+27%
Pro Account sign ups increased
23%
Users with repeat visits
7
Disparate customer programs consolidated
Client
Essilor of America
Role
Experience Strategist & Lead Designer
Methods & Disciplines
Tools Used
Essilor wanted to reinvent how they partnered and supported their customers by building a personalized business portal that offered premium access to exclusive programs. I led the experience design team, designing and directing the process from idea to reality.
Essilor’s B2B division offerings were spread across multiple touchpoints including training materials, product education, sales, order tracking and multiple loyalty programs. They needed a way to unify all of these disparate platforms into a cohesive experience that would add a new level of personalization and value to their customers.
Conducted 2-day ideation workshop with key stakeholders to define the scope and vision for the new business portal.
Mapped key user personas around how they interact with the existing platforms and their future needs for the new experience.
Designed what a combined information architecture would look like after unifying 7 programs in a new dynamic, personalized experience.
Planning of personalization strategy based on targeted persona needs, business opportunities and component design.
Design, prototyping and user testing of a modular, component driven design platform.
I planned and facilitated a 3 day workshop at Essilor HQ, extracting user insights and business goals.
Teams work together during the workshop to understand key user personas
Key Findings
4
Key personas surfaced around Primary Optometrist, Assistants, Office Managers and Business Owners.
8
Training programs could be created to educate staff on topics such as sales of Essilor products, eye health, conditions and product support
6
Different Essilor teams were involved in managing programs across B2B customer relationships
Before diving into UI, the core user experience design required definition - content strategy, information architecture, modular component design and personalization strategy.
Site map to support multiple user types within a profile driven, dynamic experience
Modular component design created flexibility to dynamically build pages as needed
Scalable navigation system to support multiple user types within a profile driven, dynamic experience
High-fidelity design concepts bringing the portal experience to life across key user journeys.
Landing page hero design concept.
The Essilor Experts dashboard landing page design concept built from modular components.
Business managers could access key data and insights about their offices with this location management dashboard.
Selling the Essilor Pro Experts program to business owners and office managers.
The experience captured attention before it even launched, then exceeded every expectation once it did. Through disciplined iteration, hands-on optimization of enrollment flows and training touchpoints, and a commitment to getting the details right, the program became a genuine platform for growth. Today it stands not only as a fully realized product, but as a living proof point the client actively brings to the table when building new business relationships. That's the mark of work that truly lands: it doesn't just solve the brief, it expands what's possible.
Next Project — EXPERIENCE STRATEGY · UX/UI
FREESTYLE
Creating a Custom Laundry Detergent Pilot Program
Brian Pinkney
10+
Years leading teams
6+
Industry Awards Won
8
Business Sectors Served
20+
Countries & Markets
Sectors
IMAGINE.
CREATE.
EXPERIENCE.
I'm a design leader and experience strategist with 20+ years in product design, user experience, and strategy. Over that time I've worked with dozens of companies and brands across healthcare, retail, advertising, and innovation consulting, most recently leading experience work at Kroger, with prior roles at Cardinal Health and Grey. I'm a bit of a Swiss army knife. I design what people see, but I also design the systems behind it: the people, processes, and decisions that shape how an experience actually feels.
Right now I'm focused on the evolving relationship between humans and AI. I'm especially interested in Agentic Experience Design, moving past chatbots toward AI systems that act with intent, transparency, and real utility, with humans firmly in the driver's seat. I think a lot about the UX of delegation, the feedback loops that build trust between people and agents, and what 'Responsible AI' looks like when it's designed in from the start instead of bolted on at the end.
I like the unglamorous detail. The hand-off between teams that quietly breaks a customer's trust. The data model that decides what a frontline worker can actually see. The back-of-stage process that creates the experience a user never notices but always feels. I'm comfortable in a service blueprint, a stakeholder boardroom, a Figma file, or a terminal running Claude Code.
AI & Emerging Tech
- Agentic Experience Design
- UX for AI
- Responsible AI Frameworks
- AI Strategy (MIT / Wharton certified)
- Human-AI Interaction Patterns
Service Design
- Service Blueprinting
- Journey Mapping
- Ecosystem Mapping
- Co-design Facilitation
- Systems Thinking
Research & Strategy
- Discovery & User Research
- Contextual Inquiry
- Experience Strategy
- Data-Driven Design
- KPI & Metrics Strategy
Design & Craft
- UX / UI Design
- Interaction Design
- Figma (Advanced)
- Design Systems at Scale
- Rapid Prototyping
Build & Tooling
- Cursor
- Claude Code
- Tailwind CSS
- HTML / CSS / JavaScript
- Figma-to-Code Workflows
Leadership & Ops
- Product Design Leadership
- Team Management & Mentorship
- Workshop Facilitation (LUMA certified)
- Stakeholder Alignment
- Design Operations
Education & Recognition
BBA, Marketing — Ohio University
Human-Centered Design Practitioner — LUMA Institute
AI: Implications for Business Strategy — MIT Sloan School of Management
AI Strategy and Governance — University of Pennsylvania, Wharton School
AI for Product Management Specialization — Duke University
Agentic AI for Leadership — Virginia Tech