About
Franchesca Reich
on building products & the people who make them
I’m Franchesca Reich, a product designer who helps strategize and deliver digital experiences that solve business and human problems — through research, design thinking, human-centred methodologies, data, and collaboration.
Most of my work has happened where design is hardest and most valuable: inside living products with real users, legacy code, and business clocks. I’ve led design on event-technology platforms at EventMobi, on healthcare data products at DRG (Decision Resources Group), and on advertising analytics at Eyereturn — finding the feature worth building in a pile of support tickets, untangling ten years of information architecture, and giving pharmacists back thousands of clicks a year.
Alongside the case studies here runs the quieter work I care just as much about: design operations. Consolidating tool stacks, rebuilding how feedback is captured, codifying how problems get defined before anyone draws a screen. A design team’s ceiling is set by its conditions — so I design the conditions, too.
I’m currently open to Staff and Director-level Product Design roles. If you’re growing a team, a product, or both, I’d love to talk.
The principles I work by.
Begin with the problem, not the feature
“I want a document library” is a feature. “I need to share slide decks with attendees” is a problem. Jobs-to-be-done and job stories keep the difference honest — and make solutions feel obvious.
Evidence over assumption
Support tickets, field observation, card sorts, five whys. Assumptions are only dangerous when nobody notices the design is standing on them.
Design within real constraints
Legacy code, thin capacity, a quarter on the clock. The craft is sequencing toward the ideal — and making the interim genuinely good, not merely less bad.
Build the system around the work
Tools, intake, process, critique. A design team's ceiling is set by its operations, so I tend the system as deliberately as the screens.
The disciplines I practice.
Research
evidence before assumption- Ethnographic & field observation
- Support-data mining & synthesis
- Card sorting & usability testing
- Personas & jobs-to-be-done
Product Strategy
the right thing to build- Opportunity framing & business cases
- Scope negotiation & sequencing
- MVP definition under constraint
- Stakeholder facilitation
Interaction Design
the craft of the screen- Information architecture
- Lo-fi through hi-fi & prototyping
- Design systems — used honestly
- Dense-data & analytics UI
Design Operations
the system behind the team- Tooling & workflow (the Figma migration)
- Research & feedback intake systems
- Process guides & critique culture
- Design ↔ engineering cadence
Where I’ve worked.
- EventMobi — Lead Product Designer. Event technology: event app, experience manager, and the 2020 pivot to fully digital events.
- DRG (Decision Resources Group) — Lead UX Designer. Healthcare data products: market access automation and pharmacy benefit analytics.
- Eyereturn Marketing — Product Designer. Advertising technology and campaign analytics.
The full record — dates, references, and the rest — lives on LinkedIn (opens in a new tab), or ask me directly.