Total Expert
AI/ML Customer Journeys Platform (SaaS)

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

Project Overview | Total Expert

At Total Expert, marketers faced manual and fragmented customer journeys. As Product Design Lead for Customer Journeys, I worked closely with a small product team to rethink the experience. We developed a functional AI-powered prototype to anticipate next steps and guide campaign planning, then designed a canvas-based platform that made campaign management intuitive and efficient. I used Figma, Confluence, and Jira to document decisions, align the team, and create repeatable workflows.

As part of a product lead triad I led end-to-end design for a B2B FinTech customer journeys platform from scratch, designing an AI-driven nodal workflow that replaced a fragmented form-based experience with intelligent, contextual suggestions at every step.

To support scalable design across the platform, I established the initial design system. I led collaborative workshops with development, product, and design teams to integrate user feedback, brand guidelines, and accessibility standards. The system created consistency, made it easier for teams to contribute and adopt shared practices, and empowered the organization to work with clarity and confidence.

Key Contributions: Senior Product Designer

My main focus was designing the MVP for User Journeys, including detailed flows, micro-interactions, and an AI-driven nodal workflow system conceived from scratch. Rather than a traditional form-based experience, I designed a canvas-based interface where intelligent, contextual suggestions guided users through each step of the customer journey, anticipating next actions and making campaign planning intuitive and efficient.
Working autonomously as part of a small product lead triad, I guided design thinking and strategy through discovery sessions, journey mapping, and prototyping, while mentoring junior designers and advocating for user-centered design practices throughout.
I conducted ongoing user interviews, workshops, and prototype testing with B2B financial clients to assess sentiment, validate concepts, and surface pain points, translating insights into iterative design decisions across the customer journey.

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Mapping the Customer Journey

Working closely with a small product triad, I led research and iterative design to evolve a fragmented, form-based process into an AI-driven, canvas-based customer journey platform built from scratch.

  • Conducted expert interviews and competitive analysis to inform design direction
  • Established and contributed to the foundational design system
  • Developed future-state design strategy with the product lead triad
  • Interviewed, onboarded, and mentored junior designers throughout
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