Company: Lowe’s
Role: Senior Product Designer (sole designer)
Timeline: Q1 2025
Tools: Figma
Project Overview
Genie is a marketing platform built to unify campaign workflows across multiple tools. I joined midstream as a Senior Product Designer, tasked with improving usability in a system that had already gone live without UX support.
The Challenge
Problem: Fragmented workflows using tools like Workfront, external creative agencies, and disconnected approval processes.
Impact: Teams struggled with asset reuse, lost context, and time-consuming approvals.
Complication: User resistance to change and little UX influence in early stages of development.
My Role & Team Dynamics
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Title: Senior Product Designer
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Collaborators: One additional Sr. Designer (India), product managers, dev leads
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Responsibility: Defined UX for specific workflows, ensured interaction consistency, and collaborated across time zones.
Discovery & Research
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Stakeholder workflow mapping (in lieu of direct user research)
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Heuristic evaluations
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Pattern inspiration from comparable enterprise tools
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Adapted design strategy due to low user engagement and prebuilt infrastructure
Design Solutions
Commenting & Approval Workflow
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Drawer-based UI with timestamped threads, status tags, and future-ready notification structure.
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Impact: Increased transparency and speed in creative reviews.​
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Unified Annotations
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Merged comments and object-based annotations into one UI.
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Auto-numbered, multi-page navigation with page-aware indexing.
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Impact: Reduced confusion, supported detailed creative reviews.
Hybrid Gantt + Card View
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Custom view inspired by users’ Workfront usage with added scheduling.
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Impact: Familiar layout with enhanced timeline functionality.​
Outcome & Reflection
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Features like commenting and annotations were well-received
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Product team later deprioritized UX in strategy—a challenge in influence
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Proud of: Delivering thoughtful, feasible designs in a resistant, evolving environment
Key Takeaways
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Impact is possible even with late-stage UX involvement
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Cross-regional alignment is vital for consistency
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Future-proof design wins longevity
