Waggl

Design Strategist
Year: 2017 - 2019

Context

Overview

Waggl is a real-time, transparent engagement platform that crowdsources and prioritizes employee feedback on the topics that matter most—helping organizations elevate the voice of their people and drive meaningful change.

As a consultant at Waggl, I worked across multiple functions—blending visual design, product design, strategy, and illustration. My contribution spanned the full design process: from research and ideation to prototyping, testing, validation, and execution. I collaborated with cross-functional teams to deliver tangible business value and generate competitive advantage.

Cross-Functional Contributions

Customer Success (CS)

Role: Designer & Strategist

Audited existing CS collateral and mapped opportunities for clarity and consistency
Created a detailed Customer Journey Map for CS workflows
Developed a portfolio of easy-to-use visual assets to support the team
Designed visual explanations of CS procedures and abstract concepts

User Experience

Role: UX Lead

Mapped the full end-to-end customer and user journey (from prospect to renewal)
Identified weak points and gaps in support and communication
Aligned functional teams across each step of the journey with clearly defined roles
Created actionable personas
Built strategic tools including the Product-Market Fit Canvas, Business Model Canvas, and other visual frameworks for internal alignment

Marketing

Role: Designer, Illustrator & Strategist

Co-created a refreshed messaging identity and supporting visual system
Designed sales narratives and collateral aligned with the new messaging
Developed a library of custom illustrations to replace generic stock imagery
Designed collateral for events and redesigned the company website

Operations

Role: Culture & Strategy Facilitator

Led cross-functional workshops to build alignment and reinforce company values
Designed branded communication assets to reflect internal culture
Launched creative internal challenges that boosted employee engagement and doubled as marketing assets

Product

Role: UX Lead & Strategic Contributor

Contributed to four key feature releases:
- New Admin Navigation
- Excel Export Functionality
- User Anonymity
- Localized Crowdsourcing
Led user testing and validation sessions for product features
Provided critical UX feedback throughout the product lifecycle

Design Highlights

Competitive Landscape & Brand Identity Evolution

Brand Identity Evolution

Led a brand evolution that simplified and clarified Waggl’s positioning:

Messaging shift: From “Radically Better Employment” → “The Voice of People at Work”
Visual transformation: From stock imagery → to hand-drawn, custom illustrations
Redesigned website to reflect the updated messaging and identity

Website Redesign

Research

Wireframes

Cross-Functional Strategic Design

Facilitated alignment across teams by leading strategic design activities such as:

Persona development
Customer journey mapping
Business model visualization
Product-market fit exercises
Creative, culture-building activations

Marketing Design

Cartoon Caption Contest

I launched a cartoon caption contest as a marketing initiative, posting weekly cartoons and inviting people to create captions tied to survey and crowdsourcing themes. The campaign was a success, averaging 56 captions per image and driving strong engagement.

Collateral Design

Illustration system

While I don’t consider myself an illustrator, I enjoy it. To give the new brand a more unique, human, and ownable feel, I created a custom illustration library—eliminating the need for stock imagery.

Company Values

What my peers and team said about me

Kate Benediktsson

Kate was the CMO

Working with Clio is an honor and joy. He is a true blue creative- one of those rare and incredible individuals whose mind can expand sky high but then distill those lofty and transformative creatives into concrete deliverables, on time and exceeding expectations. He is a natural leader, and skilled at driving a team to succeed.

Jordan Dodds

Product Manager

Clio is someone you want on your team. Having worked with Clio on several products at Waggl, I enjoyed every aspect he brought to the team, especially as it related to design and user experience. He delivers design feedback not with opinion but with thoughtfulness to the end-user. Always pushing us to test ideas with our customers, Clio kept us validating early and often. In addition to the tactical work expertise, he's just an all around positive person and team player/leader.Clio is someone you want on your team. Having worked with Clio on several products at Waggl, I enjoyed every aspect he brought to the team, especially as it related to design and user experience. He delivers design feedback not with opinion but with thoughtfulness to the end-user. Always pushing us to test ideas with our customers, Clio kept us validating early and often. In addition to the tactical work expertise, he's just an all around positive person and team player/leader.

Jennifer Conway

Customer Success Director

Clio is a very talented designer and design thinker. We've spent the past year partnering to design the Waggl customer journey and all of the supporting materials needed to drive a customer to successful outcomes. The work that Clio and the team produced is outstanding and enables our CS team to deliver in excellence for our customers. The materials add to our credibility, the high end design makes a great impression and builds confidence as we are taking customers through a transformative journey bringing transparency, inclusion and alignment through feedback. I would recommend Clio to any organization needing to both solve larger design challenges and create beautiful experiences. He's an incredible human and team member on top of it!