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Design, AI & Prototyping Stack

Design, AI &
Prototyping Stack

Design, AI & Prototyping Stack

A few projects I'm proud of.

A few projects I'm proud of.

What I've shipped, what I learned,
where the design got pushed back on hardest.

Reformulator

An AI-assisted UX workflow that turned five workshops into a working interactive prototype scientists could pressure-test in three weeks.

Distilled into a 5-step UX flow

5,800-line working prototype, no coding

3 Usability Forums, real domain experts

Read Case Study

Reformulator

An AI-assisted UX workflow that turned five workshops into a working interactive prototype scientists could pressure-test in three weeks.

Distilled into a 5-step UX flow

5,800-line working prototype, no coding

3 Usability Forums, real domain experts

Read Case Study

View all case studies

View all case studies

Proven Impact at Enterprise Scale

A decade in UX — including seven years leading design across 25+ global brands at Estée Lauder. Strategy, systems, mentorship, and an AI-enabled practice that compounds team velocity.

50% faster

concept-to-validated-prototype cycles · AI-enabled workflow

Estée Lauder

30-40%

reduction in cross-team ramp-up ·
via design standards & component system

Estée Lauder

4–6 teams.
25+ brands.

UX leadership across the
Concept-to-Market platform

Estée Lauder

50% faster

50% faster

50% faster

concept-to-validated-prototype cycles · AI-enabled workflow

Estée Lauder

30-40%

30-40%

reduction in cross-team ramp-up ·
via design standards &
component system

reduction in cross-team ramp-up · via design standards &
component system

Estée Lauder

4–6 teams.
25+ brands.

4–6 teams.
25+ brands.

4–6 teams. 25+ brands.

UX leadership across the
Concept-to-Market platform

Estée Lauder

"A rare ability to translate technical and regulatory requirements into clear, human-centered experiences teams can align around with confidence."

David Kaufman

R&D and PLM Systems · Estée Lauder

"Bringing ideas from our smartest and brightest to life — balancing the needs of users with our own business goals."

Chris Hickey

CEO · RingLead

"A clear leader in user interface design, visual design and prototyping concepts… raised the bar even higher for Dopamine's high
quality work."

Andrew Zimmerman

Director of Behavioral Insights · Dopamine

Behind the numbers: a structured AI-enabled design practice combining ChatGPT, Claude, Firefly, Figma, Vite, and Vercel; design standards adopted across the Concept-to-Market platform; and a decade of cross-functional UX leadership at Estée Lauder, Dopamine, and RingLead.

How I Work

Where do you tend to add the most value?

Usually around the second or third sprint of an initiative — once the team realizes the problem is messier than the brief implied. I'm useful when the requirements are still moving and someone needs to translate technical, regulatory, and business constraints into something the team can actually decide against. (At Estée Lauder this looks like Concept-to-Market workflows; before that it was data-heavy SaaS at RingLead.)

Where do you tend to add the most value?

What does your AI-enabled practice actually look like?

What kind of team do you work best with?

LinkedIn

© 2026 Michael Cullinan Principal UX Designer

LinkedIn

© 2026 Michael Cullinan Principal UX Designer

LinkedIn

© 2026 Michael Cullinan Principal UX Designer