AI · Navigation · TELUS International · 2023–Present
AI Care Navigator
A real-time intelligent system routing members to their most relevant next action — conceived as a strategic opportunity, brought to life by a team of UX/UI designers, service designers, UX writers, and researchers working under my direction.
Shipped product — AI Navigator screens
Research arc — Summer 2025 through June 2026
My Contribution
I identified the strategic opportunity through member research and framed the brief for the team. I directed UX/UI designers in shaping the interaction model, UX writers in defining the conversational logic, and researchers in validating the experience with members. I led the creation of the service blueprint the engineering team scaled from, and personally presented the business case that secured executive funding.
Outcome
The team delivered the core component of the AI Orchestration Layer. Recognised as the platform's primary engagement differentiator in executive reviews. The roadmap produced by my team was adopted as the innovation agenda for the wider digital health platform.
AI · Mental Health · TELUS International · 2023–Present
AI Mental Health Coach
A conversational AI applying behavioural nudging and adaptive guidance — developed by a team of UX designers, UX writers, and content strategists under my leadership, in close collaboration with clinical psychologists and counsellors.
For Members
Instant, judgement-free support between sessions — habit building, stress management, guidance available any time.
For the Platform
Increases engagement, strengthens EAP/Wellness positioning, augments — not replaces — human care.
Clinical Experience
Built with therapeutic frameworks, safety guardrails, and escalation protocols co-designed with clinicians.
Strategic rationale — member value, platform positioning, clinical design
My Contribution
I established the strategic and ethical boundaries of the coach — the founding design constraint that shaped everything else. I directed researchers in ethnographic studies into unmet emotional needs, guided UX writers in the conversational framework, and led clinical co-design workshops with psychologists to validate the experience. I defined the AI governance framework and responsible design standards.
Outcome
My team shipped the product as a core EAP platform component. Independently validated by clinical teams as safe and effective. +18% retention in mental health engagement streams.
AI · Personalisation · TELUS International · 2023–Present
AI Personalisation & Recommendation
A recommendation system fusing behavioural, clinical, and contextual data to surface hyper-relevant experiences per member — conceived as a service ecosystem layer by my team and delivered in partnership with data science, engineering, and clinical teams.
Behavioural signals
Clinical profile
Contextual data
Device & activity
→
Adaptive Intelligence
Collaborative filtering · Clinical rules · Real-time scoring
→
Relevant content
Next-best action
Proactive nudges
Care routing
Personalisation layer — signals in, tailored experiences out
My Contribution
I directed the team to frame this as a service ecosystem layer rather than a single-app feature. I led service designers in mapping the cross-platform data and experience architecture, UX designers in the member-facing experience model, and worked with data science leads to define the collaborative filtering and contextual logic.
Outcome
The team delivered +30% feature adoption and +15% cross-sell. Post-interaction research by our UX researchers confirmed significantly higher perceived relevance from members.
Wellbeing · Engagement · TELUS Health · 2021–2026
TELUS Health Wellbeing Platform
A full redesign of the wellbeing platform's engagement architecture — led by me, executed by UX/UI designers, content strategists, and researchers, grounded in behavioural science to shift from notification-driven to habit-formation-led design.
Challenge & progress · Member profile · Device integration
My Contribution
I set the strategic direction to reframe the product around habit formation psychology. I led UX designers and content strategists in developing the challenge system, WellbeingBucks reward framework, and progress visibility model. I directed researchers in the behavioural science review and led the integration design connecting the platform to Apple Health, Fitbit, Garmin, Google Fit, Polar, and Strava.
Outcome
The team made the wellbeing platform the highest-retention product in the portfolio. Device integration drove passive data contribution from 40%+ of active members — significantly improving personalisation data quality.
Virtual Care · Redesign · TELUS Health · 2021–2023
TELUS Health Virtual Care Platform
An end-to-end telemedicine platform redesign — led by me with a team of UX/UI designers, researchers, and content strategists, in close partnership with clinicians. The strategic reframe — from "improve the interface" to "design the patient relationship" — was mine.
