Leadership
Transformational and strategic, in equal measure.
Transformational
Measurable impact through strategic design and team excellence — including the first-ever CSAT increase on a legacy platform, and reusable design systems that keep generating value across product areas.
Strategic
Foundational capabilities and high-performing teams that generate sustained ROI. Multi-industry expertise and global stakeholder management to spot cross-sector opportunities.
Design principles
How I make product decisions.
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.
Org principles
How I build and scale teams.
01
Hire for range, team for chemistry
Pair people by skills, goals and personalities so teams are stronger than their parts.
02
Grow people by stretching them
Push for more responsibility, and stay close enough to step in when needed.
03
Culture is an operating system
Community, rituals and transparent communication make a large org feel like one team.
04
Scale without losing quality
Doubled the org from 170 to 340 in three quarters with structure, onboarding and clear standards.
Design maturity
Where I take organizations.
Stage 1
Service
Design takes requests and delivers screens.
Stage 2
Partner
Design shapes product decisions with evidence.
Stage 3
Systemic
Reusable systems and patterns scale quality across the enterprise.
Stage 4
Strategic
Design leadership sets direction and is accountable for business outcomes.
In their words
“Barbara is a highly strategic UX leader. She's provided immense value to the product since she's joined the team. Barbara is truly representative of what it means to be customer obsessed. She is a true partner.”
“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.”
“Barbara is a great manager because she champions her reports and does everything she can to help them grow. She knows when to get involved and offer support, and also knows when to take a back seat.”
Open to VP+ design leadership roles