Design Leader, Product Leader
3+ Years
Summary
Webalo is an enterprise-grade software platform built to support frontline workers in industrial operations. As a key player in the Connected Worker market, they possessed the technological capabilities for proof of concept but lacked a satisfying user experience that would allow them to achieve adoption at scale. I was hired as the first design leader for Webalo, eventually expanding my focus from UX to also encompassing brand, communications, and product to develop a strategy to improve Webalo’s market position.
How can we improve the adoption of the Webalo Platform by integrating design to solve user and business challenges?
Approach
At Webalo, I champion design as a key business function, focusing on unifying brand and product, improving user experience, and aligning product development with customer needs. My approach centers on delivering the business value of design — transforming the user experience, building and empowering high-performing product and design teams, and driving organizational change through holistic thinking and cross-functional collaboration. By embedding design at the strategic level, I ensure it becomes a catalyst for clarity, innovation, and growth across the company.
Key Initiatives
Accelerating Innovation by Transforming Operations
Previously, product development was reactive, driven by urgent customer requests without a clear strategy for design or innovation. To address this, I partnered with the executive team to redefine our approach — guiding the organization through a transformational shift in operations. This included redefining planning processes to deliver on strategic goals, restructuring product teams to align with business objectives, and introducing goal-setting frameworks to track progress toward our vision.
This collaborative effort empowered teams to align feature development with long-term goals, fostering deeper customer understanding and stronger planning cycles. By redefining how we engaged the entire team in problem-solving, we enabled a broader set of employees to contribute meaningfully and drive innovation.
Driving Business Growth Through Value-Driven Product Positioning
Previously, the platform was presented through a technical, feature-focused narrative that failed to resonate with prospective customers. To address this, I collaborated with the sales organization and executive team to redefine how we structured and positioned the platform. By shifting to a value-driven narrative, we increased clarity for customers and highlighted the platform’s ability to solve their most pressing business challenges.
This transformation not only improved customer understanding but also contributed to market-leading growth. By simplifying the complexity of our enterprise-grade platform, we enabled the sales team to communicate its impact more effectively, driving higher conversion rates and stronger customer trust.
Increasing Productivity Through Operational Clarity
Recognizing an opportunity to enhance productivity, we introduced new strategies for meetings, operational transparency, and asynchronous collaboration. By setting clear frameworks for decision-making and communication, we significantly increased productivity and reduced weekly meeting time commitments.
These changes not only improved team morale but also made the remaining meetings more focused and effective. The result was a more agile and efficient organization capable of delivering results faster.
Unlocking Growth with a Cohesive, Trusted Brand Identity
Previously, the company, brand, and product lacked cohesion, with misalignment across departments hindering our ability to present a unified identity. To address this, I spearheaded the initiative to develop and implement a comprehensive design system and brand standards. By empowering cross-functional teams to contribute their expertise, we co-created a single source of truth that brought consistency and clarity to our work.
By creating unique brand expressions, we elevated the company’s recognizability and trustworthiness in the marketplace. This transformation not only improved product perception but also positioned us as a dependable and serious partner, making it easier to secure large enterprise contracts. The result was a stronger market presence, increased brand recognition, and a foundation for sustained growth.
Scaling Impactful Teams Through Empowered Structures
As the company grew, the lack of scalable team structures created bottlenecks and over-reliance on founders and leaders for tactical decision-making. To address this, I established clear team structures that allow for gradual hiring and scaling. By empowering teams to solve business challenges autonomously, we reduce the need for top-down direction and foster a culture of ownership and innovation.
This shift not only improved operational efficiency but also enabled teams at all levels to contribute meaningfully. By creating frameworks for accountability and decision-making, we built a foundation for sustained growth and scalability, ensuring the organization could thrive without constant leadership intervention.
My Thoughts
Supporting the transformation of a company and product through design and product leadership continues to be a challenging yet deeply rewarding process. Guiding and aligning teams to deliver work that directly translates into positive business outcomes remains a core focus. It is immensely satisfying to play a pivotal role in shaping the development of a product that supports a workforce in need, while also driving the success and growth of the company.
By integrating design to solve both user and business challenges, we are improving the adoption of the Webalo Platform. Through user-centric design principles, cohesive brand strategies, and scalable operational frameworks, we are addressing critical pain points and creating a platform that not only meets user needs but also exceeds business goals. This approach ensures that the platform evolves as a trusted, indispensable tool for its users, while contributing to the company’s long-term success.