Hi, I’m Romelle
Bridging the gap between business decision-makers, developers, designers, and users through strategic visual architecture.
What I Do
Converting complex business logic into intuitive, navigable paths for the user.
A strategic link between business decision-makers and developers, ensuring visual architecture aligns with functional needs.
Architecting workflows that integrate AI tooling into the core of the product lifecycle.
Recent Project
Redesigning the solution orchestration layer for enterprise IT infrastructure — reframing the problem from "improving usability" to restoring trust and confidence under time constraints. The result: a unified workspace that reduced cognitive load, minimized errors, and improved sales efficiency.
Enterprise rigor meets brand emotion. A look at how I untangle complex systems and rebuild trust at scale.
A unified, AI-guided configuration workspace that reduced cognitive load, minimized errors, and rebuilt confidence under deadline pressure.
I specialize in untangling complex enterprise data and transforming it into intuitive, scalable product ecosystems. While I’ve spent recent years architecting intelligent workflows at Dell, my true passion lies in the intersection of deep technical constraints and elegant, user-centric interfaces. I am a firm believer in the power of robust design systems, data-driven design, and cross-functional harmony — yes, designers and engineers can actually be best friends.
Based in Los Angeles, CADeconstructing complex workflows into manageable, intuitive interfaces for global-scale applications — transforming traditional configuration into intelligent, AI-guided experiences that feel trustworthy.
Deep-dive qualitative research that translates into data-driven design solutions, actionable product strategy, and clear design roadmaps.
Partnering with Product and Engineering leadership to shape roadmap and platform strategy, aligning user needs with technical and business constraints.
Building and maintaining robust, multi-platform components, scalable pattern libraries, and comprehensive design systems that accelerate development efficiency.
Dell Technologies
Led design strategy for AI-powered configuration and transactional workflows, enabling enterprise users to move from product selection to validated purchase decisions with greater accuracy and confidence.
Monster Energy
Directed the digital brand experience for product e-commerce platforms and internal sales tools, diplomatically aligning marketing, sales, and engineering initiatives toward customer-centered outcomes.
Monster Energy
Designed and shipped customer-facing digital experiences across multiple brand families, balancing visual design with intuitive interaction patterns to drive measurable user engagement and brand stickiness.
Role
Lead Product Designer
Timeline
8 Months
Deliverables
Solution Dashboard, AI-Guided Order Management System
Summary
Dell sales agents configure complex IT infrastructure under tight deadlines, where errors directly impact revenue and customer trust. Over time the legacy sales ecosystem became fragmented, dense, and reactive — eroding confidence and stalling CSAT at 72%. I led the end-to-end redesign of the configuration experience, reframing the problem from "improving usability" to restoring trust and confidence under time constraints.
Decrease in time spent configuring complex server solutions across IT infrastructure.
Increase in CSAT score — trust restored through improved usability and reliability.
Sales agents relied on fragmented legacy tools to configure complex solutions, forcing constant context switching and reactive error handling.
In high-stakes environments, this friction eroded trust in the system’s ability to produce viable outcomes. As confidence declined, users turned to manual workarounds and personal validation, increasing inefficiency and risk. With CSAT stalled at 72%, it became clear the problem extended beyond usability to systemic trust.
Process
Rather than auditing screens in isolation, I focused on how agents actually worked.
The issue wasn’t just about usability (the assumed problem). It was confidence, due to:
Errors surfaced late and required manual resolution — often 10–15 minutes per issue.
Information density was high, but actionable insight was dangerously low.
Agents switched across platforms to complete a single configuration, increasing risk of data loss and fatigue.
“I know how to work around the errors and get them fixed, because I’ve done it so many times. But for new sales users, the learning curve is steep.”
— Dell Sales Partner, Fortune 500 Client
Our Cognitive Load Index (CLI) ranges 1–100; scores above 75 indicate excessive mental strain. The legacy experience scored 87.4. By simplifying decision paths and aligning interactions with real workflows, we drove it down to 54.4 — a 37% reduction, moving from the frustration zone into the productive range.
