BRYAN JAYNE
Product Design, UX Strategy, Systems & Leadership for Fortune 500 to AI Startups
SELECTED CASE STUDIES
Designing Access to Care Through Scalable, Empathetic UX
From wellness platforms to GenAI-powered onboarding, these three projects reflect my ability to simplify the most critical moments in a user’s journey—especially when clarity, trust, and timely access are essential.
Whether increasing engagement for WebMD’s mobile health app or improving first-impression UX for a GenAI startup, I design with purpose—blending behavioral insight, mobile-first systems, and research-backed interaction models to guide users through complex decisions with confidence.
WebMD Daily Habits: Overhauled a mobile and web wellness app using behavioral UX and design systems—achieving a 136% engagement lift and 34% usability improvement for enterprise clients like Cigna and Adventist Health.
Ask AI (GenAI Retail Startup): Created mobile and kiosk UX for a GenAI-powered retail assistant—enhancing early interaction flows and mental models to reduce abandonment and drive multimillion-dollar client adoption.
Cisco Enterprise GenAI Chatbot: Unified a fragmented AI support experience into a scalable, intent-driven assistant—improving usability, cross-system logic, and task completion for Cisco’s global CX Cloud users.
Additional projects showing design systems, fintech and mobile services app and platform are available to provide as well. Feel free to reach out at bryanjayne@gmail.com to see those.
WEBMD DAILY HABITS
Designing for long-term health engagement through behavior-driven UX
I led the redesign of WebMD’s wellness app, applying behavioral UX principles and design system strategy to increase user engagement by 136%—while aligning with B2B health clients like Cigna and Adventist Health.
Role: Sole UX Designer through MVP; led UX strategy, product design, usability testing, and co-led product improvement roadmap with product management.
Collaboration: Product · Engineering · Data science · Sales · Marketing · Executive stakeholders
Problem and Approach: WebMD WebMD Health Services launched Daily Habits, a mobile and web app designed to help employees and health plan members build healthier routines. However, despite its potential, initial engagement was alarmingly low, leading to concerns from enterprise clients. The core problem was unclear: the app, built on a legacy backend and a dated behavioral model, hadn't undergone early research or testing. Users were struggling to stay on track, but the reasons for their disengagement remained a mystery.
To pinpoint these issues, I spearheaded a post-launch discovery process. Through usability testing and behavioral pattern analysis, it became clear that the inherited motivation model and task flow were causing significant confusion, user drop-off, and missed milestones.
My solution was to overhaul the user experience entirely. I restructured the app around a new interaction model that provided contextual feedback, clarified milestone progress, and offered much-needed motivational support at every step. Additionally, I redesigned the onboarding process to reduce friction, introduced in-flow guidance to boost comprehension, and created a modular design system to ensure the platform's long-term evolution and scalability.
Deliverables:
Interaction model redesign
Motivational UX flows
Contextual onboarding & in-flow guidance
Modular design system and component specs
Post-MVP usability testing + improvement cycles
Impact:
136% increase in year-over-year engagement
75% increase in plan completions
33% improvement in usability and task clarity
71% of surveyed users said they’d recommend the app
Drove 5+ multi-million-dollar B2B contracts
Reflection & Why It Mattered: This project was a clear example of solving for ambiguity after launch. Rather than jumping to surface-level changes, I led a research-first effort to define the real problem, rebuild the behavior model, and iterate until the product worked for users — and for business goals.
Want to learn more about this project? Feel free to reach out at bryanjayne@gmail.com if you’d like a deeper walkthrough of this project and how I contributed value across strategy, design, and execution.
As the lead designer for Daily Habits, I was responsible for all aspects of product thinking and user interaction. However, integrating it into a holistic suite of health and wellness products, along with its backend admin tools, demanded close coordination with other design leads, product managers, front-end and back-end engineering, systems architecture, QA, marketing, sales, analytics, and clinical health teams.
The effort required recreating the most critical personas to clarify which users brought the most value and how best to target them. These personas shaped onboarding flows, engagement strategies, and ongoing feedback loops—informing everything from data visualizations to usability and accessibility standards expected in today’s health and wellness products. We tested continuously using both qualitative and quantitative methods to refine the experience.
We utilized product quantitative testing, such as A/B tests and usability benchmarking, to gather statistical data. This numerical evidence, combined with insights from qualitative tests (which explained the "why" behind user behaviors), enabled us to make quicker, more effective product decisions.
These mobile screens offer a glimpse into the UI evolution, but they only scratch the surface. The shift between the two products represents a comprehensive redesign of our entire product ecosystem. This encompassed not just new visuals, but a rebuilt design system with fresh, accessible components and a unified visual language. Most significantly, we reimagined the core product experience to drive continuous engagement and behavior change. This strategic rethinking resulted in a 136% year-over-year increase in user engagement and a 75% improvement in users consistently reaching milestones over a one to two-month period.