Home · Consultation type · Pre-consult preparation · Live video consultation
My Contribution
I led the team through the full redesign lifecycle — directing researchers in contextual patient and clinician interviews that identified trust and continuity as the core failure modes. I introduced the continuous research and clinical co-design model that became the team's operating practice, and directed UX designers and content strategists in redesigning every stage of the care journey.
Outcome
40% user growth · +14% CSAT · +12 NPS. Platform and team acquired by TELUS Health. Research infrastructure and methodology my team established influenced all subsequent virtual care product design.
Innovation · 0→1 · TELUS International · 2023–Present
LaunchPad — Innovation Incubator
A structured innovation incubator I created and led — giving the design team dedicated time and process to explore emerging opportunities, build source-of-truth prototypes, and develop ideas into fundable business cases.
~40%
Faster concept-to-prototype
2
Led to AI product launches
My Contribution
I conceived and established LaunchPad as a recurring programme. I directed researchers in identifying opportunity spaces, guided UX designers and service designers in rapid prototyping, and led the validation workshops that stress-tested concepts before presenting to product leadership. I personally sponsored the three concepts that progressed into funded initiatives.
Outcome
LaunchPad became the innovation operating model for the design organisation. Three of the four AI products shipped trace their origin to LaunchPad-initiated concepts.
Strategy · Vision · TELUS International · 2023
Integrated Experience Strategy
A unified experience strategy across five siloed healthcare product lines — developed by my team of service designers and strategists, translated into a funded multi-year roadmap through executive storytelling and strategic facilitation.
Effortless Navigation
Personalised Care
Trusted Support
Enhanced Engagement
Operational Efficiency
Empowering members with always-available, clinically-guided wellness and mental health support that complements professional care across all products and platforms.
5 North Star Vision Pillars — integrated experience strategy
My Contribution
I led the team through a full ecosystem audit — directing researchers in stakeholder interviews and competitive analysis, service designers in journey mapping and gap analysis, and UX designers in producing high-fidelity narrative prototypes used to secure executive conviction. I facilitated workshops aligning five product teams and personally presented the business case that secured $20M+ in AI investment.
Outcome
The strategy my team produced was adopted as the multi-year roadmap by executive leadership, became the foundation for $20M+ in AI investment, and set the reference architecture for all product and market launches.
AI · Platform · TELUS International · 2023–Present
AI Orchestration Layer
The decisioning architecture unifying five disconnected platforms — a system-level initiative led by me and delivered by a cross-functional team of service designers, UX designers, data scientists, and engineers.
Digital
Behavioural
Clinical
Wearables
3rd Party
AI Orchestration Layer
Decisioning · Clinical validation · Bias review · Data standards
Navigator
Coach
Personalisation
Wellbeing
System architecture — 5 inputs → decisioning layer → 4 AI experience outputs
My Contribution
I set the strategic vision for the orchestration layer and led its design from concept to blueprint. I directed service designers in mapping the full ecosystem, coordinated with data and engineering leads to define the experience APIs and data standards, and ran cross-functional workshops aligning product, clinical, legal, and engineering teams. I established the AI governance frameworks and led clinical validation.
Outcome
My team's work became the architecture underpinning all four AI products and the platform's core technical and design differentiator — recognised as such in executive and competitive positioning.
Service Design · Platform · TELUS Health · 2021–2026
Journey Management Framework
A framework for mapping, governing, and continuously improving member journeys across the full health & wellbeing spectrum — designed for a complex ecosystem serving members, providers, clinicians, and administrators simultaneously.
My Contribution
I established journey management as a discipline within the design organisation. I led service designers in mapping five core care modes, directed researchers in validating journey logic with members and clinicians, and facilitated cross-functional workshops aligning product, clinical, and operations teams. The framework became the reference model used by product teams defining requirements for new features.
Outcome
The framework became the organisation's reference architecture for member experience. All four AI products were designed against it. It established a shared language between design, product, clinical, and engineering teams that significantly reduced misalignment and rework.
