ADT — Director, UI/UX · Irving, TX
Build it bold.From the ground up — with the right leader.
ADT is making bold moves: Google AI partnership, Origin acquisition, e-commerce built from scratch. Standing up that capability takes someone who's done it before. I've built design organizations, digital commerce experiences, and AI-powered tools inside large regulated companies. I know what ADT needs next — and I can deliver it more than one way.
0 → 75
Design team built from scratch at Citi Wealth — UX/UI, research, content, systems, and ops
$2.5B
AUM generated from Citi's first consumer investment and digital commerce ecosystem
~30%
Routine advisor tasks automated through AI-integrated service design
+20%
YoY design and engineering velocity through design system governance
How I might fit this role
ADT needs
Build in-house from zero
ADT is bringing UX in-house from BCG — this is a team-building challenge before it's a design one. I built Citi Wealth's design org from two people to 75, establishing hiring criteria, team structure, workflow, and standards from scratch. That's not a skill I'm developing — it's one I've already deployed.
ADT needs
E-commerce that converts
ADT's goal is shifting high-touch sales into a digital channel. I designed Citi Self Invest's full acquisition funnel — experimenting with pricing, messaging, and checkout flows until it worked — growing from zero to 70K+ accounts. That's directly analogous to what ADT is trying to build.
ADT needs
AI embedded from day one
The Google partnership and Origin acquisition signal an AI-forward roadmap. I've shipped AI-powered products — not talked about them. Advisor tools, research synthesis pipelines, personalization frameworks. A lean team that ships like a large one starts with an AI-native foundation built in from the start.
ADT needs
Cross-functional alignment
The role calls for a strategic partner to product, engineering, marketing, and analytics. At Citi I connected design across Personal Banking, Wealth, and enterprise platforms — aligning five partner organizations across a matrixed structure. I know how to earn authority without an org-chart mandate.
ADT needs
Design systems that scale
Built and governed Citi's tokenized, WCAG-compliant design system across web and native — with contribution standards and adoption governance. 22% YoY adoption rate, 20% velocity gain for engineering. The same foundation ADT needs as it scales from minimal digital presence to full e-commerce.
ADT needs
Research-backed personalization
Usability testing, A/B and multivariate experimentation, cohort analysis, and NPS integrated into agile delivery — not as a phase, but as a continuous loop. The kind of data-informed experience optimization that moves conversion metrics quarter over quarter, exactly what ADT's e-commerce build requires.
How I've worked with teams in the past
Option A
Full-Time Director
The full scope — own the UX vision for web and e-commerce, build the in-house team, and serve as a long-term strategic partner across product, engineering, marketing, and analytics. I bring 15+ years of design leadership to ADT's transformation from day one. Open to conversation on how the role is scoped to find alignment on compensation.
→Onboard immediately, ramping to full ownership
→Own hiring roadmap and team structure
→Strategic partner at executive level on roadmap and vision
→Open to scoping discussion to align on total comp
Preferred path if compensation aligns
Option B — Recommended Start
Scoped Engagement
A focused 60–90 day engagement to establish the design foundation before a permanent hire is locked in. Delivers a proven blueprint the VP of Brand can scale from — and de-risks the permanent hire by ensuring strategy, team model, and standards are sound before headcount commits.
→Define UX vision and strategy for e-commerce
→Build hiring roadmap and team operating model
→Establish design system foundation and standards
→Deliver a ready-to-scale blueprint with clear handoffs
Lowest risk · Immediate value · Clear outcomes
Option C
Fractional Leadership
Ongoing design leadership without a full-time commitment — ideal while ADT builds toward a permanent hire or tests the model. I embed into the team part-time, providing strategic direction, cross-functional alignment, and execution leadership on the most critical workstreams.
→Defined hours per week, ongoing retainer structure
→Strategic partner to VP of Brand and product leads
→Oversee agency or contractor output and quality
→Transition plan to full-time when timing aligns
Flexible · Scalable commitment over time
If a scoped engagement is the right start
A Simple Engagement
That Could Look Like This
A focused fractional engagement to establish ADT's design vision, operating model, and AI-augmented workflow — giving the VP of Brand a proven blueprint to scale from before committing to a permanent hire.
Phase 1 · Weeks 1–3
Design Intelligence Audit
Map the current state — where ADT's design process creates friction, where the tech stack is ready for AI, and where the highest-ROI opportunities sit before a single hire is made.
→End-to-end workflow audit from discovery to handoff
→Tool stack assessment for AI integration readiness
→Opportunity matrix: what to automate, augment, and anchor
→Clear picture of where design investment pays back fastest
Deliverable: ADT Design Opportunity Report
Phase 2 · Weeks 4–8
Build the Design Engine
Establish the infrastructure that lets a small team scale output without scaling headcount — AI-augmented workflows, a brand-aware design system foundation, and custom tooling tailored to ADT's e-commerce priorities.
→Brand-trained AI layer for on-spec design generation
→Custom agents for research synthesis, UX copy, and heuristic review
→Design system foundation with WCAG and e-commerce standards
→Data privacy and IP guardrails for generative model use
Deliverable: Live design infrastructure + tooling
Phase 3 · Weeks 9+
Integrate & Transfer
Embed the new way of working across the organization — AI-ready handoff protocols for engineering and product, metrics that prove design ROI, and ongoing fractional leadership to upskill the team as it grows.
→Cross-functional handoff standards for engineering and PM
→Design-to-value dashboard: cycle time, ideation volume, conversion lift
→Team upskilling so designers stay pilots — not passengers
→Transition plan to full-time hire when timing aligns
Deliverable: Scalable blueprint + ongoing retainer option
Work
Team Build & Digital Commerce
Building an Investment Suite at Enterprise Scale
End-to-end design and launch of Citi Wealth's first consumer investment ecosystem — brokerage, robo-advisory, and planning. New team, new product, $2.5B in AUM and 70K+ accounts from zero.
View case study
Human-Centered Product Design
Designing a Hybrid Investing Product
Scaled and designed Citi Wealth Builder Plus end-to-end — a hybrid investment platform requiring deep cross-functional alignment, rigorous research integration, and delivery across web and mobile.
View case study