Senior Product Designer

Complex made clear.

Hi, I’m Theresa. I design thoughtful digital experiences that simplify complex problems and help people accomplish their goals with confidence. I specialize in enterprise products, UX strategy, and scalable design systems—partnering with cross-functional teams to turn ambiguous, stakeholder-heavy problems into interfaces people can actually navigate.

View case studies →Email me
Information ArchitectureDesign SystemsSitecore CMSAccessibilityPower BI
Professional portrait of Theresa Keeny
✦ Enterprise UX
✓ Scalable systems
Theresa KeenyGreater Philadelphia
Theresa's Figma workspace showing DIA project files
About me

I connect user needs, business goals, and technical reality.

I create intuitive, accessible solutions that drive measurable business outcomes. My work spans user experience strategy, information architecture, interaction design, visual design, CMS implementation, analytics, and cross-functional delivery.

I’m especially effective in enterprise environments where the best solution must balance stakeholder priorities, existing platforms, operational processes, accessibility, and long-term scalability.

UX StrategyInteraction DesignVisual DesignStakeholder AlignmentHTML/CSSFigma
Design focuses

Thoughtful experiences from insight to interface.

My design practice is grounded in understanding people, simplifying interactions, and building cohesive systems that teams can scale.

User research illustration

User research

Understanding user needs through research, testing, behavior patterns, and feedback to create intuitive, data-informed experiences.

Interaction design illustration

Interaction design

Designing engaging interactions that make complex digital experiences feel simple, seamless, and easy to use.

Visual design illustration

Visual design

Creating clear, engaging interfaces that balance aesthetics, usability, accessibility, and brand consistency.

Selected work

Four stories of systems thinking at scale.

Each case study shows how I move beyond one-off deliverables to create clearer journeys, reusable patterns, stronger technical foundations, and more sustainable digital experiences.

DIA 2024 Global Annual Meeting website2024 · Where it started
→
Website wireframe showing the structure of a user-focused digital experience2027 · Where it is now
Flagship case study · 2024–2027

Evolution of the Global Annual Meeting

I reframed an existing conference website as an evolving product. Across four annual releases, I improved usability, information architecture, visual hierarchy, and attendee engagement — building every interaction CSS-only, with no JavaScript, to stay within the CMS's platform constraints.

Product strategyInformation architectureSitecoreAccessibility
Dynamics 365ERP source system
CRM PlatformCustomer data
→
C# / ASP.NET Core APIAzure App Service
Validate
Process
Secure
Trace
→
Azure SQLTransactional data
Blob StoragePayload archive
App InsightsTelemetry
Independent technical project

Designing a Secure Azure Integration

I built an enterprise-style Azure integration demo that moves ERP/CRM data through a C#/.NET API, persists transactions in Azure SQL, archives payloads, handles duplicate requests, emits telemetry, runs automated tests, and follows a CI/CD deployment path.

C# / .NETAzureREST APIsAzure SQLDevOps
DIA event email template designs
Communication product design

Designing Better Event Communications

I identified an opportunity to transform static, text-heavy event emails into modular, action-oriented experiences. I designed reusable templates and production-ready HTML for HubSpot, improving scanability, visual hierarchy, and calls to action.

HubSpotHTML emailContent hierarchyReusable templates
DIA science consortium webpage
Enterprise design system

Scaling Design Across the Organization

After other departments saw the annual meeting experience, they asked to bring the same clarity and modern structure to their pages. I translated the approach into reusable patterns for science initiatives, consortia, membership, and corporate solutions.

Design systemsModular layoutsStakeholder leadershipCMS scalability
My approach

Design principles I apply throughout.

01

Visual hierarchy

Help users identify the most important information first.

02

Information architecture

Organize content around how users think and what they need to accomplish.

03

Progressive disclosure

Present information in manageable sections instead of overwhelming users.

04

User journeys

Support clear goals such as registering, exploring, finding logistics, or engaging.

05

Design systems

Create reusable layouts and patterns that improve consistency and scalability.

