Scaling UX Across Enterprise Digital Platforms
As UX Senior Manager, I was brought in to build and lead a new UX team focused on Palo Alto Networks' digital ecosystem, including marketing platforms and web experiences.
My role centered on scaling design impact across a highly distributed organization, improving collaboration across stakeholders, and increasing the speed and effectiveness of digital product delivery.
Company
Palo Alto Networks
Timeline
2022
Role
UX Senior Manager
Focus
Digital Experience Strategy
Palo Alto's digital ecosystem was highly fragmented.
Platform Fragmentation
- Multiple stakeholders owned different parts of the website
- Inconsistent experiences across pages and products
- Limited alignment between design, business, and engineering
- Difficulty measuring and optimizing performance across the platform
Organizational Needs
- Improve how product value is communicated
- Increase engagement and conversion across digital channels
- Operate at speed across global teams
Building the team and improving how teams work together.
Building the Team
- Hired and mentored a new UX team of 5 designers
- Rapidly onboarded the team in a fast paced enterprise environment
- Established a strong foundation for design quality and collaboration
Improving How Teams Work
- Introduced a TRIO model (Design, Product, Engineering)
- Created new processes to connect stakeholders across business, product, and development
- Enabled better collaboration between global teams (U.S. and India)
Driving Data Informed Culture
- Implemented A/B testing and experimentation frameworks
- Introduced user research practices
- Shifted design conversations toward measurable outcomes
Evolving Palo Alto's digital presence into a more cohesive, high performing platform.
Consistency across experiences
Aligning patterns across pages and products
Clarity in storytelling
Improving how complex cybersecurity products are communicated
Performance and speed
Optimizing page load and interaction efficiency
Scalable design patterns
Enabling faster iteration across teams
Marketing Platform
Software Firewalls product page
Product Pages
Cortex Cloud Command Center
Analytics Dashboard
ASPM Command Center
While leading the team, I remained actively involved in shaping the work.
Contributed to Key Flows
Directly shaped design artifacts in Figma for critical user journeys
Defined Visual Direction
Helped establish experience patterns across the site
Partnered with Designers
Guided execution and raised quality across the team
Established Direction
Stepped into early stage projects to create momentum
I focused on setting the standard while enabling the team to scale.
Building enterprise UX at scale.
7
New designers hired and developed on the team
Cross-Region
Established collaboration frameworks spanning US, Israel, and Tel Aviv teams
Data-Driven
Implemented analytics-informed design decisions improving engagement
Velocity
Introduced scalable processes increasing team delivery speed
Measurable results across product, business, and organization.
Product & Experience
- Improved clarity and consistency across digital experiences
- Enhanced storytelling for complex cybersecurity products
- Increased usability and performance across key pages
Business Impact
- Improved engagement through data driven design decisions
- Increased effectiveness of marketing and product communication
- Enabled faster iteration and optimization across the platform
Organizational Impact
- Established a high performing UX team in a short timeframe
- Improved cross functional collaboration across stakeholders and regions
- Introduced scalable processes that increased delivery velocity
Lessons from scaling design in enterprise environments.
Build teams with intention
Strong foundations in hiring, onboarding, and culture set teams up for long term success.
Align through process
Cross functional models like TRIO create shared ownership and reduce friction.
Let data guide decisions
A/B testing and research shift conversations from opinions to outcomes.
Stay hands on when it matters
Leaders who contribute directly build trust and raise the bar for quality.
Next Project
Dell Technologies