a product designer in toronto; building tools at hubspot, to help businesses grow better.
about me.
With nearly 8 years of Product Design experience, along with a commitment to build accessible, and trustworthy digital products; I bring a systems-oriented and customer-centric approach to tackling ambiguous and complex problems.
I am many things outside of design— a business owner, a music-enthusiast, an earl grey enjoyer, and a productively tangential talker, who is kinda slowly becoming a cat person… ^^
i have designed products and features for…
my work.
2023 – 2024
Calling Vision
I defined and crafted a product design vision for HubSpot Calling , specifically the rep calling experience in Help Desks, Inboxes and other centralized multi-channel workspaces for customer service teams.
Process:
I led and facilitated a series of cross-functional workshops to help stakeholders across the organization come to a deep understanding of service team needs. Further, I defined and then created alignment around a core mission: Enhancing collaboration and efficiency in team workspaces for service reps who make and receive calls.
Rationale:
In contrast with text-based channels, calling experiences have a key distinction: synchronicity. Phone calls have a ton of urgency in the here and now, and don’t adhere to the traditionally linear support triage workflow. Therefore, delivering an experience centred on real-time prioritization, collaboration and efficiency during support calls is essential.
Outcomes:
With this vision, I helped empower rep teams to deliver exceptional customer service by designing and rigorously testing strategic product concepts, and laying out a well-defined 3-year horizon for HubSpot Calling.
I focused on key areas of the support rep calling experience like harmonizing calling with text-based channels in team workspaces and delivered a scalable routing system to address the needs of service organizations at various maturity levels— thereby enabling reps to leverage each other’s strengths and specialized skills in on-the-go, and creating a truly collaborative service rep experience.
I also set strategic direction for our 3rd-party calling integrations, and how to supercharge our rep workflows at critical points, eliminating mundane and repetitive tasks through automation and artificial intelligence.
*The artifacts and details of this work are under strict confidentiality. Please connect with me,
and I'd be happy to walk you through a full, in-depth case study.
my work.
2023 – 2024
Calling Vision
I crafted a product design vision for HubSpot Calling , specifically the rep calling experience in Help Desks, Inboxes and other centralized multi-channel workspaces for customer service teams.
Process:
I led and facilitated a series of cross-functional workshops to help stakeholders across the organization come to a deep understanding of service team needs. Further, I defined and then created alignment around a core mission: Enhancing collaboration and efficiency in team workspaces for service reps who make and receive calls.
Rationale:
In contrast with text-based channels, calling experiences have a key distinction: synchronicity. Phone calls have a ton of urgency in the here and now, and don’t adhere to the traditionally linear support triage workflow. Therefore, delivering an experience centred on real-time prioritization, collaboration and efficiency during support calls is essential.
Outcomes:
With this vision, I helped empower rep teams to deliver exceptional customer service by designing and rigorously testing strategic product concepts, and laying out a well-defined 3-year horizon for HubSpot Calling.
I focused on key areas of the support rep calling experience like harmonizing calling with text-based channels in team workspaces and delivered a scalable routing system to address the needs of service organizations at various maturity levels— thereby enabling reps to leverage each other’s strengths and specialized skills in on-the-go, and creating a truly collaborative service rep experience.
I also set strategic direction for our 3rd-party calling integrations, and how to supercharge our rep workflows at critical points, eliminating mundane and repetitive tasks through automation and artificial intelligence.
*The artifacts and details of this work are confidential. Please connect with me, and I'd be happy to walk you through a full, in-depth case study.
my work.
2023 – 2024
Calling Vision
I crafted a product design vision for HubSpot Calling , specifically the rep calling experience in Help Desks, Inboxes and other centralized multi-channel workspaces for customer service teams.
Process:
I led and facilitated a series of cross-functional workshops to help stakeholders across the organization come to a deep understanding of service team needs. Further, I defined and then created alignment around a core mission: Enhancing collaboration and efficiency in team workspaces for service reps who make and receive calls.
Rationale:
In contrast with text-based channels, calling experiences have a key distinction: synchronicity. Phone calls have a ton of urgency in the here and now, and don’t adhere to the traditionally linear support triage workflow. Therefore, delivering an experience centred on real-time prioritization, collaboration and efficiency during support calls is essential.
I focused on key areas of the support rep calling experience like harmonizing calling with text-based channels in team workspaces and delivered a scalable routing system to address the needs of service organizations at various maturity levels— thereby enabling reps to leverage each other’s strengths and specialized skills in on-the-go, and creating a truly collaborative service rep experience.