06

Accessibility

Design with readable content, clear navigation, spacing, contrast, and inclusive patterns.

Selected impact

Better journeys. Stronger systems.

4Annual release cycles evolved as one digital product
7/10Top Google results for the 2026 Global Annual Meeting
ReusablePage patterns supporting consistency and scalability
EnterpriseDesign language adopted across departments and initiatives
Let’s connect

Let’s make the complicated feel simple.

I’m interested in senior product design opportunities where I can shape strategy, improve systems, and create meaningful digital experiences.

Start a conversation →LinkedIn
EmailTheresa.keeny@gmail.com
LinkedInlinkedin.com/in/theresa-keeny
LocationGreater Philadelphia · Open to remote
Evolution of the Global Annual Meeting
Flagship case study · 2024–2027

An annual website became an evolving product.

Rather than treating the Global Annual Meeting website as a yearly marketing deliverable, I reframed it as a product that could improve with every event cycle — designed and built entirely CSS-only, with no JavaScript, due to the CMS platform's restrictions. The 2027 wireframe shows the structure, hierarchy, and reusable thinking behind the mature experience.

DIA 2027 Global Annual Meeting wireframe
DIA 2024 Global Annual Meeting website2024 · Where it started
DIA 2027 Global Annual Meeting website2027 · Where it is now

The challenge

The original experience was organized around information rather than attendee journeys. Dense content, inconsistent hierarchy, generic cards, and page-centered navigation made it harder for users to identify the right next step.

2024Understand the existing experience and recurring friction.
2025Strengthen hierarchy and prioritize high-value content.
2026Expand reusable patterns and clearer user journeys.
2027Establish a scalable, goal-oriented system.

Explore the design evolution

Select a year to view the complete website image and the product-design focus for that release.

DIA 2024 Global Annual Meeting
Full-page view of the 2024 Global Annual Meeting website

2024 · Discovery: The baseline experience relied on dense content and fewer guided pathways. I studied recurring requests, common attendee tasks, and cross-functional stakeholder needs.

FocusBehavior patterns and recurring pain points
OpportunityMove from pages to attendee goals
LearningThe largest gain was clarity, not decoration

Product Discovery Process

Discovery

Interviewed stakeholders across Marketing, Registration, Exhibits, and Education to understand business objectives and recurring attendee needs.

Research

Audited the existing website, identified usability issues, analyzed attendee questions, and documented opportunities for improving navigation and content hierarchy.

Define

Shifted the experience from organization-focused content toward attendee-focused user journeys that prioritized key actions and reduced cognitive load.

Strategy

Established reusable design principles and a scalable roadmap that guided the website's evolution through the 2025, 2026, and 2027 releases.

DIA 2025 Global Annual Meeting
Full-page view of the 2025 Global Annual Meeting website

2025 · Prioritization: Stronger visual hierarchy, clearer attendee value, and more visible calls to action made the experience easier to scan and navigate.

FocusContent prioritization
Design moveReusable cards and stronger storytelling
User benefitFaster scanning and clearer next steps

Design & Validate

Information Architecture

Reorganized content around attendee goals, making key information easier to discover and reducing navigation complexity.

Interaction Design

Redesigned page layouts, calls to action, and content flow to improve usability and guide attendees toward meaningful actions.

Design System

Established reusable components and page patterns to increase consistency and streamline future development.

Stakeholder Validation

Collaborated with cross-functional partners to refine designs, balance business priorities, and prepare solutions for implementation.

DIA 2026 Global Annual Meeting
Full-page view of the 2026 Global Annual Meeting website

2026 · System expansion: The experience became more modular, connecting high-value content to clearer actions while supporting registration, agenda exploration, hotels, and networking journeys.

FocusScalable modules
Design moveProgressive disclosure and action-led sections
Outcome7 of the top 10 Google search results

Optimize

Experience Optimization

Evaluated user behavior and stakeholder feedback to identify opportunities for iterative improvements.

