Anna Dooley

Three initiatives in 8 months: a Reservation Allocation System (RAS), The Clubhouse member community, and a self-initiated mobile strategy.

• Led design across member + ambassador surfaces for the RAS — a quarterly weighted lottery (five-factor: rank × points × tier × loss × TRVR) replacing a fastest-finger booking race. Built a working React prototype with AI as dev collaborator that became the stakeholder alignment artifact; presented to the Member Advisory Council, scoped for 2027 release.
• Designed a variable-points architecture and partnered with engineering on the RAS algorithm — one simplification landed in the next backend spec revision.
• Sole Sr. designer on The Clubhouse. Owned end-to-end IA, feature analysis, and MoSCoW prioritization across two phases of growth; restructured a flat MVP into a four-pillar platform.
• Two Clubhouse roadmap recommendations adopted: Passion + My Feed added to Phase 2; tabbed Destination Pages restructure piloting in Costa Rica.
• Designed the Phase 3 Circles system in advance of build — five Circle types from one shared structural pattern, with interactive HTML prototypes.
• Self-initiated a code-level audit of two mobile codebases (native + webview) — 763 hardcoded values, 23 font sizes, webview-awareness gap nobody owned. Produced a platform decision framework, 20-item priority matrix, 4-phase roadmap.
• First distribution didn't land. Rebuilt the audit as a 6-tab interactive HTML report integrating the 2026 member survey (n=627, app satisfaction 3.50/5) — landed with Head of Product + PMs; portions moved into next-quarter scope.

• Drove an IA + homepage redesign from card-sort and user-survey research — research-backed, not workshop-guessed.
• Built an interactive business-case spreadsheet that let stakeholders adjust financials and see organizational impact in real time.
• Mapped an end-to-end CX blueprint for a lead-gen experience at a global agricultural client — front-stage and back-stage interactions across 12 customer interviews (sellers + farmers) plus stakeholder conversations across four internal teams. Gap analysis, opportunity framework, efficiency recommendations.
• Ran 35 stakeholder interviews to diagnose enterprise IT challenges; compiled findings into decision-grade artifacts leadership signed off on.
• Delivered data-backed recommendations and implementation guidance across multiple client engagements.

• Sole UX designer on a six-month healthcare engagement for Healthfirst (Medicare and Medicaid health insurer in New York). Owned IA strategy work — card sort with 30 members, member-built sitemaps for every section of the portal, and a strategic UX deck (Designing for Clarity) making the case for a holistic redesign beyond IA alone.
• Six feature design efforts in parallel — Payments (responsive-in-native-frame analysis), LexisNexis 2FA (20+ prototypes across 3 workflows × 3 risk levels), Ride History (tabbed upcoming/past pattern), OTC, Communication Preferences for ESL Medicaid members, and Rewards user-flow redesign.
• Designed unified responsive web screens informed by a native-vs-webview analysis; retained the native engagement patterns worth keeping.
• Led cross-platform alignment so responsive web designs informed mobile implementations — consistency across surfaces, not parallel teams.
• Designed a product search system (suggested search, recommendations, catalog browsing, multilayered filtering) for a retailer-first selection model on a top-search catalog brand.
• Sole UX/UI designer for multiple end-to-end web and app flows on the MoXe application. Redesigned the product card as a single Figma component — 13 toggles producing 40+ valid permutations — so a new card type became a flag, not a redesign.
• Built Figma shared components with variables that flexed across platforms and scenarios. Introduced drag-and-drop patterns to modernize legacy flows.
• Built ProtoPie prototypes with conditional logic, routing, form fields, and micro-interactions — closer to live than Figma click-throughs, used for user testing.

• Built multi-channel marketing automation strategies — triggered comms, landing pages, dynamic content, ecosystem campaigns — to 150% of goal.
• Designed and tested complex audience segmentation for personalized, targeted campaigns.
• Presented marketing automation, reporting, and SEO strategy to top-tier clients.
• Optimized campaigns through A/B testing and CRM/campaign-data analysis to close gaps in the user journey.

• Marketing automation production, segmentation, and SEO implementation for client campaigns.

• Devised and ran one of the most successful ad campaigns in company history, generating 3,000 new leads.
• Produced and edited promotional video and built digital assets (logo animation, data graphics, infographics) that grew web and social traffic.

The bridge between building in code and presenting like a designer — assembles vibe-coded prototypes into a system view, surfaces every state across viewports, and hands off to dev with comments lifted back to Claude Code as code references.

• Live demo