Michael Atwell

Product Design · Strategy · Delivery

Design leadership for complex problems.

I lead product design for teams tackling challenging problems, shaping direction, aligning people, and moving ideas from discovery through delivery with the help of AI.

View selected work

Selected Work

A sample of recent projects.

Laboratory operations, clinical data, enterprise search, consumer products, and operational systems.

Molecular Testing Labs, single batch view, dark theme
Molecular Testing Labs, multiple batches, dark theme
Molecular Testing Labs, instrument dashboard, dark theme
Molecular Testing Labs, instrument scheduler, dark theme
Molecular Testing Labs, batch results certifying, dark theme
Molecular Testing Labs, results validation, list view, dark theme
01

Molecular Testing Labs

Led the end-to-end UX for a greenfield lab operations platform, translating complex physical workflows into a digital system built around how technicians actually work.

  • Laboratory Operations
  • Workflow Design
  • UX Leadership
  • Enterprise Systems
Sportsmo, welcome screen, Power the Play
Sportsmo, select favorite teams
Sportsmo, live football game tracker
Sportsmo, live basketball game tracker
Sportsmo, group activity feed
Sportsmo, Head 2 Head challenge overview
Sportsmo, create a Head 2 Head challenge
Sportsmo, configure per-play pledges
Sportsmo, personal giving impact dashboard
Sportsmo, wallet balance and history
02

Sportsmo

Led a college sports app from concept to launch in under eight months, owning product design, team cadence, delivery planning, and a shared AI knowledge system that kept a distributed team moving.

  • Product Leadership
  • Sports Technology
  • Design Systems
  • AI-Enabled Delivery
Download on the App Store
Caris Detect portal, sign in
Caris Detect provider portal, register your practice
Caris Detect provider portal, welcome onboarding
Caris Detect provider portal, home dashboard
Caris Detect provider portal, track orders
03

Caris Life Sciences · Provider & Patient Portal

Designed and built a working provider and patient portal prototype in days, helping define the product vision, accelerate stakeholder alignment, and support Allata in winning the implementation work.

  • Clinical / Healthcare
  • Rapid Prototyping
  • AI-Assisted Design
  • Product Vision
Bell Flight Lightweight Viewer, parts and tools search
Bell Flight Lightweight Viewer, parts query results
04

Bell Flight

Led product design and business analysis for a complex technical-document platform, gathering requirements, writing stories, managing scope, and keeping a 10-person delivery team aligned through launch.

  • Enterprise Systems
  • Product Leadership
  • Requirements & Scope
  • Delivery Management
Caris Life Sciences, V7 results, full screen view
05

Caris Life Sciences · Results Review

Redesigned a dense cancer-results review experience for geneticists, reducing visual load and reorganizing the interface around how experts actually scan and interpret data.

  • Clinical / Healthcare
  • Dense Data UX
  • Expert Workflows
  • Information Design
Urban Air guest check-in and family account preview

Portfolio presentation uses refreshed visual styling while preserving the core workflows and interaction model from the delivered product. Product branding has been replaced.

06

Urban Air

Stepped into a struggling point-of-sale engagement, rebuilt stakeholder confidence, and became the primary designer for a tablet-based guest check-in system used on the park floor.

  • Operational Systems
  • Stakeholder Alignment
  • UX Leadership
  • Tablet POS
BDOW! forms dashboard overview
BDOW! form details and performance
BDOW! campaign automation flow builder
BDOW! campaign flow builder, add node menu
BDOW! popup design canvas
07

BDOW!

Redesigned and rebranded a marketing SaaS platform, then stayed on as an ongoing design partner to evolve the product across forms, campaigns, analytics, and configuration.

  • SaaS
  • Product Design
  • Design Systems
  • Workflow Design
Community Archives, company dashboard
Community Archives, account subscriptions and service tiers
Community Archives, order details, delivered
08

Community Archives

Modernized an HOA document platform by aligning it with an adjacent product ecosystem, using an existing design system to bring consistency and clarity to the experience.

  • Enterprise Admin
  • Design Systems
  • Product Ecosystem
  • UI Modernization

Approach to AI & Design

Designing in an AI-enabled world

A framework for where AI can accelerate the work, and where
human context, judgment, and craft still lead.

AI Context Building
AI Design Generation
AI Quality & Delivery
01 Kickoff & Align Capture goals, constraints, stakeholders, and source material that will ground the work.
02 Research & Insights Turn interviews, observations, and existing data into structured, reusable context.
03 Define & Strategize Synthesize the context into clear requirements, priorities, and a shared point of view.
04 Ideate & Concept Use the accumulated context to generate and compare possible directions.
05 Design & Prototype Turn promising directions into tangible experiences using the right mix of AI, Figma, and code.
06 Review & Validate Test the work against user feedback, requirements, and the context that shaped it.
07 Implementation Support Carry the context and design intent into delivery so engineering can build with fewer gaps.

I built an interactive version of this for my team at Allata: a live framework for configuring an AI-enabled design plan by project type and timeline.

Portrait of Michael Atwell

About

I’m a product designer and leader
who cares about the why.

My career spans more than a decade of design, communication, and leadership, with the past 5+ years focused on product and UX design. That mix of creative and leadership experience has shaped how I work today, helping teams understand complex problems, align around what matters, and turn ideas into clear, usable products.

More about me →