Design partner for early‑stage startups and small businesses across wellness and e‑commerce.

Led end‑to‑end UX strategy and design to help teams clarify their product story, reduce friction, and create scalable digital foundations.

Highlights include:

• Improved information architecture and conversion pathways for a growing e‑commerce brand.

• Modernized a boutique spa’s digital ecosystem, enabling full ownership of online booking, scheduling, and customer communications.

• Reframed and redesigned a caregiver support platform to prioritize community, trust, and emotional safety.

Work spans discovery, research synthesis, IA, UX/UI design, responsive systems, and stakeholder collaboration—often operating as the sole designer embedded directly with founders.

Led design for Citi Shop, Citi’s first online shopping browser extension, contributing to over $13M in sales and 100K+ customer enrollments by optimizing flows and simplifying engagement.

Rebuilt 400+ ATM screens to meet WCAG 2.1 compliance and launched a global redesign rollout, including development of a new scalable pattern library.

Designed key flows for OneView, Citi’s internal agent platform, aligned with a $193M cost-savings initiative, and worked across legacy tech stacks including Pega and Angular.

Led UX/UI education for incoming analysts through workshops, critiques, and onboarding materials to help prepare them for Citi project work.

Designed and supported Citi’s Partner Portal, enabling 14 financial aggregators and partners to access performance data, onboard efficiently, and integrate with APIs handling over 150M calls per month.

Spearheaded design for Citi@Work, a web and mobile experience supporting B2B customer acquisition across product lines including banking, credit cards, mortgage, and wealth management.

Supported designs for property management system in web and mobile, direct booking engine, and guest-facing reservation management app.

Led the full redesign of the web app’s pre- and post-login experience, informed by usability testing and in-depth user interviews.

Facilitated design workshops to align product vision, map user pain points, and improve user journeys.

Collaborated closely with offshore developers to implement scalable designs, ensuring smooth handoff and alignment across time zones.