HI, I'M TRIPURA
I started by designing cities, not screens.​
An unusual entry point that's shaped 25 years of work across enterprise systems, design leadership, and the teams that build the experiences.
​
What hasn't changed across any of it: an instinct to design for whoever lives inside the system. Who they are. What they're trying to do. Where the design has to hold them.
​
Now, I lead at the scale where customer experience, technology, and teams all depend on each other. The stories below are how I've practiced that, each one a different lesson in leadership at scale, including the parts that almost went wrong.
​Five stories. Five leadership moments.
REECE USA . HEAD OF UX . 2021-2024
The mandate was an omnichannel launch in six months. The challenge underneath it was an organization unifying nine regional brands with fragmented digital experiences, siloed operations, and no design function to hold the customer view.​​
​
Before designing a single warehouse app, I spent three months on the branch floor.
​
$353M
in six months
92%
customer satisfaction
39%
fewer inventory errors
CONCEPT STUDY . DESIGNING FOR AI . THEN(2022) -> NOW(2026)
In 2022 we designed Reece's first AI experiences: conversational product search, camera based part identification, and an employee support chatbot. This study redesigns them for the LLM era: where AI should answer freely, where it must use live data, and when it hands off to a human.
3
AI features shipped before the LLM era
LENNOX INTL . MAKING THE CASE FOR DESIGN . 2012-2019
Seven years inside an SAP heavy enterprise. Three products that earned UX its seat: iCON proved the value, THE LIINK proved the reach, THE HUB proved the depth.
48%
more registrations
REECE USA . WATERWORKS . STAKEHOLDER ALIGNMENT
Engineering, Product, and Marketing teams each had a different mental picture of who they were building for. A series of executive workshops made the disagreement visible and turned a costly assumption into a clear shared answer.
92%
stakeholder alignment
XPLOR . TEAM BUILDING & COACHING . 2024
Designers reported to Product Managers. Each was siloed inside their own product. Bringing the teams together meant unifying a fragmented design practice. It also meant being the leader they hadn't asked for.
35%
faster releases