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 pushed priorities into the 2026 roadmap commitments.
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.
–Nirav Patel, Senior Director, Innovation – Hootsuite
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Enterprise teams demanded a simpler, more trustworthy way to access social data without losing context. I led the end-to-end design across platform areas to meet the user where they're at, in the platforms where they operated day-to-day.
The business needed to expand into new ICP customer segments and accelerate enterprise adoption in order to thrive. I was brought in to this ambiguous problem space to define the end-to-end experience; facilitate alignment across four product areas; create standards for third-party integrations and scope the smallest possible UX with the largest impact.
My strategy was to reduce ambiguity early by aligning on the right persona, creating a shared cross-platform IA, and defining a repeatable UX foundation for future integrations. To accomplish this, I…
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Before
After
This work became the template for how Hootsuite evaluates, scopes, and ships third-party integrations.
$200k
x2
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