8+
Startups taken from 0→1 as founding or sole designer
Lead Product Designer specializing in Product Design, Strategy & Architecture | Complex Systems | Enterprise + Startup | AI Products
Email me brehm.kelly@gmail.com
Check out my LinkedIn
§ 01 — 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
§ 02 — Case Studies
What I worked on recently
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.
§ 03 — Experience
Where I've spent the last 20 years
Aug 2024 — present
Senior Product Designer · Cencora
+ Expand
- Owned the end-to-end product experience across four enterprise internal tools—including customer service, sales, logistics, and a new customer portal—simplifying complex operational workflows from discovery through delivery.
- Improved customer service portal usability by 35% by introducing multi-account workflows that enabled representatives to support five customers simultaneously.
- Led product design for core MVP features integrating a newly acquired logistics platform, creating intuitive experiences that balanced industry standards with innovation while maintaining consistency across Cencora applications.
- Led weekly product reviews with business and product partners, aligning evolving requirements, design direction, and priorities to drive informed product decisions.
- Partnered with business analysts and engineering after handoff, conducting design reviews, clarifying implementation details, and ensuring delivered experiences accurately reflected approved designs and the intended user experience.
- Established application-level design systems for enterprise internal tools, creating reusable components and interaction patterns that improved consistency while streamlining design and development.
- Leveraged AI throughout the design process to accelerate discovery, concept exploration, rapid prototyping, and insight synthesis, enabling faster iteration and more informed 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 transform complex ideas into scalable product architecture and user experiences.
- Translated early-stage product ideas into scalable product architecture, workflow models, and engineering-ready user experiences.
- Defined the operational architecture for a custom enterprise EHR platform, translating complex healthcare operations into an intuitive multi-role system supporting configurable permissions, workflows, partner clinics, reporting, analytics, and administrative management.
- Led product design as the founding designer for a 0→1 marketplace platform, transforming product vision into feature strategy, workflow architecture, and end-to-end user experiences from concept through launch.
- Defined the product architecture for a land management platform supporting $35M in projected user sales, establishing the operational workflows, interactive map experiences, AI-powered insights, and decision-making framework that became the foundation of the platform.
- Leveraged Claude Code to rapidly prototype a complex operational CRM platform, reducing an estimated six-month design effort to under 12 weeks while delivering configurable CRM settings, property listing management, communications, scheduling, contracts, AI-powered insights and summaries, and interconnected operational workflows.
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 distinct enterprise SaaS products from discovery through delivery.
- Partnered with the Product Owner to shape the product strategy for a collaborative translation platform, designing connected administrator and contributor experiences supporting translation project oversight, human translation, AI-assisted review, collaboration, and final approval.
- Led discovery with billing coordinators and board members to understand clinical workflows, designing a billing code tracking experience that streamlined billing code capture during patient appointments, reducing provider documentation time and improving billing accuracy.
- Expanded two Figma design systems by creating reusable components, interaction patterns, behaviors, presets, and documentation, improving consistency and scalability 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, roadmap priorities, and product direction through rapid iteration and continuous customer feedback.
- Designed data-driven product experiences integrating KPI dashboards, forecasting, goal tracking, and business health scoring to help SMB customers understand business performance, track progress toward goals, and make informed business decisions.
- Created product archetypes that guided product strategy, feature prioritization, and customer experience decisions, providing a foundation for product direction across the platform.
- Led customer interviews, surveys, usability sessions, and exploratory research methods, translating customer insights into product strategy, roadmap priorities, feature definition, and product decisions, while establishing a continuous customer feedback program to support ongoing discovery.
- Partnered with Product to prioritize roadmap initiatives by balancing customer insights, business goals, and product value, using RICE scoring in Productboard to support prioritization decisions.
- Recommended and established a scalable design system using MUI as the foundation, introducing reusable components, interaction patterns, and documentation 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
I like to make complicated things simple.
I specialize in leading product design for digital SaaS products, combining design, product strategy, and product architecture to define how software works before it's built. I partner with customers, stakeholders, and executive leadership to shape product direction and represent design throughout the process, leading discovery, research, concept exploration, rapid prototyping, production-ready, high-fidelity design, developer handoff, post-launch analytics, and roadmap planning.
My experience includes healthcare, financial services, eCommerce, AI, internal tools, CRM, EHR, logistics, and marketplace platforms, with expertise in multi-role permissions, configurable settings, end-to-end workflows, dashboards, reporting and analytics, data-intensive applications, and enterprise software.
§ 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.