Consulting services: Product Strategy and Design, UX Design, Interaction Design, Web Design

As Principal Designer, I led UX design initiatives and drove product innovation for Cricut's app portfolio.

• Led 0→1 design for two flagship mobile apps in a 500–1000 employee, pre- and post-IPO environment,

reporting to the VP of UX and shaping Cricut’s mobile portfolio.

• Designed and launched the Cricut Joy app, introducing guided flows and patented previews that resulted in a 4.8★ App Store rating, 81% CSAT, 80% MAU subscription rate, and 2 patents filed as named inventor.

• Created the Cricut Heat app for Bluetooth-enabled heat presses, simplifying device pairing and guided

workflows, which reduced support incidents and improved onboarding for new customers.

• Directed a team of junior designers to redesign Cricut’s e-commerce navigation, cart, and checkout,

delivering a +34% YoY increase in conversion while mentoring early-career designers in craft and process.

• Introduced lean/Agile design operations and analytics standards across product teams, accelerating

delivery and improving collaboration between design, product, and engineering.

• Partnered with product leadership to integrate Generative AI into Cricut’s design portfolio, expanding

creative options and improving design efficiency for millions of users.

• Mentored junior designers and established practices that raised the overall quality of UX, strengthened

inclusion, and fostered a culture of continuous improvement.

Led end-to-end, impactful creative solutions in collaboration with cross-functional teams at major brands including Gap, GoPro, & Dolby:

• Designed Gap’s retail POS and inventory apps used in thousands of stores, cutting checkout times by 50% and reducing hidden stock by 39%, which improved sales efficiency chain-wide.

• Created the David’s Bridal MyCustomers app, an omni-channel clienteling tool that gave stylists full customer views and boosted in-store conversion by +1% nationwide.

• Shipped the Metromile usage-based insurance app, achieving a 4.7★ App Store rating and enabling a 94% recovery rate for stolen cars through telematics integration.

• Defined new UI frameworks for GoPro HD Hero2 & Hero3 cameras, simplifying setup and controls and

supporting revenue growth from $250M in 2011 to $1.39B in 2014.

• Facilitated design sprints with clients such as Dolby and David’s Bridal, aligning stakeholders from research through delivery to accelerate product launches.

As Interaction Designer, I worked collaboratively to produce detailed designs, prototypes, and implementation specs for a diverse range of products and domains, including e-comm, consumer electronics, enterprise software, philanthropy, and mobile apps.

• Designed cross-platform UX for e-commerce, consumer electronics, enterprise, and philanthropy projects, producing flows, prototypes, and specs that balanced user needs with business goals.

• Partnered with product managers, engineers, and leadership to translate research insights into customer experiences that improved usability and engagement.

• Led full design lifecycles from research through testing, delivering products that increased satisfaction and supported business performance.

• Executed projects in agile environments, enabling faster iteration cycles and higher adoption rates across client engagements.