Design Systems · Craft · TELUS Health · 2021–2024
TELUS Health Design System (THDS)
The shared design language, component library, and experience standards that made coherent, accessible, and scalable product experiences possible across five digital health platforms.
~30%
Faster time-to-design
100%
Accessibility built in
My Contribution
I sponsored and directed the THDS programme. I led UX/UI designers and engineers in building the component library, directed UX writers in developing voice, tone, and content standards, and established the governance model — contribution process, review cadence, deprecation policy. I ran cross-functional workshops with product and marketing leadership to align on brand application.
Outcome
THDS became the single source of truth for all digital health product experiences. It enabled the team to scale from 3 to 8 products without proportional design resource growth.
Brand · Design Systems · TELUS Health · 2022–2023
Unified Product Branding Guidelines
The first cross-functional brand standard bridging design and marketing — defining how TELUS Health products look, sound, and feel consistently across all digital and physical channels.
First
Unified cross-functional brand standard
~20%
Fewer brand inconsistency issues
My Contribution
I initiated and led this cross-functional programme. I directed UX designers in defining visual standards, led UX writers and content strategists in developing the voice and tone framework, and facilitated workshops with marketing leadership to secure alignment and adoption. I drove the governance model that ensured the guidelines evolved without fragmenting.
Outcome
The unified guidelines became the reference standard for all new product and marketing work, reducing brand inconsistency issues and significantly improving the coherence of the TELUS Health product family in market.
Research · Process · TELUS International · 2023
AI Copilot Discovery Process
A discovery and definition process invented from scratch — led by me and executed by a team of UX researchers, service designers, and UX writers working across five simultaneous stakeholder lenses.
Business needs
Client needs
Competitor insights
Member needs
Provider needs
6-phase discovery process · 5 stakeholder lenses
My Contribution
I designed the discovery methodology and directed researchers in conducting stakeholder interviews, member research, and competitive analysis. I facilitated the cross-functional workshops that produced the three user scenarios, and led the team in translating insights into the definition framework that became the PRD foundation for all four AI products.
Outcome
The discovery methodology my team developed was adopted as the organisation's standard for all subsequent AI initiatives. Research outputs directly shaped product requirements for all four AI products.
Leadership · Organisation · TELUS International · 2021–Present
Building the Design Organisation
Over five years, I built a multidisciplinary design organisation from a small team into a 20+ person global function spanning UX/UI design, service design, research, UX writing, content strategy, and design operations.
4
Discipline leads developed
First
Career progression framework
My Contribution
I designed the operating model, defined the hiring strategy, and built the organisation discipline by discipline. I created the Career Progression Framework, established Innovation Days as a regular programme, founded the Community of Practice spanning 30+ participants, and built content design and content strategy capacity from zero to a dedicated practice. I designed the cross-team processes that reduced rework by 25% and time-to-market by 30%.
Outcome
The design organisation I built became a recognised strategic partner in the business — with design representation at executive leadership level for the first time. Multiple team members progressed to principal, lead, and management roles. Team engagement scores consistently ranked among the highest in the organisation.
Team · Capability · TELUS Health · 2022–2024
Career Progression Framework
The Challenge
The design function had no formal career ladder. Promotion criteria were ambiguous, growth conversations were inconsistent, and senior talent was leaving because the path forward was unclear.
Leadership
I designed and implemented the first structured career progression framework for the design organisation — defining levelling criteria, competency expectations, and development pathways from junior through to principal and management tracks. I worked with HR and senior leadership to embed it into the performance and compensation process, and coached managers in applying it consistently.
First
Formal career ladder in the function
Outcome
The framework removed ambiguity from promotion and growth. Multiple team members progressed to principal, lead, and management roles using it. It became the reference model adopted by adjacent functions, and significantly improved retention of senior design talent.
Culture · Engagement · TELUS International · 2022–Present
Innovation Days & Community of Practice
The Challenge
A growing, distributed design team risked becoming siloed and disconnected — with little space for cross-team learning, craft development, or exploration beyond the roadmap.