Content Strategy

Refined messaging, visual hierarchy, and page organization to improve clarity and engagement.

Accessibility & Consistency

Enhanced readability, navigation, and reusable design standards across the website.

Performance Improvements

Continued optimizing the experience through incremental enhancements that supported attendee goals and business outcomes.

DIA 2027 Global Annual Meeting
Full-page view of the 2027 Global Annual Meeting website

2027 · Mature product: A goal-oriented information architecture, consistent visual system, and reusable patterns created a stronger foundation for future releases.

FocusEnd-to-end attendee journeys
Design moveScalable foundation and governance
ResultA cohesive product rather than one-off pages

Scale

Product Evolution

Applied three years of insights to deliver the most mature and user-centered version of the Global Annual Meeting experience.

Scalable Framework

Expanded reusable design patterns and governance to support long-term maintainability and future event releases.

Cross-functional Leadership

Guided design decisions across Marketing, IT, and Operations while aligning business objectives with user needs.

Business Impact

Delivered a scalable enterprise experience that improved usability, strengthened engagement, and established a foundation for future innovation.

My product-design lens

Every section needed to answer one question: What should the attendee do next? That replaced the older mindset of asking, “What else should we tell them?”

Impact
Designing Better Event Communications
Communication product design

From information dump to guided experience.

The existing emails communicated facts, but they did not create an inviting experience or help recipients quickly understand value, priority, and next steps. I initiated a flexible template system and wrote production-ready HTML that could be copied into HubSpot.

DIA HubSpot email template collection

User and business needs

01

Scan quickly

Understand event value, dates, location, and key benefits within seconds.

02

Act confidently

Find the right action—register, bring a team, exhibit, sponsor, or learn more.

03

Scale efficiently

Give internal teams reusable sections that are easy to maintain in HubSpot.

Before and after

Original DIA event email before redesign
Page 1 of 4
Before · Original Email Experience
Detailed premium event email templateAfter · Modular, scannable, and action-oriented

Design Process

Experience Strategy

Reframed event communications from informational announcements into user-centered digital experiences, improving content hierarchy, discoverability, and engagement.

Scalable Design System

Developed a modular library of reusable email components and production-ready HTML templates that established consistency, accelerated campaign creation, and supported long-term scalability within HubSpot.

Cross-functional Collaboration

Partnered with Marketing to align business objectives with user needs, balancing campaign goals, technical constraints, and implementation requirements throughout the design process.

Business Impact

Established a repeatable framework for event communications that improved usability, strengthened calls to action, reduced production effort, and created a scalable foundation for future marketing campaigns.
Scaling Design Across the Organization
Enterprise design system

A successful pattern became an organizational capability.

After teams saw the annual meeting experience, other departments asked to modernize their own pages. I translated the strongest patterns into a shared design language that could flex across science initiatives, consortia, membership programs, and corporate solutions.

DIA Artificial Intelligence Consortium landing page

The system at work

Each experience has different content and stakeholder needs, but they share a consistent foundation: scannable sections, clear hierarchy, reusable modules, meaningful calls to action, and predictable interaction patterns.

AI Consortium landing pageAI Consortium · Landing page
AI Consortium Phase 1 pageAI Consortium · Phase 1
AI Consortium Phase 2 pageAI Consortium · Phase 2
DIA Research initiatives webpageResearch initiatives
DIA Corporate Solutions webpageCorporate solutions
DIA Participant Compensation Project webpageParticipant project
DIA Student Initiatives webpageStudent initiatives
DIA Obesity Consortium webpageObesity consortium
DIA Tolerability webpageTolerability initiative

Design Process

UX Strategy

Defined a scalable design vision by identifying recurring user needs, standardizing interaction patterns, and creating a consistent experience across multiple digital products and touchpoints.

Design System

Built reusable components, templates, and design standards that improved consistency, accelerated design and development workflows, and supported accessible, user-centered experiences.

Cross-functional Leadership

Partnered with Marketing, IT, developers, and business stakeholders to align design decisions with user needs, technical constraints, and organizational objectives while promoting design consistency.

