Leadership

• Partnered with product to define strategic direction and identify high impact areas

• Led SMB design following a company-wide RIF, maintaining velocity and meeting goals across lending, SEO, and registered experiences

• Mentored design team, defining development areas and processes for consistency and visibility

• Navigated shifting priorities and regulatory changes, and drove new strategies to support speed and new experiences in a lean environment

• Directed research, support coordination, and brand needs as acting lead during team reductions

Business Impact

• Boosted offer to close rates by 30% with a redesigned borrower dashboard in our sales flow; achieved a 90% adoption rate by the sales team in one quarter

• Generated $1.2M in incremental revenue/year by optimizing the onboarding UX, driving a +5% completion rate

• Drove 20% growth in ARR through 0-to-1 initiatives across lending, business development, and referrals

• Collaborated to launch Spara, SMB’s first AI initiative, to support off-hour borrowers

• Mitigated critical SEO decline by shipping 50 experiments. Improved key rank from 30+ to 14 and reversed a 1.4 average position loss

• Increased registration rates by 50% and ToFu signups by 13% for the new SMB hub

Design Systems and Processes

• Spearheaded AI workshops to expand design systems and address UI discrepancies

• Improved intake requests, accelerated discovery with custom GPTs, and refined engineering handoffs

• Centralized design libraries into a unified system to resolve design debt and ensure platform consistency

Ownership and strategy of end to end process:

• Collaborating with PMs to shape strategy and define roadmaps

• Leading discovery and facilitating ideation workshops

• Running and synthesizing user research and partnering to shape testing strategies

• Analyzing data to identify opportunities and pain points

• Applying skill sets across visual, product, research, interaction, and copywriting

Scope focused on solving for the following at scale:

• Fundera and NerdWallet branded experiences

• Improving the onboarding user experience to identify pain points, opportunities, segmentation, and conversion

• Driving registrations and efficiencies within our sales team’s workflows

• Launching new verticals and optimizing top of funnel engagement

Implementing process updates and leading weekly meetings that improve cross-functional communication, prioritization, and collaboration

Frequently work with ambiguity within a complex loans space and distill bigger ideas to smaller, shippable iterations

Product marketing:

• Built up the product marketing program and processes with the content strategist and product marketing manager

• Hypothesized, tested, and optimized new content and in existing surfaces, including app stores, videos, landing pages, and influencer posts

• Initiated a redesign of our app pre-registration flow, resulting in a statistically significant 4.3% lift in install-to-registration rate

Performance marketing:

• Maintained and designed components for our WordPress tool, ensuring they’re flexible and aligned to our larger design system

• Managed our agency relationship, guiding creative to stay within our brand expression, and refined processes

• Supported requests for monetizing landing pages

• Collaborated with the performance and brand teams to onboard new tools to accelerate workflows and testing opportunities, and developed documentation

• Spearheaded an audit across 2,500+ ads with the performance team, identifying off-brand assets, building a plan to test and replace, and documenting findings and best practices

Initiatives + Collaborations:

• Designed the layout and components for a COVID guide page to be easily updated regularly by content writers. Almost a year post-launch, this page had generated 8.5M visits to date.

• Joined the accessibility audit team, reviewing accessibility violations and creating recommendations to be AA compliant

• Collaborated with the Sr. UI eng to redesign the brand guidelines site and a net-new segmentation site

• Partnered with brand and product designers, researchers, and eng to bring brand expertise to product surfaces, ship various features, support campaigns and internal briefs, and participate in and lead studios focused on iconography, data viz, and atomic components

• Created user-centered designs and guidelines informed by quantitative and qualitative research

• Launched brand redesign and replatformed for responsive experience

• Implemented metrics, usability reports, feedback, and competitor analyses to the design process

• Provided external partners with UI direction, redline documentation, and iconography

• Streamlined cross-functional processes to improve efficiency, communication, and quality of deliverables

• Designed cross-brand Baby2Baby initiative that met $500K goals before the target date

• Led multi-platform design for Six Flags sweepstakes, resulting in a 66% opt-in rate

• Crafted onboarding and developmental plans for direct reports