Led Expedia's Growth team of 25+ designers, driving end-to-end strategy across acquisition, retention, and platform expansion, delivering high-impact, often completely new, solutions. Orchestrated design transformation across web and app platforms, emphasizing personalization, AI-driven recommendations, and dynamic content strategies.

Key Achievements:

• AI-Powered Personalization & Conversion: Transformed Expedia’s home experience with personalized recommendations and shoppable content, delivering $120M profit growth through higher engagement and booking conversion

• New Product Launch – Travel Guides: Built guides with rich visual imagery and highly consumable bite-sized content, achieving record engagement (23% of customers viewed the whole page) and increasing 7-day return visits by 17%

• Scalable Search Framework: Guided the development of a multi-product, modernized search strategy to capture customer intent better, significantly improving conversion through personalized recommendations and preference-based results

• Design System Leadership: Established new design system patterns through cross-functional collaboration with engineering, brand, and marketing teams, ensuring design rigor and consistent high-quality execution

• Rapid App Growth: Spearheaded UX initiatives that contributed to $560M profit growth, increasing app downloads (18M downloads in 2022, +91% YoY; 21.5M downloads in 2023, +19% YoY)

Reimagined Hotwire’s mobile and web experiences to better engage spontaneous travelers and position the brand for next-gen consumers.

Key Achievements:

• Developed a mobile-first redesign strategy backed by extensive user testing to optimize engagement for Millennial and Gen Z travelers

• Elevated Hotwire's digital presence through a new design direction that differentiated the brand in the competitive last-minute travel category

• Implemented rapid prototyping and testing methodologies to accelerate innovation and reduce time to market

Led product design and user experience strategy for a $16B global retail portfolio across Gap, Old Navy, Banana Republic, and Athleta. Managed a 30+ person design team spanning e-commerce, mobile apps, store technology, and loyalty programs.

Key Achievements:

• Digital Transformation: Partnered with brand executives to define a North Star vision and a strategic roadmap leading to new growth opportunities that generated $25M in revenue

• Mobile-First Checkout: Redesigned the checkout flow to drive $100M revenue through improved conversion and speed

• In-Store Innovation: Developed the "In-Stock" app to streamline retail operations, generating $300M in revenue and improving product availability

• Experimentation: Implemented Lean Methodology integrated with Human-Centered Design to accelerate product development

• Design Quality: Developed a multi-brand design governance model, balancing consistency with brand-specific innovation

Built Gap Inc.’s UX team from the ground up, defining capabilities and structure to support a rapidly changing digital and omni-channel landscape.

Key Achievements:

• Team Development: Attracted and retained top talent through a purpose-driven culture emphasizing learning, trust, and collaboration

• Responsive design: Led a three-year transformation, defining and implementing a responsive design strategy across multiple brands and markets

• Design System Foundation: Sponsored and launched Stitch, Gap's first design system, ensuring scalable consistency across brands and markets

• Omni Channel Programs: Delivered new shopping models including Reserve in Store and Pick Up in Store, unifying digital and physical experiences

Demonstrated UX competency's critical business value, growing e-commerce platform to $1B revenue by 2012.

Key Achievements:

• Developed business case for larger category page images, driving $55M annual revenue increase with highest e-commerce platform ROI

• Redesigned service center customer management application, reducing training time by 50% and call handle time by 32%

• Designed competitive web experience that transformed digital retail strategy