Hootsuite
As Senior Staff Designer, I framed the problem, aligned designers, product, and engineering from across the organization, and defined experience principles and future-state direction. Partnering with AI and Design Systems teams, I prototyped the North Star experience and successfully added short & long-term wins into the 2026 roadmap.
The work shaped the 2026 roadmap, unlocked three Q1 AI priorities, established Hootsuite’s first cohesive AI-ready experience architecture, reduced cross-team friction, and strengthened Design’s influence in executive planning.
–Julian Richards, Senior Director, Product Design & UX
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Through user research, our core user described Hootsuite as “powerful but disjointed." I needed to deliver a seamless, intelligent workflow that worked as one system, not a collection of tools & acquisitions.
I was brought in to create clarity on where the experience should evolve next, so the organization could unlock meaningful innovation and introduce AI responsibly across the product teams.
My strategy was to reduce ambiguity early by defining a shared experience architecture and framework that could scale across teams and support AI responsibly. To accomplish this, I…
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Before
After
This work shaped the 2026 multi-quarter roadmap, which was adopted across portfolios. Cross-portfolio communication significantly improved; and Design's role in executive decision-making and long term planning was clearly established.
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Jolie Godin © 2026