Tiago Estrada

Designing for Impact in AI-Driven Platforms 

As a product design leader with 20+ years of experience, I help global organizations build high-performing digital ecosystems by blending human-centered design, AI innovation, and data-driven insights. My approach consistently accelerates product velocity and user adoption through continuous discovery, agile prototyping, and strategic alignment with business goals. 

From enterprise platforms to GenAI tools and PropTech onboarding, my work aims to improve lives and experiences at scale — from 740 Citibank branches to 22,000 employees at Kenvue, or millions of users on Caesars’ gaming apps. 

HOW I LEAD

Product Strategy 
I turn user insights into business impact through data-driven product decisions.  By combining agile UX research with tools like FullStory, Tableau, and HotJar, I map opportunity areas that connect user intent to measurable business outcomes. I champion "continuous onboarding" and real-time listening loops — activating micro-moments that build user trust and retention. 

Example: Redesigned Caesars Welcome Offer and onboarding flows, reducing abandonment by 11% through user testing and visual taxonomy improvements.

 

COMMUNICATION

I translate complex systems into shared visions through live co-design, service blueprints, and interactive prototypes. From sketching ideation sessions with engineers to C-level alignment, I foster clarity across all stakeholders. 

Impact: Led Kenvue's GenAI-powered HR platform for 22k global employees, bridging business language with design sprints to launch SMART goal generation in just 4 months.  

LEADERSHIP

I build teams that lead with curiosity, humility, and execution. I mentor designers to develop their own critical design skills and make informed decisions, scaling multi-disciplinary teams (20+ designers) across healthcare, fintech, hospitality, retail, and government. 

At Infor, I drove revenue growth through cross-vertical team leadership and designer development programs. Pictured here is the team that created the AI assistant demo we showcased for the Brooklyn Nets during a half-court setup at Inforum at the Javits Center in NYC.

DESIGN EXCELLENCE

Design excellence starts with listening to users, data, and teams. I bring deep expertise in information architecture, accessibility, scalable systems design, and AI-enhanced UX for enterprise tools and onboarding flows. 

Impact: Built custom navigation for Kenvue's R&D teams and refined data portals that drove a 255% search increase through clear, scalable solutions.   

SELECT WORK

CAESARS

Caesars Entertainment – Redesigning Onboarding to Drive User Activation 

As Senior Product Designer on Caesars’ Growth team, I led a redesign of the onboarding experience across four major gaming apps—Caesars Sportsbook, Caesars Palace Casino, Horseshoe Casino, and William Hill Sportsbook. Using FullStory, Tableau, and empathy mapping, I uncovered a 30% drop-off due to user confusion around the welcome rules and offer redemption process. 

The Problem: Banner Blindness

My research revealed that the existing welcome banner suffered from banner blindness—a phenomenon documented by Nielsen Norman Group where users ignore banner-like information due to similarity with marketing content. Users were confusing our welcome offer banner with the same style of promotional banners found throughout the app landing page, causing them to overlook critical onboarding instructions. 

The Solution: Visual Hierarchy & System Integration

I designed a new welcome offer banner with distinct visual treatment and helped establish new color tokens within the Caesars Design System, specifically for onboarding communications (distinct from internal system alerts and marketing promotions). This included creating contrasting color tokens and other Caesars brand tokens that would differentiate functional UI from promotional content. 

I introduced a comprehensive visual taxonomy to the entire user journey onboarding flow, contextual welcome banners, and a redesigned communication system that leveraged these new design tokens. Testing via UserTesting confirmed that users wanted to know more about the offer, guidance, and reassurance at key anxiety points—especially when entering personal data. 

Results & Impact 

  • 11% reduction in abandonment in Caesars SportsBook App and Casino Place App’s 

  • Elevated stakeholder confidence through data-driven design decisions 

  • Created a scalable onboarding framework deployed across multiple Caesars brands 

  • Established new design system standards for functional vs. promotional content differentiation 

KENVUE

Kenvue – Designing AI-Powered Tools for Global HR and Enterprise Data Access 

At Kenvue (formerly Johnson & Johnson's Consumer Health division), I led design direction for two mission-critical platforms supporting over 22,000 global employees: a Generative AI-based Goal Setting Assistant for HR performance reviews and a redesigned ProductVue enterprise data portal used by R&D, marketing, and sales teams across multiple regions.  

