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Network Power<100 people
Roles
💸50%
Marketing
✔️43%
IT
🧨43%
Consulting
Geos
🇮🇳18%
India
🇨🇦6%
Canada
🇬🇧6%
United Kingdom
Work Background
Mod Hob GamesCo-founder & Partner
Mar. 2024Canada• Co-founded Mod Hob Games, establishing foundational project management, design practices, and vendor relationships to support long-term growth. • Defined and embedded the company’s mission, vision, and values—emphasizing social impact, sustainability, and creative collaboration—to guide strategic direction and brand identity.
• Led the full lifecycle of PlotWeaver: Cards of Creation, from game design and testing to final production, overseeing vendor management, print development, and iterative playtesting.
• Built and managed end-to-end operational processes—covering research, UX design, product testing, and vendor relations—to ensure high-quality project execution and a streamlined production pipeline.
• Led the design, coding, and print development for game elements, implementing design and development practices that prioritize seamless gameplay and visual appeal.
Best Buy CanadaPractice Lead - User Experience Design
Jun. 2022 - Feb. 2024CanadaLed Best Buy Canada’s UX Community of Practice, guiding designers and product teams to develop user-centred and innovative design solutions that align with business and user needs. Known for fostering a collaborative, growth-oriented culture, I focused on elevating design standards through continuous learning, mentorship, and strategic UX integration. Key Contributions
• Community Building and Mentorship: Established a vibrant UX Community of Practice, supporting designers’ personal and professional development. Created a safe space for open communication, design exploration, and mutual feedback.
• Generative AI Integration: Pioneered the adoption of generative AI in UX processes, particularly through prompt engineering, exploring its transformative potential to enhance design thinking and problem-solving capabilities.
• Design Strategy and Alignment: Implemented frameworks that bridged UX design with business objectives, championing a user-centric approach while ensuring design efficiency across teams.
• Collaborative Innovation: Facilitated workshops that inspired creative problem-solving, ensuring each team member’s unique perspective contributed to impactful design outcomes.
Avanti Software Inc.Principal Product Designer
Dec. 2020 - Dec. 2021CanadaAt Avanti, I played a critical role in identifying and documenting the user flows and customizations within the payroll software, laying essential groundwork for the platform’s eventual evolution into a more user-centred HRIT SaaS solution. Key Contributions
• Functionality Alignment with User Needs: Advocated for aligning core software functions with user requirements by identifying gaps and creating documentation for existing user flows and custom modifications.
• Flow Documentation Development: Designed a comprehensive framework to capture undocumented workflows, standardizing processes across client modifications to improve product consistency and scalability.
• Legacy System Modernization: Developed insights highlighting the challenges and necessary prerequisites for integrating UX practices into the legacy software, establishing a roadmap for future UX incorporation.
• User Scenario Exploration: Introduced a role-playing game as an innovative tool to help the team explore user scenarios, building empathy and generating insights that would influence future product design.
WorkleapProduct Designer UX
Jun. 2019 - May. 2020Montreal, Canada AreaIn Workleap’s GLabs innovation hub, I led in-depth research projects that laid the groundwork for new product offerings and enhanced existing product lines. My work focused on uncovering user needs, mapping complex use cases, and delivering strategic insights that influenced product direction and business decisions. Key Contributions
• SoftStart: Conducted foundational user research and collaborated in defining product strategy, contributing to the successful launch of this onboarding tool.
• Petri (Internal Mobility Research): Led research on internal mobility, providing insights that informed future HR features and offerings to support employee growth and movement within organizations.
• Custodian: Investigated diverse use cases for this SaaS management software, analyzing perspectives from HR, IT Security, Procurement, Management, and Employee roles. Although the product didn’t launch due to technical constraints, the research insights underscored necessary infrastructure requirements, setting realistic expectations for similar projects.
• Methodology Development and Mentorship: Established and taught a structured research methodology, enhancing team capabilities in UX research and strategic insight delivery. Personal Growth
This role was a period of fulfillment and professional development. While the position ended, the experience inspired a reevaluation of my approach and a renewed focus on projects that blend research with impactful user experiences.
Sun Life FinancialSenior User Experience Architect
May. 2018 - Apr. 2019Montreal, Canada AreaIn my role at Sun Life, I focused on improving the UX/UI for the healthcare provider search tool as part of the Lumino Health initiative. My work centred on user research and rigorous testing, which provided an honest assessment of the platform’s perceived value and user experience. Key Contributions
• User-Centred Research and Testing: Conducted in-depth testing and user research that revealed critical insights into user perceptions, some of which challenged internal assumptions about the tool’s value. These findings underscored areas for improvement and highlighted user needs that were previously overlooked.
• Advocacy for User Needs: In the face of challenges, I continued to prioritize authentic user insights and champion a UX approach that emphasizes transparency in product evaluation.
iBwave Solutions Inc.UX Designer
Aug. 2016 - Mar. 2017Montreal, Quebec, CanadaAt iBwave, I was tasked with implementing user-centred design principles within the company’s core platform, collaborating closely with teams to enhance usability and visual clarity. A key project involved leading a cross-departmental icon redesign to create a more intuitive interface for users. Key Contributions
• User-Centered Design Implementation: Introduced user-centred design practices within the core product, building upon existing information architecture and UI work to establish a foundation for more user-focused development.
