Brand + Product Experience Executive | AI Product Strategy • Enterprise SaaS | Design Leadership + Growth Catalyst
Babel Street
Media
Product Design / Case Study Babel Street
Babel Street
Hired back to manage the evolution of Babel Street’s flagship OSINT product — taking over from an outsourced team and leading a full redesign, new design system, and growing team of designers.
Role
Director of UX, managing a team of 4 designers
Partner
Outside consulting firm Frog
Deliverable
Design system & product redesign
Recognition
#1 in UX out of 30 apps in a government vetting assessment
About This Project
After years of working on their original platform, I was hired back to manage the evolution of Babel Street’s flagship product, taking over from an outsourced team — resulting in the redesign and development of an entirely new product solution. I’d previously designed two flagship products that were acquired by Babel Street in 2020, then worked on the design of their product Insights, bringing in a design system and designing new features.
Note: screens shown here are limited due to the confidentiality of the product, but will be available during interview.
Objective
Raise the caliber of user experience beyond the original MVP solution. Use user feedback and product strategy to inform continuous improvements to the design of the app, implement Figma organizationally, and create and maintain a design system.
Solution
The product continues to evolve and is routinely selected as an open-source intelligence solution for organizations and government agencies around the world. Work spanned a complex map solution, supply chain risk analysis, boolean-based document, business, and people search, investigation management, and an agentic AI notebook-type experience — and my team’s design prototype was instrumental in closing a $600M enterprise contract.
Leadership
I’ve built and led distributed design organizations across time zones, with career ladders, embedded research practices, and AI-aware workflows using Claude and Figma MCP. Throughout my career, I’ve been a persistent, evidence-driven advocate for users at the CPO level.
The Work
01
Established a design system in Figma for the complete redesign of the primary Babel Street product with outside consulting firm Frog, then led the complex boolean search redesign along with graph, map, and risk-analysis features.
02
Worked closely with a team of developers within sprint cycles, using sitemaps, experience maps, and user flows to inform the experience, while managing a team of 4 designers supporting numerous dev teams and products.
03
Designed agentic workflows and led the strategic integration of AI into the product, with ongoing user research to inform product direction, get design feedback, and improve the experience.
Learn more
See the product at babelstreet.com.