Complex underneath.
Human on top.

Four services, one way to buy them

Internet, TV, streaming and home security each lived in their own silo, and building a bundle meant doing the assembly yourself. I lead the design of the one flow that replaces all four — across 3 PMs, 4 development teams and 2 customer types.

The page every customer passes through, and too many left on

Cart Summary is the first step into the residential buyflow, so it touches every user type and every path through it. Grouping the charges so the bill reads without arithmetic cut drop-off — and the analytics showed why people were really leaving: to compare.

Sending an e-Transfer without needing anyone's email address

e-Transfer assumed every recipient had an email address on file. Opening the flow to SMS removed that assumption — and meant auditing 4 existing journeys as carefully as designing the new one.

A one-person design team, and the system it left behind

Membership benefits lived on 6 platform surfaces and looked different on every one. I unified the information structure first, then turned it into iQiyi North America's first design system.