As Principal Product Designer at Kinship (under Mars Petcare), I lead high-impact initiatives that bridge user experience and business value across our pet parent and shelter partner ecosystems. My work spans product discovery, experience strategy, and design execution.

• Leading the ongoing redesign of major product features for a premier pet adoption search engine, focusing on advanced search functionality and enhanced user experience.

• Conducting regular user testing and research to drive a data-centered approach in UI/UX enhancements, substantially increasing user engagement and satisfaction.

• Collaborating with marketing, SEO, and engineering teams to integrate SEO best practices and refine content strategy, boosting the visibility and effectiveness of the platform.

• Directed the complete overhaul of a 20-year-old product’s brand identity and strategy, enhancing functionality across diverse user flows for adopters, private pet owners, and administrative users.

• Led the design of a pivotal product feature – incorporating a payment step in the onboarding process for private owners rehoming their pets, which significantly doubled revenue from $1 million to $2 million.

• Developed and implemented a comprehensive design system using Figma, which included style guides and libraries for illustrations and assets, standardizing design processes across teams.

• Engaged in daily collaborations with product, engineering, marketing, SEO, and design teams, facilitating cross-functional alignment and innovative solution development.

• Spearheaded the design of SEO-optimized breed pages, successfully achieving a 20% increase in web traffic by enhancing user engagement and content discoverability.

• Developed and launched a new brand identity and design system, aligning visual elements across platforms to ensure cohesive brand communications and user experience.

• Integrated Agile and Scrum methodologies within the product and engineering teams, optimizing project execution and encouraging iterative feedback to drive product enhancements.

• Spearheaded the strategy and design of a responsive web platform from MVP to subsequent iterations, and established the brand identity.

• Managed end-to-end product cycles, including responsive web design, branding, collateral creation, and support for iOS and Android app design.

• Acted as a product management leader, orchestrating product roadmapping, leading scrums, and serving as the principal liaison among the development team, editorial team, and upper management.