Global Architecture
Established direction across products, teams, and customer journeys.
PRINCIPAL UX ARCHITECTURE
State Farm
Leading global experience architecture across complex products and critical customer journeys.
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Role
Principal UX Architect
Team
Cross-functional teams across product, design, engineering, research, and global business units.
Duration
Enterprise Engagement
Industry
Insurance & Financial Services
Ownership
- Product Strategy
- Systems Thinking
- UX Architecture
- Executive Partnership
- Customer Experience
- Experience Direction
Executive Partners
- Directors
- Vice Presidents
- Product Leaders
- Design Leadership
- Engineering
Business Outcome
Clarified complex enterprise systems and established scalable experience direction across My Accounts, Claims, and critical customer journeys.
Enterprise experience architecture at the intersection of systems and human need.
As a Principal UX Architect, I was brought into strategic initiatives that required alignment across products, platforms, customer journeys, business units, and global teams. I partnered with directors, vice presidents, product leaders, designers, engineers, and researchers to clarify complex systems and establish scalable experience direction.
The Leadership Mandate
My role extended beyond the delivery of individual interfaces. I was trusted with high-priority initiatives where teams needed greater clarity across customer needs, business requirements, platform architecture, and product direction.
I helped create the connective tissue between strategic intent and product execution—mapping complex ecosystems, aligning teams, defining scalable frameworks, and translating broad organizational goals into actionable customer experiences.
Architecture Before Interface
State Farm's digital ecosystem served customers across numerous products, accounts, service journeys, and internal business teams. The challenge was not simply to improve isolated screens. It was to create structures that helped products behave like one connected experience.
Executive Partnership
Worked directly with directors and vice presidents on strategic initiatives.
Cross-Functional Alignment
Connected product, design, engineering, research, content, and business priorities.
Scalable Systems
Created frameworks and architecture that could extend beyond one project.
Product Influence
Helped shape what teams built, not only how interfaces looked.
My Accounts Platform
Creating a Connected Customer Account Ecosystem
The My Accounts work required a scalable model for organizing customer relationships across products, services, profiles, and account activity. I led architecture and product-definition efforts that helped clarify how customers would move through the ecosystem and how teams could build against a shared framework.
- Product hubs
- Account relationships
- Navigation architecture
- Information hierarchy
- Content organization
- Ecosystem mapping
- Global patterns
- Cross-product consistency
- Strategic recommendations
- Platform scalability
Mapping the Ecosystem
Before defining individual screens, I mapped the relationships among users, products, accounts, services, and platform entry points. This helped teams see the broader system and make decisions that supported both immediate requirements and future growth.
From Framework to Product Experience
The architecture was translated into product hubs, navigation systems, account structures, and interface patterns that made complex information easier for customers to understand and easier for product teams to scale.
Claims Experience
Simplifying the First Step of a High-Stress Journey
Filing a claim often begins during a moment of confusion, anxiety, or urgency. The landing experience needed to quickly help customers identify their situation, understand what information they needed, and take the correct next step.
The work combined customer insight, experience strategy, content clarity, responsive design, and service navigation to make the journey feel more approachable and actionable.
Clarity
Help customers understand where to begin.
Confidence
Use direct language and clear choices to reduce uncertainty.
Guidance
Organize the experience around customer situations rather than internal structures.
Accessibility
Ensure the journey worked across devices and customer needs.
Action
Make the next step obvious without overwhelming the customer.
Connecting Human Needs to Enterprise Requirements
Enterprise products succeed when customer needs, business goals, technical constraints, and organizational realities are considered together. Across both initiatives, I translated broad and sometimes competing inputs into clear frameworks that teams could understand, discuss, and execute.
Start With the Customer
Frame the problem around customer intent and context.
Make the System Visible
Map relationships before committing to screens.
Align Before Execution
Create shared understanding across leadership and delivery teams.
Design for Scale
Build patterns that can extend across products and journeys.
Trusted Beyond the Boundaries of UX
Directors and vice presidents regularly brought me into high-priority work because of my ability to connect customer experience, business needs, product architecture, and strategic direction.
My influence expanded beyond traditional UX responsibilities, and I was ultimately invited to join the product management organization—recognition that the work I was leading was helping shape product direction, not simply interface execution.
How I Led
Strategic Facilitation
Created clarity across complex stakeholder groups and competing priorities.
Architecture Leadership
Established systems, frameworks, and direction that supported multiple teams.
Executive Communication
Presented concepts and recommendations in ways that helped leadership make decisions.
Cross-Functional Collaboration
Partnered across product, engineering, design, research, content, and business teams.
Mentorship
Helped designers and partners understand the broader product and customer ecosystem.
Enterprise Scale Without Losing the Human Experience
The State Farm work demonstrates my ability to operate at two levels simultaneously: shaping large-scale systems and ensuring that the resulting customer experience remains clear, useful, and human.
Enterprise Leadership
Influenced complex initiatives across products, teams, and senior stakeholders.
Systems Thinking
Made hidden relationships visible through architecture, mapping, and shared frameworks.
Customer-Centered Strategy
Grounded product direction in real customer needs and moments of vulnerability.
Product Readiness
Operated with a level of strategic ownership that led to an invitation to join product management.
Design Leadership Is the Ability to Create Clarity
My time at State Farm reinforced that the most valuable design leaders do more than produce solutions. They help organizations understand the problem, see the complete system, align around a direction, and move forward with confidence.
That experience became foundational to how I later approached streaming products, education technology, sports platforms, interactive entertainment, and original intellectual property.
Continue exploring
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