Ben Ullman

Senior Product Designer & Design Lead

I find the decision the system is making users face, and remove it.

Most of the products I've worked on were already technically sound before I got involved. The model worked, the numbers were right, the platform was modern. The problem was that people couldn't get to any of that without first understanding the system underneath it — which door led to the automated recommendation, or which step in the process the product had built out of habit rather than necessity.

Eighteen years across financial services and healthcare — most recently at FIS, before that Anthem, Bank of America, and Barclays — have mostly been practice at finding that gap and closing it: research when the cause isn't obvious, a heuristic review when the debt is structural, sometimes just asking the product team a question they hadn't asked yet. I stay close enough to the interaction to make sure the fix actually holds up screen to screen, and close enough to the team to bring other designers through the same work.

Product Design Consultant
2025–2026
FIS Financial technology and payments
2016–2024
Anthem Healthcare technology
2014–2016
Bank of America Consumer and commercial banking
2007–2014
Barclays Co-branded credit card marketing
2004–2007

Open to Senior Product Designer and Design Lead roles, full-time or contract.

FIS · Project Lead

Making the Automation Unavoidable

CollaboratorsProduct Manager, Tech Lead, Sales Staff, 3 Product Design Contractors
ContributionOwned research, usability testing, and core interaction design; directed three design contractors.

Challenge

GETPAID is FIS's credit-to-cash platform — machine learning applied across collections, cash application, and credit, in a process many companies still run on spreadsheets and phone calls. The technology was well ahead of the interface: a desktop-era interface running in a browser window, inconsistent screen to screen, and a liability in sales demos as much as a daily frustration for the people using it.

A replatform onto a modern framework opened the window to fix it. Stakeholders scoped the work as look-and-feel: apply the corporate UI framework, ship it. I pushed to interview users first.

Red marked overdue amounts, past-due dates, action codes, and the recommended action itself.

Red marked overdue amounts, past-due dates, action codes, and the recommended action itself.

Approach

Stakeholder walkthroughs taught me the product — how credit-to-cash works, what each module does, where the models operate — but they surfaced complaints rather than causes, and nothing that told me where design effort would pay off. Two things ran in parallel to answer that: user interviews, and a heuristic review I conducted of the application — an ad hoc version of a review process I later standardized for use across FIS product teams. They found different problems.

Nearly everyone I interviewed worked in Collections; several also used cash application and credit, and a couple were managers overseeing the work. That distribution turned out to be the scoping answer, and it matched the business one: Collections was the most-used module across FIS's client base, and the entry-point problem the interviews surfaced lived there.

What the interviews found: the automation was optional by accident. GETPAID's models ranked customer contact queues — deciding who a collector should call first — but only inside the Who To Contact flow. Several data views offered their own routes to contacting a customer, and each one dropped the ranking silently. Staff working from those views handled accounts off dashboard lists, and the prioritization simply didn't reach them there.

The problem wasn't distrust.

Most users never reliably encountered the AI — the product's core differentiator applied on one route through the work, and the routes people actually took bypassed it. Several customer teams had written their own training materials to get new hires through daily tasks, which told me the interface wasn't teaching anything on its own.

What the heuristic review found: compounding structural debt. Evaluated against usability heuristics, the application showed inconsistent page hierarchy and visual patterns that varied screen to screen. The customer detail page was the clearest case. The recommended action sat at the top of the page beside the customer name and was set in red — but red also marked overdue amounts, past-due dates, action codes, and every entry in the invoice-level Next Action column. The cue meant too many things to single anything out, and the customer-level recommendation was rendered identically to the eight invoice-level ones beneath it. Different problems from the interview findings, found a different way, and they pointed at the same page: the one place the system surfaced a recommendation was also the page where hierarchy was doing the least work.

Together the two tracks defined the work. The interviews said the prioritization had to stop depending on which door a user happened to come through; the review said the pages carrying a recommendation needed clearer hierarchy to hold it.

