Work — Tommy Williams

Flagship Transformation · VP-level scope · 12-person design org

2022 – 2023 · 14 months

Unified 5 legacy products into a single platform, defending market share against new entrants and unlocking cross-sell across the portfolio
Reduced task completion time 40% and lifted NPS from 31 → 67, directly improving mid-market retention and expansion revenue
Built and led a 15-person design org across 4 product squads, reporting to CPO and partnering with VP Engineering

Head of Design · Founding team · 0→1 product launch

2021 – 2022 · 10 months

100K users in 90 days with 4.7☆ App Store rating, partnering with PM and engineering to define product-market fit
Built design practice from scratch — hired 5 designers & 1 researcher
Design narrative and demo experience contributed directly to securing Series B funding

VP Product Design · 8 product teams · 3 business units

2023 – 2024 · Ongoing

92% component adoption across 8 product teams, reducing design-to-dev cycle time 60%
Scaled system across 3 business units with governance model & contribution framework
Established DesignOps function — tooling, onboarding, research ops — freeing designers for higher-value strategic work

VP Design & Experience · 6-person team · Cross-functional with ML eng

2023 · 8 months

25% increase in advisor efficiency and $2.4M projected annual savings, partnering cross-functionally with ML engineering and product
Shipped 3 AI-augmented workflows across 2 product surfaces
Defined ethical AI design principles adopted org-wide as part of responsible AI governance

Director of Product Design · 4 squads · PLG initiative

2020 – 2021 · 12 months

Activation from 23% → 61% and 18% lift in trial-to-paid conversion, partnering with Sales and CS on product-led growth motions
Reduced time-to-value by 50% while coordinating 4 onboarding squads across design and engineering
Shaped PLG strategy presented to board, connecting UX improvements to pipeline and expansion revenue

VP Design · Reporting to CPO · 30-person org across 3 BUs

2022 – 2024 · Ongoing

Scaled from 4 to 30 designers with 3x retention vs industry average, directly supporting product delivery across 3 business units
Implemented career framework, leveling rubrics & hiring pipeline that enabled 12+ promotions over 2 years
Established exec design review cadence with CPO & CTO, embedding design into strategic planning cycles

Case Studies & Impact