I’m Joseph,

UX design

research

strategy

I blend cognitive theory, behavioral economics, and emotional design to simplify complexity and prioritize human needs to create ideal experiences.

Lets connect

View some of my work

Online payment details page with Apple Pay and Google Pay logos.

Allstate

Apple/Google Pay Integration

Led the integration of third-party wallet payments, apply behavioral economic principles to improve cart/payment rates and timeliness up to 25% (projected) with a 90% transaction success rate, 85% confidence rating.

Three smartphone screenshots displaying a rewards program app interface with features like gesture access, deals pay voice code, and feedback completion, accompanied by icons and the word Hello.

McDonalds

Account Based Ordering

I led a small cross-functional team to design an omni-channel Account-Based Ordering system, integrating Loyalty & Payment transactions with Post-Fulfillment CX tools. Focusing on emotional and service design principles, I crafted and tested features such as dynamic offer redemption, contactless payment, eReceipts, and feedback loops, optimizing transactions, minimizing delays, and elevating customer satisfaction.

Google Ads Editor software interface screenshot with logo overlay

Google

Editor research & redesign

Delivered strategic redesign of Editor Ads tool focusing on reducing cognitive working load and aligning with M2 design system standards, improving efficiency (reduced mouse travel/errors via task-flow optimization), and mitigating user disruption through a phased rollout.

Verizon phone configuration page design for Apple iPhone X, showcasing color choices and memory options. Accompanied by performance stats indicating a 66% reduction in steps, improved search efficiency, and optimized content mapping."

Verizon

Carrier Switch optimization

Optimized Verizon’s carrier switch flow and design to enhance task flow efficiency, reducing unique pages by 66%, introducing new functionality, and reducing mental effort, to boost conversion rates.

Diagram showing start state, configuration states, and confirmation state of a process with labeled sections for discount and content configurations.

Meta

SFI Email Capture Research

Improved SFI email capture adoption by identifying seller hesitations via moderated user testing. Translated insights into UX solutions, resulting in +0.63% increase GMV, 16% churn.

ecommerce management dashboard showing shipping and customer service performance metrics, and a bar chart titled 'Abandons per task'

Meta

Shops Usability Benchmarking

Identified findability as the top usability issue for 52% of sellers via unmoderated testing (n=33), prioritizing IA/UI redesigns to reduced page views and improve task completion rates to increase seller transactions and spend.

Google

Hedwig Notification Workshop Redesign and Testing

Led a cross-functional workshop and research initiative to redesign Google Ads' Hedwig notification framework, focusing on urgency tiers (P0-P2), streamlined inline actions, and trust-driven contextualization informed by advertiser feedback. Insights revealed that high-priority alerts (P0) must balance visual prominence with workflow continuity, while lower-tier recommendations require adaptive in-line interaction models tied to risk perception.

Cigna

Self Service Dashboard Data Visualization

Designed a proof-of-concept for a user-friendly data visualization tool, simplifying dashboard creation for users of all expertise levels. Developed intuitive workflows, clear information architecture, and innovative UIs (traditional and node-edge) to enhance data discoverability and relationship clarity. Enabled users to access data repositories, select dimensions, apply filters, and generate visual insights, focusing on usability, learnability, and scalability.