Visionary Design, Research, and Technology Leader with a passion for People, Data, and Customer Value.

I have spent 15+ years building and leading collaborative teams that deliver value through data-driven decisions, strategic thinking, and innovative digital solutions - accomplished with an infectious sense of humor and dedication to fostering a vibrant inclusive culture.

Experience

I'm the person you call when you need a bridge between technology, design, and business. With hands at the helm of UX Strategy and Research, I've built core teams and functions, optimized complex experiences, defined frameworks, and developed models that don't just minimize costs but maximize value.

  • At CVS Health / Aetna, I united brands and fostered a culture of design and innovation across diverse departments.

  • Built the Enterprise Product Design Team at Wayfair, transforming supplier and customer experiences across 100+ applications that increased engagement and revenue.

  • As an Adjunct Professor at Lasell University, it wasn't about lectures; it was about empowering future designers and leaders to understand and shape their world.

  • At the Indoor Cycling Association, Cycling Fusion, and Stage5 Cycling, Inc. I built virtual training and certification programs that engaged and inspired people to grow in knowledge and improve their health & fitness.

  • Founded Product180 and eScotto.net Inc, bringing measurable outcomes to the world of service product design.

Whether it's designing platforms, optimizing how we work, or leading teams, my mission is to empower people and harness the impact of design and research to make your business not just run but soar!

Let's connect and create something exceptional together!

Resume

UX Design, Research, & Operational Strategist

Tom Scotto
January 2023 - Present
Greater Boston Area

Providing product design, research, and operational leadership to help companies form genuine connections with their market and customers, laying the foundation for meaningful innovation. Simplifying complex processes and scaling integrated platforms for retail, education, finance, and health & fitness products.

Vice President, Customer Research & Information Design

Appfire
May 2022 – January 2023
Greater Boston Area

Strategic and operational leader responsible for vision, organizational alignment, budget, hiring, and promoting the value of the research practice throughout the company.

  • Built the core research team and ResearchOps function conducting 5 product and market value studies providing direction on portfolio and acquisition strategy

  • Optimized information structure and design to more effectively communicate research insights across the company

  • Defined foundational research frameworks to increase efficiency and fostered partnerships and alignment for PLG

  • Developed operating and finance models to minimize cost of internal and external market and product value studies

Executive Director, UX Strategy, Research & Design

CVS Health
April 2020 – February 2022
Greater Boston Area

UX Strategy and innovation leader responsible for the enterprise design system and 6 departments (Aetna Health, Health Cloud, Enterprise Virtual Care, Attain, Medicare SBE, and Chronic Condition Management), providing direction for product design, research, content strategy, and accessibility.

  • Built and lead the enterprise design system team, uniting CVS and Aetna Health brands, architecture and frameworks

  • Partnered with Product, Engineer, Brand, and Client Architecture, and led the strategy for design system adoption

  • Optimized organizational structure and delivery process to accelerate product and feature design & development

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Head of Enterprise Product Design & Research

Wayfair
November 2015 – February 2020
Greater Boston Area

Introduced and implemented Enterprise Product Design, Research, and Content Strategy at Wayfair and led a 60+ member team to drive a cohesive strategy and holistic experience across 100+ supplier and operational applications in 5 verticals.

  • Built a new team, processes, and design system that accelerated the launch of over 40 applications

  • Unified and optimized the Sales and Support platform increasing B2B and customer satisfaction

  • Optimized Supplier experience increasing engagement and revenue, and reducing management overhead

  • Redesigned the end-to-end supply chain platform, reducing bottlenecks and increasing product availability

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Adjunct Professor - Digital Commerce & Analytics

Lasell University
September 2018 – December 2020
Auburndale, MA

Introduced, developed, and taught a 400-level curriculum that blends quantitative and qualitative customer research, analytics, and strategy; empowering students to understand behaviors and measure trends, and outcomes that lead to successful design and business decisions.

  • Member of the Lasell University Advisory Board

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Director of Product Design / Education

Indoor Cycling Association
July 2013 – November 2015
Eagle, CO (Remote: Greater Boston Area)

Responsible for product design, customer research, information architecture, and project management of ICA’s mobile teaching application and website.

  • Optimized content platform and strategy to increase contributor access and instructor engagement

  • Designed marketing materials, clothing, and educational assets to promote the brand

  • Industry master presenter and author of over 100 educational articles, webinars, videos, conferences, and 15 instructor workshops.

Director of Product Design / Education

Cycling Fusion
October 2010 – May 2013
Pittsburgh, PA (Remote: Greater Boston Area)

Led customer research, information architecture, UX/UI design, and project management for the development of Cycling Fusion's Virtual Training Center, in-person workshops, and mobile teaching application.

  • Redesigned the holistic educational platform, increasing course engagement and instructor certifications

  • Developed and successfully implemented curriculum and testing requirements for 2 accredited certifications

  • Lead presenter and coach for studio production, live broadcast, and on-location filming for virtual training media

Head, Service Product Design, Co-Founder

Product180 LLC
January 2006 – December 2006
Waltham, MA

Led Service Product Design consultancy to demonstrate the tangible value of "the invisible" through customer research and measurable outcomes.

  • Developed and implemented the Service Product Design Framework to increase profitability of contract and subscription renewals, improve operational effectiveness, and measure organizational health and compliance.

Head of UX Design & Research, Founder

eScotto.net Incorporated
January 2002 – October 2006
Greater Boston Area

Provided UX design & research leadership (strategy, personas, wireframes, prototypes, testing), UI design, information architecture, project management, development, and implementation of web-based business solutions for 80 clients.

  • Developed CMS and ecommerce platform (.NET) to accelerate design, content publishing, and product sales

  • Optimized Wordpress design template process to simplify custom implementation / e-commerce options

Additional Professional Experience

Director of Product Design / Education, Co-Founder
Stage5 Cycling Incorporated (4.5 years)

Indoor Cycling Master Instructor
Equinox, Boston Sports Clubs, USA Cycling, Cycling Fusion, Indoor Cycling Association, Wellbridge (13 years)

Education

Berklee College of Music

Bachelor of Arts, Commercial Arranging, Session and studio drummer. Band leader. Arranger composer.

Affiliations

Board of Advisors
Lasell University

Delphi Certified Innovation Professional
Delphi Institute

Level II Cycling Coach
USA Cycling