Enterprise Design Transformation

Rightway's B2B2C product roadmap was driven by hunches and B2B clients, with minimal user (member) research, no real product strategy, and the role of design reduced to pixels. I was hired by the CPO to transform Rightway into a product-driven and human-centered company.

• 01Insufficient understanding of members' Jobs To Be Done
• 02No real product strategy - opportunistic approach
• 03Mobile and browser apps not updated in 4 years
• 04NPS declining
• 05Low member activation and engagement

I established a formal product triad model (Product, Design, Engineering), embedding user and market research into evidence-driven decision-making. I aligned teams around a consistent product development process, in-app analytics, and elevated Design as a driver of innovation - shaping product strategy and formalizing it through product roadmaps.

• 01Introduced rapid prototyping with Lovable, Figma Make, and Claude Code, enabling early feedback, higher-quality PRDs, and less rework
• 02Evolved the design system into a full component library; led an accessibility overhaul that made the product usable by blind users for the first time (WCAG 2.1 AA)
• 03Among the first to apply generative AI to product work, co-organizing hackathons that sparked company-wide adoption

A robust, design-informed product organization with a culture of member research and continuous collaboration across product triads - focusing not on timelines but on solving real member problems, with AI and innovation embedded as standard practice.