Whitney Masulis
Selected Work

A handful of projects. Each one started overgrown. Each one ended with a clearer path through.

Selected projects from retail, agetech, financial services, and public sector. Full case studies available on request.

Featured case study

“I just gave you all that information. What did I get for it?”

Research participant, caregiver intake study
Featured

Designing a caregiving benefit for the sandwich generation

A zero-to-one innovation project inside a large insurance company, building an employer-sponsored benefit for employees caring for aging parents. Led research with working caregivers, developed the service concept and system capabilities, and built a working GPT prototype with eight distinct interaction modes to test the experience before committing to build.

AgeTech Prototyping AI Service Blueprint User Research
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Other case studies

Bringing order to enterprise product data at Ferguson

Ferguson, the largest distributor in North American construction supply, was managing hundreds of thousands of products through manual spreadsheet workflows that had stopped scaling. Mapped 275+ steps across twelve stakeholder groups, identified redundant workflows between teams, and delivered an evolution map of 290+ capabilities phased across four years. Enough clarity for the team to secure funding and start building.

Retail Experience Mesh Evolution Map Future State Vision
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From manual workaround to scalable service at Allied Solutions

A successful pilot had outgrown the manual processes holding it together, right as new federal regulations made the service mandatory for lenders nationwide. Ran research across a multi-actor ecosystem of lenders, dealers, and third-party providers, located the real bottleneck (not where anyone expected), and co-created a service blueprint and capability map the client used to build an internal service design practice alongside the product.

Financial Services Qualitative Research Service Blueprint Capabilities Map
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A strategic plan for the San Francisco Public Library

Part of a consulting team (alongside Gensler and Margaret Sullivan Studio) helping SFPL set direction for the next five years while preserving the culture that makes the library work. Ran co-creation with thirty-two staff ambassadors across departments to close the gap between leadership vision and frontline reality. The Library Commission adopted the plan unanimously.

Public Sector Workshop Design Facilitation
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Coming soon

More work on the way

Additional case studies are in progress.