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PROJECT examples

Explore case studies focused on solving complex product challenges through strategy, systems thinking, and execution at scale. The work spans end-to-end product thinking, from problem framing and experience architecture to execution, systemization, and design handoff.

Writing

REBECCA KIM

PRINCIPAL & LEAD

PRODUCT DESIGNER

RK

​Hi, I'm Rebecca Kim, a Lead Product Designer. I bring 15+ years of experience shaping complex digital products across B2B and B2C environments, including telecom, finance, technology, and media. My work focuses on experience strategy, systems thinking, and platform-level design, helping organizations turn complexity into clarity and scale design impact across teams.

I specialize in modernizing legacy systems, defining scalable design patterns, and guiding product teams through ambiguity — using influence and judgment rather than hierarchy. My approach blends research-driven insights, strong design principles, and close cross-functional partnership to deliver experiences that balance user needs, business outcomes, and technical realities.

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I’ve built and evolved robust design systems in Figma, enabling consistency, efficiency, and faster delivery across platforms. While I’ve led and mentored designers, my core strength lies in deep individual contribution — setting experience direction, shaping decisions, and creating foundations that support long-term product health.

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I’ve contributed to products at Rogers, TELUS, Manulife, The Weather Network, mobileLIVE, and Vortex Mobile, working on mission-critical platforms used at scale.

PROFESSIONAL EXPERIENCE

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ROGERS

Agent Experience Transformation (OneView Resi)
Lead Product Designer (IC) | B2B Platform | Web & Desktop
May 2024 – Present 

Rogers supports 20M+ customers across wireless, internet, TV, and streaming. OneView is a mission-critical internal platform used by care and retail agents to manage subscriptions, billing, promotions, and change packages across residential products.​

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🎯  Role & Scope

In this engagement, I operate as a senior individual contributor with platform-level scope, accountable for experience direction, system coherence, end-to-end experience leadership, and strategic design decisions across OneView-Resi.

 

My mandate is to modernize legacy workflows, reduce agent friction, and create scalable foundations that support sales, self-service, and operational efficiency across channels.

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I own experience strategy and workflow architecture for OneView-Resi, partnering closely with product, engineering, and business stakeholders. Rather than focusing on individual features, my scope centered on system-level clarity, decision-making frameworks, and reusable patterns that multiple teams could rely on.

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Accountabilities

  • Set agent experience strategy across care and retail contexts

  • Lead end-to-end workflow redesigns for new, migrating, and existing customers

  • Balance business goals (upsell, retention, efficiency) with agent usability and cognitive load

  • Establish scalable UI patterns and design system standards

  • Drive alignment across cross-functional teams from discovery through delivery

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🧠 Experience Strategy Pillars​

Workflow & Decision Simplification

  • Re-architect complex, legacy agent workflows into clear, task-based journeys

  • Reduce cognitive load by simplifying buy/add/manage entry points and decision paths

Revenue-Aligned Experience Design

  • Redesign upsell and add-on flows to support contextual selling without disrupting service tasks

  • Enable agents to confidently present OTTs, bundles, and promotions in-flow

Platform Scalability & Systemization

  • Build and document the OneView Resi Design System to support rapid feature expansion

  • Establish reusable patterns for subscription management, billing, and discounts

Research-Driven Validation

  • Conduct agent interviews, usability testing, and iterative prototyping

  • Use insights to validate assumptions, reduce edge cases, and de-risk delivery​​

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🛠 Key Capabilities Enabled​

  • Subscription upgrades and downgrades directly from Resi dashboards

  • Integrated change-plan and discount management across TV and Internet

  • Standalone OTT add-ons and StreamSaver bundles

  • AutoPay promotions and improved billing clarity

  • Streaming services over Wireless & 5GHI customers

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✅ Outcomes & Impact

Business & Operational Impact

  • ~40% reduction in RSG call volume through improved self-service

  • Enabled retail teams to complete bundle offers independently, reducing reliance on live agents

  • Successfully launched new streaming services, StreamSaver/OTT experience (Oct 2025) focused on efficiency driven industry-leading margin of 58% (Compared other global telecom peers operating with margins to 30%–45%)

Agent Experience Impact

  • Faster access to customer data and actions, reducing task completion time

  • Lower cognitive load across high-frequency workflows

  • Improved consistency across care and retail channels

Delivery & Scale

  • Reduced development rework through clear annotations and edge-case coverage

  • Created a scalable design foundation reused across platforms and future releases

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Project details available upon request.

TELUS

Agent Experience Transformation (Casa App)
Lead Product Designer (IC) | B2B | Responsive Web & Desktop
May 2021 – April 2024 (3yrs)

TELUS supports over 19M customer connections across wireless, home, entertainment, and security services. More than 10,000 care agents relied on the Casa platform as their primary tool for transactions, billing, and customer support.

