Vendia. Design that closed the deal.
A data-sharing platform with powerful pieces and no clear story, redesigned around the ways customers actually used it. The new experience went live in the middle of a negotiation with Delta Air Lines and helped close the largest contract in the company's history.
The redesigned experience across its surfaces. Demo data throughout.
The situation. Powerful pieces, no product.
Vendia let separate companies share data with each other, securely and in real time, and it could do genuinely remarkable things. But it had grown feature by feature, and it read that way. There was no clear path from first upload to the moment a customer understood why it mattered. Prospects saw a toolbox when they needed to see their own business running better. I led both product and marketing design, which meant I owned that gap from both sides.
The redesign. From features to use cases.
We rebuilt the experience around the jobs customers came to do: share data with partners, integrate systems, analyze what flowed through, reconcile records that disagreed, and stay on top of changes. Each use case became a guided path with its own aha moment, kept industry agnostic so any customer could see themselves in it. Delta's team told us what they needed while the deal was still open, and we turned those conversations into the segmented experience. It went live mid negotiation, and it helped close the deal.
Guided use case walkthroughs. Shown as Bluestar, fictionalized demo branding. Demo data throughout.
Design in the deal room. Design that sells.
Design carried revenue at Vendia well beyond the product itself. I presented the redesigned product flow to the board, and an investor of five years said it was the first time he fully understood what the product did. Our design system became a sales tool in its own right: solution architects used it to build working demos and small consoles for prospects, so discovery conversations happened inside something real. The sales decks themselves were design's work too, built on templates from my marketing design team. And for the heart of those decks we created animated architecture diagrams, turning invisible data flows between companies into stories a room could follow.
An animated architecture diagram built for the sales team. Fictionalized airline scenario.
The system underneath. How a small team ships like a big one.
I designed a component system with repeatable patterns, and a full stack engineering team I worked closely with built it into code shared across the product and the website. Fifty plus components and a full library of page templates. That system is how nineteen features shipped in three years, the later ones designed by a team small enough to fit at one table.
The component system, designed from the first months and grown across three years. Excerpt shown, demo data throughout.
Enterprise grade by design. Trust you can read.
Sharing data between companies is a trust exercise, and the design carried that weight. Masking rules controlled what each partner could see. Permission matrices were set per partner, not per system. Every transaction produced a human readable audit trail, so what happened between companies was never a mystery.
Demo data. The mismatched records are intentional, showing entity resolution at work.
My role, precisely. Player and coach.
I led design across product and marketing for three years, evolving a blended agency and in-house org into a lean senior in-house team. I stayed hands on the whole way, designing features alongside the designers I managed.