Rusty Metty
I help enterprise teams turn emerging technology into clearer strategy, better product decisions, and more useful human experiences — 25+ years across healthcare, defense & aerospace, ecommerce, and B2B platforms at scale.
AI is making teams faster. The challenge is making their decisions better.
I'm an enterprise UX and product strategy leader who has spent 25+ years turning fragmented, complex systems into experiences people can trust, navigate, and use effectively — across healthcare, defense and aerospace, ecommerce, and large B2B platforms.
My work sits at the intersection of UX leadership, product strategy, service design, and AI adoption. I specialize in simplifying complexity at enterprise scale: national information architecture, identity and enrollment systems, broker and partner ecosystems, and the governance frameworks that let organizations adopt AI responsibly rather than chase it as a novelty.
What sets this apart is the ability to connect user outcomes to business outcomes — not just shipping better interfaces, but building the systems, frameworks, and shared understanding that make transformation repeatable at scale.
Track record
Consistent, measurable outcomes across identity, enrollment, digital commerce, and enterprise transformation work.
Selected work
Large-scale work across enterprise transformation, conversational AI, digital commerce, aerospace, healthcare, and customer engagement systems.
Connecting fragmented enterprise systems into a coherent digital experience
Large-scale digital transformation across identity, enrollment, self-service, broker experiences, AI adoption, and enterprise governance.
Role & environment
Principal UX / Enterprise Transformation. Focus: identity, enrollment, broker experiences, self-service, AI adoption. Environment: healthcare, regulated enterprise, B2B/channel partner ecosystem.
Challenge
Not a single product problem — an ecosystem problem spanning thousands of pages, PDFs, templates, workflows, applications, business rules, regional variations, legacy systems, and organizational dependencies.
Approach
- National information architecture and navigation across commercial group and broker experiences
- Unified regional business account experiences under a Single Digital Account model across KP markets
- Created KP's first General Agent digital access experience — research-driven and built to 100% AA accessibility standards, layered on top of new enrollment APIs delivered by engineering
- AEM component and template strategy supporting large-scale content migration and standardization
- Broker appointing and onboarding automation
- Identity and single sign-on strategy across integrated applications
- AI adoption, governance, and training frameworks for UX and product teams
Scale
- Migrated the entire B2B marketing site from WordPress to AEM, including a fully restructured content taxonomy
- 50+ reusable, AA+ accessible components across 8 master templates and 16 child variations
- Integration planning for 1,200+ account.kp.org pages into the new template system
Results
"With the new group enrollment API, you set the standard — there's nothing better in the market."
— Word & Brown, General Agency partner"It's miraculous the difference it makes. The turnaround time is down from about 3 days to 30 seconds."
— Warner, General Agency partnerSelected work is summarized at a high level to respect confidentiality, enterprise governance, and client/IP constraints.
Giving an enterprise assistant a voice worth trusting
Early enterprise chatbot personality and interaction framework across GUI, voice, and sales assistant workflows.
Role & environment
Senior UX / Product Design. Focus: chatbot personality, voice interaction, GUI prompting, sales assistant workflows. Environment: Microsoft, enterprise AI, LUIS, Teams.
Challenge
Make an enterprise system feel natural, responsive, and useful — supporting users across GUI and voice-only modalities, years before conversational interface patterns were standard practice.
Approach
- Defined Cora's personality and behavioral attributes — prepared, trustworthy, intelligent, personable
- Designed interaction patterns across GUI and voice-only modalities, including hands-free workflows
- Self-directed learning from the Amazon Alexa open forum community to bring voice-first thinking into an enterprise assistant
- Created high-fidelity prototypes, agile user stories, and engineering specifications
- Designed Cora as a parent assistant, orchestrating and coordinating seven specialized AI assistants across sales workflows
Scale
Why it matters
Personality in an enterprise assistant is not decoration — it shapes trust, comprehension, confidence, and adoption. Cora needed to be useful without being intrusive, intelligent without pretending to be human.
Selected work is summarized at a high level to respect confidentiality, enterprise governance, and client/IP constraints.
