students — reducing fragmentation, surfacing relevant events, and helping students build stronger social connections

UX/UI Designer

2022

3-month project — with Innovation Hub and a cross-functional team

Overview

Designed and launched Event Hub — a digital platform to help UofT grad students discover campus events and build community. Led user research, prototyping, and testing to shape an experience that made event discovery simple and meaningful. Usability testing revealed confusion around event details and low emotional engagement, which we addressed through clearer flows, stronger visual storytelling, and improved filtering. The result: a more intuitive, personalized, and connection-driven platform.

Key Outcomes

• Unified event discovery into one app — reducing friction and decision fatigue
• Designed and tested 3 core flows: onboarding, event browsing, event registration
• Personalized filters and categorized popular events improved relevance and usability
• Applied key feedback: added “Skip” options in onboarding, streamlined filters, updated layout for better scannability

Highlights

• Interviewed and surveyed 45+ UofT grad students to understand social connection gaps
• Designed a quick-capture modal for call-based intake, replacing sticky notes and scattered docs
• Sketched and merged low-fi prototypes as a team — consolidating best ideas into one flow
• Led usability tests with real students using a think-aloud protocol over Zoom
• Explored emotional storytelling through visuals to strengthen engagement and connection
• Tested and iterated medium-fi prototypes based on feedback and behaviour insights

Health & Wellness

Overview

Breezywalk – a stress-relief app gamifying daily walks to boost connection and positivity through nature.

Coming soon...