Fetch Mission Control
Transforming Internal Ops into Scalable Enterprise Products and Infrastructure
While Building and Scaling a Team from the Ground Floor
Role: Enterprise Design Manager | Timeline: 3+ years
Impact: 5x team growth • 25+ tools consolidated • Campaign activation time cut by 75%
Context
As Fetch scaled toward an exit strategy, internal systems lagged—manual, fragmented, and lacking a shared vision. External partners also began demanding better access to campaign data and insights.
Over the past three years, I led the transformation of Fetch’s internal tools into a cohesive platform—Mission Control—now used by partners like General Mills to manage campaigns and gain real-time insights.
I partnered with the CPO to frame the initiative—not just as tooling, but as the foundation of a scalable platform. This required vision casting, so we worked with our studio team on a brand that we could roll into the existing scaffolding I had crafted, as well as training materials for monthly onboarding of new hires and execs, alike.
Some training materials from "FetchU" course
Through internal and partner interviews, audits, and contextual research, I partnered with product and engineering leadership to shape strategy, set OKRs and influence roadmap priorities.
I translated product goals into clear design direction and collaborated with my team and the cross-functional partners to bring them to life.
To solve, I led cross-functional workshops to align design, product, sales, operations and engineering on a shared foundation:
Platform-first approach over isolated tools including unified access, navigation, and role-based permissions
Real-time, AI-driven insight opportunities
A roadmap toward scalable self-service beyond internal ops
Wins along the way
85%
daily usage
enterprise partners with offers active in consumer app
roadmap validation
read-only access confirmed directionality
100%
positive sentiment
client praise experience for usability and polish
25+
legacy tools deprecated
reducing tech debt and UX fragmentation
75%
partner onboarding time
3+ weeks reduce to under 1
Cultural Contribution
Design transformation wasn’t limited to tooling—it extended into how the company works:
Org Design: Helped build distributed collaboration models with VP of Engineering for frontend and define managed service for implementations organizations.
DesignOps & Enablement: Created onboarding guides, shared frameworks, and playbooks to reduce ramp time for engineers and PMs.
Cross-Disciplinary Alignment: Fostered stronger collaboration across disciplines by introducing shared design rituals and tools while serving as administrator for Figma and Fullstory.
Outreach and Mentorship: Built relationships, and participated in speaking engagements at UIUC Champagne Urbana UX Days 2024 and University of Wisconsin Madison design programs
AI Advocacy: Championed automation to cut brute-force tasks and reduce cognitive load. Sparked excitement for AI through a winning company-wide hackathon project, collaborating with ML engineers and producing engaging video content. I also established foundational governance for ethical, responsible use.
Team Impact:
Scaled enterprise design 5x; led a distributed team while shaping platform strategy, architecture, and execution
Co-created design org leveling mentored 3 career growth milestones (2 promotions, 1 PM transition)
Unified UX and product standards across fragmented workflows
Designed models for effective cross-functional collaboration, internal and external
Bridged gaps across product, design, and engineering to align tools (and mindsets) around platform thinking
Design org levelling framework
Reflection
Mission Control continues to evolve, but the foundation is now extremely solidified and in rapid development. From fragmented systems and duct-taped workflows to a centralized, strategic platform it was extremely rewarding to see the progress.
What started as a dream 3 years ago for shaping noisy dashboards into contextualized, actionable guidance is becoming a reality thanks to advancements in AI and LLMs. With the groundwork laid, I feel confident that the critical step of establishing trust was successful and it's only up from here.
Scaling design isn’t just about adding headcount—it’s about removing friction, and building systems that enable others.