Casa was built on legacy systems that created fragmented workflows, performance constraints, and inconsistent experiences across platforms. The complexity of the platform slowed agent onboarding, increased handling time, and limited TELUS’s ability to scale new services efficiently.

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​🎯  Role & Scope

I was brought in to set experience direction and modernize the agent platform, operating across multiple product areas to reduce friction, improve consistency, and enable long-term scalability.

As the design owner for Casa’s core agent experiences, I operated at a platform and systems level—shaping experience strategy, interaction models, and design infrastructure across Mobility and Home Solutions.​ I was accountable for:

  • Defining experience direction across Overview/360, Dashboard, Search, CX Account/Portal, and Customer Interactions

  • Modernizing legacy workflows while working within technical constraints

  • Establishing scalable UI patterns and design system foundations

  • Influencing product and engineering decisions through research, framing, and system thinking

  • Partnering closely with Product, Engineering, QA, and Business stakeholders to align delivery

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🧠 Strategic Problems Addressed

  • Fragmented agent workflows increased cognitive load and handling time

  • Legacy UI patterns limited scalability and front-end performance

  • Inconsistent experiences across brands (TELUS / KOODO) and platforms

  • Slow agent onboarding due to system complexity and poor information hierarchy

  • Limited automation and intelligence in customer interaction handling

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🧠 Strategy Pillars

Experience Simplification & Decision Clarity

  • Re-architected agent workflows around primary intents, not system structure

  • Simplified navigation, search, and interaction history to reduce friction in high-frequency tasks

  • Defined clear content hierarchy and data visualization for Overview/360​

Platform Scalability & Systemization

  • Built and documented Casa Design System components, enabling consistency across brands and platforms

  • Improved UI architecture to support future growth and performance

  • Balanced responsiveness and constraints across desktop viewports

Research-Driven Influence

  • Led interviews, usability testing, A/B testing, and focus groups

  • Translated insights into design recommendations that shaped roadmap decisions

  • Used evidence to align stakeholders and de-risk delivery

Intelligent & AI-Enabled Experiences

  • Explored and applied Google Contact Center AI (CCAI) strategies

  • Helped evolve IVR and chatbot experiences into intelligent virtual assistants

  • Introduced AI-assisted workflows for faster CX note handling and resolution

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🛠 Key Capabilities Delivered

  • Redesigned Casa Overview/360 experience with improved data visualization

  • Streamlined search, dashboard, and interaction history flows

  • Delivered OTT Subscriptions on Demand (SoD) across TELUS and KOODO

  • Integrated SmartHub CED (cell usage, hub locations, visual charts)

  • Implemented AI-enabled features to improve agent efficiency and call resolution

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✅  Outcomes & Impact​

Business & Operational Impact

  • 76% reduction in agent training time through simplified navigation and workflows

  • 30% increase in handling capacity, improving operational efficiency

  • Reduced call volumes by transforming IVR and chatbot flows into intelligent assistants

Agent Experience Impact

  • Faster access to customer data and actions

  • Improved clarity, accessibility, and consistency across agent journeys

  • Enabled agents to deliver faster, more reliable service for billing and payments

Platform & Scale

  • Established a multi-brand design system supporting TELUS and KOODO

  • Improved scalability and performance across Casa

  • Achieved consistent OTT delivery through strong cross-functional alignment

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Project details available upon request.

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Manulife

Experience Strategy Across Financial Platforms
Lead UX Designer (IC) | Responsive Web & Mobile /  B2B & B2C
Sep 2016 – May 2021 (4yrs 9mos)

Manulife serves 35M+ customers globally, supporting both consumer and advisor-facing experiences across insurance, investments, and retirement products. The ecosystem spanned multiple platforms, regulatory requirements, and user types — from individual policyholders to licensed financial advisors.

As a UX leader at a Principal level, I helped shape experience strategy across multiple products and audiences, focusing on usability, consistency, and compliance within a highly regulated environment.


🎯  Role & Scope

I operated as a senior IC with cross-initiative influence, partnering closely with product, engineering, compliance, and business stakeholders.​

My leverage came from:

  • Translating complex financial requirements into clear, usable experiences

  • Defining shared UX patterns across multiple platforms

  • Using research and metrics to guide decision-making and prioritization

  • Balancing user needs, business goals, and regulatory constraints

 

🧠 Strategy & Approach

Experience Simplification at Scale

  • Re-architected complex user flows and dashboards for both consumer and advisor platforms

  • Reduced cognitive load by clarifying content hierarchy, data visualization, and task flows​

Research-Driven Decision Making

  • Led qualitative and quantitative research (interviews, surveys, usability testing, A/B testing)

