Trey NielsenConnect on LinkedIn
Experience first. Systems that scale. Outcomes that matter.
Great experiences connect what people need with what a business can deliver. They feel clear and intuitive at every touchpoint, even as the products, teams, and technology behind them grow.
I connect customer insight, product strategy, design, technology, and delivery around one question: how can we make this experience better?
How I thinkPeople should feel the benefit of a well-connected organization without having to navigate its complexity.
That means removing friction across the journey: clear expectations, intuitive interactions, reliable service, and a natural next step.
I start with the experience we want people to have, then align the teams, systems, and decisions needed to deliver it. Design is a critical part of that work, alongside the way the business operates.
Understand the person before defining the solution.
What is someone trying to accomplish? What do they need to feel confident? Where does the experience ask them to work harder than they should?
I start there, then bring product, design, engineering, marketing, and operations into the conversation. Together, we shape an experience that serves the customer and can be delivered sustainably.
Make the next action feel natural.
An unnecessary step, a confusing promise, or a disconnected handoff can undermine an otherwise strong product.
My instinct is to simplify the whole experience: what we say, how it works, and what happens next. Clarity helps customers move forward with confidence.
Connect the promise to the experience.
The experience starts before someone opens a product and continues long after a transaction. Discovery, onboarding, everyday use, support, and retention all shape the relationship.
I look across those moments, especially the gaps between teams. A compelling message only works when the product and service experience deliver on it.
Build the conditions for consistency.
An exceptional experience needs people, systems, and operating habits that can deliver it consistently as the business grows.
Design systems, accessibility standards, clear ownership, reusable patterns, and connected workflows give teams a shared foundation. The goal is to scale quality without making every decision depend on one person.
Learn whether the experience is working.
Shipping a page, feature, or campaign is a step in the process. The real question is whether it helps someone accomplish their goal.
I combine customer insight, research, experimentation, and performance data to guide the next decision. Success means less friction, greater trust, stronger engagement, and meaningful value for customers and the business.
Consistency comes from connecting the customer experience to the way teams work. The interface, the messaging, the handoffs, and the service all need to support the same intent.
Design systems are an important foundation: shared components, interaction patterns, accessibility standards, and content guidance help teams deliver coherent experiences.
They work best alongside clear ownership, connected workflows, and shared measures of success. Together, these make quality repeatable while giving teams room to solve new problems.
Customer needs, the promise we make, and the standards for every touchpoint.
Reusable UI, interaction patterns, accessible content, and clear service expectations.
Product, design, engineering, marketing, and operations working toward shared outcomes.
Clear priorities, documented decisions, reliable handoffs, and a practical path to launch.
Customer feedback, research, experiments, and performance data shaping the next iteration.
What customers experience informs how the entire system evolves.
Build the system behind
the experience people feel.
AI creates an opportunity to shorten the distance between an idea, a working experience, and something we can learn from.
I see value across the process: synthesizing research, exploring journeys, prototyping interactions, testing assumptions, and reducing repetitive delivery work.
Clear principles, documented patterns, and quality standards give that work a foundation. People remain responsible for the judgment, validation, and decisions that shape the customer experience.
Make a journey tangible early so teams can explore and challenge the experience together.
Test assumptions, explore alternatives, and shorten the path from feedback to the next iteration.
Reduce repetitive work and spot inconsistencies across content, interfaces, and delivery workflows.
Use AI to accelerate the work.
Keep human judgment at the center.
“My job is to connect the vision, the people, and the systems so a great experience can be delivered consistently.”Trey Nielsen
Experience leadership means creating alignment across the people who shape the customer relationship.
I aim to make the customer need, the desired outcome, and the quality standard clear enough for talented people to make confident decisions.
That takes healthy critique, strong partnerships, clear accountability, and autonomy for specialists. Product, design, engineering, marketing, and operations each bring something essential.
The goal is a team that sees the whole journey, owns its part, and keeps learning together.
Leading digital experiences, developing products, running experiments, and building businesses have shaped my approach. These projects show how customer needs, systems thinking, and cross-functional execution come together.
Young Living / Systems at scaleShared brand direction and multilingual typography, with clearer shopping and subscription journeys across a 72-market program.
Valvoline / Clarity through structureNavigation and information architecture work to help partners find what they need across a complex offering.
Versus / From research to deliveryAudience research, product design, and cross-functional delivery brought a new sports learning experience to launch.
Phased rollout in progress01 / SELECTED WORK
Web redesign & app concept02 / SELECTED WORK
Shipped product03 / SELECTED WORKIntuitive for customers.
Scalable for organizations.
Meaningful for the people who use it.
That takes empathy, connected teams, thoughtful design, scalable systems, and the discipline to keep learning.