Heat maps showed user gaze spreading uniformly across pages — no clear focal hierarchy guiding next actions.
Users encountered an average of 47 decision points per configuration session, most of which were unnecessary.
Resolving a single validation error required users to scroll away from their context, breaking flow and compounding confusion.
Post-redesign usability sessions showed measurable improvement in task completion speed and first-attempt success rate.
Through job shadowing, I conducted in-context observational research to understand how Dell agents and partners work in real-world conditions. Insights from these sessions were synthesized into a living research artifact that mapped pain points, behaviors, and unmet needs — helping product and engineering teams stay grounded in user reality as design and development evolved.
Dense information, unclear hierarchy, and competing signals overwhelm users while browsing the product catalog, making it difficult to form mental models.
Product catalog selection lacks clear entry points and progressive disclosure, forcing users to rely on trial-and-error rather than confident navigation.
Users are required to repeat the same actions across steps, increasing friction, fatigue, and the likelihood of mistakes.
Mapping the configure journey across both app tracks exposed why confidence eroded — users pass through a dense chain of overlapping configurators and integrations, several flagged as friction points, long before a quote is ever produced.
By producing a value stream map I was able to visualize an end-to-end overview of the complex workflows, enabling teams and stakeholders to identify non-value-added time (waste), reduce bottlenecks, and speed up delivery. By mapping current and future states, VSM enhances collaboration across departments, improves process efficiency, and fosters a data-driven culture of continuous improvement.
Most time-consuming actions:
Here is an example of how validation errors can affect users’ time on task which translates to lost sales.
Example Problem
“When configuring complex IT infrastructure solutions, compounding capability issues and unclear error resolution slows me down.”
To solve this the user must scroll to view errors, which takes focus away from configuration. Then try to make sense of the error and resolve with personal product knowledge or raise a support ticket. This back and forth viewing errors and making the correct selections can take an average of 10–15 min.
What appears to be a minor task is repeated 10–20 times daily, across dozens of quotes and multiple sales representatives, scaling into significant productivity loss and hours of avoidable operational overhead for even small changes.
| Number of Users | Number of Iterations | Cost to Dell* | |
|---|---|---|---|
| 1 | 1 | $1.34 USD | |
| 1 | 20 | $26.81 USD | |
| 1,000 | 20 | $26,808 USD | $148.94 / second |
Originally positioned as a next-generation configurator redesign, research reframed the opportunity: design a unified, intelligent workspace that supports confident decision-making in complex, high-pressure environments. This shifted focus from interface cleanup to workflow orchestration, error prevention, and system transparency.
A single experience for exploring, comparing, and configuring products and services — with proactive error prevention and intelligent guidance.
An AI-powered collaboration assistant providing real-time, contextual guidance and automating routine tasks — preventing errors before they occur.
Reduction in technical sales support tickets related to configuration errors, using intelligent automation.
Estimated operational cost savings for early-adopter clients.
Elimination of configuration-related complaints and improved user satisfaction.
Managing enterprise infrastructure isn’t about hiding complexity, but organizing it. Shifting from manual validation to AI-guided intelligence lets users focus on intent.
The research phase proved that "designing for" differs from "designing with." Witnessing partners’ incompatibility issues gave insight no survey could capture.
Enterprise sales tools operate within complex ecosystems — front-end decisions must align tightly with backend constraints and data integrity.
Role
Product Designer
Timeline
6 Months
Deliverables
Web Application
Team
Designer, 2 engineers, Digital Marketing Manager
Overview
Monster Army is Monster Energy's elite action sports program — a global network of athletes ages 13–21 competing in BMX, Mountain Biking, Motocross, Surfing, Skateboarding, and Freeski. The program promises cash prizes, gear sponsorship, and competitive exposure. Athlete signups had been declining ~15% year-over-year and first-year retention was eroding. The app — the primary touchpoint between Monster and its athletes — was failing at its one job: making athletes feel valued and supported.