• Cross-Departmental Icon Redesign: Led an initiative to revamp interface icons for improved clarity and usability, coordinating between teams with varying workflows to create a unified design approach.
• Workflow and Information Architecture Enhancement: Partnered with internal teams to refine workflows and reorganize information architecture, resulting in a more intuitive experience that aligned with user needs.
JDA SoftwareSenior UX Designer
Feb. 2014 - Dec. 2014Montreal, Canada AreaDuring my time at JDA, I co-founded the User Experience Department and led initiatives to integrate AI-based solutions into B2B retail supply chain management. This role allowed me to make foundational contributions to JDA’s approach to user-centred design, a period of substantial learning and professional growth. Key Contributions
• Founding UX Department and AI Integration: Co-established JDA’s User Experience Department, driving AI-based strategies to elevate B2B customer journeys and create data-informed solutions that aligned with user needs in the supply chain sector.
• User-Centric Studies and Strategic Design: Pioneered research initiatives that informed UX strategies, producing insights that supported more tailored B2B solutions and enhanced user engagement.
• Cross-functional collaboration: Facilitated collaboration across diverse teams, ensuring cohesive implementation of design solutions and bridging technical and strategic perspectives to meet both user and business goals.
MGUXUX Design & Product Strategy Consulting
Sep. 2012 - May. 2022CanadaAt MGUX, I partner with organizations to advance their product strategy through user-centred design, agile integration, and comprehensive design methodologies. My work translates user insights into actionable strategies and meaningful user experiences. Key Capabilities
• User-Centred Design Leadership: Championing principles that ensure design aligns with user needs, consistently steering teams toward impactful, user-focused solutions.
• Discovery & Research: Conduct in-depth research to reveal latent user needs, define personas, and assess market landscapes, guiding product strategy with precision.
• Agile Integration & Cross-Functional Collaboration: Bridging UX methodologies with agile practices, fostering seamless cross-functional communication and workflow integration.
• Comprehensive UX Process: Orchestrating customer journey mapping, wireframing, prototyping, and storytelling to develop cohesive, engaging user journeys.
• Strategic Visioning: Leading stakeholders in vision workshops and defining product roadmaps that align with long-term business objectives. Highlighted Projects
• Bell Canada: Developed an Interactive Design Document for Bell Mobile, tested and refined app functions, implemented responsive website strategies, and launched Bell’s first automated chatbot.
• AIMIA (Aeroplan): Directed UX for an aspirational redesign, uncovering user insights that reshaped Aeroplan’s approach to better serve its core audience.
• Kronos: Enhanced UX flows in accounting software, working with scrum teams to optimize task flows for ease of use.
• Moov AI: Consulted on a product’s UX, identifying challenges with market fit and perceived value that informed a strategic pivot.
• Ubisoft: Validated support system design for Rainbow Six, ensuring alignment with user needs and reinforcing existing team strengths.
• Hertz: Advised on integrating the UX team within product teams, fostering a collaborative culture that later inspired my leadership role at Best Buy Canada.
DevFacto Technologies IncUser Experience Consultant
Apr. 2011 - Sep. 2012Edmonton, Alberta, CanadaAt DevFacto, I transitioned from a primarily front-end and UI design focus into user experience design, honing skills in research, testing, and strategic UX methodologies. This role was pivotal in developing my expertise in systems thinking, business requirements gathering, and designing for B2B and employee-facing intranets. Key Contributions
• Shift to User Experience Design: Transitioned from web and front-end design into a UX-focused role, prioritizing user research, testing, and iterative design processes to create more meaningful and functional user experiences.
• Business Requirements and Information Architecture: Led requirements gathering sessions, mapping out information architectures that aligned with business objectives and improved usability for complex intranet systems.
• Research-Driven Design for B2B: Conducted research and usability testing to inform B2B and employee-facing designs, creating data-informed solutions that optimized workflows and enhanced engagement.
• Foundation in Systems Thinking: Adopted a systems thinking approach to UX, focusing on interconnected workflows and scalable solutions that would influence my design philosophy in future roles.
Urban PropagandaCreative Entrepreneur and Founder
Sep. 2006 - Apr. 2011Edmonton, AB - Vancouver, BC - Montreal, QCAt Urban Propaganda, I founded a branding and design company rooted in authenticity and a DIY approach to marketing. Inspired by a “punk” aesthetic, my goal was to strip away industry pretense, providing clients with raw, genuine branding and guerrilla marketing strategies. As founder, I handled all aspects of the business, from client relations to creative direction and production. Key Contributions
• Authentic Brand Identity Development: Collaborated with clients across industries to craft unique brand identities that emphasized authenticity and resonated deeply with target audiences.
• Guerrilla Marketing and DIY Approach: Leveraged a DIY and guerrilla marketing mindset, designing campaigns that prioritized resourcefulness and creative storytelling over conventional approaches.
• Full-Service Creative Direction: Managed the entire creative process—design, production, and client engagement—ensuring cohesive branding solutions that aligned with client values.
• Business and Project Management: Oversaw all business operations, including budgeting, resource allocation, and production timelines, developing a foundation in project management that would shape future roles.
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