Outcomes:
With this vision, I helped empower rep teams to deliver exceptional customer service by designing and rigorously testing strategic product concepts, and laying out a well-defined 3-year horizon for HubSpot Calling.
I also set strategic direction for our 3rd-party calling integrations, and how to supercharge our rep workflows at critical points, eliminating mundane and repetitive tasks through automation and artificial intelligence.
*The artifacts and details of this work are confidential. Please connect with me, and I'd be happy to walk you through a full, in-depth case study.
my work.
2023 – 2024
Calling Vision
I crafted a product design vision for HubSpot Calling , specifically the rep calling experience in Help Desks, Inboxes and other centralized multi-channel workspaces for customer service teams.
Process:
I led and facilitated a series of cross-functional workshops to help stakeholders across the organization come to a deep understanding of service team needs. Further, I defined and then created alignment around a core mission: Enhancing collaboration and efficiency in team workspaces for service reps who make and receive calls.
Rationale:
In contrast with text-based channels, calling experiences have a key distinction: synchronicity. Phone calls have a ton of urgency in the here and now, and don’t adhere to the traditionally linear support triage workflow. Therefore, delivering an experience centred on real-time prioritization, collaboration and efficiency during support calls is essential.
I focused on key areas of the support rep calling experience like harmonizing calling with text-based channels in team workspaces and delivered a scalable routing system to address the needs of service organizations at various maturity levels— thereby enabling reps to leverage each other’s strengths and specialized skills in on-the-go, and creating a truly collaborative service rep experience.
Outcomes:
With this vision, I helped empower rep teams to deliver exceptional customer service by designing and rigorously testing strategic product concepts, and laying out a well-defined 3-year horizon for HubSpot Calling.
I also set strategic direction for our 3rd-party calling integrations, and how to supercharge our rep workflows at critical points, eliminating mundane and repetitive tasks through automation and artificial intelligence.
*The artifacts and details of this work are confidential.
Please connect with me, and I'd be happy to walk you through a full, in-depth case study.
Foli was born from a desire to make plant ownership more attainable and enjoyable for everyone. The business was founded on the belief that plants have the potential to enrich every home and every life.
The app experience helps to elevate Foli's unique offering, with the aim of fostering a thriving community of plant enthusiasts— both novices and seasoned green thumbs, bringing people closer to nature and to each other.
The app seamlessly blends plant purchasing with education and gamified daily routines to help nurture sustainable plant care habits.
2024
Foli App
Designed a mobile e-commerce and lifestyle app for Canadian plant shop, Foli.
They take pride in a diverse inventory and offer custom product lines to serve individual and corporate needs.
The app elevates Foli's unique offering with the aim of fostering a thriving community of plant enthusiasts— novices and seasoned green thumbs, bringing people closer to nature and to each other.
2024
Foli App
Designed for Canadian plant shop, Foli— an e-commerce and lifestyle app which seamlessly blends plant purchasing with daily care routines.
The app features gamified tools to nurture sustainable plant care habits, and we focused on spotlighting Foli’s diverse inventory and custom product lines to serve to both individual and corporate needs.
The app elevates Foli's unique offering with the aim of fostering a thriving community of plant enthusiasts— novices and seasoned green thumbs, bringing people closer to nature and to each other.
The app elevates Foli's unique offering with the aim of fostering a thriving community of plant.
2024
Foli App
Designed for Canadian plant shop, Foli— an e-commerce and lifestyle app which seamlessly blends plant purchasing with daily care routines.
The app features gamified tools to nurture sustainable plant care habits, and we focused on spotlighting Foli’s diverse inventory and custom product lines to serve to both individual and corporate needs.
2022 – 2023
Inbound Calling
I designed HubSpot’s net-new Inbound Calling product to help service and support teams provide quality customer care, through a more connected workflow, built on the powerful foundation of a world-class CRM.
Process:
To achieve this, besides just crafting a solution; I worked closely with cross-functional partners to enhance the overall HubSpot Calling experience by tackling some gnarly technical & systems challenges such as rethinking our rigid and manual object association model in order to properly align data from phone calls with other core objects in the CRM.
I also partnered with stakeholders across several teams to scale specific components and philosophies within our design system, affording us the necessary flexibility to meet the calling workflow needs of our customers, and to better support many of our upcoming features.
