I work at the intersection of strategy, research, and design to help teams turn complexity into clear, human-centered experiences that scale.
I don’t approach experience design as a linear set of touchpoints, but as a system that's living, dynamic, constantly interpreted, and reshaped by the people who deliver it.
Across physical and digital environments, service ecosystems, and behavioral systems, I've worked with organizations to shape customer experiences that feel intentional and whole human—and bring the many teams behind them into alignment so that experience holds together as it scales.
I’ve spent my career working across architecture, digital product, service design, and behavioral research to understand why some experiences feel intuitive and seamless, while others break down in ways that might be are hard to see but easy to feel.
Frito-Lay Tostitos Concept Design & Innovation Strategy
RETHINKING THE MOST “UNCHALLENGED” PRODUCT IN THE AISLE
How do you reinvent something as familiar and rarely questioned as a plain tortilla chip?
Frito-Lay came to us to identify new growth opportunities for Tostitos, a snack category that appeared stable but was starting to fall out of step with how people snack and host.
Tortilla chips are easy to overlook. They show up at gatherings, get passed around, and rarely ask for attention. That familiarity makes them difficult to innovate. The risk isn’t stagnation, but losing relevance as the category drifts away from how people actually eat and gather.
I explored emerging behaviors and unmet needs through in-context observation, cultural signal scanning, and consumer interviews, grounding insights in how people actually snack and host. I translated these into opportunity spaces, concept territories, and a pipeline of 30+ future-state product concepts.
This gave the R&D team a clearer path for growth—connecting emerging behaviors to tangible bets and guiding where to invest next.
Johns Hopkins
Hospice Care at Home
Experience Design
REDESIGNING THE SYSTEM BEHIND CARE—NOT JUST THE CARE ITSELF
What happens when the system responsible for delivering care can’t keep up with the care it promises?
Johns Hopkins came to us to understand why breakdowns in warehouse and inventory operations were impacting the reliability of their Care At Home services.
Care at home is meant to feel steady and supportive, but it often depends on whether equipment arrives on time, supplies are available, and teams have what they need. Fragmented warehouse operations, disconnected inventory systems, and misaligned workflows turn these basics into points of failure—where delays or missing items quickly become stress, uncertainty, or gaps in care.
I led an in-field analysis across warehouse operations, workforce workflows, and care delivery touchpoints, translating findings into journey frameworks, operational principles, and future-state workflow experience concepts.
This reframed the warehouse operations as a critical part of the care experience and helped shift the organization from reacting to issues to designing more reliable care at scale.
SERVICE DESIGN • IN-FIELD RESEARCH• OPERATIONS & WORKFLOW DESIGN + Concepts • SYSTEMS MAPPING • CUSTOMER JOURNEY MAPPING • EXPERIENCE PRINCIPLES • CROSS-FUNCTIONAL ALIGNMENT and workshops
Cadillac LYRIQ EV Delivery Service Design
Structuring delivery for EV preparedness and consistency
What does it take to design a delivery experience that prepares customers for a completely new way of owning and using a vehicle?
Cadillac came to us months before launching the LYRIQ, its first electric vehicle, to define a more prepared, consistent, and premium delivery experience.
Delivery was no longer just the moment a customer picked up their car. With the LYRIQ, delivery also had to help customers understand charging, set up digital tools, connect with partner services, and leave the dealership confident enough to use the vehicle in daily life.
I led the work to understand how the delivery system was operating across customers, dealerships, corporate teams, and external partners. From there, I helped define a more structured delivery model that clarified what needed to happen before pickup, during delivery, and after customers left the dealership.
This resulted in journey frameworks, service blueprints, delivery principles, and role-based workflows that helped shift delivery from a one-time transaction to a more continuous ownership experience—improving consistency across dealerships, customer readiness, reducing delivery-day friction and post-delivery support needs.
SERVICE DESIGN BLUEPRINTING • DEALER & CUSTOMER EXPERIENCE DESIGN • SYSTEMS MAPPING • JOURNEY MAPPING • STAKEHOLDER WORKSHOP FACILITATION • SECRET SHOPPING • PROTOTYPING & TEST SIMULATIONS
General Motors Financing & Leasing Service Design
DESIGNING FOR THE PART NO ONE FEELS READY FOR
How do you design for confidence in a moment defined by pressure, incentives, and uncertainty?
GM came to us to understand why customers felt uncertain during financing, despite it being a core part of the purchase experience.
In practice, financing varied widely by dealership. Customers were asked to make high-stakes decisions with limited transparency, while incentives, tools, and workflows differed behind the scenes—making it difficult to understand what they were agreeing to.
I led the effort to examine the experience across dealership interactions, internal systems, and decision points, translating findings into experience principles, journey frameworks, and future-state concepts.