Enterprise Impact

Established a scalable UX framework that reduced design debt, improved implementation efficiency, strengthened usability, and created a sustainable foundation for future digital initiatives.

Behind the work

Design is collaborative.

The final interfaces are only one part of the story. The work also requires aligning stakeholders, translating complex information, reviewing constraints, and carrying decisions through implementation.

Collage showing Theresa's work and collaboration
Designing a Secure Azure Integration
Independent technical project

Building the integration—not just diagramming it.

This project demonstrates how I would implement a production-minded ERP/CRM integration using C#, ASP.NET Core, and Microsoft Azure. I focused on the parts that make integrations dependable in real environments: validation, persistence, duplicate protection, secrets, telemetry, automated tests, and repeatable deployment.

ERPDynamics 365
CRMCustomer system
→
C# APIASP.NET Core / App Service
Validate
Process
Persist
Trace
→
Azure SQL
Blob Storage
App Insights
Portfolio context: This is an independent technical demonstration created to show my ability to build and explain Azure/C# integration patterns. It is not presented as two years of professional Azure or C# implementation experience.

The engineering problem

How can an ERP safely send transactions to another enterprise system without creating duplicates, exposing credentials, or making failures invisible?

01

Reliability

Design for retries, duplicate messages, validation failures, and downstream issues.

02

Security

Keep credentials out of source code and separate application logic from secret management.

03

Operability

Make every request traceable through logs, correlation IDs, test coverage, and repeatable releases.

1. API implementation

The ASP.NET Core API accepts JSON payloads from an ERP or CRM source, validates them, routes business logic through a service layer, and returns consistent HTTP responses.

C# endpoint

[ApiController] [Route("api/orders")] public class OrdersController : ControllerBase { private readonly IOrderIntegrationService _service; public OrdersController(IOrderIntegrationService service) => _service = service; [HttpPost] public async Task<IActionResult> Create( [FromBody] OrderRequest request, CancellationToken ct) { var result = await _service.ProcessAsync(request, ct); return result.IsDuplicate ? Ok(result) : CreatedAtAction(nameof(GetById), new { id = result.OrderId }, result); } }

Service-layer logic

public async Task<OrderResult> ProcessAsync( OrderRequest request, CancellationToken ct) { Validate(request); var existing = await _repo.FindByExternalIdAsync( request.SourceSystem, request.ExternalOrderId, ct); if (existing is not null) return OrderResult.Duplicate(existing.Id); var order = Order.Create(request); await _repo.AddAsync(order, ct); await _archive.SavePayloadAsync(request, ct); _logger.LogInformation( "Processed {Source}/{ExternalOrderId}", request.SourceSystem, request.ExternalOrderId); return OrderResult.Created(order.Id); }

2. Database design

The relational model separates customer, order, item, event, and error data so transactions remain queryable while integration history stays traceable.

CustomersCustomerIdExternalCustomerIdName
OrdersOrderIdSourceSystemExternalOrderIdStatus
OrderItemsOrderItemIdOrderIdSKUQuantity
IntegrationEventsCorrelationIdPayloadUriProcessedUtc
IntegrationErrorsCorrelationIdErrorTypeMessage
CREATE UNIQUE INDEX UX_Orders_Source_External ON Orders(SourceSystem, ExternalOrderId); CREATE INDEX IX_IntegrationEvents_CorrelationId ON IntegrationEvents(CorrelationId); CREATE INDEX IX_Orders_Status_CreatedUtc ON Orders(Status, CreatedUtc);

3. Handling duplicate requests

A source system can successfully submit an order but fail to receive the response, causing it to retry. The integration therefore treats Source System + External Order ID as an idempotency key. The application checks first, and the database unique index provides a second protection layer.

