Chelsey (Wiley) Cullen: Service Design & UX Strategy
Designing experiences that work for people and the teams behind them.
I help teams understand where people get stuck and work through what needs to change. My experience spans digital products, operational workflows, and the services connecting them.
I bring product leadership and operational experience to that work, so the decisions account for both what people need and how an organization can deliver it.
Open to opportunities in service design, UX strategy, and experience strategy.
1.4M+
Registered users on platforms led
500K
Active users supported
30+
Enterprise customers served
25%
Faster product delivery
70+
Cross-functional contributors led
INTRODUCTION
Connecting the experience with the work behind it.
A confusing screen can point to a problem further back in the service. Information may be missing, responsibilities may be unclear, or the process may depend on someone knowing how to work around it.
I look at those relationships together. My work connects user needs with workflows, decision rules, and operational responsibilities, then turns that understanding into requirements teams can act on.
That experience includes product leadership on healthcare platforms supporting 1.4 million registered patient accounts and approximately 500,000 active users, along with freight workflows on a platform serving around 30 enterprise customers and 1,200 operational users.
I’m also applying that approach to My Era, the service I founded to help women make practical changes in their lives.
SELECTED WORK
Case studies framed by what changed, not what was built.
HEALTHCARE · PLATFORM STRATEGY
Unifying a Fractured Product Landscape
How aligning multiple competing roadmaps into one strategic plan returned 62% Digital ROI and delivered preventative care to 4,500+ patients who would otherwise have missed it.
AI · DECISION SYSTEMS
Reframing AI triage as a Decision Platform
How research-led product leadership turned a misdiagnosed "symptom checker" brief into First Contact Navigation — a decision platform where 30% of users credited the EHR-integrated appointment view with their next step into care.
PLATFORM · GOVERNANCE
Governance as a Product Surface
How treating the design system as a governance surface — not a deliverable — cut rework by 30% and held MyBSWHealth's top patient-app rating through a business-wide rebrand that would otherwise have broken it.
PLATFORM STRATEGY · INCLUSIVITY
Inclusivity as product strategy
How betting on inclusivity as architecture — not a feature — turned Gold's Gym Now into a strategic asset in the brand's acquisition by RSG Group and proved platform value can extend well beyond direct revenue.
How I work
I start by understanding what someone is trying to do and what gets in the way.
That includes the experience they see and the people, processes, and systems supporting it. I work with teams to make assumptions explicit, clarify where decisions belong, and define what needs to change. Sometimes that leads to a different flow or clearer information. Other times it requires a change to the service model or the way work moves between teams. I use research and available evidence to inform those decisions. When something is still uncertain, I want the team to know what we are assuming and how we can check it. My product and operations background helps me carry that thinking into requirements, ownership, and delivery.
CAPABILITIES
What I bring to the team.
Service Design
Connecting customer-facing touchpoints with the processes, responsibilities, and systems needed to deliver a service. My work includes digital healthcare services supporting BSW’s 1.4 million registered patient accounts.
Data-driven product development
Built measurement frameworks connecting platform investment to clinical outcomes, retention, and enterprise customer health.
UX and Experience Strategy
Turning design intent into shared priorities, requirements, decision ownership, and a workable delivery approach. At Baylor Scott & White Health, improvements to planning, governance, and cross-team coordination reduced product delivery timelines by 25%.
Workflow and Systems Design
Working through dependencies, decision rules, exceptions, and handoffs in complex environments. My experience spans healthcare and logistics, including freight workflows on a platform serving 30+ enterprise customers.
UX Research & Delivery
Understanding people’s needs, behaviors, and constraints, then using those findings to define problems and evaluate design decisions. My healthcare work included research-informed product initiatives that closed preventive care gaps for 4,500 patients.
Digital transformation
Led initiatives reducing delivery timelines by 25%, growing digital revenue by 20%, and closing preventive care gaps for 4,500 patients.
Visual Design
Designing clear, cohesive interfaces through layout, typography, color, and visual hierarchy, with attention to accessibility and interaction states. My work also includes implementing and maintaining design systems.
AI-driven product systems
Designing workflows that connect AI-driven decisions with business rules, human judgment, and operational constraints. My Aircon work included defining where automation could proceed, when review was needed, and how users could understand and respond to exceptions.
Accessibility & Inclusive Design
Championed WCAG compliance as a strategic capability, not a compliance checkbox, across BSW, Gold's Gym, and independent consulting engagements since 2010.
EXPERIENCE & EXPERTISE
Experience Across UIUX, Product, Services, and Operations
My background spans UX research, service design, visual design, product leadership, project delivery, accessibility, and operations. Across those roles, I have worked on understanding complex problems and helping teams turn them into a clearer experience and a practical plan.
My Era
2026 — Present
IDENTITY COACHING
Founder & Identity Coach
Identity coaching for women. Together, we sort out what you want now, what needs to change, and how to make it happen. You get practical next steps, a plan that works with your actual life, and someone helping you get it done.
I founded My Era to help women figure out what matters to them now and make practical changes so their lives fit.
I am developing the service from the first interaction through delivery, including the offer structure, introductory call, client-facing language, and session approach. The work gives me direct responsibility for connecting the customer experience with the operations behind it.
Aircon
2024 — 2026
AI · LOGISTICS
Product Strategy & Operations Lead
Aircon builds automation platforms for freight forwarders including quoting, booking, and shipment execution through intelligent operational systems.
Worked on product strategy and operational workflows for freight quoting and booking.
My contribution included defining routing and eligibility logic, developing pricing controls, clarifying quoting and booking capabilities, and establishing requirements around decision ownership and configuration. I worked with leadership, Operations, and Engineering to connect the forwarder’s experience with the rules and processes supporting it.
Baylor Scott & White Health
2022 — 2024
via Bottle Rocket Studios
ENTERPRISE HEALTHCARE
Senior Product Lead, Digital Health Platforms
One of the largest nonprofit healthcare systems in Texas, serving 3M+ patients across hospitals, clinics, and digital platforms.
Worked on digital health products connecting patient needs with care access and service delivery.
Relevant work includes First Contact Navigation, accessibility research, and the In-Home Vaccine Program. My contribution connected research and product priorities with cross-functional delivery.
900lbs of Creative
2021 — 2022
DIGITAL CREATIVE AGENCY
Senior Product Manager
Digital product agency delivering enterprise and consumer platforms.
Led product work across agency engagements, connecting customer research and product priorities with cross-functional delivery. My work included competitive analysis, customer research, and improvements to planning and team coordination.
Lifeblue
2018 — 2021
ORGANIZATIONAL LEADERSHIP
Project Manager, Enterprise Web & SaaS Platforms
Digital product agency delivering enterprise and consumer platforms.
Managed digital projects across design, engineering, and client teams. I also worked on onboarding, mentoring, and accessibility practices that supported both delivery and the people doing the work.
Balfour & Co.
2017 — 2018
DIGITAL COMMERCE
Project Manager, B2B & B2C
The world's largest collegiate and high school commencement services company.
Worked on B2B and consumer digital commerce, including product hierarchy and experimentation. The work connected business requirements with the buying experience and the operational changes needed to support it.
Independent Consulting
2010 — 2017
FOUNDATIONS
CONTACT
Let’s Talk About the Problem You’re Working Through
I’m interested in opportunities where service design, UX research, and visual design help teams improve a complex experience. If your work involves understanding where people get stuck, connecting digital and operational workflows, or turning research into decisions, I’d welcome a conversation.