Led an international design team to define the end-to-end audit experience, modernize workflows, and introduce AI capabilities that improved productivity and collaboration.
KPMG is a leading global professional services network offering Audit, Tax, and Advisory services (including AI, cybersecurity, and ESG) to clients.
I was part of an ambitious cross-functional team to redesign KPMG's Global Audit experience.
As the Creative Director, I lead 23 multi-disciplined, multi-national designers across several different applications and growth initiatives, while building a scalable digital product.
We researched ~400 customers via forms, chats, and interviews then synthesized the feedback into customer journey maps to identify top areas for improvement.
I encouraged collaboration by empowering teams to ideate concepts using "jam-sessions" using whiteboards.
The resulted was less meetings and more informal collaborations. Usability sessions measured the effectiveness of the prototypes. NPS scores 7 out of 10 would be discussed to identify which were achievable in less than six months.
Develop a customer-centered design system that covers all the bases.
We standardized and documented the design tokens, typography, icons, color palette, and UI components by the end of Q2.
The system must aligned WCAG standards, incorporated KPMG's corporate fonts and colors for brand consistency. In addition, we need the product to work LTR and RTL.
Visual storytelling is a must with any financial services firm. And, given the volume of data we provide having our customers view boring charts would defeat our goal for an intutive customer experience.
We used Highcharts and Microsoft's Power BI throughout the platform which provided the speed that our clients needed to make informed decisions.
During the development of the Global Audit platform, Microsoft Copilot was introduced as an embedded intelligence layer. This created an opportunity to rethink how guidance, usability, and scale could be delivered across the product.
We evolved the interface to support AI-assisted workflows—ensuring layouts could accommodate real-time recommendations without disrupting the audit process. At the same time, we designed for global accessibility, enabling functionality across multiple languages and regional requirements.
As a result, customers were able to navigate complex audits with real-time, contextual guidance while collaborating effortlessly with colleagues around the world.
Copilot was intergrated during the development of the Global Audit. There were noticeable improvements we wanted to incorporate into our layouts. This includes have the product work in every language our clients needed.
Below are examples of how we mirrored the UI in Arabic.
- 90% decrease in deployment delays and requests
- 68% decrease in customer help related calls
- 38% decrease in onboarding new customers and employees
- 43% increase in global team collaboration
- Increased CSAT score to 78% among existing customers
"The few privileged years I worked with Joey was absolutely fantastic. In a cross-cultural / onsite / offshore model Joey was a tailor made fit."
"Not only was he a natural at UI/UX design, he's also a great leader. We were genuinely impressed to see how he and his team would tackle complex/unique UI/UX requirements to provide some of the best user experiences I have seen."
Vajra Samarasinghe
Project Manager at KPMG