Hi there!
I’m Veronica (“V”)
Design Strategy • UX Research • Product Design • Innovation • AI
Mission Statement:
To live each day with curiosity, empathy, integrity, and inclusivity, inspiring growth, advocating for good, and creating positive change.
Design Approach:
I aim to bring HCD and Design Thinking into the business and work collaboratively as an integrated team to solve problems, explore opportunities, and bring solutions to market that are desirable, viable and feasible. By giving HCD a seat at the table, we can help:
Inform business strategy
Inform product roadmaps
Inform where to place bets
Meet business goals
Meet customer needs
De-risk projects
Design Process:
Below is an enhanced version of the Double Diamond process I have found to be highly effective within a large organization. This approach can also be tailored to accommodate business and project requirements as needed.
Design Principles:
Research/data-driven
Simple
Relatable
Accessible
Holistic
Forward-thinking
Enterprise Experience:
Enterprise Integration
By integrating design into business ways of working I have helped to build enterprise-wide HCD maturity, break down silos, and transform the organization into an agile, innovative, and customer-first institution.
Core team composition diagram
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Design Practice Development
Working on a global innovation team meant I moved fast and pivoted often. I helped to re-design our organizational structure, as well as our HCD and Innovation frameworks, processes, and workflows to adapt to the changing needs of the business.
Pillar strategy diagram
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Global Innovation Team org charts
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Transformation:
Global Innovation Team Transformation
I co-led our team through multiple re-orgs and transformations such as:
Product design —> Design strategy and service design
Technology specialties —> Business priorities
Reimagining existing services —> Exploring new opportunities
Siloed teams —> Cross-functional team collaboration
My Vision for the Future of Design:
Image generated using ChatGPT
I envision a future where design is deeply embedded in organizational culture, strengthened by advanced design expertise, and driven by innovative mindsets. I see the strategic integration of emerging technologies and a disciplined approach to defining and measuring success.
I believe this infrastructure will enable the business to make informed, data-driven decisions that:
Mitigate risks
Elevate customer experiences
Drive sustainable growth
Foster innovation
Position us to proactively tackle future challenges while staying ahead of evolving trends
Building a design-driven culture through:
Ensuring design has a seat at the table at the leadership level and throughout the product and service development lifecycle
Cultivating organizational awareness of design’s value and the strategic role it can play
Leveraging research and data to deeply understand the customer, their needs, and their pain points
Establishing integrated, cross-functional teams to share knowledge, inspire collaboration, and embed customer empathy
Acting quickly with rapid prototyping and iteration based on data and customer feedback
Holistic design
Systems thinking
Accessibility
Personalization
Leveraging AI in design
Expanding design knowledge to:
Ensure it’s done in a responsible, thoughtful, ethical, and scalable way
Set business-specific guidelines and processes for new technology based on business values and policies
Ready teams through change management and employee training
Integrating emerging technology:
Outlining specific and measurable goals
Defining metrics aligned with project goals
Embedding digital tracking
Gathering user feedback
Regular monitoring and reporting