8+
Startups taken from 0→1 as founding or sole designer
Lead Product Designer turning ideas into thoughtful solutions and products.
§ 01 Case Studies
Here's what I've been building
Custom EHR
Designing a New Healthcare Model
Created the EHR and operational workflows that brought a new care delivery model to life.
AI Translation Platform
Preserving Meaning Across Forgotten Languages
Redesigned a platform that used AI to translate biblical meaning across rare and disappearing languages.
$35M Sales Potential
Making Property Listings More Competitive
Designed AI-powered workflows that generated listing insights and recommendations to help agents sell properties faster.
7.5% Sales Growth
Modernizing the Collector Car Marketplace
Redesigned the buying, selling, and consignment experience for collectors and enthusiasts.
0 → 1 Marketplace
Connecting Pet Owners with Available Groomers
Built a dual-sided marketplace that matched pet owners with nearby groomers who had open appointments.
Product Architecture
Building a Complex Operational CRM
Created the product architecture for a complete operational CRM that integrated with an existing land intelligence platform.
§ 02 Impact
Numbers I'm proud of
95 → 5%
Onboarding drop-off reduced from 95% to 5% at Brightflow
40%
Efficiency gain for customer-service reps with a five-case workflow at Cencora
55%
Less design time on a custom AI-built CRM at Land Insights: 6 months planned, delivered in under 12 weeks
60%
Less documentation time with an AI clinical assistant for AvodahMed
12x
Designers & devs led at Digital River
§ 03 Experience
Where I've spent the last 20 years
Feb 2025 – present
Senior Product Designer · Cencora
+ Expand
- Owned the end-to-end product experience across four enterprise applications spanning customer service, sales, logistics, and customer self-service.
- Improved customer service portal usability by 35% by introducing multi-account workflows that enabled representatives to support five customers simultaneously.
- Led product design for features integrating an acquired logistics platform into the Cencora ecosystem.
- Aligned business, product, and design priorities through weekly product reviews, enabling faster product decisions.
- Partnered with business analysts and engineering through implementation, conducting design reviews and ensuring delivered experiences matched product intent.
- Enhanced an application-level design system, improving consistency and accelerating feature delivery.
- Integrated AI into discovery, concept exploration, and rapid prototyping, enabling faster product iteration and product decisions.
Jan 2012 – present
Fractional Lead Product Designer · Selected Clients & Projects
+ Expand
- Led product design across startup and enterprise engagements, combining enterprise systems thinking with startup execution speed to define product architecture and engineering-ready user experiences.
- Translated early-stage product ideas into engineering-ready product architecture, workflows, and user experiences.
- Defined the operational architecture for a custom EHR platform, translating complex healthcare operations into configurable multi-role experiences.
- Led product design as the founding designer for a 0→1 pet services marketplace, creating customer, groomer, and administrative experiences across mobile, tablet, and desktop platforms.
- Led product design and architecture for strategic enhancements to a land management platform supporting $35M in projected user sales, unifying multiple applications into a single operational experience.
- Led product design and architecture for a configurable operational CRM platform, building a working product prototype with Claude Code to validate product architecture, workflows, and interactions before engineering handoff, reducing an estimated six-month design effort to under 12 weeks.
Oct 2023 – Aug 2024
Senior Product Designer · Avodah (Startup · 2nd design hire)
+ Expand
- Owned end-to-end product design across Avodah's healthcare and collaborative translation platforms, partnering with Product and Engineering to deliver two enterprise SaaS products from discovery through delivery.
- Partnered with the Product Owner to define product strategy for a collaborative translation platform, designing administrator and contributor experiences for AI-assisted translation workflows.
- Led discovery with billing coordinators and board members to understand clinical workflows, designing a billing code tracking experience that reduced provider documentation time and improved billing accuracy.
- Expanded two Figma design systems with reusable components, interaction patterns, and documentation, improving consistency across both products.
Jun 2021 – Sep 2023
Senior Product Designer · Brightflow AI (Startup · Founding Designer)
+ Expand
- Founding product designer for a 0→1 FinTech AI SaaS platform, partnering with Product to define product strategy and roadmap priorities through rapid iteration and continuous customer feedback.