Additionally, I ran experiments to determine the next steps for unifying the disparate pieces of the new inbound experience, as well as the legacy outbound calling product, into a single seamless bi-directional calling experience.
Outcomes:
Resulting in one of the Service Hub’s most successful product launches, boosting service-seat retention by a significant margin, and offering a real game changer for customer service teams who use HubSpot.
*The artifacts and details of this work are confidential.
Please connect with me, and I'd be happy to walk you through a full, in-depth case study.
2017
Instagram Sales Channel
I worked on the first iteration of the globally successful Instagram sales channel, with the objective of making customer conversion from social media more attainable.
Outcomes:
The results were significant revenue growth for merchants and small businesses in over 60 countries, bringing them closer to millions of daily active users on Instagram. Businesses like ORO L.A, who saw an almost 30% jump in conversion within a month of opting into the public beta release.
This in-app shopping feature has now become one of the most iconic and recognizable parts of the Instagram platform experience.
2019
Feedback & Idea Management
I led design for the Feedback & Idea Management suite and helped to successfully re-position Roadmunk from a simple road mapping tool, into a robust end-to-end product lifecycle offering— which spans the entire feature development journey, and ensures increased confidence at the roadmapping stage.
2021
Clio Identity Migration
Shortly after the acquisition of a new product called Clio Grow, I led design on the creation of a unified customer identity, permissions and case access management system.
Outcomes:
I brought clarity to a very nebulous and complex problem, and established an efficient system with new identity paradigms that spanned both horizontally across all account types, and vertically through every user level.
Furthermore, I successfully migrated thousands of law firms and user accounts into a new secure single sign-on experience and strongly positioned Clio for upmarket growth to mid-sized legal customers.
2021
Identity
& Account Migration
Shortly after the acquisition of the new Clio Grow product, I led design to create a unified customer identity, permissions and access management system for law firms.
Outcomes:
I brought clarity to a very nebulous and complex problem, and established Clio’s Customer Identity Portal with efficient new paradigms spanning both horizontally across account types, as well as vertically through all user levels.
Furthermore, I successfully migrated thousands of law firm accounts into a secure single sign-on experience, strongly positioning Clio for upmarket growth to mid-sized and enterprise legal customers.
2021
Clio x Google My Business
Discoverability of legal services is not well addressed in the United States. According to data from The World Justice Project, among the 66% of people who were aware that they had experienced a legal problem, only 33% were able to access help and only a small fraction of it came from a lawyer or professional advice service.
I led design for a Google My Business integration in Clio, improving visibility for specialized practice areas in small to medium-sized law firms, and helping them adjust to unique COVID circumstances with the introduction of service areas in contrast to just physical firm locations.
Outcomes:
GMB was just one of several tools we put in place as part of a strategy to offer firms the ability to build their own multi-source lead generation networks, and to pull all that data directly into Clio, providing a centralized source of insight on where to really concentrate their efforts in finding new clients and growing their law firms.
Additionally, my team provided unique value to Clio customers by partnering with Google to build a verification engine to parse publicly available bar association records and confirm the legitimacy of firm credentials and location.
Thus we helped law firms bypass the bottleneck of Google’s manual verification process, crafting an expedited path for them to get started with Google My Business, and further contributing to Clio’s mission of lifting barriers in access to justice and transforming the legal experience for all.
my approach.
Having worked across problem spaces like e-commerce, legal SMBs, enterprise product tools, customer service channels, etc; I find the most satisfaction in solving for large and diverse groups, and in work that’s grounded in its value to everyday people.
The projects highlighted above exemplify my ability to deliver consistently, utilizing a wide range of skills which include:
Navigating ambiguity— creating clarity around the why, the what comes first, the what’s possible in general vs what’s necessary right now— all with a firm bias toward action.
Breaking down complex concepts, and finding common threads across varying objectives in order to unify teams.
Optimizing for the right timing and fidelity of artifacts, alongside clear communication to help strengthen alignment.
A dedication to sharpening my craft through rapid feedback loops, thoughtful execution, and leaning into trusted frameworks or partnering with my team to create new ones that work better for us.
more.
click us!
Rhyse Co. is a Toronto-based shop, specializing in limited edition head wraps and ties.
All products are handmade in West Africa.
(branding / website / photography)
Variant special release album covers for the ‘Things I Learned At Home’ (TILAH) EP by Kwési.
(Illustration, visual design)
A few miscellaneous samples of my visual design / illustration work.