Design & Experience Executive
I build design organizations that move business metrics.
Turning customer pain points into product strategy, roadmaps and measurable results — scaling high-performing teams and bringing AI-driven personalization into digital experiences.
400K+
New accounts in 90 days
170→340
Org doubled in three quarters
30M+
U.S. customers across 10 B2B2C products
3x
Rollover conversion
Selected outcomes
Case studies, told as business stories.
Lead story · Revenue
Put annuity buyers in the driver's seat — and grew gross sales 20%.
Led the strategic design of two annuity experiences: a self-directed Single Premium Deferred Annuity (SPDA) that let customers purchase without an advisor for the first time, and a redesigned Single Premium Income Annuity (SPIA) advisor flow that cut process effort in half — reducing vendor reliance, growing gross sales 20% and bringing in over 10K site visits in the first month.
+20%
Gross sales
5.8M
Digitally engaged customers who could benefit
10K+
Site visits, month one
−40%
Advisor calls after SPIA redesign
Revenue
3x
Rollover conversion
Rollover Conversion
Tripled rollover conversion by turning a confusing decision into a confident one.
Growth
+15%
New account openings
Crossover Accounts
A two-pronged experiment that lifted new account openings 15%.
Principles
What I believe about design at scale.
01
Outcomes over output
Design is measured by what moves: conversion, retention, satisfaction, cost to serve.
02
Customer evidence leads
Feedback and analytics guide decisions, not opinion or seniority.
03
Build assets, not just screens
Reusable systems keep generating value across product areas long after launch.
04
Clarity is a feature
In complex, regulated products, making things understandable is how you earn trust.
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Barbara builds strong relationships with all her direct reports and creates successful, high performing teams. She excels at fostering community and culture, so her larger team really feels like a cohesive unit, which is rare.
Business Leader · Performance Review
Open to VP+ design leadership roles