Nine years leading design for Adobe’s Identity platform including sign-up / sign-in, Adobe Account management, and the administration console. Starting in 2017, just as Adobe finished moving from boxed software to cloud-based subscriptions, I inherited a fragmented, un-instrumented, and expensive platform.

Over that time we added:

• Self-service account management, so people could activate and change plans, get their apps, and manage their accounts without calling support.
• Secure, password-less authentication and passkeys.
• One unified Account Menu component across web, mobile, and in-context, adopted across the ecosystem, replacing dozens of one-off builds.
• Mobile-first and global accessibility with phone-based registration, right-to-left languages, and regional experiences.

Next on the roadmap: intelligence, agentic systems, and dynamic personalization.

The results were dramatically reduced support contacts and cancellations, self-service plan changes went way up, new markets were opened, and a modular platform serving over 2 billion Adobe users was delivered.