Scoping: the application was far too large to redesign at depth everywhere, so I split the effort along the two tracks. The review's findings applied product-wide, so they were addressed broadly: general implementation guidance let the corporate UI framework bring consistency to hierarchy and visual patterns across the application. The interview finding was specific to collections, so that's where concentrated UX work went — the queues and the customer detail page.

Depth where the value was, breadth everywhere else.

Discovery and site mapping exercise

discovery: mapping the existing application

Design

I worked with a product manager and tech lead, and directed three design contractors. I owned the research, the usability plan and testing, and the core interaction concepts; the contractors carried detailed design and production, with me supplying style guidance, fielding standards questions, and running the design reviews.

Steering the path, not blocking it. Rather than removing the alternate entry points, I demoted them. Quick queues surfaced the AI-ranked routes — the day's assigned work, prioritized — and role-based dashboard defaults put them front and center for agents, while the unranked data-view routes stayed available but stopped being the obvious choice. The workflow itself was rebuilt around the automation instead of beside it, with system status and progress visible at each step, since a step you can't see the state of is one you won't trust.

The defaults carried the weight. Custom dashboards were supported, but the people building them are team leads and managers, not the agents working the queues — so the out-of-box view I designed is what most agents at most clients actually work in. Interviewing both groups meant the defaults were built from what the work required rather than what a configuration screen made possible.

Configurability was the escape hatch; the default was the product.

Redesigned dashboard with role-based quick queues

Making the recommendation visible. The page already told collectors what to do next; the screen just buried it. I took the customer detail page to high-level design myself, restructuring it around information hierarchy and working out which actions surfaced, where they sat, and how they behaved — pairing the recommendation with the single most emphatic control on the page, and demoting the invoice-level actions to plain text so the customer-level one reads as the top of the hierarchy rather than one of thirty.

Redesigned customer detail page

Outcome

Testing with the original interview participants confirmed the direction and kept sharpening it. That was the point of returning to them: the people who'd identified the bypass problem were the ones best positioned to say whether the fix actually removed it. One collector, looking at a redesigned queue, told us the flow shouldn't let her edit the message at all — it was a standard outreach email.

The engagement closed at design delivery; development continued from there. No post-launch usage data came back to me, so the strongest evidence I have is that the users who found the problem validated the solution.

What I handed off:

  • A redesigned application and navigation, modernized and consistent with FIS's brand, with the AI capabilities in the path of daily work rather than adjacent to it
  • A component library extending the corporate framework where it fell short for a dense enterprise data application — progress indicators for the quick queue workflow, and table components supporting selection, expansion, and inline interaction the corporate system didn't cover
  • A style guide of page templates and example screens

The last two mattered because of the handoff. Both existed so the team could keep building consistently on a direction I wouldn't be there to defend.

Quick queue workflow states Table selection states: no selection versus a single row selected, and how the available actions change between them
FIS · Team Lead

Removing a Decision Users Never Needed to Make

CollaboratorsProduct Manager, Tech Lead, Product Designer
ContributionReframed a required onboarding step as a research question; scoped the redesign against real usage data.

Challenge

We were extending the mobile app to small business customers — the same app, one login, now holding two distinct sets of accounts and features. That meant a profile switcher, and the switcher meant an onboarding problem.

The system had to know which profile to load at launch, and the product team's answer was to ask: a setup step where users picked a default. It's the obvious solution, and testing found the problem with it. Participants stopped in their tracks; they wanted to know what the choice meant and how it would affect them before they'd make it.

They were being asked to commit to something they hadn't seen.

The vocabulary made it worse. SMB functionality existed only on web at that point, where these account groups were called portfolios. Mobile planned to call them profiles. The users most likely to need the switcher were the ones being asked to recognize a familiar thing under a new name.

Profile switcher onboarding, before redesign

Approach

I reframed the default as a research question rather than a user decision.

