Led UX strategy and product design for a new global digital ecosystem, helping define the experience from the ground up across public product discovery and an authenticated B2B vendor portal. From research and information architecture through commerce, role-based administration, design systems, and development guidance, I helped establish a scalable experience designed to make complex healthcare product discovery and purchasing feel as intuitive as modern consumer commerce.
Creative Lead — UX/UI ACD
Unifying Two Education Brands Through UX Strategy & Digital Transformation
Introduction
At 2U/edX, I served as Creative Lead for the digital experience supporting the integration of the 2U and edX brands, leading the full UX lifecycle from research and strategy through UX/UI design, development collaboration, and delivery. I led both UX and UI teams to create a scalable, accessible experience that brought two established education ecosystems together under a more cohesive digital platform.
The Problem
The integration of 2U and edX created a complex experience challenge: how do you bring two established brands, audiences, content structures, and digital experiences together without creating confusion for the people who rely on them?
The new experience needed to support different audiences—including learners, university and institutional partners, and business stakeholders—while establishing clearer navigation, content hierarchy, brand consistency, and accessibility.
Beyond merging visual identities, the challenge required establishing an experience architecture that could scale. The team needed to determine how content should be organized, how users would move through the combined experience, which interaction patterns should become standardized, and how a unified design language could be implemented consistently across the new platform.
What I Did
As Creative Lead, I directed the end-to-end UX and UI lifecycle, working across research, UX strategy, information architecture, interaction design, visual design, prototyping, design systems, stakeholder alignment, and development delivery.
I led separate UX and UI design teams, establishing direction while remaining hands-on where necessary. Research and usability insights were translated into journey maps, workflows, wireframes, prototypes, and ultimately high-fidelity experiences that allowed stakeholders to evaluate the new experience before development.
A major part of the work involved creating a scalable experience system rather than designing individual pages in isolation. The resulting design framework included approximately 25 pages, 10 reusable templates, and more than 40 components, providing the foundation for consistent experiences as the platform expanded.
I also partnered across engineering, content, marketing, and business stakeholders, helping translate competing requirements into a unified product direction and guiding the experience through Agile design and development cycles.
Throughout the engagement, accessibility and responsive behavior were incorporated into the experience so that the resulting platform could serve a broad and diverse education audience across devices.
Outcome
The engagement established a unified and scalable digital foundation for the 2U/edX experience, bringing together UX strategy, visual design, content structure, and reusable components to support the integration of two major education brands.
Unified Two Established Digital Experiences
Helped translate the 2U/edX integration into a cohesive digital experience with clearer information architecture, navigation, content hierarchy, and visual consistency.
Created a Scalable Experience System
Established approximately 25 pages, 10 reusable templates, and 40+ components, allowing the experience to grow without repeatedly designing common patterns from scratch.
Led UX & UI Teams Through Delivery
Provided strategic and creative direction across dedicated UX and UI disciplines while maintaining hands-on involvement throughout the product lifecycle.
Connected Design to Development
Worked across design, engineering, content, marketing, and business teams to carry the experience from research and strategy through implementation.
Established an Accessible, Responsive Foundation
Designed the experience to support accessibility and responsive use across the diverse audiences interacting with the combined education ecosystem.
A few nice words
Andrea is a talent UX Lead and researcher who can effectively design experiences and lead Jr designers to do the same. His experience and passion for UX is apparent in everything he does. He’s a great team player and effective partners with business stakeholders, product managers, and engineers.
Dylan K
Digital Product Builder
