Leading Transformation Where No Map Exists.
From founding AI integrated research practices to building enterprise CX from zero, this is what modern transformation leadership looks like.
Genentech
Director, Experience Design Transformation | Head of Human Centered Design, Commercial
Genentech had no centralized CX function, no design practice, and no systematic way to understand how patients, providers, and field teams were experiencing its commercial products and services. Regulatory complexity, siloed operations, and competing priorities made it difficult to align on what to build, for whom, and why. The organization needed someone to create the infrastructure that did not yet exist.
The Challenge
Waves founded Genentech's first Human Centered Design Studio and CX Center of Excellence, establishing the people, process, and delivery model from zero. The practice spanned patient access and advocacy, field sales and medical information CRM experience, digital accessibility and compliance, adverse event experience, and Provider digital usability. Demand for the program exceeded available capacity within the first year, requiring a formal prioritization model tied to market need and corporate GTM strategy. The work operated at the enterprise and C-suite level, including participation in the gLEAD Executive Leadership Development Program at Columbia University.
The Approach
The Outcomes
Founded Genentech's first 11,000 sq ft Human Centered Design Studio, connecting global employees across 7+ countries via telepresence technology
33% improvement in UX research synthesis through AI workflow integration
29% improvement in Provider digital usability
Genentech Experience Operations Impact Award, ISI Patient Digital Usability
In both cases, I walked into ambiguity and left behind infrastructure.
Amtrak
Director, Customer Experience | CX Design, Research, and Analytics | Marketing and IT
Amtrak had no CX practice, no unified design function, and no coordinated way to deliver consistent experiences across its digital and physical channels. As the organization moved toward a major omnichannel transformation, it needed someone to build the capability and lead the execution simultaneously.
The Challenge
Waves created Amtrak's first CX practice from scratch, building a team that spanned Design, UX Research, and CX Insights. She led a $52M omnichannel digital transformation across mobile, dotcom, onboard systems, and employee tools, operating across multiple geographies using a follow the sun model. The program reached DTC customers at scale while managing internal stakeholder alignment at the enterprise and C-suite level.
The Approach
$52M omnichannel transformation delivered
97% Digital Customer Satisfaction Score
Top 3 travel app in the USA
Webby Award Honoree, Best UX, Amtrak.com
The Outcomes
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