Total Expert
AI/ML Customer Engagement Platform (SaaS)

As Senior Product Designer, I led the design of Total Expert’s Customer Journeys platform, transforming campaign management into an AI/ML-driven, canvas-based application shaped by user research, competitive analysis, and iterative design for a more intuitive, efficient experience.

  • Company:
    Total Expert
  • Role:
    Senior Product Designer
  • Projects:
    Customer Journeys
    Design System
  • Contributed to:
    Campaign Auto Payments
    Print Auto Campaigns
  • Industry:
    FinTech

Project Overview:
AI/ML Customer Journeys (2020)

Collaborating closely with a dedicated product team, I led end-to-end design, research, strategy, and leadership initiatives. My work spanned revamping automated marketing campaigns to strategically leveraging AI/ML, transforming customer journeys with predictive technology that redefined the user experience.

Key Contributions

My main focus was designing the MVP for User Journeys, including detailed flows and micro-interactions. I led AI/ML integration into predictive workflows to boost efficiency, while ensuring a user-first approach with attention to every detail.
Guided design thinking and product methodology, leading discovery sessions, mentoring junior designers, and spearheading design system initiatives. My work included content analysis, journey mapping, sitemaps, accessibility testing, navigation audits, prototyping, and advocating for modern, user-centered design practices.
I interviewed users to assess sentiment, plan features, and address challenges. Testing new features and prototypes helped gauge customer reactions and pain points. My research included interviews, workshops, wireframes, prototypes, accessibility, and documentation, translating insights across the customer journey.
  • Company:
    Total Expert
  • Role:
    Senior Product Designer
  • Projects:
    Customer Journeys
    Design System
  • Contributed to:
    Campaign Auto Payments
    Print Auto Campaigns

Did this project overview spark your curiosity? There’s more to explore—UX insights, research readouts, wireframes, workshop highlights, journey maps, prototypes, and iterative designs are all part of the story. Reach out for credentials to dive into the full case study!

Mapping the Customer Journey

Guided by transformational design strategy, I led my team through research and iterations, evolving from a form-based process to an cutting-edge, automated customer journey application.

  • Expert interviews
  • Established and contributed to Design System
  • Competitive industry analysis
  • Future-state design strategy
  • Interviewed, onboarded and mentored junior designers
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