Founded and operated Advogro LLC, a B2C e-commerce business specializing in unique romantic gifts, leveraging Shopify and TikTok marketing to drive rapid growth.

>> Design, launch, and scale an online Shopify store selling gifts, overseeing end-to-end e-commerce operations, including branding, international product sourcing & management, and UX/UI design.

>> Increase checkout conversion rates by 46% by analyzing 200+ heatmaps and session recordings in Microsoft Clarity and Hotjar, identifying friction points, and refining product detail pages and checkout flows.

>> Reduce bounce rate by 25% by redesigning the homepage and navigation, improving content hierarchy and mobile responsiveness based on Shopify and Google Analytics insights to drive a 146% increase in monthly organic traffic.

>> Implement A/B testing on product detail pages, refining funnel marketing strategies to drive a 237% boost in sales within one month.

>> Develop and execute growth marketing strategies across TikTok to grow customer base, and increase brand awareness.

>> Create engaging TikTok content to showcase products and highlight unique selling points, driving over 1.5M views on a single video within 3 months.

Innovative Health Systems is a healthcare technology startup focused on streamlining provider and vendor credentialing processes.

>> Led a 2-week research and design sprint with a fellow designer and product manager, developing a new marketing landing page from 0 to 1, improving lead generation, and aligning design decisions with business goals.

>> Strengthened competitive positioning by analyzing 15+ websites, identifying industry trends and UX patterns, and delivering actionable FigJam reports to inform landing page design and marketing strategy.

>> Accelerated landing page design timelines by 10% by introducing internal kickoff workshops & stakeholder interviews, ensuring engineering & data science teams were aligned before development, and reducing miscommunication and rework.

>> Designed onboarding workflows for practice providers to enhance the credentialing experience, streamlining the document upload process to improve efficiency and reduce friction in compliance with NCQA and TJC standards.

TrashMob is a nonprofit organization dedicated to mobilizing communities for environmental action.

>> Led the end-to-end redesign of TrashMob’s mobile app, enhancing event search and planning features for an online eco-conscious community.

>> Reduced event creation drop-off rate by 15% by optimizing the user journey and streamlining key flows, making the process more intuitive.

>> Accelerated design implementation by 20% by creating a scalable design system in Figma with 40+ reusable UI components and 70+ design tokens, improving consistency and accessibility.

>> Improved event joining efficiency by 25% by refining the app’s information architecture and content hierarchy.

>> Led 20+ usability tests using Lyssna to iterate on prototypes and implement WCAG-compliant standards, enhancing mobile accessibility and earning user praise for a 'clean, straightforward, and intuitive' event experience.

>> Executed all visual design stages from concept to developer handoff, ensuring design consistency through clear documentation and interactive high-fidelity prototypes.

Orcasound is an open-source initiative using real-time underwater listening and research to support orca conservation.

OrcaLearn Web App

>> Increased user satisfaction by 54% by streamlining the quiz completion flow in OrcaLearn, an e-learning web app for marine conservation, through interactive high-fidelity mockups & prototypes that enhanced usability and accessibility.

>> Validated design decisions through usability testing, refining error correction features praised as ‘thoughtful’ for user clarity. Collaborated with 3 researchers to define user research plans for improved usability.

Web global navigation

>> Redesigned and prototyped the desktop version of global website navigation, leveraging user research insights to enhance usability and implement a new information architecture, improving content discoverability and reducing cognitive load for visitors.

>> Designed a responsive donation dialog with multiple user paths on the major donation page, increasing accessibility and guiding users toward completing donations efficiently.

The Melanin Village is an online education platform that provides curriculum and community for Black and Brown homeschoolers.

>> Conducted heuristic evaluations of the existing user flows for 300+ monthly active users, identifying usability pain points and friction points to inform the team’s redesign recommendations for the client.

>> Synthesized and presented research findings from 12 user interviews to the client, refining 5 initial personas into 3 distinct personas, helping the team prioritize design goals aligned with user needs and business objectives.

>> Collaborated with peer designers and product managers to enhance the style guide, ensuring alignment with web content accessibility standards and brand identity, improving visual consistency and accessibility across the platform.