Allocated design resources to parts that needed improving by mapping out the user flow.

Served as lead designer for changing the UX of key touchpoints including onboarding and user acquisition. As a result, website conversions increased to 98%, account activation rates doubled, and churn decreased from 68% to 40%.

Led a team of 4 designers and collaborated with the devs, marketing, support, and compliance to define problems, propose solutions, and set goals for the product.

Managed the design team to redesign the UX and visuals of the app to meet the needs of the targeted users and received 95% positive feedback from 100+ users in user testing sessions.

Evaluated the user analytics with user testing sessions and collaborated with the product manager and the CEO to come up with a design solution which resulted in 76% weekly retention (our target was 40%), 3x time spent in the app, and 32% increase in brokerage connection attempts.

Mentored one junior UX designer and one UX intern and helped them develop their knowledge to become UX researchers in the company.

Worked closely with the CEO, PM, marketing team, finance lead, and engineering lead in brainstorming and ideation sessions to shape the functionality of the app.

Defined user journeys based on tangible scenarios, created wireframes for different platforms, designed high-fidelity prototypes, and tested and iterated to achieve the most user-friendly design.