Open to new opportunities
I turn behavioral data into an experience people can act on. At USAA that meant regulated, multi-team journeys for 13.5M members, including a redesign that lifted enrollment completion 20%.
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After
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+20%
Zelle enrollment completion after my redesign
$11M+
Friction found, projected yearly
13.5M+
Members using the journeys I designed
3
Initiatives delivered in one quarter, earning USAA’s President’s Award
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USAA was paying millions in Zelle fines while members struggled to enroll. I turned a compliance fix into a product transformation and got Product, Risk, Engineering, and Legal behind it.
Declines were USAA’s #1 NPS detractor, with 40M+ every month, and no team owned the full picture. I connected data from fraud, cards, and digital into one shared blueprint that now sits on the bank president’s desk.
I redesigned scheduled transactions so future payments are easier to set up and easier to trust. That means fewer surprise failures and fewer calls.
What to know
I’m a Senior Product Designer who specializes in data analytics. My work lives where systems are messy, rules are strict, and the people on the other side are often stressed. I sit where design, data, and operations meet, and I make those moments clearer, calmer, and easier to fix.
I spent nearly six years at USAA and led a cross-functional UX team at Lambda before that. Today I run Human Systems Studio and I’m pursuing an M.S. in Business Analytics & AI.
I get obsessed (in a good way) with the products I work on. I learn the rules, edge cases, and constraints until I’m a subject matter expert. That depth helps me set the right success metrics and measure what we ship.
Data tells me what to prioritize and how to measure. Design makes those insights usable for real people. I’m pursuing an M.S. in Business Analytics & AI to keep building that muscle.
I work where policies conflict and no one owns the whole problem. I map the journey and the service blueprint from the data and the complaints, so every team sees the same reality. Then I design the flow that works for the member and for the people supporting them.
Beyond work
I’m a parent of two girls. When I’m not designing, I’m studying data or planning our next family adventure.
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Ana Rosa is kind, empathetic, analytical and intelligent, and it shows through her work every day. She’s the teammate you love collaborating with. We planned and facilitated countless workshops together in our time at USAA, and it was always such a treat.
She always showed up to design crit with great questions and had such a natural affinity for research. I miss my time working on the same team as her and hope we may work together again some day. She would be a fantastic asset to any team.
I’ve had the pleasure of working closely with Ana Rosa on multiple projects, and what stands out most is her consistent readiness to dive in and get to work. She’s always well-prepared, and her curiosity drives her to ask thoughtful questions that help us explore ideas more deeply.
Her enthusiasm is contagious and a real asset during our collaboration sessions, fueling creative ideation and strong team energy. Anyone would be lucky to have Ana Rosa on their team!
I’ve had the pleasure of working closely with Ana, and she is truly one of the rare design leaders who brings together creative excellence, analytical depth, and forward-thinking vision.
Her design skills are exceptional and she has a very strong grasp of user experience, visual design principles, and enterprise level design strategy. But what sets her apart is her initiative and curiosity. She doesn’t stop at design. She proactively dives into the data behind user behavior, performance metrics, and optimization opportunities. Her ability to blend creativity with analytics makes her solutions not only beautiful, but measurably effective.
Whether collaborating with product, engineering, analytics, or business stakeholders, she brings professionalism, insight and strong problem solving acumen.
Ana is incredibly easy to work with, coachable, collaborative, thoughtful, and always willing to roll up her sleeves. She listens intently, works hard and consistently elevates the teams around her.
Ana Rosa is a sponge; always looking to learn and understand more and uses that education to provide meaningful experiences for the betterment of the services she has supported. Her curiosity has led her to being a great designer with skills expanding multiple areas. She can effectively whip up a research study with the right questions to help inform business decisions.
She has been a strong advocate to using data analysis to iterate and improve the way we work and has built extensive flows to help work with partners to help uncover acceptance criteria and nuanced approaches to the work to be done. While I’ve seen her grow in her working abilities, she has also always been a vibrant presence and a champion of creating a fun and collaborative culture. She will be missed but I’m sure will continue to be an amazing teammate wherever she goes.
Contact
I’m open to new opportunities. Email is the fastest way to reach me.