Senior Director of Design, SAP d.studio
Leading the creation of a scalable 3D and voice-guided instruction platform that later spun out into BILT, an independent startup.
Overview
BILT began as an internal exploration into how people understand and assemble complex physical products. Traditional instructions relied on static diagrams and dense manuals that often failed at the moment people needed clarity most. The opportunity was to rethink how digital systems could guide real-world action in a way
that felt intuitive, human, and scalable.
What started as a concept evolved into a platform that fundamentally changed how people interact with physical products, ultimately spinning out into BILT, an independent company used by millions today.
The Challenge
As products became more complex, instructions became harder to follow. Users struggled to translate flat diagrams into three-dimensional understanding, leading to frustration, errors, and abandoned tasks. At the same time, manufacturers lacked a flexible way to keep instructions current or support users beyond the initial setup.
The challenge was not simply to design better instructions, but to create a system that could adapt across product types, brands, and levels of user expertise while remaining easy to use in real-world contexts.
The Approach
The work focused on designing a content-first, spatially aware platform that could bridge the gap between digital guidance and physical action. By combining interactive 3D models with voice-guided instructions, the experience allowed users to move at their own pace while maintaining orientation and confidence.The system was designed to scale across a wide range of products, from furniture to appliances, without requiring bespokesolutions for each
manufacturer. Visual restraint, clear hierarchy, and progressive disclosure ensured that guidance felt supportive rather than overwhelming.
Rather than optimizing for a single use case, the platform was designed as a flexible foundation that brands could extend over time, supporting assembly, maintenance, and ongoing engagement.
Impact
The platform proved its value quickly, demonstrating strong adoption and clear user benefit. Its success led to BILT spinning out as an independent startup, now partnering with major brands to deliver interactive product guidance at scale.
What began as an internal project became a standalone company, validating the strength of the underlying system and its ability to scale beyond its original context.
Reflection
This work reinforced the power of designing platforms rather than point solutions. By focusing on clarity, flexibility, and real-world use, digital systems can meaningfully reduce friction and build trust in moments where people need help most.