Digital Product Design Leader Driving Strategy, Team Growth & Cross-Functional Impact

Hi, I’m Alicia, a product design manager at IBM with 15+ years of experience. I started in visual design and expanded into UX, product strategy, and team leadership over the years. I work with business, product, and engineering teams to make sense of complex problems, bring people together, and turn ideas into simple, useful products that create real business value.

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Product Design Approach

Design Approach: Understand

Clarity over Complexity

Simplifying workflows without losing capability.

Design Approach: Validate Concepts

Systems over Screens

Designing for scalability across products and teams

Design Approach: Build The Product

Decisions over Deliverables

Focusing on what drives meaningful outcomes

Design Approach: Validate Concepts

People over Processes

Setting teams up for success by investing in people, fostering trust, and removing blockers.

Design Approach: Measure Success & Evolve

Collaboration over Silos

Aligning design with product, engineering, and business goals.

Design Approach: Design Solutions

Outcomes over Assumptions

Using data and real usage to validate decisions and continuously improve the product.

What People Say

  • 〝Alicia is the kind of manager you always hope to work with...

    Whenever I've been stuck on a problem or needed advice on a topic, Alicia has always had a solution thanks to her rich background and experience in product design. Alicia exudes expertise and professionalism in everything that she works on. She is beyond talented in visual and service design - Alicia really is capable in all realms of product design. I've been lucky to call Alicia my manager!〞

    Kristen Pelenskij
    Senior Designer, Dialexa

  • 〝Alicia is a great workshop facilitator and communicator...

    She manages a room well, is agile in her approach, flexing when needed, and continues to drive toward the overall objectives. I hope to get to work with Alicia much more in the future. She is very pleasant to work with.〞

    Fred Mitchell
    Associate Partner Strategy & Transformation, IBM

  • 〝Alicia has consistently demonstrated what it means to be a strong, reliable design lead...

    She has built a solid reputation and proves excellence in design, craft, and consulting. Most recently, her work on Toyota exemplified her strengths: she brought positive energy to the team and quickly built trust with cross-functional partners.

    Christopher, a senior team member at Toyota, shared that he was impressed by Alicia’s work and attitude. That impression wasn’t isolated; it's been proven by their attempts to retain her as long as possible. Alicia built her reputation quickly and effectively, even with a difficult stakeholder in the mix.〞

    Karli Beckner
    Senior Manager, IBM

  • 〝Alicia is one of the most proactive and prolific designers I've known...

    She is the designer I want when I need to move quickly and feel confident that the work will be well executed. In addition, Alicia is surprisingly detailed in her work. She takes a very disciplined approach to design, ensuring it is defensible and thorough. I wish I could work with Alicia every day! She's an incredible asset.〞

    Gordon Clines
    Partner & Head of Product Design, IBM

  • 〝Alicia consistently delivers high-quality work and demonstrates a strong commitment to her role...

    I learned a great deal from her about UX design and her thoughtful approach to projects, which was especially helpful since I was new to IBM. She’s a great teacher who takes the time to explain her process clearly and encourages collaboration. As she continues to grow, I’m confident she’ll keep building on her already strong design and mentorship skills.〞

    Eloise Netkim
    Business Analyst, IBM

  • 〝I have been impressed with Alicia's contributions...

    She synthesized the discovery materials for a seemingly endless wave of client workshops. Additionally, she developed product user flows that helped crystallize the client's vision for innovation in supply chain planning. She also became our resident subject matter expert on PRIME, the client's design system. Finally, I appreciate how she was quick to share work samples that she had produced to help us ideate on how to respond to ever-changing client requests.〞

    Daniel Holt
    Solution Architect & Software Engineer, IBM

Over the years, I have had the pleasure of working with several exceptional brands and companies.

A collection of logos from various organizations including Capital One, Mattel, Fisher-Price, Ever After High, and Barefoot Foundation, arranged in a collage.
A collection of logos from various organizations including American Girl, Southwest, Ryan, and Monster High.
A collection of healthcare and organization logos, including Barbie, Abbott, UnitedHealthcare, Wellie Wishers, and Tenet Health.
A collection of logos from various organizations including John Deere.
A collection of logos from various organizations including Visa.

Let’s Connect

I’m always open to meaningful conversations.