Brooke Neace

Hello, I’m a multidisciplinary designer and strategic product leader.

I have 10+ years of experience driving growth and scaling products in e-commerce, telecommunications, and food service industries.

Selected
works

Preview of the AT&T safety and security product experience

2024-Present

Product design

AT&T safety and security product evolution

2022-2024

Product design

Kroger pricing systems design

Preview of the Kroger ad, display, and offers automation product experience

2022-2024

Product design

Pricing personas

AT&T safety and security
product evolution

What began as an innovation project evolved into a major strategic initiative for AT&T. An empowered product team initially pitched a new comprehensive security experience to leadership through concept design and testing. Over time, the project expanded from a standalone security product into a broader effort to sunset a legacy app and integrate security capabilities directly into the AT&T flagship application, positioning security as a layer within the same ecosystem customers already use to manage their core services.

The shift from a focused standalone app to integration within the flagship experience introduced significant complexity. The team had to balance security features against competing priorities across the app, coordinate with multiple product and engineering teams, and influence decisions without direct ownership of every workstream. The challenge was to preserve the value and visibility of the security product portfolio while creating an experience that felt native to the flagship app and supported the engagement and adoption goals promised to the business.

My role evolved into serving as a horizontal security UX subject matter expert across flagship app and web workstreams. I partnered with designers, product teams, engineering, and multiple backend vendors to understand API constraints, technical requirements, design system patterns, and integration dependencies. I led core design reviews with feature teams responsible for execution, focusing on portfolio alignment, governance, consistency, operating models, and cross-team decision-making. As the first major product portfolio to integrate into the flagship app, we helped establish lessons and practices for how complex product areas could fit naturally within the broader AT&T experience.

The initiative transformed the security experience from a standalone concept into an integrated product layer within the AT&T flagship application. My role shifted from hands-on artifact creation during the pitch phase to strategic design leadership across organizational boundaries. The work improved alignment across teams, encouraged design system adoption, strengthened governance and review practices, and helped define experience continuity across complex transitions such as commerce to account management and free to paid security features. Ultimately, the project positioned security as a more accessible and connected part of the customer’s existing AT&T ecosystem.

Full case study available on request.

Kroger pricing
systems design

Kroger’s pricing process relied heavily on manual, spreadsheet-based workflows despite operating at massive scale. Division pricing analysts gathered competitive pricing data from stores each week, often reviewing hundreds of prices manually before using macro-based Excel analysis, manual adjustments, and overnight batch processing in legacy systems. This fragmented process created inefficiencies, limited scalability, and placed a significant workload on analysts.

As a Product Design Manager at Kroger, I led a team of designers across five products with the goal of modernizing the pricing workflow. The objective was to reduce manual review, automate rule-based pricing changes, connect disconnected systems, and enable more real-time, adaptive pricing strategies. A key challenge was building stakeholder trust in a low design-maturity environment where long-standing processes were familiar but difficult to scale.

I led the redesign strategy by ideating on AI-driven competitive data management, automated workflows, and a future-state pricing experience centered on competitive intelligence. Solutions included a recommendation engine for product matches, AI-assisted item matching, an insights dashboard for competitive analysis, and a representative price selector for zones and channels. To drive adoption, the design team conducted workshops, shadowing sessions, and usability testing over the course of a year, working alongside stakeholders to co-create user-centered, automated processes.

The redesigned pricing process vision transformed a manual system into an intelligent, scalable workflow. Analyst workload would be reduced from approximately 60 hours per week to just 2 hours, freeing teams to focus on strategic decision-making rather than repetitive data review. The initiative also improved pricing accuracy, operational efficiency, stakeholder engagement, and positioned Kroger for a future “human-in-the-loop” pricing model where analysts intervene only when anomalies are flagged.

Full case study available on request.

Kroger pricing personas

The Pricing User Profiles project was initiated to address a lack of clarity and alignment around the needs, motivations, and workflows of primary users and stakeholders within Kroger’s pricing organization. The team recognized that existing assumptions about users were fragmented and not always accurate, which risked misalignment in product development and stakeholder engagement. There was a clear need to distill groups of stakeholders into a shared mental model and provide key insights about user motivations and expectations that could not be captured through analytics or demographic data alone.

As the project lead, I was responsible for guiding the team—including my direct reports—through a comprehensive discovery process. Our goal was to develop accurate, actionable user personas that would inform product design and ensure our solutions were grounded in real user needs, not just assumptions or anecdotal evidence. This required aligning the team’s understanding and validating our assumptions with a shared, evidence-based view of our users.

We began by reviewing organizational charts and documenting our initial beliefs about user roles and responsibilities. I ensured my direct reports were actively involved at every stage, fostering shared ownership and deeper understanding. We conducted targeted stakeholder interviews, collaborating with UX research to craft questions that would fill our knowledge gaps. After collecting qualitative data, we synthesized our findings into clear persona profiles, distilling complex insights into actionable guidance for the product team. This process included mapping out the pricing organization, capturing pain points, success criteria, and key responsibilities for each user group.

The resulting user personas provided a shared mental model for the team, aligning stakeholders and product development around real user needs. These profiles now serve as a baseline for ongoing iteration and solution co-creation, enabling more effective and empathetic product decisions. The process also strengthened our team’s research capabilities and deepened our connection to end users, ensuring that future product development is both user-centered and strategically aligned.