Multi-Subsidiary Enterprise Platform
 

EDGECo Holdings is a financial services enterprise with multiple subsidiaries, including NewEdge Advisors, NewEdge Wealth, and American Trust. Each operated with its own digital tools and inconsistent user experiences. The organization needed a unified, scalable design foundation to support multiple brands and business lines under one digital architecture.

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As Lead UX Architect, I was responsible for creating an enterprise-level platform that could support all three subsidiaries using shared design and development components — while maintaining brand integrity and meeting the unique needs of each business unit. I also led the creation of a UX Center of Excellence to establish standards and ensure governance across teams.

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I led discovery and alignment sessions across business units, collaborating closely with executives, product owners, and IT stakeholders to define common goals and technical constraints. I designed a component-based system using React to ensure modularity, reusability, and scalability across subsidiaries. I also established design standards, documentation protocols, and team-wide UX best practices through the CoE. My dual role as Enterprise Architect allowed me to ensure design decisions were in sync with overall IT and operational goals.

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The new enterprise platform provided a flexible yet consistent UX foundation for EDGECo’s brands, reducing design and dev redundancy, improving time to market, and enabling future enhancements with minimal friction. The UX Center of Excellence helped institutionalize scalable design thinking and created a framework that extended beyond the initial build.