Scaled a global design team from 8 to 25+ across Product Design, Research, and UX Writing.

Defined the company’s experience vision and helped lead key initiatives — from new product bets to long-term partnerships.

Elevated design’s visibility and influence through stronger rituals, team culture, and positioning.

Established a dedicated design function and transitioned the team from a contractor model to a centralized organization reporting to the Chief Technology Officer.

Built a strong foundation for design, hiring and mentoring 4 full-time designers, introducing research, establishing a career ladder, and rolling out the company’s first design system.=

Led crossfunctional efforts to align product roadmaps with brand purpose — redesigning the iconic Price Transparency module, launching carbon offsets in checkout, and introducing new payment methods like Catch, constantly balancing brand and business needs.

At IDEO, I worked at the intersection of product and brand, leading multidisciplinary teams and client programs through the design process. I helped organizations across healthcare, fintech, and retail define human-centered strategies and turn them into digital products and services grounded in real user needs.