MOBILE INSIGHT
(T-ROC GEN AI STARTUP)
Improving first impressions and early engagement through intent-driven design.
This project tackled the challenge of early interaction optimization. I restructured a GenAI-powered mobile and kiosk experience to clarify purpose, guide user intent, and reduce dropoff—directly supporting multimillion-dollar client growth.
Role: Principal Designer – GenAI flows, multi-surface design, and workshop facilitation
Collaboration: Founders · GenAI engineers · Product leadership
Problem and Approach: An interactive retail experience for kiosks and mobile was struggling: customers left within 10-20 seconds, and the team didn't know why.
I led research, focusing on the first few seconds and initial tasks. I discovered users were confused by three disconnected modes: an animated avatar, a chat UI, and video explainers. They didn't understand the assistant's value or how the parts worked together.
Although the team initially believed the problem was visual, my research revealed it was structural—users lacked a clear mental model of how the assistant worked. I created personas based on retail mindsets and introduced an intent-capture model after the avatar’s intro, allowing users to select a goal (e.g., “help me decide”). This clarified the assistant’s purpose and guided them into the appropriate experience. The overall solution unified all three interaction types into a seamless, user-driven flow.
Deliverables:
User research & synthesis
Cross-functional strategy workshops
Intent-capture model & UX framework
Product UX & UI redesign
Cross-platform design system
Impact:
Designs addressed issues with in users’ first impression and core interactions with the product that led to drop-off
Unified experience across kiosk, mobile, and video explainers with product demos
Work was lauded by leadership as directly contributing to multi-million-dollar retail contracts
Reflection & Why It Mattered: By designing for user intent instead of passive flow, I helped turn a fragmented GenAI assistant into a purposeful, user-led experience. This reframed the product and made it scalable across new retail partners, product offerings and retail mindsets.
Want to learn more about this project? Feel free to reach out at bryanjayne@gmail.com if you’d like a deeper walkthrough of this project and how I contributed value across strategy, design, and execution.
Screens from the prototype showing initial interaction with the animated avatar, the user intent menu and the beginning of the GenAI conversation
Prototype screens of GenAI interactions and video content with the animated avatar
Prototype screens
Screenshot of one of the sections of the atomic design system in Figma
CISCO ENTERPRISE GENAI ASSISTANT
Scaling support experiences through structured, cross-platform AI UX
At Cisco, I unified fragmented AI tools into a consistent, scalable GenAI assistant—aligning design, engineering, and leadership to streamline support journeys and increase usability across the CX Cloud ecosystem.
Role: Principal Designer – GenAI design and strategy
Collaboration: AI engineering · Customer Support Teams · Product Leadership · Content Strategy · Design Leadership · CX Design Team · VP Stakeholders
Problem and Approach: Cisco’s CX Cloud is a SaaS platform that helps enterprise network managers realize the full value of their Cisco investments by guiding them to the right support, insights, and actions. The existing AI-powered assistant was fragmented and underutilized, lacking a cohesive interaction model, enterprise-scale support, and the ability to take advantage of new GenAI capabilities.
I led the end-to-end UX strategy and design for the next generation of the GenAI CX Cloud assistant. My first step was aligning stakeholders across product, engineering, and leadership to define what a truly holistic AI assistant could look like across the full CX Cloud ecosystem. I articulated a future-state vision and broke it into four focused design workstreams, each covering a distinct interaction layer or content scope.
From there, I developed a set of core design principles, mapped high-level interaction frameworks, and partnered with content leads to define how the chatbot should behave across different service tiers. I created scenario-specific design examples, interaction rules, and scalable UI components using Cisco’s enterprise design system. These not only showed how the chatbot would operate across use cases—but how it could deliver differentiated, high-value service experiences based on user intent and complexity.
Deliverables:
AI assistant interaction frameworks
Design principles + behavioral logic
Scenario-based UI and conversation models
Executive presentations and storytelling
Modular UI components for design system
Cross-team strategy documentation and phased roadmap
Impact:
Chatbot UX strategy approved by VP to guide platform-wide expansion
Interaction model used to align AI product roadmap across teams
Specific features shipped to production via sprint-based delivery
Unified fragmented chatbot into a strategic support assistant
Reflection & Why It Mattered: This work turned a disconnected chatbot into a scalable, enterprise-grade AI assistant by aligning design, product, and engineering around a shared interaction model. By leading with strategy, modularity, and behavioral clarity, I helped lay the foundation for how Cisco’s AI support will scale with future technology capabilities.
Want to learn more about this project? Feel free to reach out at bryanjayne@gmail.com if you’d like a deeper walkthrough of this project and how I contributed value across strategy, design, and execution.
Example screens from presentations defining the design strategy with stakeholders
Examples of interaction documentation to align with product, development, and other stakeholders
Prototyping screen examples from an interaction flow
Detail of one of the interactions on the main dashboard