Hello, I'm

Madison Towriss

As a certified tech diver, I’m not afraid to go deep on complex business problems. Let's build a system that drives your success!

For more than eight years, I've led design strategy for mid-size to large corporations, transforming their most complex operational challenges into streamlined, effective platforms. My focus is on architecting systems that empower users, accelerate business goals, and create a single source of truth for everyone. The complexity of a system should be invisible to everyone except the team. Together, let's make the world a bit more effortless.

View My Work Download Resume

Delaware Life

One Portal Sign-In

9 months

Led the strategic decision to unify the company's B2B and B2C authentication methods. I drove the project to replace multiple confusing sign-in portals with a single, streamlined flow for all users. This initiative simplified the sign-up process and empowered users to self-select their account type, significantly reducing friction and support calls.

45%

reduction in customer service calls regarding sign in/up

15%

increase in sucessful registration

Click to view full case study ->

Group 1001

Open-Architecture Calculator

3 months

I spearheaded the development and launch of an open-architecture financial calculator, a key strategic tool for our users. This interactive calculator empowered clients to model hypothetical investment outcomes by inputting their own data, enabling them to make informed, data-driven decisions about fund reallocation.

increase in policy sales

30%

reduction in customer calls regarding fund reallocation questions

Click to view full case study ->

Group 1001

Producer vs Client Portal

15 months

To enhance transparency and efficiency, I drove the development of a dual-purpose portal for our B2B producers and B2C clients. By implementing a sophisticated, role-based authentication system, we delivered a tailored experience where each user's access to policy data and actions was determined by their credentials. This streamlined communication, empowered users with self-service capabilities, and created a single source of truth for all parties involved.

Secured a white label deal with a Fortune 500 insurance company

increase in policy sales

Click to view full case study ->

Group 1001

Design System

7 months

To solve design inconsistencies and slow development, I built a robust design ecosystem from the ground up. The system supported multiple brand themes and provided a library of defined layout patterns and rules. This directly improved designer-engineer communication, enforced brand and UX cohesion, and made the process of building new features faster and more predictable.

40%

reduction in development time

80%

consistency score

Click to view full case study ->

View All Projects

My philosophy is built on Intentional Impact. I believe we have a responsibility to be deliberate about what we bring into the world and why.

It starts with inspiration, the creative spark that allows us to imagine a better way. But an idea is not enough. We must be rigorous in our approach, using open communication and deep team collaboration to transform that spark into something tangible and meaningful.

Most importantly, our work must be a force for good. I am committed to building products that not only drive business results but also empower and protect the user. We must ask the hard questions to ensure we are not creating vulnerabilities, but instead, crafting experiences that are truly helpful and respectful. For me, the ultimate measure of success is using data to create something that demonstrably makes the world a better place.

Core Values: Intentional Impact, Radical Collaboration, Principled Innovation

I partner with leadership to define the 'why' behind the work, ensuring design initiatives align directly with business goals.

This involves creating product roadmaps, securing cross-functional buy-in, and mentoring other designers to elevate the quality of their work.

Design Strategy & Leadership

I specialize in transforming complex, fragmented processes into unified, scalable systems.

This includes architecting design systems, defining role-based user access, and creating platforms that serve diverse user groups (B2B and B2C) from a single, cohesive foundation.

Systems Thinking & Architecture

I believe great design is measurable. I use quantitative data (e.g., analytics, A/B testing) and qualitative insights (e.g., user interviews) to validate hypotheses, measure impact, and prove the ROI of design decisions to stakeholders.

‍

Data-Driven Validation

I act as the bridge between design, product, and engineering. By establishing a common language and streamlined processes I ensure clear communication, efficient handoffs, and a shared understanding of the goals, leading to faster development cycles.

Hello, I'm

Madison Towriss

As a certified tech diver, I’m not afraid to go deep on complex business problems. Let's build a system that drives your success!

Featured Work

One Portal Sign-In

Open-Architecture Calculator

Producer vs Client Portal

Design System

My Design Philosophy

Skills & Expertise

Design Strategy & Leadership

Systems Thinking & Architecture

Data-Driven Validation

Cross-Functional Collaboration

Let's Create Together

Madison Towriss