  • Developed personas, test protocols, and UX metrics to validate design decisions​

Systems & Consistency

  • Applied and extended the Manulife Design System (ML DS) to ensure consistency

  • Created reusable interaction patterns across web and mobile experiences​

Accessibility & Compliance

  • Delivered AODA-compliant designs across financial tools

  • Ensured accessibility and clarity without compromising regulatory requirements


🛠   Key Capabilities Delivered

  • Group Retirement Solutions (GRS)
    Online transactions, account balances, investment instructions, banking integration, secure file uploads

  • Online Claims Submission (OCS)
    Mobile-friendly health and dental claims experiences for consumer markets

  • Manulife Securities Portal
    Advisor dashboards and goals-based investing tools used by 1,200+ advisors

  • Customer Account Tools
    Registration, login, single sign-on, and personalized dashboards

  • Marketing & Growth Initiatives
    UX support for digital campaigns across insurance and investment products

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✅ Outcomes & Impactme 

Business & Platform Impact

  • Delivered a unified UX approach across advisor and customer platforms, reducing design and development friction

  • Improved digital adoption for claims and account management through simplified, mobile-friendly workflows

User Impact

  • Enhanced clarity and usability across financial dashboards, supporting better decision-making

  • Increased advisor efficiency through faster, more intuitive tools

Organizational Impact

  • Supported measurable improvements in engagement and NPS

  • Established UX patterns that scaled across teams and initiatives over multiple years

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​Project details available upon request.

The Weather Network

Unified Native & Wearable Experience
UX/UI Leadership | Native, Web & Wearables (Android, iOS) | B2C
May 2011 – Feb 2016 (4yrs 10mos)

The Weather Network serves 60M+ global users who rely on fast, accurate, and trustworthy weather information across mobile, web, and emerging wearable platforms.

At the time, the product ecosystem was fragmented across Android, iOS, and wearables, with inconsistent patterns, outdated UI, and uneven data presentation. The business required ad monetization at scale, creating tension between revenue goals and user trust.

I operated as a senior individual contributor, responsible for experience direction across platforms — aligning usability, data clarity, and monetization into a cohesive, scalable system.

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🎯  Role & Scope

I owned end-to-end experience design across native mobile, web, and wearables, acting as a strategic partner to product, research, and business teams.​

My leverage came from:

  • Defining a unified experience vision across platforms

  • Establishing consistent interaction patterns and visual hierarchy

  • Balancing user trust, data density, and ad monetization

  • Using research to guide system-level decisions rather than one-off UI changes​

Strategic Problems Addressed

  • Fragmented UX across Android, iOS, and wearables weakened trust and usability

  • Critical weather data was buried under inconsistent layouts and hierarchy

  • Ad placements disrupted core user tasks and risked long-term retention

  • No shared experience framework to support future platform evolution

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🧠 Experience Strategy & Key Decisions

Platform Unification & System Thinking

  • Defined a shared interaction and visual language across mobile, web, and wearables

  • Applied Google Material Design selectively to ensure consistency while respecting platform differences

  • Designed responsive layouts capable of adapting to future device standards

Data Clarity & Cognitive Load Reduction

  • Prioritized critical-at-a-glance weather data through improved hierarchy and visualization

  • Introduced visual models for precipitation timing, environmental conditions, and alerts

  • Reduced cognitive load for time-sensitive decision-making

Monetization Without Eroding Trust

  • Iterated on ad formats and placement strategies to align with user intent

  • Tested monetization trade-offs to protect usability while supporting revenue goals

  • Used research insights to refine density, relevance, and content separation

Research-Driven Validation

  • Partnered with UX research to define methodologies and test protocols

  • Prototyped unified experiences in InVision for early validation

  • Embedded surveys and conducted usability testing to inform iterative decisions

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🛠   Key Capabilities Delivered

  • Unified current forecast experience with dynamic, scalable UI

  • Precipitation timing visualizations (rain/snow start–stop graphs)

  • Environmental insights (UV, pollen, air quality)

  • Weather video, alerts, and news integration

  • Customizable widgets and wearable experiences

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✅  Outcomes & Impact

User Experience Impact

  • 77% of users preferred the new design, citing clarity, navigation, and visual refresh

  • Users found critical weather information faster with less cognitive effort

  • Improved engagement with environmental insights through clearer visualization

Business & Platform Impact

  • Identified and addressed ad density concerns early, refining layouts to protect retention

  • Developed less intrusive, more relevant ad placements optimized for both UX and revenue

  • Positioned the app for long-term scalability with a unified experience foundation

Organizational Impact

  • Unified UX across Android, iOS, and wearables for the first time

  • Established design patterns reused across future releases and platforms

  • Strengthened collaboration between UX, research, and business teams

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​Project details available upon request.

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