Project
Project
Project
Functional Problem → Lifestyle Project
UX + Brand Journey
Functional Problem → Lifestyle Project
UX + Brand Journey
Functional Problem → Lifestyle Project
UX + Brand Journey
Nexus builds on the SmartHQ Glow redesign, following phased development,
it marks the pivotal move of SmartHQ from function to everyday lifestyle value
Nexus builds on the SmartHQ Glow redesign, following phased development,
it marks the pivotal move of SmartHQ from function to everyday lifestyle value
Nexus builds on the SmartHQ Glow redesign, following phased development,
it marks the pivotal move of SmartHQ from function to everyday lifestyle value
What is a Combo?
a washer + dryer system that combines laundry into a one-step process
What is a Combo?
a washer + dryer system that combines laundry into a one-step process
What is a Combo?
a washer + dryer system that combines laundry into a one-step process
Context
Context
Context
Currently, 46% of users return their combo washer/dryer within this first initial use-stage
Currently, 46% of users return their combo washer/dryer within this first initial use-stage
Currently, 46% of users return their combo washer/dryer within this first initial use-stage
460 Million Investment to replace/fix this problem, we’re at a ~$275,000 leak Yearly from Service Calls
460 Million Investment to replace/fix this problem, we’re at a ~$275,000 leak Yearly from Service Calls
460 Million Investment to replace/fix this problem, we’re at a ~$275,000 leak Yearly from Service Calls
The Problem + Direction
The Problem + Direction
The Problem + Direction
[Preface - The Executive Summary]
[Preface - The Executive Summary]
[Preface - The Executive Summary]
The Solution + Effort Led the Information Hub for literacy, consolidating data-driven decisions into design, iteratively testing through usability studies, and aligning technical feasibility with a phased development timeline.
The Solution + Effort Led the Information Hub for literacy, consolidating data-driven decisions into design, iteratively testing through usability studies, and aligning technical feasibility with a phased development timeline.
The Solution + Effort Led the Information Hub for literacy, consolidating data-driven decisions into design, iteratively testing through usability studies, and aligning technical feasibility with a phased development timeline.
The Result? Project Nexus is being launched as part of the larger SmartHQ Glow redesign, extending the app’s UX capabilities beyond appliance control into a more lifestyle-focused experience - setting it apart from competitors
The Result? Project Nexus is being launched as part of the larger SmartHQ Glow redesign, extending the app’s UX capabilities beyond appliance control into a more lifestyle-focused experience - setting it apart from competitors
The Result? Project Nexus is being launched as part of the larger SmartHQ Glow redesign, extending the app’s UX capabilities beyond appliance control into a more lifestyle-focused experience - setting it apart from competitors
It Seems Good, Right?
It Seems Good, Right?
It Seems Good, Right?
Analyzed 3,132 Customer Reviews (range from positive, neutral, and negative)
Analyzed 3,132 Customer Reviews (range from positive, neutral, and negative)
Analyzed 3,132 Customer Reviews (range from positive, neutral, and negative)
Examined sentiment breakdown and keyword frequency, specific top-verbiage
Examined sentiment breakdown and keyword frequency, specific top-verbiage
Examined sentiment breakdown and keyword frequency, specific top-verbiage
Cross-Referenced Internal Tableau Data based on Appliance On/Off + Active times
Cross-Referenced Internal Tableau Data based on Appliance On/Off + Active times
Cross-Referenced Internal Tableau Data based on Appliance On/Off + Active times
Categorized 522 detailed negative reviews by theme and cross-referenced with GE's Use & Care Manual
Categorized 522 detailed negative reviews by theme and cross-referenced with GE's Use & Care Manual
Categorized 522 detailed negative reviews by theme and cross-referenced with GE's Use & Care Manual
This is the Reality...
This is the Reality...
This is the Reality...
Damp Clothes
Damp Clothes
Damp Clothes
Does Wrinkle Care of Dewinkle Even Work?
Does Wrinkle Care of Dewinkle Even Work?
Does Wrinkle Care of Dewinkle Even Work?
Gaskets: Engineering Problem
Gaskets: Engineering Problem
Gaskets: Engineering Problem
Error Codes
Error Codes
Error Codes
and unfortunately confirmed...
[by internal Tableau Data]
and unfortunately confirmed...
[by internal Tableau Data]
and unfortunately confirmed...
