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Generative AI
Machine Learning
Universal Tools
User Education
Service Design
Scheduling
Operational Efficiency
Search Interfaces
Data Visualization
Workflow Automation
Development Tools
Data Tools
Permission Curation
Mobile UX
IoT Systems
Safety Solutions
Navigation & IA
Product Growth
Product Marketing
Digital Analytics
Smartsheet
(2021 – Present)
Project
Description
Tags
Onboarding and Creation
2024 – 2025
Supporting initiatives to bring customers to value faster, reduce trial attrition, and build understanding of product capabilities through user education and value realization accelerators.
Generative AI
Universal Tools
User Education
Service Design
Product Growth
Product Marketing
Task Dependency Management
2024
Strategy and concept work for core project management feature enabling dynamic task scheduling based on predecessors and successors.
Data Visualization
Workflow Automation
Scheduling
Formulas Redesign
2024
Transformed formula creation into an intuitive, AI-enhanced experience – with modern syntax construction inspired by best-in-class IDE conventions like auto-completion, syntax highlighting, and bracket matching.
Generative AI
Workflow Automation
Development Tools
Filter and Sort Modernization
2023 – 2024
Delivered a fully reimagined Filter experience – Smartsheet’s single most-utilized control – earning leadership praise and boosting customer satisfaction. Remediated core usability issues with Sort control.
Universal Tools
Data Tools
Data Visualization
Search (Find) Enhancements
2023 – 2024
Improved workflows with updates to in-sheet search (Find) to fix usability issues and to handle enterprise-scale datasets. Implemented new 'Show only matching' control that filters dataset to matching items, providing significant ease of use improvements.
Search Interfaces
Universal Tools
Data Tools
Toolbar Strategy and Information Architecture
2023 – 2024
Cross-asset toolbar unification project, designing a scalable model for tooling as capabilities expand, and producing several rounds of customer testing and research. Product integration guidance to scale across multiple product teams.
Universal Tools
Data Tools
AI Tools Panel
2023
Designed and launched Smartsheet’s first GenAI offerings – AI Formula Builder (Smartsheet’s most-used AI product) and AI Text & Summaries – from concept to market in just two quarters.
Generative AI
Development Tools
Saved/Custom Views Strategy
2022 – 2023
Crafted long-term strategy and conceptual design for Saved/Custom Views, enabling users to save and share multiple view configurations. Tested designs with 70+ Smartsheet customers and built case for R&D investment.
Universal Tools
Data Tools
Permission Curation
Navigation & IA
Dynamic View Improvements
2022 – 2023
Supported feature work for Smartsheet’s enterprise-grade secure sharing platform. Optimized platform for performance and usability. Worked to improve product discovery resulting in $XXM in ARR growth.
Data Tools
Permission Curation
Product Growth
List Action View
2022 – 2023
Supported MVP launch of data view optimized for field employees and mobile devices with WYSIWYG builder UX.
Data Tools
Permission Curation
Mobile UX
Launch Consulting Group
(2021)
Project
Description
Tags
Bowlero: Bellum.ai MVP
2021
Designed and launched Bellum.ai, a SaaS tool tailored to entertainment center operator Bowlero’s business, with scalability to other businesses.
Tool helped 300+ nationwide locations achieve optimized revenue, cash flow, and labor management. Delivered conceptual designs that expanded the account’s statement of work (SOW) by $500K, featured in Bowlero’s SPAC offering materials.
Machine Learning
Service Design
Data Visualization
Operational Efficiency
Scheduling
Workflow Automation
Data Tools
Navigation & IA
Carnival Cruises: IoT-Enabled Boarding System
2021
Developed low-contact passenger boarding solutions for enhanced efficiency. Designed intuitive IoT-powered interfaces for passenger tracking and adherence to COVID safety protocols.
Operational Efficiency
IoT Systems
Safety Solutions
Carnival Cruises: Safety and Muster Compliance + Scheduling Interface
2021
Redesigned safety protocol management systems for clarity and compliance. Enhanced information hierarchy and visual clarity in safety dashboards. Developed scheduling tools for improved muster process management.
Operational Efficiency
Data Visualization
Safety Solutions
Scheduling
Principal Financial Group
(2017 – 2021)
Project
Description
Tags
Principal.com Redesign
2020 – 2021
Rethought the Principal.com homepage, including integrating animations, better emphasizing products, and making core user tasks easier to access. Helped craft an information architecture and core design that has persisted for 4+ years, and showcases the range of products Principal offers. Built robust tracking dashboards and monitored success.
Product Growth
Product Marketing
Mobile UX
Digital Analytics
Principal.com Site Navigation
2020 – 2021
Redesigned sitewide navigation – information architecture and visual/interaction design. Flexible structure emphasizes core audiences (individual consumer, SMB, financial advisors) and easily surfaces products in a scannable and predictable interaction design.
