STRATEGY. DESIGN. IMPACT.

Turning complexity into
clear direction.

I lead digital experience strategy, product design and transformation across insurance and financial services, connecting customer insight, behavioral data and business strategy to build experiences that perform.

VIEW SELECTED WORK

ABOUT ME

EXPERIENCE INTELLIGENCE
Signals become
direction.
ResearchBehaviorContext
CUSTOMER CONTEXT
Exploring coverageHigh intent · Needs confidence
82signal
◎ResearchNeeds clarity
↗BehaviorRepeat visits
◇NeedConfidence
≋JourneyCompare
BEHAVIOR PATTERN
Decision confidenceSignal strength over journey
+18
EXPERIENCE OPPORTUNITYIncrease confidence before commitment.
↗
ExploreUnderstandDecide
RECOMMENDED NEXT STEP
01
Clarify the decisionSurface the right guidance at the moment of uncertainty.
EVIDENCE MIXLIVE
Research
Behavior
Context
01Listen
02Learn
03Design
Selected impact
+32%
Term Life quote completion
USAA
70%
Annual digital-channel growth
MAPFRE
−58%
Risk survey completion time
TRAVELERS
−40%
Cost per acquisition
MAPFRE
SELECTED ORGANIZATIONS

From insight to impact

I’ve worked across leading organizations to design and lead experiences that make complex decisions clearer.

USAA
Travelers
MAPFRE
Verti
Commerce Insurance
Kohl’s
Staples
USAA
Travelers
MAPFRE
Verti
Commerce Insurance
Kohl’s
Staples
Different perspectives create better outcomes
I LEAD AT
THE INTERSECTION
DESIGN
Human needs.
Clarity.
Empathy.
Craft.
PRODUCT
Prioritization.
Platforms.
Delivery.
Iteration.
EXPERIENCE
Where strategy,
design, technology
and business
come together.
DATA
Evidence.
Experimentation.
Measurement.
Insight.
BUSINESS
Growth.
Economics.
Strategy.
Outcomes.
Selected Work

Different problems.
One leadership system.

Selected work across customer experience, future-state strategy, business growth and operational transformation.

Experience Transformation

Make a complex
life moment feel clear.

Simplifying Life around customer needs, reducing friction in the quoting experience and using behavioral insight to improve performance.

+32%
Quote completion
30%+
MoM conversion improvement
View Case Study →
Buying a home
2019
Career + income
2021
Growing a family
2023
Family responsibility
2026
LIFE SIGNAL
THE PIVOT
Recognize
what changed
Start with the life signal, not the product.
Future-State Strategy

Turn products into
guided decisions.

Architecting a future-state Investments experience around needs-based guidance, digital-to-human continuity and measurable customer progress.

Experience ArchitectureDigital + HumanMeasurement + Governance
View Case Study →
Reconstructed for portfolio presentation.
Anonymized investments experience shown across laptop and mobile devices
Business Growth
MAPFRE

Build digital into a growth engine.

Digital channel strategy connecting customer experience, acquisition economics and business performance.

70%
Annual digital-channel growth
−40%
Cost per acquisition
Operational Transformation
TRAVELERS

Make complex work easier to execute.

Transforming field-risk workflows and decision support around speed, accuracy and operational performance.

−58%
Risk survey completion time
+26%
On-time inspections
Certain experiences have been anonymized or reconstructed to respect employer confidentiality.
Impact

Experience leadership that creates business momentum.

The work matters when it improves both the customer experience and the organization behind it. My focus is connecting design, product and data to outcomes leaders can see, measure and scale.

Growth
Conversion, adoption, revenue impact and qualified intent.
01
Experience
Findability, confidence, clarity and usability across complex journeys.
02
Scale
Design systems, governance, operating models and reusable experience patterns.
03
Decision Quality
Analytics, experimentation, measurement and sharper prioritization.
04
I build the systems, standards and decision frameworks that help teams move faster without fragmenting the experience.
Brian Para
HOW I LEAD

I turn complexity into clarity people can act on.

I bring design, product, analytics and systems thinking together to shape experiences that work for people and perform for the business. My role is to create direction, connect teams and help ambitious ideas survive the realities of enterprise delivery.

Clarity over theaterEvidence over assumptionOutcomes over output
My leadership story
Leadership Impact
Executive
Photo
Brian has a rare ability to see the whole system. He connects customer needs, data, design and business strategy in ways that turn complexity into clear direction and meaningful outcomes.
Senior Executive, Financial Services