I’ve had the privilege of leading strategic initiatives in collaboration with some of the world’s leading design talent.
2018 - 2019
Charged to develop a year-round engagement strategy for H&R Block, we partnered with Frog Design (Apple, IKEA, Volvo) in Austin, TX and started deep discovery with journey maps, data deep-dives, competitive / comparative analysis and tech trends.
From this understanding, ideation, and learning labs, we developed an end-to-end experience strategy map, North Star vision video, office of the future concepts, and an integration strategy with prioritized key enablers.
This strategy drove alignment to develop a design language (Block Design System) and redesign our myBlock mobile app, as a foundation for omni-channel engagement.
Due to sensitivity of the work, which is still guiding the experience strategy at H&R Block, this work cannot be shown.
2019 - 2020
To shift from strategy to execution, we partnered with Work + Co. (Google, AirBnB, Disney) to craft the Block Design System, foundational design for MyBlock, and hero flow for virtual assisted onboarding.
2025
I led two separate projects with Said Differently (Chick-fil-A; Delta) in 2025. The first project was focused on bringing the future state of H&R Block to life through story-telling and UI animation. The video was part of our new five year strategy launch, BlockNext.
In parallel, I led an initiative with multiple product teams and Said Differently to develop an onboarding experience strategy to increase account creation, product take-rates and reduce effort for our customers and tax pros. Positioned to launch in the fall of 2025, we are anticipating a new standard set for the tax industry by the experiences that we are currently building.
June 12, 2025 H&R Block Town Hall