For the AI-powered HR tool, I partnered with a multidisciplinary team to prototype and launch a live web app that uses structured prompts and OKR alignment to help employees create SMART goals. This reduced friction in Workday reviews, increased adoption across regions, and strengthened team alignment around corporate objectives. My role involved rapid iteration cycles, stakeholder alignment, and translating non-designer input into actionable interface patterns.

The Problem: Quarterly performance reviews through Workday were creating friction for employees struggling to articulate performance goals aligned with company OKRs. The manual goal-setting process was time-consuming and often resulted in misaligned objectives across teams and departments.

 

The AI-Powered HR Challenge 

Approach: Leading a team of 20+, I partnered with cross-functional stakeholders including Head of AI, Head of Data Excellence, and HR Digital Experience leadership to prototype and launch a live web app in just 4 months. The tool uses structured prompts and OKR alignment to guide employees through SMART goal creation. 

Design Leadership: My role involved translating complex business requirements from non-design stakeholders into actionable interface patterns. I created iterative mockups weekly, facilitated alignment across technical and business teams, and developed comprehensive documentation for developers implementing the AI-powered features. 

Key Features: 

  • Interactive OKR browsing with priority selection 

  • Follow-up question flows that generate personalized SMART goals 

  • Seamless integration workflow with existing Workday portal 

  • Structured prompts that ensure company objective alignment 

Enterprise Data Platform Redesign 

The Challenge: ProductVue, Kenvue's internal product data portal, needed a complete redesign to reflect the new brand identity while improving usability for global teams accessing complex product and ingredient data. 

Strategic Design Decisions: 

  • Reusable Component System: I established tab navigation components that streamlined complex packaging information (primary, secondary, tertiary) and reduced scrolling. This component was subsequently adopted across 3 other R&D platforms. 

  • Enhanced Product Cards: After conducting user interviews, I redesigned the card system using accordion UI patterns to display critical information like product sub-segments, active/inactive status, and product codes for better scanning and comparison. 

  • Advanced Search UX: I broke down a complex multi-step search process into clear, manageable flows over 3 weeks of rapid iteration, working closely with the product manager to create effective microinteractions. 

Results & Impact 

Goal Setting Assistant: 

  • Successfully launched to 22,000 global employees 

  • Reduced friction in Workday review process 

  • Increased adoption across regions and strengthened team alignment with corporate objectives 

  • Eliminated ambiguity in goal-setting, creating more focused and productive work environments 

ProductVue Platform: 

  • 255% increase in search activity (January-October 2024) 

  • 165% increase in engagement time (January-October 2024) 

  • Launched to Customer & Marketing teams in North America and R&D teams in APAC regions 

  • Streamlined information sharing for sales teams and improved conversion rates into sustainability programs 

  • Reduced Help Center calls through clear Claims Data display 

Design System Impact: 

  • Created scalable tab navigation components adopted across multiple enterprise platforms 

  • Established new brand identity standards for internal tools during Kenvue's transition from J&J 

  • Built comprehensive design documentation that enabled efficient developer handoffs 

This dual-platform initiative demonstrates my ability to translate complex business goals into intuitive systems that drive global adoption and measurable performance improvements at enterprise scale

EASYKNOCK

Scaling Sales Through Better Onboarding & Sales Enablement

As Director of Product Design at PropTech startup EasyKnock, I led a comprehensive dual redesign of their customer onboarding flow and sales enablement platform to address critical conversion bottlenecks and operational inefficiencies that were limiting company growth.  

The Challenge: Success Creating New Problems 

Initial Success: I redesigned EasyKnock's customer onboarding UI with smarter question logic and motion-enhanced interactions, which dramatically increased the number of qualified leads entering the sales pipeline. 

The New Problem: This success created an unexpected bottleneck downstream. The sales team was overwhelmed by the influx of qualified leads, and their existing process relied on semi-manual workflows involving lengthy phone calls and ad-hoc follow-ups. The increased volume exposed inefficiencies that threatened to negate the onboarding improvements. 