[by internal Tableau Data]
Bill for Support Cost in Laundry Department (i.e. SquareTrade)
Bill for Support Cost in Laundry Department (i.e. SquareTrade)
Bill for Support Cost in Laundry Department (i.e. SquareTrade)
Call Center Cost for on-demand support
Call Center Cost for on-demand support
Call Center Cost for on-demand support
of 312,000 New Connections this year
of 312,000 New Connections this year
of 312,000 New Connections this year
3,300
Calls (x $0.43)
3,300
Calls (x $0.43)
3,300
Calls (x $0.43)
$3.5k (stabilized per week)
$3.5k (stabilized per week)
$3.5k (stabilized per week)
$132.5k (27% of Total)
$132.5k (27% of Total)
$132.5k (27% of Total)
Yet, at core, we still need more of these appliance connections
Yet, at core, we still need more of these appliance connections
Yet, at core, we still need more of these appliance connections
to unlock richer features,
explore data insights,
reduce field-testing costs,
and future-proof the product
to unlock richer features,
explore data insights,
reduce field-testing costs,
and future-proof the product
to unlock richer features,
explore data insights,
reduce field-testing costs,
and future-proof the product
What did we take away?
What did we take away?
What did we take away?
[Problem Definition]
[Problem Definition]
[Problem Definition]
Customers initially struggle to use the Combo (correctly, properly, effectively), causing returns and costly service/transport/PR impacts
Customers initially struggle to use the Combo (correctly, properly, effectively), causing returns and costly service/transport/PR impacts
Customers initially struggle to use the Combo (correctly, properly, effectively), causing returns and costly service/transport/PR impacts
Fix the first-use flow on-appliance, then hand off to SmartHQ for more guidance, day-0 wins → ongoing value
Fix the first-use flow on-appliance, then hand off to SmartHQ for more guidance, day-0 wins → ongoing value
Fix the first-use flow on-appliance, then hand off to SmartHQ for more guidance, day-0 wins → ongoing value
Use SmartHQ to grow retention and unlock "eco + service-revenue",
(e.g. Marketplace, Bodewell - Sub-GE companies)
Use SmartHQ to grow retention and unlock "eco + service-revenue",
(e.g. Marketplace, Bodewell - Sub-GE companies)
Use SmartHQ to grow retention and unlock "eco + service-revenue",
(e.g. Marketplace, Bodewell - Sub-GE companies)
Actionable Routes, Low-hanging Fruits
Actionable Routes, Low-hanging Fruits
Actionable Routes, Low-hanging Fruits
1
1
1
Make Education Our North Star
Make Education Our North Star
Make Education Our North Star
+Copywriters
+Copywriters
+Copywriters
2
2
2
Leverage the Existing Resources + Tech we Have
Leverage the Existing Resources + Tech we Have
Leverage the Existing Resources + Tech we Have
Use empathy to drive our
Solutions, a UX Designer
Use empathy to drive our
Solutions, a UX Designer
Use empathy to drive our
Solutions, a UX Designer
3
3
3
That’s Me!!
That’s Me!!
That’s Me!!
A Designer Focused on the End-Product, which is Ourselves
A Designer Focused on the End-Product, which is Ourselves
A Designer Focused on the End-Product, which is Ourselves
Testing Initial Info-Hub Concept for Literacy + Lifestyle Vibe (The Core Start)
Testing Initial Info-Hub Concept for Literacy + Lifestyle Vibe (The Core Start)
Testing Initial Info-Hub Concept for Literacy + Lifestyle Vibe (The Core Start)
result, It Does! (according to our Usability Test)
result, It Does! (according to our Usability Test)
result, It Does! (according to our Usability Test)
Entry POint
Entry POint
Entry POint
Info Hub
Info Hub
Info Hub
Cycle Specific
Cycle Specific
Cycle Specific
Step-by-Step Cards
Step-by-Step Cards
Step-by-Step Cards
4/5 Users correctly chose “active wear” for mixed laundry after using the Info Center.
4/5 Users correctly chose “active wear” for mixed laundry after using the Info Center.
4/5 Users correctly chose “active wear” for mixed laundry after using the Info Center.
Most users felt more Confident using the Info Center than when first encountering the undisclosed Combo appliance.
Most users felt more Confident using the Info Center than when first encountering the undisclosed Combo appliance.
Most users felt more Confident using the Info Center than when first encountering the undisclosed Combo appliance.
The Info Center supported new users when accessing specialty load cycles
The Info Center supported new users when accessing specialty load cycles
The Info Center supported new users when accessing specialty load cycles
Without the Info Center, users perceived the combo appliance as only simply a washer.
Without the Info Center, users perceived the combo appliance as only simply a washer.
