Integrate

integrate | 2018 - 2020

systems established

roles

Achievements & Impact

Thought leadership

Presented at PHXDW 2019 on Design Systems for SaaS Products, discussing collaboration between PD&E at Integrate

Product vision

Led dashboard redesign and reporting initiatives, uniting disconnected product lines collaborating with executive leadership on product vision

Exponential growth

Promoted to product designer for leading cross-functional initiative to rearchitect design & front-end tech stack across 3 companies while delivering product initiative results

Tech stack transformation

Led front-end migration effort from Angular v1 to React-Ts, implementing Storybook UI for scalable component library foundation

press

Integrate acquires a London event lead capture company for $34 million

Integrate Acquires ListenLoop, Combines Programmatic ABM & Demand Gen In New Solution

highlights

2019

Integrate

Dashboard vision

A transformative analytics integration strategy that reduced time-to-market from 2 years to 3 months through strategic partnerships, enabling unified dashboard capabilities across 3 product lines.

Results

Accelerated Development: Reduced projected development timeline from 1-2 years of build time to immediate implementation through partnership with Sisense
Unified Experience: Unified analytics across multiple acquired products, standardized visuals, immediate market competitiveness
Customer Engagement: Successfully engaged 10 beta testers and conducted 30+ customer interviews

Backdrop

The Martech industry has experienced significant consolidation, particularly through major players acquiring analytics companies.

This trend has elevated analytics from a competitive advantage to a fundamental requirement for market participation.

Our situation was complicated by having multiple acquired products, each with their own distinct analytics implementations - different visual designs, languages, and technical architectures.

This fragmentation created a disjointed user experience and made it difficult to maintain consistent analytics capabilities across our product portfolio.

Additionally, the varying technical stacks increased maintenance complexity and slowed our ability to implement unified improvements.
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Challenges

Market Urgency: Time-critical need to modernize analytics capabilities across product portfolio to maintain market competitiveness
Technical Integration: Complex technical challenge of integrating disparate analytics systems from multiple acquisitions, each with unique architectures and data models
Design Consistency: Need to harmonize varying visual designs and user experiences across products while maintaining existing functionality
Development Speed: Challenge of balancing rapid development with maintaining service quality for current customer
‍Resource Management: Resource allocation between immediate customer support needs and long-term strategic development goals

Execution

Deep Customer Understanding: Conducted comprehensive customer discovery solo through 30+ in-depth virtual interviews, gathering detailed insights on user needs and pain points
‍Iterative Design Excellence: Iteratively developed and refined lo-fidelity prototypes based on continuous user feedback, allowing for rapid design evolution
‍Relationship Building: Established strong direct relationships with customers by removing intermediaries, resulting in more honest and actionable feedback
‍Data-Driven Decision Making: Maintained detailed documentation of all customer interactions and feedback, enabling data-driven decision making throughout the process

Wins

Customer Engagement Success: Successfully identified and engaged 10 committed beta testers through strategic outreach and relationship building
‍Research Validation: Validated key product assumptions at scale through 30+ in-depth customer interviews and iterative prototype testing
‍Relationship Development: Established strong, direct customer relationships that led to candid feedback and ongoing participation in product development
‍Process Optimization: Implemented Clickup for streamlined project management, enabling efficient coordination of multiple stakeholders and parallel workflows
‍Time Management: Successfully balanced aggressive timelines with thorough discovery process through effective organizational systems

Learnings

Direct Customer Connection: Building direct relationships with customers leads to higher quality insights and more honest feedback compared to feedback filtered through account managers or other intermediaries
‍Research-First Mindset: Always validate core assumptions through user research before investing time in solving perceived problems - what seems like an issue may not actually matter to users
‍Process Optimization: Effective project management tools and internal systems are essential for coordinating complex initiatives, managing multiple stakeholders, and maintaining momentum

2019

Integrate

Design Systems for SaaS Products

At PHXDW 2019, we presented how Integrate implemented a modern component-based design system with Storybook UI to streamline workflows and speed up product delivery.

Results

Outstanding Reach: Delivered comprehensive design systems presentation to packed breakout session
Deep Impact: Generated 45-minute technical deep-dive Q&A session with engaged audience
Positive Reception: Garnered strong praise for real-world design system implementation insights

Backdrop

Phoenix Design Week (PHXDW) brought together designers from various disciplines, with UX/UI and digital product design being relatively new additions to the conference program.

This presentation aimed to demonstrate how Integrate implemented a modern component-based design system to streamline workflows and speed up product delivery.

With multiple moving parts and teams, there was a need to establish a cohesive system that would maintain consistency across applications while improving development efficiency.

The company's commitment to becoming a world-class product organization drove the initiative to create a comprehensive design system.
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Challenges

Communication Gaps: Addressing communication silos between teams that previously resulted in duplicated development efforts
Technical Debt: Reducing accumulated technical debt from inconsistent component implementations across teams
Product Growth: Technical inconsistencies and legacy code slowing down feature development and limiting ability to scale product offerings
Multiple Systems: Managing complex deployment pipelines with Webpack configuration, Jenkins integration, and environment management across development and production
Version Control: Establishing semantic versioning practices while coordinating releases and managing breaking changes across applications

Wins

Outstanding Reach: Delivered comprehensive design systems presentation to packed breakout session
Deep Impact: Generated 45-minute technical deep-dive Q&A session with engaged audience
Positive Reception: Garnered strong praise for real-world design system implementation insights

Learnings

Strategic Investment: Design system implementation demands substantial initial investment but pays long-term dividends
Executive Champion: Strong executive sponsorship and organizational alignment are essential for success
Brand Evolution: Positioning the design system as a core product with its own identity drives meaningful engagement and adoption‍
Scalable Structure: Organizational structure must evolve thoughtfully to maintain efficiency as teams grow‍
Unified Vision: Cross-functional collaboration and shared vision are fundamental to lasting impact

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