Research-Driven Sales Enablement Strategy 

Deep Dive Analysis: I led comprehensive research to understand the sales pipeline dysfunction, including: 

  • Analysis of recorded sales calls using Gong software 

  • Creation of detailed personas for different agent profiles (associate, pro, soft-skill focused) 

  • Customer journey mapping across the entire sales process 

  • Identification of UI overload and cognitive friction points affecting agent performance 

Key Insights: My research revealed that agents were struggling with information overload during calls, lacked consistent processes for different lead types, and required significant ramp-up time to become effective. I shared these initial insights with internal marketing and sales departments to align on CX journey improvements and sales pipeline optimization strategies. 

The Sales Enablement Solution 

Tailored Agent Experience: I designed a comprehensive sales enablement tool that addressed the unique needs of different agent profiles: 

  • Step-by-step interface that guided agents through optimal conversation flows 

  • Smart alert logic that surfaced relevant information at the right moments 

  • Profile-specific dashboards optimized for associate, pro, and soft-skill focused agents 

  • Reduced cognitive load through progressive information disclosure 

Service Design Approach: Rather than just creating a new interface, I applied service design principles to map the entire sales operation, connecting customer experience touchpoints with internal sales processes to create a cohesive system. 

Validation & Testing 

I conducted extensive testing across all three agent tiers to validate the effectiveness of different interface patterns and workflow optimizations. This multi-tiered approach ensured the solution worked for agents at various skill levels and experience ranges.

Results & Impact 

Operational Efficiency: 

  • 50% reduction in average call time across all agent types 

  • Faster onboarding for new sales agents through guided workflows and reduced complexity 

  • Improved lead conversion by enabling agents to focus on relationship building rather than process management 

Systemic Improvements: 

  • Created scalable sales processes that could handle increased lead volume 

  • Established data-driven insights pipeline from Gong analysis to ongoing optimization 

  • Connected customer experience improvements with sales operations efficiency 

Business Impact: 

  • Transformed a bottleneck into a competitive advantage 

  • Enabled the company to capitalize on improved lead generation without operational breakdown 

  • Created a foundation for sustainable growth through better human performance scaling 

This project exemplifies my ability to connect customer experience, sales operations, and service design to deliver integrated solutions that address complex business challenges. Rather than treating frontend and backend processes separately, I created a holistic approach that optimized the entire customer-to-sales journey, resulting in measurable improvements to both customer experience and business performance. 

The redesigned tool cut average call time by nearly 50%, helped onboard new sales agents faster, and was validated through testing across three agent tiers. This work reflects my ability to connect CX, sales ops, and service design to deliver business-ready solutions that scale human performance. 

WORLDPAY

Product Strategy and UX Research for WorldPay (FIS), a Global Fintech Company. The new global Worldpay site resulted from extensive UX research, which helped inform the consolidation of nine global operating sites/sitemaps into one.

The WorldPay's Product Solutions matrix was a simple and elegant way to guide users through WorldPay's global payment channel complexity.

CATERPILAR

Strategy & Design for Caterpillar and GT Nexus IoT Supply Chain Network. The CAT Track Mobile App helps global Caterpillar businesses and customers manage shipping, tracking, and assembling, ensuring timely delivery for construction projects.

The Cat Track App monitors the moving parts across different continents via IoT in real time.

BROOKLYN NETS

Strategy & Digital Cloudsuite Applications for the Brooklyn Nets and the Barclays Center.

Since Infor partnered with Barclays Center and became a sponsor for the Brooklyn Nets, there was a need to create a more data-centric approach, to apply technology and scientific analysis to the sports industry.

AMEX

CX Assistant App & Predictive Analytics for American Express American Express CX App

Amex Customer Experience Call Centers needed a new, more time-effective portal to guide their customers/offers.

We collaborated with Amex’s sales and marketing department on UX strategy and design/branding. The newly designed portal helped bring down resolution time by nearly 50%.

CARE

UX Design and Mobile Strategy Roadmap for Care.com Mobile App, CRM. 
Collaborated with Care.com on improving the UX/CX experience for customers looking to hire nannies through the platform. Care.com Mobile App, CRM 

The new Onboarding experience featured a step-by-step questionnaire that let users set up their preferences when enrolling nannies into the platform. 

MILGARD

Service Design and Product Design for Milgard, a Windows & Doors Manufacturing Company 

Milgard Sales Assistant Mobile App 

The Milgard Sales Assistant mobile app lets you schedule appointments, take in-person measurements, and help customers select the style and materials from Milgard’s Architectural Catalog.

The new mobile app includes everything you needed to start a work order, such as legal contracts, digital signatures, and deposit agreements. 

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