Hands-on Lead · Omnichannel (Web + IVR)
Systems design, information architecture, accessibility
Reconnection was a critical customer journey—but before this work, it required live agent support. This project introduced the first self-service reconnection experience, designed to operate consistently across web and IVR while aligning with complex operational constraints.
I led the design of the first self-service reconnection experience as a senior individual contributor, working across web, IVR, and operational systems to define a cohesive, scalable solution.
My role
I served as the senior individual contributor responsible for defining and designing the end-to-end reconnection experience across channels.
My role spanned strategy, systems thinking, and detailed execution—translating complex business rules and operational constraints into clear, accessible customer journeys.
Defined the end-to-end reconnection journey (web + IVR)
Established shared decision logic across channels
Designed accessible self-service flows
Validated feasibility with engineering and operations
Constraints
Regulatory requirements, safety protocols, and operational dependencies across multiple utilities.
Because this was a net-new self-service capability, the design strategy focused on creating a system that could scale safely—balancing customer clarity, operational trust, and strict business rules across channels.
System Clarity
Complex rules and dependencies were abstracted into clear, step-by-step flows without exposing internal complexity.
Channel-Agnostic Design
Reconnection logic was defined once and shared across web and IVR to ensure consistent eligibility decisions and outcomes.
Clarity Under Stress
The experience was designed for moments of urgency and anxiety, prioritizing accessibility and reduced cognitive load.
I designed separate but aligned process flows for web and IVR to ensure eligibility logic, decision points, and outcomes remained consistent across channels.
The visuals below highlight key decision clusters shared across both experiences.
Eligibility logic
Financial assistance paths
3. Safety and Confirmation Logic
This project introduced the first self-service reconnection experience for utility customers — providing a clear, predictable path through a high-stress moment that had previously required live agent support.
Rather than optimizing for a single interface, the work focused on system-level clarity—ensuring that automation could scale safely without sacrificing trust, accessibility, or operational confidence.
The final self-service experience translated complex, rule-driven logic into a clear, reassuring flow for customers.
Impact at a Glance
Reflection
Designing for moments of vulnerability requires thinking beyond screens. This work reinforced the importance of — so clarity and compassion can scale together, even in complex, high-risk environments.