This created a clearer model for how financing should work, helping teams reduce confusion and design a more transparent, consistent experience.
PRODUCT STRATEGY & ROADMAPPING • SERVICE DESIGN • CUSTOMER JOURNEY MAPPING • FUTURE STATE CONCEPTS • EXPERIENCE PRINCIPLES • CROSS-FUNCTIONAL ALIGNMENT
INNOVATION STRATEGY & ROADMAPPING • OPPORTUNITY MAPPING • CULTURAL INSIGHTS • PRODUCT CONCEPT DEVELOPMENT • FUTURE STATE VISION
Selected Work
Google Pixel Android
Opportunity Discovery in Personalization & Customization
Reframing CUSTOMIZATION from a one-time setup into an ongoing, adaptive experience
What drives us to customize our devices and how does it shape our relationship and loyalty to them over time?
Google came to us to understand why customization on Pixel devices wasn’t driving long-term engagement.
Personalization promises control, but often creates friction. Users are asked to make decisions upfront, before they know what actually matters, and systems treat customization as a one-time setup instead of something that evolves with use. What starts as self-expression quickly turns into decision fatigue, leaving most people defaulting to what’s given.
I led a global mixed-method research effort to examine personalization as a lifecycle, combining documentary-style qualitative work with quantitative validation to understand how behaviors and needs shift over time. I translated these insights into lifecycle-based journey frameworks, behavioral principles, and future-state concepts that guide when and how personalization should appear.
This shifted the experience from front-loaded configuration to ongoing adaptation, increasing engagement over time and making the device feel more responsive to the user.
PRODUCT STRATEGY & ROADMAPPING • DOCUMENTARY-STYLE USER RESEARCH • QUANT STUDY • FUTURE-STATE CONCEPT DESIGN & TESTING • USER JOURNEY DESIGN • CROSS-FUNCTIONAL WORKSHOPS
How I Do, What I Do
Discovery Through Immersion
Most organizations think they understand their users. They usually don’t.
My research is hands-on and participatory. I design ways for people to contribute to the process, not just respond to it, through interviews, workshops, and in-context field activities.
The goal is to surface what people do, not just what they say, and to bring together perspectives that rarely sit in the same room. From frontline users to senior leaders, this work creates a shared understanding of what is really happening and where change is needed.
Synthesis & Storytelling
Data is easy to collect. Alignment is not.
I take fragmented inputs such as research, behaviors, and constraints, and turn them into something teams can act on. This might be a clear narrative, a set of principles, or a model that helps people see the system differently.
The goal is not just to explain what is happening, but to make it impossible to ignore. Good synthesis creates clarity, aligns teams, and gives people a way to move forward with confidence.
Experience Design Roadmap
Most experiences break between intention and delivery.
I design experiences as systems, not just moments. My work connects strategy to execution by mapping how an experience unfolds over time, across channels, and through different actors.
I focus on where things fall apart, where they matter most, and what it takes to make them hold up in the real world. The output is not just a vision, but a roadmap that teams can actually build and deliver against.
Cross-Disciplinary Connector
The hardest experiences to solve don’t usually belong to one team.
They sit in the gaps between product, operations, design, and business. That is where I tend to work.
I help teams align around a shared direction, especially when priorities conflict or the path forward is unclear. I bring structure when things are ambiguous, and momentum when progress stalls. My role is to connect the dots, translate across disciplines, and make sure ideas carry through from intent to execution without getting lost along the way.
Jasmine Oo
A first-generation daughter of immigrants,
shaped by the stories I grew up around.
Growing up across cultures taught me to notice what isn’t immediately visible. Like how people can interpret the same experience differently, how creativity emerges admidst adversity, and how a whole-human sense of belonging takes shape through micro-moments over time. That perspective continues to shape how I see the work.
Trained as an architect and seasoned as a product strategist, I expanded into service design and experience strategy, working across spaces, products, and services. For nearly a decade, I’ve led cross-disciplinary teams in client-facing roles, most recently as an Experience Strategy Manager at Deloitte Digital’s Applied Design and Innovation team (legacy Doblin), guiding design and research programs across healthcare, financial services, consumer goods, and technology.
I like to focus on how experiences actually play out, what people say, what they do, and what gets lost in translation. My curiosity draws me into new industries and unfamiliar contexts, where I learn how systems behave, where they hold, and where they break. It drives how I make sense of complexity and help teams turn vision into experiences people can navigate and trust.
At the end of the day, I care most about designing experiences that lift people up—helping them feel seen, supported, and more confident navigating the world around them.
Who I’ve Worked With
I’ve built my career partnering with organizations across industries
to navigate complex challenges and build better experiences.