Led generative research (user interviews and competitive analysis) that informed a new pricing model. Designed and launched a two-tiered pricing and service model that lifted conversion 34.5% and gross profit 8%.

Ran conversion funnel A/B testing experiments, testing changes to information architecture and page structure. Increased leads 7% and early-funnel conversion 9%

Designed new family immigration service including customer-facing dashboard, payment and review flows, and operations tools, establishing UX foundation for future consumer products

Co-led a business case and roadmap for a platform migration, in partnership with PM and engineering, that cut engineering time for new products by 80%

Launched new family immigration service on the platform, designing customer dashboard, payment, and case review flows for both customers and operations

Planned and led cross-functional workshops with PMs, researchers, and real estate market managers that shaped the agent and buyer experience product roadmaps

Led an effort to improve org-wide framework for career development. Gathered team feedback on career ladders, drove the career ladder revision process, and wrote a career coaching guide adopted across the design organization.

Co-wrote the strategy, business case, and product roadmap for Redfin's first CRM. Conducted user research, including generative interviews and contextual inquiry, to inform the approach

Designed a suite of CRM features from concept to launch, including usability testing. Partnered with PM and engineering to shape how machine-learning signals triggered and prioritized agent recommendations. Increased home purchase rate by 10 basis points

Led redesign of agent-facing mobile app, including a new design system, and shaped a long-term UX strategy that drove a 12-point increase in daily usage by agents

Designed new features across buyer's agent tools to support repeat and referral business. Increased repeat customer deals by 5 points.

Started and led a design systems guild (~10 designers) for 3 years. Created Redfin's first shared Sketch/Figma component libraries, adopted across brokerage and mortgage tools.