Leadership
I founded two flagship programmes. Innovation Days gave the team dedicated, recurring time to explore emerging technology and prototype outside the roadmap. The Community of Practice brought designers, researchers, and content strategists together across product teams for craft development and knowledge sharing. I designed the formats, facilitated sessions, and built the rituals that sustained both.
30+
Community of Practice participants
2
Innovation Day concepts → product
Outcome
The Community of Practice grew to 30+ active participants and improved design quality consistency across teams. Innovation Days directly produced two concepts that became funded product initiatives. Both programmes were cited by team members as primary drivers of engagement and were referenced as inspiration for broader product-organisation innovation efforts.
Team · Content · TELUS Health · 2021–2024
Content Design & Strategy Capability
The Challenge
Content was an afterthought — written by designers and product managers without dedicated expertise. In a healthcare context, where clarity and trust are clinical concerns, this was a quality and safety gap.
Leadership
I built the content design and content strategy capability from zero into a dedicated practice. I made the case for the discipline, hired and developed content designers and strategists, embedded them across product teams, and established the content standards and voice-and-tone guidelines that now govern all member-facing experiences.
0→1
Built a new discipline
All
Member-facing products covered
↑
Clarity, accessibility & CSAT
Outcome
Content design became an embedded, valued discipline within the organisation. Content standards improved copy quality, accessibility, and clinical accuracy across the platform — contributing measurably to CSAT improvements and reducing member confusion in critical care flows.
Design Ops · Process · TELUS Health · 2021–2026
Design & Research Operations
The operational infrastructure — tooling, processes, templates, and governance — that enabled a 20+ person globally distributed design organisation to move fast, maintain quality, and continuously improve.
~30%
Faster research cycles
~40%
Fewer resourcing conflicts
My Contribution
I built Design & Research Ops from scratch as a strategic capability. I directed team leads in designing the research operations model — standardised recruitment, participant management, synthesis frameworks, and insight repositories. I established the design operations infrastructure: tooling stack, template library, critique processes, sprint rituals, and quality standards.
Outcome
Design & Research Ops transformed the team from talented individuals to a high-functioning design organisation. The infrastructure I built enabled the team to scale from 8 to 20+ people across three regions without losing quality or coherence.
Operations · Governance · TELUS International · 2022–2026
Capacity & Governance Systems
The Challenge
The design team was chronically over-allocated, with no visibility into who was working on what. Resourcing decisions were reactive, planning was guesswork, and the team was at risk of burnout.
Leadership
I introduced a capacity tracking system giving real-time visibility into team allocation, availability, and utilisation across all product squads. I established the governance structures — intake processes, prioritisation criteria, and review cadences — that made design demand manageable and transparent. I embedded capacity data into the product and programme planning process.
~40%
Fewer last-minute resourcing conflicts
Real-time
Capacity visibility
Outcome
Design became one of the first functions to proactively manage and communicate capacity constraints. The system was adopted by product and programme management as a planning input, reduced resourcing conflicts by an estimated 40%, and measurably improved team wellbeing and sustainable pace.
Business · Influence · TELUS Health · 2021–2026
Strategic Partnerships & RFPs
The Challenge
Design was seen as a delivery function, not a commercial partner. It had no role in client relationships, new business, or the strategic conversations that determined where the business invested.
Leadership
I positioned design as a commercial differentiator. I participated directly in strategic client relationships — presenting design vision, experience strategy, and roadmap to key enterprise accounts. I led or contributed the experience narrative in major RFPs, using high-fidelity prototypes as proposal differentiators, and built the playbook for design's participation in the pre-sales motion.
8+
Major RFPs contributed to
Multiple
Contract wins influenced
Key
Strategic accounts engaged directly
Outcome
Design contributions were directly cited in award decisions for multiple significant contract wins. Design prototypes became differentiators in client retention conversations. A repeatable playbook for design's commercial participation became a standard part of the business development motion.
