Tyson UX Transformation

SUMMARY
When I joined Tyson Foods, a centralized UX practice was nearly nonexistent. Design decisions were fragmented across teams, there was no shared system, no consistent standards, and no executive visibility into the value design could deliver. I re-established the UX practice from the ground up — defining its structure, building the team culture, connecting the work to business outcomes, and making the case for design at the executive level.

I spearheaded the release of an updated enterprise Design System and led the organization's transition to Figma, increasing designer effectiveness and measurably reducing front-end development time. I developed and delivered strategic presentations directly to the Executive Leadership Team.

I also served as lead UX strategist for the rebranding of Tyson's flagship digital properties, ensuring accessibility compliance and a human-centered approach to global brand consistency.

THE IMPACT
What started as a practice rebuilding effort became a full enterprise transformation. UX went from invisible to being valuable and requested on projects.

ROLES
UX Practice Lead, Manager, Enterprise Design Strategy