Principal UX Designer  ·  Strategist  ·  Consultant

Making enterprise complexity clear. Since 1994.

Enterprise B2B experiences for institutions that move markets — from ADP and Disney to Bank of America and USAA.

Selected clients & employers
ADP The Walt Disney Company Bank of America USAA E*Trade Berlitz Japan Toyota Volvo Osaka University Red Herring ADP The Walt Disney Company Bank of America USAA E*Trade Berlitz Japan Toyota Volvo Osaka University Red Herring
What I do
Strategy

Enterprise UX Strategy

Vision and delivery for B2B institutional clients — transforming fragmented legacy workflows into connected, digital-first experiences that reduce complexity for the humans inside them.

Innovation

AI / ML Interface Design

Interaction frameworks for intelligent automation — defining how AI capabilities become features that institutional clients can understand, trust, and actually use in daily work.

Infrastructure

Design Systems & Governance

Standards, frameworks, and skill-building infrastructure that give large product teams shared language and shared quality — at the speed enterprise demands.

Leadership

Team Leadership & Coaching

Building high-performing multidisciplinary design teams. Mentoring UX practitioners and leaders navigating the specific complexity of enterprise environments.

Selected work
ADP 2022 – Present Enterprise AI / ML Workplace Solutions
AI-powered UX at institutional scale ↗

Leading UX strategy across employer- and plan sponsor-facing platforms for one of the world’s largest HCM and retirement recordkeeping companies. Driving AI/ML interaction models, design system governance, and progressive complexity frameworks for institutional clients managing HR, benefits, and workforce operations.

Case study available upon request.

Disney 2014 – 2022 Enterprise Portal AI / NLP Global Scale
A global IT portal for 200,000+ cast members ↗

Directed UX across 7 vendor organizations and 3 overseas teams simultaneously. Embedded NLP, machine learning chatbot, and natural language search into enterprise self-service. Delivered a major platform migration 2 weeks ahead of schedule for the Disney+ launch window.

66% reduction in time on task  ·  Significant call deflection

Bank of America 2013 – 2014 Financial Services Legacy Transformation Enterprise
Four legacy systems, one unified experience ↗

Led UX transformation of three multi-million-dollar employee-facing enterprise programs at Bank of America. Consolidated 4 fragmented legacy platforms into a single unified experience. Collaborated directly with the SVP of Investment Banking on a new employee experience initiative.

90% improvement in time on task

About

Thirty years of enterprise UX — still finding the most interesting problems in complex B2B systems.

30+ Years leading enterprise UX
10+ Major brands & institutions
90% Time-on-task improvement, Bank of America
Matt Penna — enterprise UX designer and strategist

I’m a Principal UX Designer at ADP and the founder of UX Tactical, a strategic consultancy focused on AI workflow design, enterprise digital strategy, and design team capability building. My career spans financial services, HR technology, entertainment, automotive, and international education — with a consistent track record of turning complex institutional workflows into experiences that feel simple.

I’ve led vendor ecosystems of 20+ and presented proof-of-concepts to C-suite executives. I’ve run usability studies with frontline employees and built AI UX governance frameworks from scratch. I believe the best enterprise UX starts with deep respect for the human trying to accomplish something meaningful inside a complicated system.

Relocating to Chester County, Pennsylvania. Working with teams and clients globally. Japanese working proficiency.

Contact

Ready when you are.

Available for senior leadership roles and select consulting engagements.