Optimized navigation across breakpoints – desktop, tablet, and mobile.
Universal Tools
Mobile UX
Navigation & IA
Product Growth
Search Interfaces
Evolving Landing Pages and Implementing A/B practices
2019 – 2021
Kicking off an A/B and multivariate testing program, producing conversion optimizations that as much as doubled CTR on national brand marketing landing pages.
High level strategic plays, crafting a measurement framework and process, all the way to in-the-weeds work like injecting JS tags into marketing pages and altering HTML and CSS across variants.
Product Growth
Product Marketing
Digital Analytics
Data Visualization
Retirement Plan Dashboard Improvements
2019 – 2020
Worked across several components of retirement plan dashboard experiences – from end-consumer dashboard visualizations, to plan sponsor (HR admin) bespoke experiences for visualizing and managing plan metrics. Tested Plan Sponsor UX concepts with audiences across US market.
User Education
Operational Efficiency
Data Visualization
Job Applicant Experience + Digital Touchpoints
2019 – 2020
Evolving Principal's digital job applicant experience, helping more applicants find the right job fit and key application information, and implementing a job posting style guide.
Implemented new careers page, updated guidance for Talent Acquisition partners, and initiation of a RFP process for a new Applicant Tracking System (ATS) to update a 15 year old platform.
User Education
Product Marketing
Navigation & IA
Human Centered Design Lab – Product Innovation
2018 – 2020
Contributed to numerous projects spun up in Principal's Human Centered Design Lab, focused on uncovering product and service design opportunities for niche or under-served markets.
Focused on experiences for audiences like couples tackling financial issues, low income consumers, financial advisors, and financial independence focused extreme savers.
Developed concepts and minimally viable products for a couple's quiz, a two-sided financial advisor marketplace, and numerous focused learning and education resources.
User Education
Service Design
Product Growth
Smartsheet
(2021 – Present)
Onboarding and Creation
2024 – 2025
Supporting initiatives to bring customers to value faster, reduce trial attrition, and build understanding of product capabilities through user education and value realization accelerators.
Generative AI
Universal Tools
User Education
Service Design
Product Growth
Product Marketing
Task Dependency Management
2024
Strategy and concept work for core project management feature enabling dynamic task scheduling based on predecessors and successors.
Data Visualization
Workflow Automation
Scheduling
Formulas Redesign
2024
Transformed formula creation into an intuitive, AI-enhanced experience – with modern syntax construction inspired by best-in-class IDE conventions like auto-completion, syntax highlighting, and bracket matching.
Generative AI
Workflow Automation
Development Tools
Filter and Sort Modernization
2023 – 2024
Delivered a fully reimagined Filter experience – Smartsheet’s single most-utilized control – earning leadership praise and boosting customer satisfaction. Remediated core usability issues with Sort control.
Universal Tools
Data Tools
Data Visualization
Search (Find) Enhancements
2023 – 2024
Improved workflows with updates to in-sheet search (Find) to fix usability issues and to handle enterprise-scale datasets. Implemented new 'Show only matching' control that filters dataset to matching items, providing significant ease of use improvements.
Search Interfaces
Universal Tools
Data Tools
Toolbar Strategy and Information Architecture
2023 – 2024
Cross-asset toolbar unification project, designing a scalable model for tooling as capabilities expand, and producing several rounds of customer testing and research. Product integration guidance to scale across multiple product teams.
Universal Tools
Data Tools
AI Tools Panel
2023
Designed and launched Smartsheet’s first GenAI offerings – AI Formula Builder (Smartsheet’s most-used AI product) and AI Text & Summaries – from concept to market in just two quarters.
Generative AI
Development Tools
Saved/Custom Views Strategy
2022 – 2023
Crafted long-term strategy and conceptual design for Saved/Custom Views, enabling users to save and share multiple view configurations. Tested designs with 70+ Smartsheet customers and built case for R&D investment.
Universal Tools
Data Tools
Permission Curation
Navigation & IA
Dynamic View Improvements
2022 – 2023
Supported feature work for Smartsheet’s enterprise-grade secure sharing platform. Optimized platform for performance and usability. Worked to improve product discovery resulting in $XXM in ARR growth.
Data Tools
Permission Curation
Product Growth
List Action View
2022 – 2023
Supported MVP launch of data view optimized for field employees and mobile devices with WYSIWYG builder UX.
Data Tools
Permission Curation
Mobile UX
Launch Consulting Group
(2021)
Bowlero: Bellum.ai MVP
2021
Designed and launched Bellum.ai, a SaaS tool tailored to entertainment center operator Bowlero’s business, with scalability to other businesses.