Without the Info Center, users perceived the combo appliance as only simply a washer.
Project vs. Product Scope
Project vs. Product Scope
Project vs. Product Scope
[Development]
[Development]
[Development]
The design’s success within the Combo Pulse Sprint team led to its adoption across Laundry, Cooking and Refrigeration - snowballing BIG!!!
The design’s success within the Combo Pulse Sprint team led to its adoption across Laundry, Cooking and Refrigeration - snowballing BIG!!!
The design’s success within the Combo Pulse Sprint team led to its adoption across Laundry, Cooking and Refrigeration - snowballing BIG!!!
Collaborating with our Product Manager, we realigned & prevented scope creep as the project focus scaled beyond its original intent
Collaborating with our Product Manager, we realigned & prevented scope creep as the project focus scaled beyond its original intent
Collaborating with our Product Manager, we realigned & prevented scope creep as the project focus scaled beyond its original intent
Reframed under a phased development strategy to preserve clarity, prioritize impact, and sustain cross-department growth
Reframed under a phased development strategy to preserve clarity, prioritize impact, and sustain cross-department growth
Reframed under a phased development strategy to preserve clarity, prioritize impact, and sustain cross-department growth
Pre-Buy
Pre-Buy
Pre-Buy
Post-Buy
Post-Buy
Post-Buy
Marketing
Branding
Appeal
Marketing
Branding
Appeal
Marketing
Branding
Appeal
STAGES
STAGES
STAGES
INCENTIVES
INCENTIVES
INCENTIVES
Appliance
App
Appliance
App
Appliance
App
Buy
Buy
Buy
User’s Choice
User’s Choice
User’s Choice
Product UX Flow, where to target⁉️
Product UX Flow, where to target⁉️
Product UX Flow, where to target⁉️
so what if... expand on that
so what if... expand on that
so what if... expand on that
We need to reframe user control - transforming it from a one-time action into a continuous, connected relationship
We need to reframe user control - transforming it from a one-time action into a continuous, connected relationship
We need to reframe user control - transforming it from a one-time action into a continuous, connected relationship
User’s Choice
User’s Choice
User’s Choice
Pre-Buy
At the macro level, legacy brands lead — competition hinges on trust, visibility, and habitual loyalty as much as on product performance
Buy
Early ownership serves as an amateur introduction — users are still learning, forming habits, and testing trust. Returns are rare unless frustration outweighs perceived value or usability.
Post-Buy
Material Seeding Prediction builds redundancy into reassurance—predictively reinforcing confidence through repeated, layered touch points to prevent buyer’s remorse and reduce early product returns
SEO
Sales Floor
Appeal
Branding
Influence
Marketing
Set-Up
(Professionally Done)
🥊
vs.
🥊
🥊
🥊
🥊
🥊
Buy-In Value
(The Consumer)
A guided onboarding flow that pairs product calibration with tutorial prompts.
Ensuring reliable setup, preventing user error, and reducing early returns
Connect Appliance
QR Code - App Download
Stage 2 - Seeding
Strengthen retention and CLV by keeping the app’s lifestyle value central — nurturing lasting consumer relationships and minimizing long-term loss
First-Use SmartHQ App
First-Use of Appliance
Onboarding Process
(User Hardware-Centric)
App Route
Stage 1 - Seeding
Appliance Route
Calibrated Self-Learning
Friendly Introduction
A lightweight, approachable start that feels effortless but reveals expansive potential — offering users a clear, macro view of their GE Appliance ecosystem
Human-centered onboarding to improve appliance literacy and minimizing short-term drop-off
Centered on Adaptive User Support — meeting both Self-Paced and Engaged learners by strategically injecting information where it’s most relevant
Stage 2.5 - Seeding
(Engaged Learners)
Learn-First Activeness
(Self-Paced Learners)
User-First Passiveness
Understanding Consumer’s Base Knowledge
Data-Pointing Laundry Patterns
Evaluating Skill Level
Priming Notifications
Re-Orienting Consumer-App Value
Lost Customer
+ Revenue
Eco-Revenue
Service-Revenue
Co-Branding Partnership
Data Points
PR + Marketing
😃✅🔥📈
Continue?
Continue?
Cadenced In-App Prompts
Selectively surfaced during usage to establish baseline understanding and maintain engagement rhythm
Pre-Buy
At the macro level, legacy brands lead — competition hinges on trust, visibility, and habitual loyalty as much as on product performance
Buy
Early ownership serves as an amateur introduction — users are still learning, forming habits, and testing trust. Returns are rare unless frustration outweighs perceived value or usability.
