Lead Experience Designer

 

I am a problem solver with a deep understanding of product and service design. From initial concepts through research, design, and development, my strategic approach connects people with the products they want.

Operating as a “knowledge architect,” I specialize in creating logical frameworks that bridge user intent and technical system capabilities. I value deep, meaningful relationships and use a highly personal communication style to understand both my customers, employees, and leaders. By combining strategic systems thinking with a collaborative and empathetic approach, I build tailored solutions that empower both my teams and the customers we serve.

While at Glasgow School of Art, I completed a Master of Design in Design Innovation. Using field research, we understood the complicated landscape of technology and social structures to create new product opportunities. Prior to grad school, I graduated from The College of Saint Rose with a BFA in Graphic Design and a minor in Art History. 

To contact:  erin.reeg@gmail.com.

Professional Experience

LEAD EXPERIENCE DESIGNER, VERIZON | JAN 2025 - Present

As part of Experience Architecture, I lead 2 core working teams.

CUSTOMER INTENTS TEAM LEAD

  • Took over leadership of the Customer Intents team in Q1 2026, unifying legacy and new members around a single strategic direction.

  • Mapped the end-to-end customer journey for the Simplicity Plan launch, surfacing key pain points for new and existing customers.

  • Built an omnichannel blueprinting tool to visualize and manage customer intent journeys across teams.

IDENTITY ARCHITECTURE TEAM LEAD

  • Led a foundational, customer-first data architecture strategy that shifted Verizon from account-centric data structures to an individual-centric identity model.

  • Revived a stalled, multi-app architecture initiative by aligning senior cross-functional leaders on a unified profile-linking strategy, connecting core product features across multiple apps.

  • Built and democratized an interactive Systems Graph mapping data attributes, roles, and access permissions across all core Verizon applications.

  • Launched an AI-powered Knowledge Gem enabling natural-language queries against complex roles, attributes, and permissions data.

  • Diagnosed authentication loops using Quantum Metrics, uncovering that 21–24% of users were trapped in “forgot password” loops, and established a holistic Identity Management blueprint to resolve it.

  • Improved team operational effectiveness by establishing clear, transparent processes.

LEAD EXPERIENCE STRATEGIST, ENDAVA,  MAR 2019 — JAN 2025

As part of a development agency, I lead the experience design of major initiatives for our clients. 

  • Launched the Free Wi-Fi initiative with Delta Airlines, designing a new login experience for Delta seatback devices.

  • Led early client engagement — proposals, discovery, and business objective alignment — to pitch strategic design solutions that grew client accounts.

  • Partnered with development teams to build backlogs, scope features, and write user stories, delivering a new client onboarding process on schedule.

  • Designed and launched a new brand, website, and intranet for Schonfeld Financial Advisors. 

SENIOR PRODUCT DESIGNER, VERIZON,  SEPT 2016 — FEB 2019

Working across cross-product to enhance usability and create better customer-facing products.

  • Led the experience design for Verizon Digital Signage, launching a new product along with its supporting portal and hardware documentation.

  • Conducted user research and created annotated wireframes for multiple platforms on a Verizon–Greg Norman customer-facing product partnership.

  • Redesigned Verizon Cloud’s responsive website navigation for improved usability and strategized new feature sets adopted by business and development teams.

USER EXPERIENCE DESIGNER, PLASTIC-CRAFT, 2016

Partnered with marketing and development teams to streamline business requirements, creating wireframes and style guides for Plastic-Craft.com and PlasticCuttingBoards.com that drove increased sales.

USER EXPERIENCE DESIGNER, EFFECTIVEUI,  2014 — 2016

Designed and launched the Plenti Loyalty Program for American Express, including responsive wireframes for Plenti.com and a redesigned Plenti app dashboard for iOS and Android. Additional clients included AMEX FXIP and TIAA-CREF.

WEB DESIGNER, PIERRE FABRE, 2014 

Managed websites, email campaigns, and design work within the Digital Marketing team for four brands: Avène, Klorane, Pierre Fabre, and Glytone.

EDUCATION

MASTERS OF DESIGN INNOVATION,  Glasgow School of Art, 2013

BFA GRAPHIC DESIGN,  The College of Saint Rose, 2012