- Designed data-driven product experiences with KPI dashboards, forecasting, goal tracking, and business health scoring for SMB customers.
- Created customer archetypes that helped the team understand target customers, design experiences around their needs, and make more informed design and product decisions.
- Led customer interviews, usability testing, surveys, and exploratory research, translating customer insights into product strategy, roadmap priorities, and feature definition.
- Partnered with Product to prioritize roadmap initiatives using customer insights, business goals, and RICE scoring in Productboard.
- Established a scalable design system using MUI as the foundation, creating reusable components that improved delivery speed by approximately 40%.
May 2018 – May 2021
User Experience Designer · Ameriprise Financial
+ Expand
- Designed advisor workflows for a large-scale enterprise financial platform, simplifying complex investment and client management experiences.
- Led discovery with financial advisors and business stakeholders to identify workflow inefficiencies and improve operational efficiency by approximately 30%.
- Defined information architecture and interaction patterns that streamlined advisor decision-making across internal tools.
- Contributed to the enterprise design system, creating reusable components and patterns that supported consistency across products.
Jun 2013 – Aug 2015
User Experience Visual Designer · US Bank
+ Expand
- Defined the experience strategy and visual direction for U.S. Bank's new online banking platform, shaping customer experiences across core banking workflows.
- Created a comprehensive mortgage customer journey map that guided lending strategy and customer experience decisions, becoming a department-wide artifact used to identify pain points and opportunities across the end-to-end mortgage process.
- Designed A/B testing experiences to validate customer interactions, optimize key banking workflows, and support data-informed design decisions.
- Facilitated discovery workshops with mortgage specialists to simplify lending workflows and reduce friction throughout the mortgage application process.
Jul 2006 – Jun 2012
Senior Creative Manager · Digital River (12+ creative direct reports)
+ Expand
- Built and led the global marketing design organization, hiring, mentoring, and managing a cross-functional team of up to 12 internal and external designers and developers while providing creative direction across all digital design initiatives.
- Established operational workflows for project estimation, prioritization, resource planning, and delivery, improving team productivity by approximately 40%.
- Directed UX and visual design for global eCommerce shopping cart experiences, landing pages, email campaigns, and A/B testing initiatives, ensuring high-quality execution across multiple enterprise clients.
- Managed day-to-day design operations, balancing team workloads, reviewing deliverables, mentoring designers, and maintaining quality across concurrent projects.
§ 04 About
Why work with me?
I believe the best solutions come from understanding the ideas, the problems, the goals, and the business. Here's where I add the most value.
- I lead with empathy. Not only for customers and users, but for everyone I interact with. I believe in empowering others, building meaningful relationships, and creating genuine connections.
- I make complicated things simple. A vision, a few rough ideas, customer feedback, research, product metrics, complex requirements, or no requirements at all; I enjoy organizing it all into a clear plan and designing intuitive solutions that give engineering a clear direction to build.
- I bring over 20 years of product design experience. That experience has given me strong pattern recognition: the ability to connect dots quickly, anticipate challenges before they happen, and make informed decisions efficiently.
- I bridge startups and enterprise. I've architected and designed products from the ground up for early-stage startups, helping founders turn ideas into scalable SaaS products. I've also led end-to-end product initiatives within mature enterprise organizations serving complex business operations. That combination allows me to move quickly without sacrificing structure, bringing startup speed, enterprise rigor, and systems thinking to every product I design.
- I accelerate decision-making. I rapidly explore possibilities, evaluate options, and identify tradeoffs to make better product decisions faster. The result is greater clarity, stronger alignment, and continued momentum.
- I define products before they're built. I partner with customers, stakeholders, engineering, and executive leadership from discovery through launch, leading research, concept exploration, rapid prototyping, production-ready design, developer handoff, post-launch analytics, and roadmap planning.
- I thrive in complexity. I'm most effective designing data-intensive SaaS platforms with complex workflows, multi-role permissions, configurable systems, dashboards, reporting, and enterprise operations. My experience spans healthcare, financial services, AI, CRM, EHR, logistics, and marketplaces.
§ 05 Connect
Let's work together.
Whether it's a new project, an open role, a quick question, or just a hello, I'd love to hear from you.
Or email me directly at brehm.kelly@gmail.com.