Led design and research for family and enterprise immigration products across conversion funnel, core consumer workflows, and operations tools. Partnered with PM, engineering, legal, and operations to simplify complex processes for customers and internal teams.
•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