Turning one-off campaigns into repeatable systems, shaped by what travel customers signaled they wanted
Early travel and digital commerce, customer communication, testing, and scalable growth systems serving millions of customers.
Role & environment
UX / Visual Design / Front-End Production — hired as an individual contributor and grew into a lead role, expanding into management of a 12-person team spanning email, advertising, and content design within two years. Focus: digital commerce, email marketing, campaign systems, testing, research partnership. Environment: Expedia, travel, digital marketing.
Challenge
Move digital communication from one-off campaign execution to repeatable systems that could be tested, improved, and scaled across teams, partners, and audiences.
Approach
- Partnered with research to test campaigns and messaging with real users during discovery — validating direction before launch rather than relying solely on post-launch optimization
- Designed and coded scalable email marketing templates and reusable campaign components
- Standardized campaign graphics, content structures, and copy patterns
- Introduced A/B testing at scale across subject lines, CTAs, templates, and messaging
- Created monetizable template options for partner sponsorship and placement revenue
Results
Selected work is summarized at a high level to respect confidentiality, enterprise governance, and client/IP constraints.
Restoring delivery and shipping a classified, security-cleared aerospace program
Stabilized, and successfully delivered a classified advanced data sciences and manufacturing program for Boeing — on a reduced budget and timeline.
Role & environment
Senior Technology Architect / UX Consultant. Focus: classified systems, advanced data sciences, manufacturing workflows, delivery stabilization. Environment: Boeing / Infosys, security-cleared work, aerospace, complex enterprise systems.
Challenge
Because of the nature of the work, this can only be described at a high level. The environment was complex, high-trust, and operationally demanding, with specialized users, distributed development teams, and changing leadership. When I joined, the entire prior team had cycled off the account and delivery had stalled — the immediate work was triage: keep the program running, then restore clarity on what needed to be built, how the work should be structured, how distributed teams should align, and how the product could move forward despite instability around it.
Approach
- Rewrote epics and user stories so distributed teams could execute more clearly
- Realigned development teams around a shared delivery path, leading story-pointing and sprint ceremonies
- Supported continuity through leadership turnover, including onboarding a new development lead
- Reprioritized scope after COVID-related defunding reduced the program's budget and timeline
Outcomes
- Delivered the product successfully, within a reduced budget and timeline after COVID-related defunding
- Stabilized a struggling classified program and restored delivery cadence
- Rewrote epics and user stories to improve execution clarity across distributed teams
- Maintained continuity through leadership turnover
Why it matters
This was not consumer UX, ecommerce, or a marketing system — it was classified, technical, operationally complex work in an aerospace environment where trust, clarity, and execution mattered. It connects directly to my current work in AI adoption and enterprise transformation: in both contexts, the visible artifact is only part of the challenge. The larger work is helping teams clarify the problem, align around decisions, manage risk, and move complex systems toward responsible implementation.
Selected work is summarized at a high level to respect confidentiality, security, enterprise governance, and client/IP constraints.
Making emerging technology useful
Models, playbooks, and training systems that help teams understand new capability, evaluate risk, and turn emerging technology into better practice.
AI Adoption Playbook
A practical framework for helping teams move from scattered experimentation toward governed, useful AI practice — built around harnesses (fixed evaluation structures for variable AI output), prompting structures, and human judgment checkpoints.
Download the white paper (PDF) →Deterministic vs. Probabilistic Systems
A model for deciding where AI belongs, where traditional systems remain essential, and how they work together — distinguishing the model's stochastic reasoning from the recursive thinking humans need to properly evaluate it. Core grounding for UX and product teams working alongside probabilistic systems.
Consistent with 2026 UCLA research on 2.26M freelance contracts: as AI commoditizes execution, judgment becomes the scarce asset. — Jakob Nielsen, UX Tigers
Download the white paper (PDF) →Greenfield Discovery Rig
A judgment framework for evaluating AI-generated artifacts — six fixed stages (Load, Reveal, Test, Weigh, Judge, Route) that separate evidence from assumption before any AI-assisted output reaches a roadmap decision.
View the framework board →Let's talk.
I'm open to thoughtful conversations about design leadership, AI adoption, enterprise systems, human-machine communication, and emerging technology.