8+
Startups taken from 0→1 as founding or sole designer
Lead AI-Assisted Product Designer turning ideas into thoughtful solutions and products.
Give me the problem and the goal. I'll architect the solution, design the experience, and bring it to life as a functional product. Experienced in both AI-native and traditional digital products. Learn faster. Make better decisions. Keep momentum. See what I've been building ↓
§ 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. That combination allows me to move quickly with startup speed, enterprise rigor, and systems thinking.
- 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 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.