Impact-Driven
Design & Leadership

Impact-Driven
Design & Leadership

Impact-Driven
Design & Leadership

I’m Barb, a product designer and leader who cares about more than just how things look. I use design to align teams, uncover insights, and drive product decisions that make an impact.

I’m Barb, a product designer and leader who cares about more than just how things look. I use design to align teams, uncover insights, and drive product decisions that make an impact.

I’m Barb, a product designer and leader who cares about more than just how things look. I use design to align teams, uncover insights, and drive product decisions that make an impact.

Experience

Design Leader & Practitioner

Design Leader & Practitioner

With 15+ years of experience, I work as a hands-on leader and designer who delivers meaningful impact for both businesses and users.

Deep Expertise in Complexity

With 15+ years of experience, I work as a hands-on leader and designer who delivers meaningful impact for both businesses and users.

Deep Expertise in Complexity

With 15+ years of experience, I work as a hands-on leader and designer who delivers meaningful impact for both businesses and users.

Deep Expertise in Complexity

  • 0-1

  • Enterprise-scale design

  • Defining visions and products

  • AI & emerging technology

  • 0-1

  • Enterprise-scale design

  • Defining visions and products

  • AI & emerging technology

  • 0-1

  • Enterprise-scale design

  • Defining visions and products

  • AI & emerging technology

About me

Case Studies

Turning Insight Into Impact

Turning Insight Into Impact

Turning Insight Into Impact

Accelerating Bold, AI Innovation Inside Google’s Incubator

Accelerating Bold, AI Innovation Inside Google’s Incubator

Accelerating Bold, AI Innovation Inside Google’s Incubator

For 2 years I led the design team embedded with over 40 Area 120 founders to bring clarity to early-stage ideas—helping teams explore AI, test bold concepts, and move from ambiguity to launch-ready products with confidence.

0 → 1

AI-focused

Innovation

73%

teams progressed

+260%

graduation rate

Case Study

Designing an AI-enabled, IT buyer platform unlocking a $2 billion market

Designing an AI-enabled, IT buyer platform unlocking a $2 billion market

Designing an AI-enabled, IT buyer platform unlocking a $2 billion market

I led the team while also contributing hands-on, helping IDC leap from opportunity to execution by aligning teams and designing a user-centered platform for SMB IT buyers

Digital transformation

AI-focused

0 → 1

+$2 billion

SMB Market Unlocked

Case Study

Designing a Unified Platform
Vision for Pure Storage

Designing a Unified Platform
Vision for Pure Storage

Designing a Unified Platform
Vision for Pure Storage

I led and contributed to the design of a unified platform vision for Pure Storage—streamlining fragmented workflows, unifying the platform, and positioning the company to leapfrog the competition through a intuitive experience and product-led approach.

Vision To Execution

Platform

Exec Alignment

~$500,000

MVP Funded by org

Case Study

Reimagining Meraki’s Dashboard Experience

Reimagining Meraki’s Dashboard Experience

Reimagining Meraki’s Dashboard Experience

I led and contributed design work transforming a complex product space into a clear, actionable vision—crafting a next-gen Dashboard experience that set the foundation for Cisco’s cloud networking strategy.

Vision

Dashboard

Exec Alignment

Case Study

Why me

How I Help Organizations

How I Help Organizations

Design is most impactful when it’s used to drive clarity, guide decisions, and shape direction—not just to deliver outputs.

Problem Solving

Uncovering, understanding, and solving root problems

I dig deep to understand real user needs and untangle complexity—using research, synthesis, and creative thinking to shape elegant solutions that make a difference.

Experimenting

Learning, visualizing hypotheses, and informing decisions

I make ideas tangible early and often—testing assumptions, mapping possibilities, and using prototypes to drive smarter decisions and better outcomes.

Collaborating

Leveraging design to align perspectives and drive clarity

I believe great design is a team sport. I bring clarity, structure, and empathy to cross-functional work—building alignment and creating momentum through shared goals.

Strategizing

Elevating design to develop and steward strategy

I connect the dots between design and direction—crafting visions, framing opportunities, and shaping the why behind what we build.

Contact

Let’s connect

Let’s connect

I’d love to hear from you! Whether you’re looking to discuss an opportunity, collaborate on solving meaningful problems, or simply connect, feel free to reach out. Let’s start a conversation—drop me a message anytime!

© 2025 Barb Natali-Sherman. All Rights Reserved

© 2025 Barb Natali-Sherman. All Rights Reserved