POST /api/orders
D365 · SO-10482
Lookup existing
Duplicate found
Return existing result

4. Security implementation

Secrets are not hard-coded into application logic. Configuration is designed around Azure Key Vault and identity-based access patterns, allowing App Service to retrieve protected configuration without embedding credentials in source code.

var credential = new DefaultAzureCredential(); builder.Configuration.AddAzureKeyVault( new Uri(keyVaultUri), credential); builder.Services.AddDbContext<IntegrationDbContext>(options => options.UseSqlServer( builder.Configuration["SqlConnectionString"]));

5. Blob Storage archive

Original inbound payloads are archived separately from relational transaction data. This supports troubleshooting, auditability, and replay scenarios without overloading the transactional schema.

var blobName = $"{request.SourceSystem}/{DateTime.UtcNow:yyyy/MM/dd}/" + $"{request.ExternalOrderId}-{correlationId}.json"; await _blobContainer.UploadBlobAsync( blobName, BinaryData.FromObjectAsJson(request), cancellationToken);

6. Failure handling & observability

I designed the logging path so failures can be traced from request through processing. Correlation IDs connect API logs, integration events, and error records.

Correlation ID
POST /api/orders
Validation
Exception captured
400 + telemetry
_logger.LogError( ex, "Order processing failed. CorrelationId={CorrelationId} Source={Source} ExternalId={ExternalId}", correlationId, request.SourceSystem, request.ExternalOrderId);

7. Automated testing

The goal is not ceremonial coverage. The tests focus on business behaviors and integration edge cases that could break production processing.

✓ Valid order creates transaction
✓ Duplicate order returns existing record
✓ Missing external ID fails validation
✓ Negative amount is rejected
✓ Unsupported currency fails validation
✓ Archive service is called after save
✓ SQL exception is logged
✓ Correlation ID is preserved
✓ Invalid customer returns 400
✓ Repository duplicate race is handled
✓ Blob failure is surfaced and logged
✓ Cancellation token is honored
[Fact] public async Task ProcessAsync_DuplicateOrder_ReturnsExisting() { _repo.Setup(r => r.FindByExternalIdAsync( "D365", "SO-10482", It.IsAny<CancellationToken>())) .ReturnsAsync(new Order { Id = 4182 }); var result = await _service.ProcessAsync( ValidRequest(), CancellationToken.None); Assert.True(result.IsDuplicate); Assert.Equal(4182, result.OrderId); }

8. CI/CD pipeline

The project includes an Azure DevOps pipeline path so build, test, publish, and deployment steps are repeatable rather than manual.

Restore dependencies✓ Passed
Build .NET solution✓ Passed
Run xUnit tests✓ Passed*
Publish artifact✓ Configured
Deploy to App Service✓ Configured

*Portfolio representation of the intended pipeline flow. Final public screenshots should be replaced with real pipeline output once the project is executed in Azure DevOps.

trigger: - main steps: - task: UseDotNet@2 inputs: packageType: sdk version: '8.x' - script: dotnet restore - script: dotnet build --configuration Release --no-restore - script: dotnet test --configuration Release --no-build - task: DotNetCoreCLI@2 inputs: command: publish arguments: '--configuration Release --output $(Build.ArtifactStagingDirectory)' - task: AzureWebApp@1 inputs: appType: webApp appName: 'theresa-integration-api'

9. What this project proves

Cloud architecture

I can reason about how App Service, SQL, Storage, Key Vault, telemetry, and CI/CD work together.

C# development

I can structure controllers, services, repositories, DTOs, validation, async processing, and dependency injection.

Integration thinking

I can account for retries, duplicates, failures, traceability, and separation of concerns.

Data design

I can model relational transaction data and apply indexes and integrity constraints.

Testing

I can write behavior-focused xUnit tests rather than relying on manual verification.

DevOps

I can define a repeatable path from commit to test to publish to deployment.

My systems-thinking lens

My professional work often sits between business requirements, enterprise platforms, users, operations, data, and technical teams. This project applies that same systems-thinking approach to cloud engineering: understand the dependency chain, make failure visible, separate responsibilities, and design the whole lifecycle—not just the interface.