Post-Buy
Material Seeding Prediction builds redundancy into reassurance—predictively reinforcing confidence through repeated, layered touch points to prevent buyer’s remorse and reduce early product returns
SEO
Sales Floor
Appeal
Branding
Influence
Marketing
Set-Up
(Professionally Done)
🥊
vs.
🥊
🥊
🥊
🥊
🥊
Buy-In Value
(The Consumer)
A guided onboarding flow that pairs product calibration with tutorial prompts.
Ensuring reliable setup, preventing user error, and reducing early returns
Connect Appliance
QR Code - App Download
Stage 2 - Seeding
Strengthen retention and CLV by keeping the app’s lifestyle value central — nurturing lasting consumer relationships and minimizing long-term loss
First-Use SmartHQ App
First-Use of Appliance
Onboarding Process
(User Hardware-Centric)
App Route
Stage 1 - Seeding
Appliance Route
Calibrated Self-Learning
Friendly Introduction
A lightweight, approachable start that feels effortless but reveals expansive potential — offering users a clear, macro view of their GE Appliance ecosystem
Human-centered onboarding to improve appliance literacy and minimizing short-term drop-off
Centered on Adaptive User Support — meeting both Self-Paced and Engaged learners by strategically injecting information where it’s most relevant
Stage 2.5 - Seeding
(Engaged Learners)
Learn-First Activeness
(Self-Paced Learners)
User-First Passiveness
Understanding Consumer’s Base Knowledge
Data-Pointing Laundry Patterns
Evaluating Skill Level
Priming Notifications
Re-Orienting Consumer-App Value
Lost Customer
+ Revenue
Eco-Revenue
Service-Revenue
Co-Branding Partnership
Data Points
PR + Marketing
😃✅🔥📈
Continue?
Continue?
Cadenced In-App Prompts
Selectively surfaced during usage to establish baseline understanding and maintain engagement rhythm
Through this process, I developed a deeper appreciation for how business logic, data systems, software, hardware, and UX must align seamlessly — realizing that designing great experiences isn’t just about usability, but about orchestrating an ecosystem where every interaction reinforces clarity, confidence, and purpose
Through this process, I developed a deeper appreciation for how business logic, data systems, software, hardware, and UX must align seamlessly — realizing that designing great experiences isn’t just about usability, but about orchestrating an ecosystem where every interaction reinforces clarity, confidence, and purpose
Through this process, I developed a deeper appreciation for how business logic, data systems, software, hardware, and UX must align seamlessly — realizing that designing great experiences isn’t just about usability, but about orchestrating an ecosystem where every interaction reinforces clarity, confidence, and purpose
I learned how education, timing, and subtle behavioral guidance can shape user trust and engagement — seeing firsthand how even small, well-placed interventions can reduce friction, improve understanding, and drive long-term adoption.
I learned how education, timing, and subtle behavioral guidance can shape user trust and engagement — seeing firsthand how even small, well-placed interventions can reduce friction, improve understanding, and drive long-term adoption.
I learned how education, timing, and subtle behavioral guidance can shape user trust and engagement — seeing firsthand how even small, well-placed interventions can reduce friction, improve understanding, and drive long-term adoption.
I was one of the core designers on the closed-circuit, scratch-built project, a rare opportunity where I not only had a voice but also helped define how ideas transitioned from exploration to implementation across design, engineering, and business
I was one of the core designers on the closed-circuit, scratch-built project, a rare opportunity where I not only had a voice but also helped define how ideas transitioned from exploration to implementation across design, engineering, and business
I was one of the core designers on the closed-circuit, scratch-built project, a rare opportunity where I not only had a voice but also helped define how ideas transitioned from exploration to implementation across design, engineering, and business
Conclusion
Conclusion
Conclusion
Ultimately,
Ultimately,
Ultimately,
[Delivery]
[Delivery]
[Delivery]
Project Nexus 🛳️(ships MVP) in Q4 of 2026
Project Nexus 🛳️(ships MVP) in Q4 of 2026
Project Nexus 🛳️(ships MVP) in Q4 of 2026
Phase 1 - Late 2027 to Early 2028
Phase 2 - Glow Launch + Lifestyle in Late 2028 to 2029
Phase 1 - Late 2027 to Early 2028
Phase 2 - Glow Launch + Lifestyle in Late 2028 to 2029
Phase 1 - Late 2027 to Early 2028
Phase 2 - Glow Launch + Lifestyle in Late 2028 to 2029
👑
👑
👑