MICHELLE CASALE, MBA, CUA
Boca Raton, Florida, 33432
mcasale23@gmail.com
www.linkedin.com/in/mcasale23

Accomplished UX Director and AI-Driven Product Strategist with over 20 years of experience leading design and discovery research for global enterprise software. Proven track record in achieving significant business outcomes through strategic UX modernization, including transforming NPS from negative to positive territory and accelerating discovery research using generative AI. Recognized for driving organizational change, establishing key performance metrics, and securing executive buy-in for strategic platform initiatives.

 

LEADERSHIP SKILLS & QUALIFICATIONS

Strategic Leadership & Outcomes: Proven ability to lead cross-functional teams and drive strategic initiatives, aligning research and UX roadmaps with organizational goals to achieve quantified business growth (e.g., 90% NPS swing, accelerated research cycles).

Product Innovation & AI-Driven Design: Drives team output and innovation with a "Vibe Coder" approach, utilizing generative AI and automation tools to accelerate design-to-prototype cycles. Initiated and led the adoption of the Jobs-to-be-Done Outcome-Driven Innovation framework across the organization to foster a culture of continuous discovery and adaptability.

Core UX Leadership & Metrics: Expert in directing teams across Interaction Design, Information Architecture, and Usability Testing. Standardized success metrics like Ease of Use and Usefulness to evaluate new product workflows.

Design Methodology & Tech Stack: Expert in implementing Design Thinking, Outcome Driven Innovation, and Agile methodologies. Proficient with modern tools for efficiency, including Gemini, Miro AI, v0.dev, Figma Make, n8n, Cursor, and Google Cloud Console.

 

PROFESSIONAL EXPERIENCE

 

Trimble O&PS Sector, Sunrise, Florida                                                                               

1/2017– 10/2025 | 8 years 10 months

Fast Company Best Workplaces for Innovators, 3rd Place (2024).

Director, UX                                                                                                            

PROMOTED  4/2021– 10/2025 | 4 Years 6 months

User Experience Manager                                                                                                            

 1/2017– 4/2021 | 4 years 4 months

  • Authored and presented a business case for the AI Search Orchestrator project, securing a $1.1M credit from AWS to develop a reusable search component for integration across all software products.

  • Spearheaded the UX AI Council and served as a Valued Member of the Innovation Council, utilizing this dual role to secure executive buy-in for the cross-functional Shared Research Repository AI Initiative, which led to regular, monthly strategic guidance with a key executive.

  • Pioneering UX Research Flow: Innovated foundational discovery research by leveraging AI/NLP tools to process hundreds of user interview transcripts, automating the creation of Jobs-to-be-Done canvases and desired outcomes, resulting in accelerating the research phase by one full month.

  • Spearheaded the business case and strategy for WCAG and Section 508 accessibility compliance, securing the platform budget for Allyant and eliminating the manual logging of Jira tickets. This strategic implementation enabled automated prioritization of critical vs. low-priority issues, reducing the cost per audit and mitigating proactive legal risk.

  • Led the development of a new experience vision and UX roadmap that guided cross-functional teams, resulting in a 90%+ improvement in NPS (Net Promoter Score) on the homepage (rising from to positive territory). Simultaneously defined and standardized Ease of Use and Usefulness as core metrics for evaluating all new product workflows.

 

ChenMed, Miami, Florida                                                                                                       

 4/2014 – 12/2016 | 2 years 9 months

Leader in Value Based Primary Healthcare providing a comprehensive interface focused on keeping a patient healthy. It solves the problem of electronic health record and notetaking for a value-based approach.

Senior User Experience Designer                                                                  

  • Collaborated on creating pattern components, personas, journey maps, and workflow templates to enhance user experience

  • Established quantifiable metrics to baseline the usability of new products, ensuring effective measurement and reporting.

  • Analyzed ONC’s NIST Usability Recommendations and C-CDA Specifications, sharing insights with IT and product groups

 

 

Fidelity Nat’l Info Services, Sunrise, Florida                                                                             10/2007 – 11/2013 | 6 years 2 months

Leader in 3rd Party Processing providing a platform to fully service prepaid cards. It solves the problem for gifts, expense account and bank account replacement and addresses the associated services.    

Product Design and Usability Manager

  • Envisioned and pioneered responsive, adaptive web and hybrid application strategy for division and corporate governance adoption

  • Persuaded executive management to sponsor usability enhancements, leading to significant cost savings and improved user satisfaction

 

World Avenue, Boca Raton, Florida                                                                                          5/2006 – 10/2007 | 1 year 6 months

An incentive Marketing Solution. Helps businesses grab the attention of customers with special deals or opportunities.

User Interface Manager                       

  • Managed team for UI development for landing pages, new products, and enhancements, leading A/B and multivariate testing initiatives

 

Awards and Achievements

 

2nd Place Winner, Innovation Dreamerhack (2024), Recognized for the design of the AI Search Orchestrator Experience.

AI Hackathon Contributor (2025), Accelerated the solution build by "vibe coding" the front-end prototype and grounding the design in Jobs-to-be-Done research from the discovery ideation phase.

n8n Automation Challenge (2025), Built an AI-driven workflow for reseller lead email submission.

 

DEGREES, CERTIFICATIONS AND ADDITIONAL EDUCATION

Section School (AI), 2025, AI Certificate of Mastery

Product Institute, 2023, Metrics

MIT xPRO Certificate (AI), 2022, Designing and Building Artificial Intelligence Products and Services

NN/g Management Certificate, 2021, 2019, 2018, CX Transformation & Journey Mgmt, Design Ops, Service Blueprinting, UX VP/Director, Lean UX and Agile

Product Talk Academy, Continuous Discovery Habits, 2021, Master Class

University of Denver MeasuringU UX Bootcamp, 2020, User Experience Research Certification

Agile Training, 2007, 2013, 2016, 2018 Four-Time Agile Trainee and Practitioner

Pragmatic Marketing, 2017, PMCIII, Level 3 Certification

Human Factors International, 2012, 2014, Designing for Mobile & Certified Usability Analyst

Florida International University, 2012, Executive MBA, International Modules (Italy & China)

Oswego State University, 1993, Bachelor of Arts, Art Humanities and Communications