Athletes won races and waited 4–6 weeks with zero visibility. The claim process was email-based and manual. No status. No confirmation. Just silence.
Core actions — applying to events, submitting results, claiming prizes — required 7+ taps to reach. First-time athletes had no clear next step after signing up.
Most athletes used the app at events: outdoors, under glare, wearing gear, under time pressure. The interface was built for a desk, not a skate park.
Design Challenge
How do you rebuild athlete trust through product design when the trust gap is both operational (slow payouts) and experiential (confusing UX) — and you can't change the payout operations?
Design Process
I started with support ticket analysis and drop-off data, then ran contextual sessions with 8 athletes across 3 sports — observing how they used the app in the field: parking lots, event venues, training facilities.
Key Insight
Athletes interact with this app in 3 contexts: pre-event prep, live-at-event, and post-event admin. The existing design treated all three identically. Most confusion happened at post-event admin — the moments when athletes needed to claim prizes and submit results. That's where the redesign had to win.
CALL TO ACTION
The home feed was redesigned around urgency. Battlefield event results, upcoming races, and prize totals were surfaced first. Athletes shouldn't have to search for a reason to open the app.
Real-time race results and upcoming events ranked by prize value. Athletes see what's at stake before they even open a screen.
A persistent prize total created ambient urgency — a daily reminder of what competing was worth.
Enlistment entry points embedded in the feed drove new signups organically from within the existing user base — no separate marketing push needed.
ENLISTMENT PROCESS
The original sign-up form asked for everything upfront. I reduced it to the minimum viable set — name, sport, photo, submit — and moved everything else to post-acceptance profile completion. A completed signup converts; a half-finished one disappears.
4 fields. Under 2 minutes. Completion rate was the metric that mattered most at the top of the funnel.
Post-submission confirmation immediately prompts athletes to refer friends — turning every signup into a growth event.
"Enlistment Starts Now" lived inside the battlefield feed — discovery through context, not a separate marketing page.
ONBOARDING
Accepted athletes had no clear path forward. The redesigned onboarding sequence surfaced three core actions — build your resume, get paid, shop gear — immediately after offer acceptance.
Contract details — rank, sport, offer %, monthly allotments — surfaced clearly. No ambiguity, no email follow-up needed.
Each card surfaced one primary action. Not an overwhelming list of features — three clear starting points and nothing else.
Athletes went from acceptance to competing within 72 hours, vs. a previous 3-week average.
CLAIM MANAGEMENT
The biggest trust problem wasn't just payout speed — it was the silence. Athletes didn't know what was pending, claimed, or earned. The redesign replaced email chaos with a real-time earnings dashboard.
Available payouts, career earnings, and per-event claim status at a glance. Transparency as a trust mechanism.
Originally 3 confirmation steps. Reduced to a single tap with immediate confirmation state — validated through two rounds of usability testing.
Full-screen win confirmation — brand-consistent, visceral, shareable. Made Monster feel like it was celebrating with the athlete, not just processing a transaction.
Validate
Tested high-fidelity prototypes with 6 athletes over 2 rounds. Key iterations: the claim flow was reduced from 3 confirmation steps to 1 based on usability observation. The enlistment form was cut from 12 fields to 4 after watching athletes abandon mid-flow. Both changes were driven by behavior, not assumption.
Decisions
What I worked within — and what I consciously gave up.
Design Constraints
Athletes use this app at race venues, training parks, and staging areas — outdoors, one hand, gear on. Every critical interaction had to be completable in under 3 taps.
Athlete contracts, offer acceptance, and prize claims all had legal requirements that had to live in-product — not offloaded to email. This required close collaboration with legal and constrained the offer acceptance flow significantly.
The visual identity — claw green, dark backgrounds, aggressive type — was non-negotiable. Every layout decision had to work within a tightly defined brand design system.
