The best services look simple from the outside and have a lot of structure underneath.

Services accumulate. They rarely get designed. Teams build brilliant pieces that don't fit together, users fall through the gaps between departments, and the thing as a whole never had anyone responsible for its shape.

I'm the person you bring in for that.

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 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. The best work happens when you actually 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
Where I've Been

A decade across
design & strategy.

2022 — Present

Senior Service Designer

Harmonic Design · Remote

2018 — 2022

Service Design & UX

Independent Consulting

2016 — 2018

Senior UX Designer

KBS · now Forsman & Bodenfors

2015

Interaction Designer

Fjord · now Accenture Song

2013 — 2015

Digital Strategist & Service Designer

Havas Lynx

2011 — 2012

Senior Digital Strategist

Ogilvy

Education

Where I studied.

2009 — 2011

MBA, Marketing & Entrepreneurship

MIT Sloan

2000 — 2004

BA, Visual Arts

Brown University

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