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The challenge

Cox Automotive saw a market opportunity and hired me to create an app that let auto dealerships define segments of vehicle inventory based on vehicle attributes, in order to apply rules such as third-party marketing, seasonal pricing, and promotional events. The hard part: define what segmentation even means, then design an app that's intuitively useful with no need for support or documentation.

The process

1. 1Defined a segment as a predefined collection of vehicles to which business rules can be applied — the foundational concept the entire app had to make self-evident.
2. 2Set core segmentation rules: vehicles cannot belong to more than one segment, all non-segmented vehicles fall back to a default rule, segments can be previewed before finalizing, and vehicles can be moved between segments.
3. 3Rapid-prototyped medium-fidelity wireframes in Google Material, iterating quickly on user path and basic interface layout.
4. 4Tested a static clickthrough prototype in InVision with select dealership users and gathered direct feedback.

The results

• Delivered a working, testable prototype in 6 weeks
• Dealership testers understood segmentation without documentation or support
• Testing dealership asked, unprompted: "How soon can I use this?"

The challenge

Returns are the money-maker for NadineWest.com, and they were losing money because employees relied on software that was difficult, slow, and error-prone. The interface was too hard to scan quickly, so the core task — comparing returning items against what was retained — kept breaking down under real warehouse pressure.

The process

1. 1Identified the core user task as comparison, and designed everything around making that comparison instant.
2. 2Displayed products in a card layout with large images, product category, warehouse pick location, and SKU so items could be recognized at a glance rather than read.
3. 3Used product category icons for rapid visual anchoring across long lists of returns.
4. 4Surfaced a running summary of total products in the order, returning products, and products retained, with returned-item counts broken out by category.

The results

• 10x faster returns processing
• Sharp drop in processing errors from the redesigned comparison workflow
• Delivered in 1 week

The challenge

Dovetail's flagship product made everyday user tasks slow and cumbersome due to a convoluted, crowded interface. Every screen tried to show everything at once, and users had to hunt for the one action they actually needed to complete.

The process

1. 1Surfaced the primary user task per screen, and submerged secondary and tertiary functionality behind clear hierarchy.
2. 2Reduced overall "UI awareness" so attention stayed on the task, not the interface itself.
3. 3Defined primary, secondary, and tertiary tasks explicitly, then built repeatable UI layout patterns from that hierarchy across pick slips, packing slips, case screens, and the dashboard.

The results

• Clear, quick task completion across every redesigned screen
• Established reusable layout patterns adopted across the product
• Delivered in 4 weeks alongside the product development team

The challenge

Deployment verification of Dell's servers, storage, and network solutions was lengthy, costly, and error-prone. The team needed to validate roughly 80,000 configuration attributes remotely to confirm a deployment matched its sales order specifications — a process that previously took weeks of manual checking.

The process

1. 1Worked directly with two engineering subject matter experts to map the full set of ~80,000 configuration attributes that needed validation.
2. 2Designed a solution that checked those attributes remotely and produced a PDF report flagging mismatches, errors, and severity codes.
3. 3Prioritized the report's structure so the deployment verification team could coarse-correct issues quickly instead of re-auditing from scratch.

The results

• Reduced deployment verification time from 3 weeks to under 60 seconds
• Saved Dell millions in annual revenue loss from delayed and error-prone deployments
• Delivered in 1 month working with 2 engineering SMEs