Tool helped 300+ nationwide locations achieve optimized revenue, cash flow, and labor management. Delivered conceptual designs that expanded the account’s statement of work (SOW) by $500K, featured in Bowlero’s SPAC offering materials.
Machine Learning
Service Design
Data Visualization
Operational Efficiency
Scheduling
Workflow Automation
Data Tools
Navigation & IA
Carnival Cruises: IoT-Enabled Boarding System
2021
Developed low-contact passenger boarding solutions for enhanced efficiency. Designed intuitive IoT-powered interfaces for passenger tracking and adherence to COVID safety protocols.
Operational Efficiency
IoT Systems
Safety Solutions
Carnival Cruises: Safety and Muster Compliance + Scheduling Interface
2021
Redesigned safety protocol management systems for clarity and compliance. Enhanced information hierarchy and visual clarity in safety dashboards. Developed scheduling tools for improved muster process management.
Operational Efficiency
Data Visualization
Safety Solutions
Scheduling
Principal Financial Group
(2017 – 2021)
Principal.com Redesign
2020 – 2021
Rethought the Principal.com homepage, including integrating animations, better emphasizing products, and making core user tasks easier to access. Helped craft an information architecture and core design that has persisted for 4+ years, and showcases the range of products Principal offers. Built robust tracking dashboards and monitored success.
Product Growth
Product Marketing
Mobile UX
Digital Analytics
Principal.com Site Navigation
2020 – 2021
Redesigned sitewide navigation – information architecture and visual/interaction design. Flexible structure emphasizes core audiences (individual consumer, SMB, financial advisors) and easily surfaces products in a scannable and predictable interaction design.
Optimized navigation across breakpoints – desktop, tablet, and mobile.
Universal Tools
Mobile UX
Navigation & IA
Product Growth
Search Interfaces
Evolving Landing Pages and Implementing A/B practices
2019 – 2021
Kicking off an A/B and multivariate testing program, producing conversion optimizations that as much as doubled CTR on national brand marketing landing pages.
High level strategic plays, crafting a measurement framework and process, all the way to in-the-weeds work like injecting JS tags into marketing pages and altering HTML and CSS across variants.
Product Growth
Product Marketing
Digital Analytics
Data Visualization
Retirement Plan Dashboard Improvements
2019 – 2020
Worked across several components of retirement plan dashboard experiences – from end-consumer dashboard visualizations, to plan sponsor (HR admin) bespoke experiences for visualizing and managing plan metrics. Tested Plan Sponsor UX concepts with audiences across US market.
User Education
Operational Efficiency
Data Visualization
Job Applicant Experience + Digital Touchpoints
2019 – 2020
Evolving Principal's digital job applicant experience, helping more applicants find the right job fit and key application information, and implementing a job posting style guide.
Implemented new careers page, updated guidance for Talent Acquisition partners, and initiation of a RFP process for a new Applicant Tracking System (ATS) to update a 15 year old platform.
User Education
Product Marketing
Navigation & IA
Human Centered Design Lab – Product Innovation
2018 – 2020
Contributed to numerous projects spun up in Principal's Human Centered Design Lab, focused on uncovering product and service design opportunities for niche or under-served markets.
Focused on experiences for audiences like couples tackling financial issues, low income consumers, financial advisors, and financial independence focused extreme savers.
Developed concepts and minimally viable products for a couple's quiz, a two-sided financial advisor marketplace, and numerous focused learning and education resources.
User Education
Service Design
Product Growth
© Isak Knivsland, 2025
Crafted with care – feedback, thoughts, or observations are welcome.
All images on this website are either original images I created or captured , or sourced from Fortepan Iowa, a cooperative supporting the preservation of local historical photographs. As a student at the University of Northern Iowa I contributed images to this project.
Fortepan Iowa photographs are used under the Creative Commons Attribution-ShareAlike 4.0 license (CC-BY-SA 4.0). This license allows sharing, use, and adaptation of material freely. Adaptations of Fortepan images on this site are de-facto shared under the same license.
Visit the image attribution page of this site to view all specific citations.
© Isak Knivsland, 2025
Crafted with care – feedback, thoughts, or observations are welcome.
All images on this website are either original images I created or captured , or sourced from Fortepan Iowa, a cooperative supporting the preservation of local historical photographs. As a student at the University of Northern Iowa I contributed images to this project.
Fortepan Iowa photographs are used under the Creative Commons Attribution-ShareAlike 4.0 license (CC-BY-SA 4.0). This license allows sharing, use, and adaptation of material freely. Adaptations of Fortepan images on this site are de-facto shared under the same license.
Visit the image attribution page of this site to view all specific citations.