Strategic Design in Practice
Every project starts with understanding the system—customers, stakeholders, workflows, constraints. Then designing interventions that create measurable change.
Healthcare Service Redesign
Multi-Stakeholder Workflow Optimization
The Challenge
A local healthcare services organization was experiencing case management bottlenecks that slowed throughput and prevented scaling. The team knew operations felt chaotic, but with multiple stakeholder groups (patients, doctors, technicians, specialists, administrators), no one could pinpoint where the friction was actually occurring.
The Approach
Conducted 4-week contextual inquiry with 13 stakeholders across all 5 groups to map the complete case management ecosystem. Through interviews, shadowing, and process mapping, I built a service blueprint that revealed how cases actually moved through the system—not how the team thought they moved.
What I Delivered
- Complete service blueprint identifying 7 critical friction points
- Stakeholder coordination protocols
- Billing automation strategy
- Progress tracking system design
- Implementation roadmap with pilot testing support
The Outcome
Implementation of strategic interventions improved case throughput efficiency by 47%. More importantly, the redesigned workflows enabled the business to scale by delegating previously complex processes to new employees and freelancers. The client has continued to engage for additional strategic work.
Services
Service design research
workflow optimization
strategic implementation
Similar engagement investment: $10,000-$15,000
B2B Marketplace Strategic Pivot
Competitive Intelligence & Market Positioning
The Challenge
A Series A B2B commerce startup was building in what they believed was an ideal market. Through early customer development, they’d achieved some traction—but initial investigations revealed concerns about market saturation and disintermediation risk.
The Approach
Investigated competitive landscape through evaluation of 5 market leaders. Analyzed business models, customer segments, value propositions, and competitive moats. Identified that the startup was competing in a crowded space where they lacked defensible differentiation.
What I Delivered
- Competitive evaluation framework and market analysis
- Whitespace mapping revealing underserved customer segment
- Strategic pivot recommendation with business model implications
- Interactive MVP prototype (Figma) demonstrating product-fit feasibility
- Investor presentation support
The Outcome
The startup has since shifted focus to an underserved niche where they had credible competitive advantage. The prototype validated feasibility and tradeoffs for the client, and secured investor approval for the new strategic direction.
Services
Competitive intelligence
strategic positioning
prototyping
Similar engagement investment: $8,000-$12,000
Certifying Organization Platform Evolution
Multi-Year Strategic Partnership
The Challenge
A provincial certifying organization was launching a new professional association following organizational expansion. They needed a membership platform built on design principles established through prior research, plus strategies to transition legacy members to the new organization.
The Approach
Built WordPress membership platform leveraging existing design guidelines. Designed member transition strategies to encourage migration from legacy system. Provided strategic guidance on membership pricing and benefits structure to support sustainable growth.
What I Delivered
- Complete WordPress membership platform (v1.0)
- UX copywriting and visual content
- Server management and plugin configuration
- Legacy member transition strategies
- Pricing and benefits recommendations
- Strategic implementation support
The Outcome
Platform launched successfully in December 2025, providing foundation for new professional association to build membership and serve expanded community.
Services
Platform development
transition strategy
membership strategy
Similar engagement investment: $6,000-$8,000 (reflects commercial platform build only)
This engagement built on design research completed in 2024, demonstrating value of research-informed implementation.
Real Estate Broker Website Redesign
Strategic Web Presence for Local Market
The Challenge
An established local real estate broker had an outdated website that didn’t reflect their professional reputation or market expertise. They needed a modern digital presence that built credibility with both buyers and sellers in a competitive market.
The Approach
Conducted competitor analysis of local market leaders to understand what “credible” looked like in the real estate space. Designed dual-audience strategy serving both home buyers (browsing properties) and sellers (evaluating broker credibility).
What I Delivered
- Competitor analysis and UX strategy
- WordPress website redesign and rebuild
- Updated visual design matching market standards
- Location-specific marketing materials for physical and social media advertising
- SEO foundation and analytics setup
The Outcome
Modern, professional web presence that matches the broker’s standing in the local market. Site supports credibility-building in competitive listings and client acquisition.
Services
Competitor analysis
UX strategy
WordPress development
marketing materials
Similar engagement investment: $4,000-$6,000
Graduate Program Redesign
Data Analysis & Strategic Recommendations
The Challenge
A major Ontario university needed to redesign a graduate program to better align with employer needs, alumni expectations, and student career goals. They had collected extensive research data but needed synthesis into actionable strategic recommendations.
The Approach
Analyzed research data from three stakeholder groups: employers, alumni, and current students. Synthesized findings to identify gaps between current program structure and stakeholder needs. Developed strategic recommendations grounded in evidence.
What I Delivered
- Data analysis and synthesis across three stakeholder groups
- Strategic recommendations for program redesign
- Course development recommendations
- Implementation considerations
The Outcome
Evidence-based recommendations informed program redesign, resulting in development of new courses aligned with employer needs and student career goals.
Services
Data analysis
strategic synthesis
program design recommendations
Additional Client Work
Strategic Web Presence for Local Market
E-commerce Brand Strategy | Bootstrap co-founder role (In progress)
Digital platform design, brand strategy, customer acquisition, and operations for emerging femme-wellness brand. Leveraging insights for future client work.
Approach & Methodology
Every project is different, but my process consistently includes:
1. Systems Thinking
I don’t optimize features—I understand the full ecosystem and how parts interact.
2. Evidence Over Assumptions
Strategy grounded in research: stakeholder interviews, behavioral analysis, competitive intelligence, data synthesis.
3. Tangible Deliverables
Service blueprints, journey maps, prototypes, frameworks, builds—artifacts your team can actually use.
4. Implementation Support
I don’t disappear after delivery. I help you pilot, test, and refine until solutions work in reality.
5. Teaching What I Know
I bring the same frameworks I teach at the University of Toronto to client work—strategic synthesis for ambiguous problems.
Industries & Contexts
I’ve worked across:
- Healthcare services and case management
- Professional associations and membership platforms
- B2B commerce and marketplaces
- E-commerce and direct-to-consumer brands
- Real estate and local service businesses
- Higher education and program design
What matters more than industry is complexity: multi-stakeholder systems, behavioral challenges, strategic ambiguity, growth plateaus.