Good services don't come from one team. They come from getting the right people in the same room.

Most organizations aren't short on talent or good intentions. They're short on shared understanding. Teams build brilliant pieces that don't fit together. Users fall through the gaps between departments. The service, as a whole, was never designed.

I fix that.

I'm a senior service designer who works at the seam between strategy and execution. I run research that surfaces what's really happening, facilitate workshops that align people who've never been in the same room, and build artifacts that make the invisible visible. Then I stick around to help teams actually build the thing.

When I'm not mapping services, I'm probably baking fondant au chocolat, exploring Brooklyn with my family, or reading about systems thinking. I believe the best design work happens when you genuinely care about the people inside the system you're trying to change.

Whitney Masulis, smiling, wearing a patterned blue blouse against a dark blue background

Design + Strategy

Years Organization Role
2022–present Harmonic Design
Senior Service Designer
2018–2022 Freelance
Service Design & UX
2016–2018 KBS (now Forsman & Bodenfors)
Senior UX Designer
2015 Fjord (now Accenture Song)
Interaction Designer
2013–2015 Havas Lynx
Digital Strategist & Service Designer
2011–2013 Ogilvy
Senior Digital Strategist

Education

Years Institution Program
2009–2011 MIT Sloan
MBA, Marketing & Entrepreneurship
2000–2004 Brown University
BA, Visual Arts

Methods I reach for most

Research & Discovery

Stakeholder interviews, contextual inquiry, diary studies, survey design, research synthesis, journey mapping, ecosystem mapping.

Design & Facilitation

Service blueprinting, co-design workshops, concept prototyping, AI/conversational prototyping, experience principles, pilot design, measurement frameworks.

Want to work together?

I'm always interested in conversations about service design, complex systems, and interesting problems.

Get In Touch