Construction

PROCORE

Over 5.5 years at Procore, I have led design strategy to align the product with the needs of everyone in construction. As Sr. Principal Product Designer, I partnered with leadership to craft visionary concepts and deliver impactful go-to-market demos. Previously, as Design Director, I built and led two design teams, defined the 3-year product strategy, and elevated our mobile experience. Today, my focus is on designing and building AI-driven experiences that enhance accuracy, efficiency, and safety, driving innovation to transform how construction teams work.

Groundbreak 2024

Unified Platform Experience Video

Presented on the mainstage at Groundbreak 2024, the Unified Platform Experience teaser video inspired Procore customers with a vision for the future—introducing new navigation, dynamic personalized hubs, seamless integration across field and office, and AI-powered workflows. As the art director, I led the creative direction, designed all visuals, and partnered with Bonfire Labs to produce the animated video. This project showcased Procore’s commitment to delivering a focused, intuitive, and streamlined experience, building excitement and confidence in the platform’s next generation.

Groundbreak 2024

Spatial Viewer

Presented on the mainstage at Groundbreak 2024, the Spatial Viewer demo highlights Procore’s vision for leveraging data in construction. I created this demo by designing a detailed Figma prototype, crafting the script with ChatGPT, and producing the voiceover using Eleven Labs. The concept integrates Drawings, Models, and Maps to offer real-time project visualization in spatial context. By connecting field actions to the office, it delivers dynamic insights and a comprehensive jobsite view, showcasing the future of construction collaboration and decision-making.

Groundbreak 2024

Schedule With Copilot Actions

Debuted at Groundbreak 2024, Schedule with Copilot Actions revolutionizes construction scheduling with real-time updates across mobile and web. Field workers can use voice commands to update schedules, while the Scheduling Agent detects conflicts, suggests solutions, and prevents delays. I designed the prototype in Figma and produced the demo video using an AI-generated voiceover from Eleven Labs, showcasing Procore’s innovative approach to keeping projects on track.

Groundbreak 2024

Personalized Hubs

Presented at Groundbreak 2024, Personalized Hubs demonstrate Procore’s new Dynamic Hubs, which adapt to individual roles for a customized experience. With a flexible card-based system, users see the most relevant information and actions for their work—whether tracking financials, overseeing daily activities, or managing crew productivity. Designed through a Figma prototype, scripted with ChatGPT, and voiced using Eleven Labs, this demo highlights how Procore is making construction management more intuitive and efficient for everyone.

Product & DEsign

75 User Personas

Over the past 18 months, I developed a comprehensive set of 75 user personas representing the diverse roles Procore serves across Owners, General Contractors, and Specialty Contractors. Using AI prompts, I crafted detailed persona content and generated imagery that highlights the diversity of the construction workforce, with an emphasis on female leadership. This effort provides the Product & Technology organization with a consistent foundation for research, storytelling, and alignment.

Persona Posters

Each persona is captured in a visually engaging poster, combining key details about their role, goals, and challenges. These posters are designed to inspire teams and provide an at-a-glance understanding of the people Procore serves, helping ground product decisions in the realities of construction professionals.

Persona Video Titles

To bring the personas to life, I created dynamic title videos that introduce each persona and their role. These videos are 100% AI generated, and they serve as engaging tools for presentations, workshops, and storytelling, helping teams connect with the personas in a meaningful way.

Impact

This persona library has become a vital resource for Procore, fostering alignment across teams and improving the quality of user research and storytelling. The Figma component library, image library, and supporting assets, such as posters and videos, ensure that the personas are accessible and actionable, helping the organization stay user-focused and build solutions tailored to the construction industry’s needs.

Connect

I love collaborating with innovative people, so feel free to shoot me a message and we can figure out if we're a fit.

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