Hi, I’m a UX leader with 19 years of design experience and 8+ years leading teams to deliver measurable business and user-centered results.
I guide high-performing design teams, introduce scalable UX practices, and align stakeholders around a clear product vision.
Key Outcomes:
• NPS lifted to 89 and CSAT to 83
• 700+ net new installs following UX overhaul
• Executive buy-in through UX vision and visual storytelling
• 92% Accessibility Score (WCAG 2.2 AA)
Leading Innovation
in B2B & B2C
I've designed for...
Credentials and Training
License 1010285
UX Management Specialty
• Winning Leadership
• Leading Effective Change
Design Thinking Course
Design Experience
Skills Matrix
Deal Closed
after UX Overhaul
Promoter
Leadership NPS Score
Usability Score
Ordering App MVP
Leadership & Strategy
I understand the complexity of aligning UX strategy with business metrics
Helping product teams turn user insights into measurable outcomes
Leadership Approach
- Coach and scale design team while driving UX maturity in legacy enterprise environments
- Influence product roadmaps and cross-functional decisions with 6 product teams and 11 stakeholders
- Balance rapid delivery constraints with long-term vision for improved sales, NPS, and system usability
Frameworks and Methodologies
Design Thinking
Drove iterative concept testing, analytics loops, and measurable UX improvements
Value Stream Mapping
Exposed bottlenecks and streamlined handoffs across 6 teams
RACI & WBS
Clarified ownership with 11 stakeholders; accelerated decisions and scaled design-ops without headcount
UX Vision
Transforming fragmented products to seamless customer success
Challenge
- 8 disparate hospitality products creating customer confusion and limiting enterprise upsell potential
- Fragmented user experience limiting upsell potential across NA and APAC regions
- Sales team unable to present coherent product vision to enterprise prospects
Leadership Role
- Led 6-month cross-product UX vision initiative with 3 PM directors across enterprise portfolio
- Managed 3 designers and influenced 11 executives spanning Product, Sales, Sales Engineering, Support and Engineering
- Secured executive mandate from VP of Product to unify hospitality suite experience
Actions
- Designed unified customer journey story connecting 8 products
- Applied Value Stream Mapping to identify integration opportunities
- Led executive alignment sessions on unified product strategy
- Established cross-team governance using RACI framework
Outcome
- 28% improvement in enterprise upsell conversion across in NA and APAC markets
- Enabled $1.5M deal through unified experience
- Executives cite UX as competitive differentiator in enterprise sales calls
Design Ops
Empowering UX Designers to bring effective transformation to products and process
Challenge
- 10-product hospitality suite operating at low UX maturity levels
- 80% of products stuck at Emergent stage (functional but inefficient)
Leadership Role
- Led systematic UX maturity assessment and elevation across entire product portfolio
- Applied structured frameworks to move products through maturity stages
Actions
- Conducted UX maturity audits using standardized assessment framework
- Implemented stage-appropriate interventions (process, tools, training)
- Established governance to sustain maturity improvements
UX Maturity Growth
UX Maturity
100%
Improvement
17pts → 34pts
3 Products reached
User-Driven Stage
(optimal UX culture)
Testimonials
Vision-Setting
“One of Geoff’s most significant contributions was the development of a long-term UX vision that interconnected our suite of hospitality solutions… significantly enhanced the user experience across all our products, creating a cohesive and intuitive journey for our users.”
– Director of Product Management
Stakeholder Influence
“He discovered product overlaps, resulting in proposal to consolidate development and omnichannel UX design and gained buy-in from stakeholders in product and development.”
– Director of Product Management
UX Maturity
“It’s inspiring to see how he effectively and persistently educates the executives and cross-functional teams to grow UX maturity.”
– Senior UX Designer
Leadership Style
“While Geoff has matured into an experienced leader, he is not afraid to roll up his sleeves, get involved directly with customers, engineers, stakeholders or other teams to address conflicts or move a project along.”
– Director, Software Development
Design Excellence
“The real beauty in his UX vision is how imaginative yet intuitive it is.”
– Product Development Leader
Team Development
“He consistently mentors us designers to navigate through technical and political roadblocks.”
– Senior UX Designer
