Redesigned the product from a passive CGM dashboard into a behavior change system built around insights, habits, and measurable impact. Personally designed core features including AI-native meal logging, metabolic insights, progress visualization, and the B2B population health dashboard.

Built AI-augmented design workflows using Claude and Cursor that compressed prototyping cycles from 2-3 weeks to under 90 minutes. Scaled 3x web and landing page output without adding headcount.

Increased engagement +233% (6 to 14 min/day), improved NPS by 36 points (22 to 58), and grew session conversion from 2% to 5.1%.

Created a unified design system and token infrastructure adopted across 90% of product surfaces. Delivered a full brand identity from scratch, establishing the visual language across product, marketing, and web.

Built and led a cross-functional design team of 6 with 98% retention.

Owned design across three simultaneous surfaces: consumer genetic results, eCommerce conversion funnel, and a clinical veterinary platform serving 2,000+ facilities.

Designed the vet dashboard around "60-second triage," glanceable risk flags organized by clinical significance. Based on field research with practicing veterinarians who needed to assess breed-specific health risks during live appointments without slowing down their workflow.

Rebuilt the eCommerce IA and product comparison experience, contributing to a 2x conversion rate improvement and 30% increase in checkout completion. Worked across the full purchase journey from discovery through post-purchase genetic results delivery.

Led a complete company rebrand and produced marketing campaigns that drove $8M in direct revenue. Scaled the design org from 1 to 10 across product, marketing, and eCommerce with 98% retention.

Helped grow the company from $20M to $100M ARR.

Led Wayfair's best-in-class team, a dedicated group responsible for auditing edge cases across all product vehicles, researching best practices, and rolling improvements up to the global design system.

Designed and shipped trust metrics on product display pages that increased conversion by 1 basis point across the platform. Built a walling, wallpaper, and flooring calculator tool that drove $3M in incremental conversion.

Identified high-priority product categories tied to company goals and created net-new UX patterns where the design system had gaps. Facilitated mobile app roadmap strategy workshops across product and engineering.

Led high-profile innovation sessions for Fortune 500 executives at P&G, Boeing, GM, and Johnson & Johnson, delivering 10-year trend analysis and strategic foresight.

Built a full-scale prototype bank branch to test teller workflows in-situ, research that directly informed the retail branch redesign program. Designed a starter credit and debit card product for college students, enabling credit-building without high debt exposure.

Prototyped next-gen ATM-to-app integration, improving the connected banking experience across physical and digital touchpoints.

Led in-field discovery research across retail, hospital, and closed-door pharmacies to map real workflows and inform scalable product strategy. Built an innovation pipeline framework to evaluate, prioritize, and prototype new healthcare product opportunities.

Designed early-stage concepts for pharmacy fulfillment, logistics, and patient experience in regulated clinical environments. Ran sprint-based design sessions inside client spaces, iterating rapidly from ethnographic observation to testable prototypes.

Built a global design system for consistency across internal healthcare platforms. Mentored a new innovation team in Lean, Agile, and human-centered design practices.