Athletes across 45 countries, middle schoolers to young adults. Copy had to be plain, actions self-evident, and the experience resilient to low-connectivity environments.
Design Trade-offs
Reducing enlistment from 12 fields to 4 improved completion rate but meant managers had to collect remaining info post-signup. A completed signup converts — a half-finished one disappears.
Removed complex micro-animations from the home feed in favor of static transitions. Event cards load faster and the feed feels snappier in low-connectivity race environments where athletes actually use it.
Deprioritized social and community features entirely in favor of the Get Paid flow. The trust problem was financial — fixing financial visibility had to come before community building.
Used platform-native UI components instead of custom controls. Slightly less branded but dramatically more learnable for a young, global user base encountering the app for the first time.
Impact
“The new system didn't just change how we track athletes — it changed how we communicate with them.
— Marcus Thorne, Global Director of Sports Marketing, Monster Energy
It's built for speed, just like us.”
Retrospective
I couldn't fix the payout timeline — that was ops. But I could make the uncertainty visible. Adding status transparency to the claim flow reduced anxiety even when the payout speed didn't change. Visibility is a form of trust.
"13–21 action sports athlete" is too broad to design for. Designing for the specific context — outdoor, at-event, high pressure, one hand — was far more useful than demographic assumptions. Where you use something shapes how you use it.
Embedding contract acceptance into the onboarding flow required close collaboration with legal. The constraint forced clearer copy and a simpler flow. The most constrained part of the product ended up being one of the most polished.
I assumed athletes wanted a fast onboarding flow. What they actually wanted was a fast path to competing. Onboarding length mattered less than clarity about what came next. The assumption was adjacent to the insight — but not the same thing.
Role
Product Designer
Timeline
4 Months
Deliverables
Visual Identity, Marketing Assets, E-Commerce Strategy
Team
Designer, 1 Engineer, Digital Marketing Manager
Market Research
Research revealed that modern consumers prioritize functional purity over flashy marketing. We focused on transparency, technical precision, and high-contrast accessibility.
The core demographic seeking authenticity and clean labels.
Consistent brand look & feel. Alignment of in-store promo graphics, social media, and YouTube content.
Key Insights
For this new product launch there were careful design decisions to consider. The upside was that the organization had other products within the sport-fitness category, giving them the necessary insights to understand the target users. We were able to set expectations based on consumer insights.
Health-conscious users prioritize what they consume, making clear nutrition facts and product benefits essential — core drivers of site engagement.
Alongside product education, enabling seamless purchase and product discovery (via retailers like Walmart and Amazon) was critical to driving conversion.
Competitive insights informed a more dynamic experience, leveraging influencer content and interactive product exploration to increase engagement.
Solution
High-fidelity design was where the experience truly came to life. Through refined visual systems, responsive layouts, and intentional interaction patterns, I translated strategy into a cohesive, immersive brand experience. Designing directly in the browser let me shape the nuances of motion, hierarchy, and responsiveness in real time — ensuring the final product wasn’t just visually strong, but felt seamless and alive across devices.
Impact
Across paid and organic channels in the first 30 days.
Direct-to-consumer sales increase following the rebrand.
Simultaneous rollout across North America, EU, and APAC.
Retrospective
This project required rapid alignment under tight timelines while building trust with a new marketing team, achieved through structured processes that enabled fast, confident decision-making.
With a tight launch timeline and a new marketing team, we aligned quickly through a design sprint, validating ideas fast while building trust by involving them throughout the process.
To avoid unproductive feedback loops, I structured reviews around clear, objective criteria, leading to smoother approvals and stronger trust in design moving forward.
Reflecting on the Reign Energy project provided critical insight into high-performance brand building in the digital age.
This project reinforced the importance of adapting process to context — balancing speed and creativity while maintaining a strong UX foundation.
Under tight timelines, alignment was critical. Clear communication and a collaborative approach kept marketing and development in sync, enabling a successful launch.