Michelle DaSilva · Experience Design Executive
20+ years leading experience strategy and transformation across banking, pharma, and consumer platforms — turning complex enterprise problems into experiences people can actually trust.
About Me
UX Strategy & Digital Transformation · Finance · Healthcare · Consumer Goods
I lead experience strategy for complex, large-scale ecosystems at global enterprises — turning commercial objectives into products that serve millions of users and move real business metrics. I build high-performing teams (today, a 7-person UX team spanning product design, content design, and research), align Design, Engineering, Product, and Data with Legal, Risk, and Compliance around a single strategy, and solve enterprise problems where the stakes are highest.
I specialize in regulated industries — where trust, security, and operational efficiency directly impact user outcomes. I design for field teams, internal workflows, and complex multi-stakeholder systems where simplicity and control are non-negotiable.
Portfolio Highlights
Selected projects spanning financial services, healthcare, and AI-driven product design — showcasing end-to-end UX strategy, team leadership, and measurable business impact.
Led the end-to-end UX discovery and design vision for a permissions platform serving 8.7 million business banking customers.
Shipped to 7.5M Business Banking users, with 100+ CX gaps prioritized
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Led research and flow design for a self-service RSA multi-factor authentication enrollment experience — replacing a manual, CSR-dependent process, validated through usability testing.
Live for 25% of Business Banking, validated with 16 clients
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An exploratory design concept for how AI could eliminate cognitive burden in access control for business banking. (Concept/Research Project)
−42% projected support tickets
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Led CX/UX strategy for Novartis’s PSS Leap initiative — a ground-up reimagining of the patient therapy journey spanning web enrollment, CRM workflows, and omni-channel touchpoints.
24.5K patients enrolled, +23% web adoption, 93% call quality
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Led the UX team delivering a scalable design system for Novartis’s US pharmaceutical portfolio — launched on Cosentyx with measurable improvements across engagement, bounce rate, and session depth.
+40% session duration on the Cosentyx launch
View Case Study →AI Transformation In Progress
Beyond the products themselves, I'm helping lead the shift from a traditional software development lifecycle (SDLC) to an Agentic Development Lifecycle (ADLC), bringing Product, Engineering, Data, and UX into a new AI-enabled way of working.
View the Initiative →
Background
Career
VP, User Experience Design Lead
Leading a 7-person UX team, with 5 direct reports across product and content design plus a UX researcher on project work. Driving UX strategy for the ASM entitlement platform serving 8.7M Business, Commercial, and Private Banking customers. Redefining how Design, Product, Engineering, and Data build together in an AI-enabled delivery model, with a cross-functional pod pilot planned.
Associate Director, UX Design Lead
Defined UX strategy for $15B USPharma segment. Led Salesforce Health Cloud CRM design for patient support platform (24.5K+ enrolled). Launched patient-centric design system with +40% engagement lift.
UI/UX Design Manager; Sr. UI/UX Designer
Orchestrated the digital transformation of brother-usa.com and launched the PrinterProPlus auto-fulfillment ecosystem.
UX/Graphic Design Manager; Sr. Graphic Designer
Directed UI/UX strategy and visual execution across a $9B global car rental portfolio.
Skills & Tools
Resume
Twenty years across enterprise UX, product design leadership, and digital transformation — JPMorgan Chase, Novartis, Hertz, and more.
Let's Connect
Whether you're looking for a design leader, a collaborator, or just want to talk UX — I'd love to hear from you.
Michelle DaSilva