Design Leadership & Systems Impact at S-5!
Role: Lead UX Designer & Web Strategist
Scope: B2B platforms, internal tools, data-heavy workflows
Focus: Clarity, scalability, and trust
At S-5!, I led UX across multiple product initiatives, partnering with engineering, and leadership to shape how complex systems are designed, scaled, and governed. My work focused on turning ambiguous requirements into clear, usable experiences that support both business outcomes and user confidence.
Three Years of Impact at S-5
Solar Calculator
UX + UI Launched
Designed and led the UX for a complex, rules-driven solar calculation tool, translating technical logic into a clear, predictable, and trustworthy user experience. I focused on information hierarchy, error prevention, and responsive patterns to ensure users could confidently complete high-stakes calculations across devices.
The redesigned tool drove a 38% increase in usage and significantly reduced technical support inquiries by minimizing ambiguity and user error.
Distributor Portal
UX Strategy + UI Launched
Directed the UX strategy and interface design for a new distributor portal supporting controlled access to training, documentation, and marketing assets. The experience was designed to balance ease of use with governance, ensuring partners could quickly find what they needed while maintaining clarity around permissions and responsibilities.
The redesigned system cut onboarding time by 60% and reduced operational overhead by minimizing access-related confusion and support requests.
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Internal DataBase (API)
UX Strategy +UI Launched
Owned the UX strategy and interface design for an internal data platform built on API integrations, supporting teams working with complex and high-impact product data. The experience emphasized clarity, consistency, and guardrails, helping users understand what data they were viewing and how to act on it responsibly.
The result was improved operational efficiency and fewer support escalations, driven by clearer data interpretation and reduced error risk.
S-5! University
UX Strategy+UI Launched
Spearheaded the design and launch of S-5! University, an education platform built to deliver clear, accessible, and trustworthy training for contractors and partners. I designed the experience to support mobile-first learning, structured video content, and accessibility standards, ensuring critical information could be understood and applied correctly in real-world contexts.
Within the first quarter, the platform achieved a 70% course completion rate, reflecting improved engagement, comprehension, and confidence among users
Snow Calculator
UX Strategy+ UI Launched
Directed the UX strategy and interface design for a snow guard configuration tool built to reduce ambiguity in complex, rules-driven decisions. The experience emphasized guided steps, clear validation, and responsive feedback, helping users avoid misconfiguration.
The redesigned flow resulted in a 30% increase in successful end-user configurations, reducing downstream corrections and support involvement.
See it in action
Marketing Site Redesign
UX+UI In Development
Owned the UX and content strategy for an in-progress redesign of S-5!’s marketing site, emphasizing clear navigation, predictable discovery paths, and consistent presentation across devices. The redesign prioritizes reducing user confusion and drop-off by restructuring content and interactions around real user behavior.
Insights from heatmaps, scroll depth, and session recordings guide prioritization, ensuring design changes are driven by measurable user needs rather than assumptions.
See the process
SSO | Single Sign
UX Lead| UI Launched
Led the UX design for a single sign-on experience spanning multiple internal platforms, partnering closely with IT and engineering to balance security, accessibility, and usability. I aligned authentication flows, error states, and handoff logic to ensure a predictable, low-friction login experience without compromising safeguards.
The updated SSO experience improved cross-platform consistency and reduced login friction, enabling faster access while maintaining secure authentication standards.
Clamp to Seam Tool
UX+UI Launched
Spearheaded the UX strategy and interface redesign for a rules-driven product selection tool where incorrect choices frequently led to user frustration and support escalations. The experience was rebuilt to clarify compatibility constraints, guide decision-making, and prevent invalid selections.
This resulted in fewer clamp-related support tickets and increased traffic to downstream configuration tools through clearer, more confident user pathways
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Behind the Screens: My Process
Design isn’t just about the final interface — it’s about the decisions, tradeoffs, and systems thinking that shape it. This section highlights how I apply research, structure, and iteration to reduce ambiguity, manage complexity, and build trust in the experiences I design.
Rather than following a rigid formula, my process adapts to the problem space. From defining user and system needs through personas and flows, to validating decisions with data and iteration, these artifacts reflect how I guide products from uncertainty to clarity in complex, real-world contexts.
Affinity Diagrams
To make sense of qualitative data, like user interviews and open-ended survey responses. I rely on affinity diagramming. By clustering insights into themes, I’m able to uncover patterns, define user pain points, and turn raw feedback into focused design opportunities. This process is a foundational part of how I translate research into action.
Personas
Persona's
I develop personas to humanize user data and align the team around real-world goals and frustrations. These personas are based on direct research and analytics, helping guide content, functionality, and tone throughout a project. They keep the user’s perspective front and center at every stage of design.
Customer Journey Mapping
Customer journey mapping enables me to document the full end-to-end experience across digital and physical touchpoints. By plotting each phase of a user's interaction from awareness to decision-making. I can highlight emotional highs/lows, task friction, and UX inconsistencies. I often integrate insights from user research, analytics, and stakeholder interviews to build these maps. This method is essential for identifying service gaps and aligning design decisions with key business goals, especially for multi-step flows like product configuration or content discovery.
Site Maps and User Flows
I use wireframes to define information architecture, interaction patterns, and visual hierarchy before moving into high-fidelity UI. Whether sketching initial ideas or building detailed user flows in Figma, wireframing allows me to iterate quickly, validate concepts early, and communicate clearly with stakeholders and developers. My wireframes often incorporate responsive behavior and design annotations, making them a key bridge between user requirements and developer implementation.
Collaboration and handoff
Once the non interface evoling taks are completed I use wireframes to define information architecture, interaction patterns, and visual hierarchy before moving into high-fidelity UI. Whether sketching initial ideas or building detailed user flows in Figma, wireframing allows me to iterate quickly, validate concepts early, and communicate clearly with stakeholders and developers. My wireframes often incorporate responsive behavior and design annotations, making them a key bridge between user requirements and developer implementation.