Story Leadership Timeline Principles Work Skills Contact
Design Leadership · From Insight to Execution

Enterprise UX
Strategy,
Built to Lead

14+ years directing design strategy across Fortune 100 organizations, building teams, influencing at the executive level, and turning research into revenue.

View the Work Get in Touch
$0K
Annual savings from platform consolidation, Liberty Mutual
0+
Years directing brand and UX strategy at scale
$0K
Annual savings from research-driven vision, Bank of America
0+
Direct reports across design and creative teams
My Story

From art direction to service and experience design leadership

I started in brand and art direction: key art for Nickelodeon and Spike TV, national campaigns for Comcast, healthcare storytelling for Ogilvy CommonHealth. That craft foundation is still what shapes every system I build today: clarity, emotional connection, and a bias toward making complex things feel simple.

Over the last decade that craft scaled into leadership, directing global teams, owning research and strategy for Fortune 100 platforms, and sitting in the room where executive decisions get made. I don't just design experiences; I build the teams, systems, and evidence that make good design decisions repeatable.

Liberty Mutual
AT&T
Bank of America
Andela
Avlino
Ogilvy CommonHealth
Nickelodeon
Spike TV
Comcast
Same Hat, Different Hands

Leading as both a design leader and an individual contributor In the weeds or above them, whichever the moment calls for

$0M
Series D raised following brand and design system refresh
$50K – $250K
Annual budget owned across design & delivery across companies
0
Companies where I've held a management role, leading design teams and strategy

Facilitated executive-level alignment workshops with C-suite, Marketing, and Engineering VP leaders, orchestrated cross-functional leadership across product, engineering, and business, and directed global and local creative teams across 4 markets and 16 people.

Career Timeline

A decade of scaling scope

Before the Design Work

The Design Principles

Before I start solving anything, I write down what we're optimizing for and why, then bring the teams together for a quick session to define it together. A shared set of principles keeps every cross-collaboration moment focused on the same problem, so tradeoffs get decided by what we value, not by whoever argues loudest.

Reduce Support Dependency

New users complete requests without calling anyone.

Eliminate Workarounds

If users need side notes, the system has failed.

Surface Critical Information Early

Users should know what matters before operations are impacted.

Selected Work

Case studies in measurable impact

Capabilities

Leadership craft,
backed by tools

Where Craft Meets Tools

UX Strategy & Vision

I run the workshop in Miro, then move the strategy and roadmap into Notion so it has a permanent home.

AI Experience Design

I design the surface in Figma and use Claude/ChatGPT to test conversational logic, edge cases, and copy tone.

Design Operations & Scalable Systems

I build the components in Figma and document usage guidelines in Zeroheight so the whole org can self serve.

Leadership & Stakeholder Management

I record a walkthrough in Loom and drop it right into the written spec, so stakeholders get both formats at once.

Research & Insights

I run everything through Maze for a steady stream of usability findings, with Dovetail as my single insights archive.

A/B testing & surveys Adobe Creative Suite AI-integrated design Budget & resource planning Business impact / ROI metrics Claude/ChatGPT Confluence Cross-functional team management Design & team scaling Design maturity assessment Design systems Direct engineering collaboration Dovetail Figma Hotjar Information architecture Jira Loom Lucid Maze Microsoft 365 Miro Mural Notion Performance management Service blueprinting Sketch Stakeholder management Userbrain UserZoom UX strategy Vendor management Wireframing & high-fidelity mockups Workshop facilitation Zeroheight
Education

Foundation.

Bachelor of Fine Arts & Communications

New York Institute of Technology

Certification, UX Strategy & Design

General Assembly

Let's Talk

Ready to lead
the next chapter

rashetda@gmail.com rdotcambridge.com LinkedIn