Michelle DaSilva
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Michelle DaSilva · Experience Design Executive

Designing for Scale.
Leading with Purpose.

20+ years leading experience strategy and transformation across banking, pharma, and consumer platforms — turning complex enterprise problems into experiences people can actually trust.

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8.7M+
Users Impacted
$15B
Pharma Segment Led
40%
Lift in Patient Engagement
Michelle DaSilva

About Me

Strategic Design
Executive

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, 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.

20+
Years Leading UX
3
Industries Served
4
Enterprise Orgs
Financial Services Driving scalable authentication and entitlement solutions for 8.7M customers — enhancing security while reducing fraud risk through GenAI-driven UX concepts.
Healthcare & Pharma Defining UX strategy for a $15B segment and launching patient-centric design systems that measurably improved medication adherence and co-pay enrollment.
Consumer Goods Orchestrating e-commerce transformations and automated replenishment ecosystems that converted one-time buyers into recurring revenue subscribers.

Portfolio Highlights

Featured Case Studies

Selected projects spanning financial services, healthcare, and AI-driven product design — showcasing end-to-end UX strategy, team leadership, and measurable business impact.

Access & Security Manager — final MVP design
ASM
001 · Fintech

Access & Security Manager

Led the end-to-end UX discovery and design vision for a permissions platform serving 8.7 million business banking customers.

UX Discovery 8.7M Customers Enterprise Banking
View Case Study →
SecureAccess — AI dashboard on laptop
SA
002 · Fintech · AI

SecureAccess: AI Permission Design

An exploratory design concept for how AI could eliminate cognitive burden in access control for business banking. (Concept/Research Project)

AI Product Smart Access Cognitive Design
View Case Study →
Patient Support Services — case management dashboard
PSS
003 · Healthcare

Patient Support Services

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.

CX Strategy Salesforce CRM Service Design
View Case Study →
USPharma Design System — component collage
DS
004 · Healthcare · Design Systems

USPharma Design System

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.

Component Library Drupal CMS Systems Thinking
View Case Study →
Design philosophy
"
Enterprise design tends to optimize for the institution. I've always found the work gets better when you start with the person on the other side of it."
Michelle DaSilva VP UX Design · JPMorgan Chase

Background

Experience & Expertise

Career

  1. Jan 2023 – Present

    JPMorgan Chase & Co.

    VP, User Experience Design Lead

    Leading UX strategy for the ASM entitlement platform serving 8.7M Business, Commercial, and Private Banking customers.

  2. Mar 2019 – Dec 2022

    Novartis

    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.

  3. Aug 2013 – Mar 2019

    Brother International

    UI/UX Design Manager; Sr. UI/UX Designer

    Orchestrated the digital transformation of brother-usa.com and launched the PrinterProPlus auto-fulfillment ecosystem.

  4. Sept 2003 – Aug 2013

    Hertz Corporation

    UX/Graphic Design Manager; Sr. Graphic Designer

    Directed UI/UX strategy and visual execution across a $9B global car rental portfolio.

Skills & Tools

Tools & Technology
  • Figma Suite — Figma, FigJam, Make
  • AI Design Tools — ChatGPT, Gemini, Copilot, MidJourney, Claude Design
  • AI Dev Tools — Claude Code, Cursor / VS Code, Google Stitch
  • Adobe Creative Suite — Photoshop, Illustrator, InDesign
  • Collaboration & PM — Microsoft Teams, Jira, Confluence
  • CRM & CMS Platforms — Salesforce Health Cloud, Drupal CMS
Methods & Expertise
  • UX Strategy & Governance
  • Design Systems Architecture
  • AI Product Design
  • User Research — Interviews, Usability Testing, Heuristic Evaluation
  • Service Design & Design Thinking
  • Cross-Functional Leadership
  • Enterprise Agile & Digital Transformation

Education

  • B.A., Graphic Design
    Rutgers University, Newark
    2001
  • Mini-Masters in UX Design (UXD)
    Rutgers University, New Brunswick
    2014
  • Mini-MBA™ in Customer-Centric Management
    Rutgers Business School
    2017

Certifications

  • UI/UX Design for AI Products
    Stanford Online
    2025
  • AI for UX Design
    Designlab
    2025

Awards & Recognition

  • Board of Directors Excellence Award ×2
    Brother International
  • CTS US High Five Award
    Novartis

Resume

Download My CV

Twenty years across enterprise UX, product design leadership, and digital transformation — JPMorgan Chase, Novartis, Hertz, and more.

Download Resume (PDF)

Let's Connect

Get In Touch

Whether you're looking for a design leader, a collaborator, or just want to talk UX — I'd love to hear from you.

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