The requirement was that the system know which profile to load, not that the user declare one. If a default was right for most people, the setup step could disappear entirely.

Our research team had run a series of studies on SMB usage, and their survey work showed a clear preference for opening in personal.

We made personal the default for everyone and cut the question.

That moved the burden to discovery: if nobody chose a profile, would they know a second one existed? Instead of explaining the concept before anyone had seen the app, we introduced the switcher on Home Screen load, with a coach mark pointing at the control in its actual place in the interface. In testing, users entered the app and found their business accounts without hesitation.

Profile switcher onboarding, after redesign

Scope was the last open question. Stakeholders wanted a searchable dropdown for users with many portfolios, saying "some have dozens." That was an empirical claim, and we had the data to settle it: the product manager held portfolio counts for the entire client base, and I had a researcher analyze the distribution. The large majority had two or three. We shipped a plain dropdown and left search on the shelf, buildable later if the distribution shifted.

On terminology, the product manager's preference was "profile" everywhere; web would migrate incrementally. Mobile would launch into a transition period where some users still saw the old term on web — a known cost, chosen deliberately rather than discovered late.

Outcome

The forced choice came out of onboarding. Testing showed users completing the core task — open the app, get to their business accounts — confidently and without instruction, and the switcher itself was scoped to the population that actually existed rather than the one stakeholders imagined.

I left the company before launch, so I can't speak to adoption. What I can show is the before and after: a setup screen that no longer exists, and the reasoning that removed it.

Anthem Inc. · Interaction Designer

The Questions Members Actually Ask

CollaboratorsProduct Manager, Visual Designer, Development Lead, Agency Staff
ContributionOwned task flows and screen design across registration, search, and claims; tested prototypes in the field.

Challenge

Anthem's member servicing app had a 1.5-star rating and adoption to match. The friction wasn't only interface-deep: health plan self-service asks members to navigate their own coverage in the insurer's vocabulary — network status, claim adjudication, accumulators — in order to answer questions they'd phrase much more simply.

Is this doctor covered? Did that get paid? What do I still owe?

The redesign was the digital product team's top priority, and it followed close on a company-wide rebrand. The app would be one of the first places members encountered the new identity, and the first place it had to work at phone scale.

Approach

We partnered with Fjord Accenture in Chicago and kicked off onsite. Their visual designers explored imagery and color that would position Anthem as a health and wellness partner rather than a claims processor. I worked on task flows and screen design across registration, provider search, benefits, and claims history and status, with product management on requirements as they firmed up.

Early UI sketches exploring high-level navigation options

Early UI sketches exploring high-level navigation options

Rather than argue the directions internally, I built click-through prototypes of two of them and took them into the field, intercepting people at Starbucks and the French Market. The existing app went in as a control, so we were measuring against what members were actually using rather than only against each other.

Sign-in screens of 3 low-fi prototypes

Sign-in screens of 3 low-fi prototypes

As design progressed I built detailed prototypes of key flows, which did double duty: communicating interaction detail to the development team, and serving as test material for moderated sessions with our research team. Registration was where that paid off most visibly. Testing surfaced that the field labeled ID number stopped people cold — members don't call it that, and nothing on screen connected it to the card in their wallet. It was relabeled Member ID, to match the card exactly. The failed-match screen, which had left members at a dead end, was rewritten to point them toward retrying or calling for help.

Registration flow prototype

The registration flow prototype leveraged variables and conditionals to enable detailed testing of form completion and error states

List view header collapse micro-interaction

List view — header collapse micro-interaction

Outcome

The MVP shipped as a pilot in spring 2016. Monthly mobile transactions went from 84,000 to 866,000. The store rating doubled, 1.5 to 3 stars.

The framework held.

Later feature work extended the system rather than reinventing it, and the process became the template for subsequent efforts.

Monthly mobile transactions 84k → 866k
App Store rating 1.5★ → 3★