Product Led Growth With Identity Intelligence

Enterprises often struggle to understand their identity and access security posture. For customers, this meant fragmented tools, unclear insights, and difficulty prioritizing risk. For Cisco, it meant slower adoption and missed opportunities to expand product use.

My Role

As Senior a Lead Product Designer, I led the end-to-end design of a new Identity Security Assessment (ISA) program. My role included:

• Partnering with research and sales to uncover customer pain points and business opportunities.

• Defining the product vision and experience strategy for delivering actionable assessments.

• Designing flows and dashboards that translated complex identity risks into simple, prioritized insights.

• Driving cross-functional alignment with PM, engineering, and executive stakeholders to secure investment.

Early sketching to explore how identity risks could be translated into clear, actionable insights.

Turning research insights into clear principles that shaped the product vision.

The dashboard went through many iterations before I had a shippable design candidate.

The Solution

I designed a self-service assessment experience that helped customers:

• See their current security posture at a glance.

• Understand risks in plain language instead of technical reports.

• Get prioritized recommendations with clear next steps.

• Track progress over time and tie improvements back to business outcomes.

For Cisco / Duo, the assessments also supported a product-led growth motion by showing customers where deeper adoption could deliver value.

Outcomes & Impact

This project showed me the power of design in connecting security complexity to customer clarity. By blending research, prototyping, and PLG strategy, we created a scalable experience that delivered value to both customers and Cisco.

• Customer impact — made identity risks understandable and actionable, building trust and confidence.

• Business impact — accelerated adoption by highlighting clear upsell opportunities within the product.

• Organizational impact — secured leadership buy-in for assessments as a core PLG strategy.

• Design impact — established reusable design patterns for reporting, insights, and recommendations.

✨ Full prototype and extended case study available upon request.