Established a foundational user research function and cross-functional design rituals to influence the product roadmap and ensure a unified user journey across all departments. Directed a hybrid team of internal design talent and external agencies to scale design output and maintain product roadmap velocity. I future-proofed the product ecosystem by launching an Atomic Design System and leveraged it to lead a seamless rebrand with zero service disruption. By translating qualitative insights into high-impact business opportunities, I drove results including a 100% increase in top-of-funnel CTR and a 24% increase in completed purchases.

Served as the founding designer, establishing the company’s first design language, standards, and shared product principles, and led cross-functional workshops to elevate organizational design maturity. I created an ‘exception-first’ client monitoring tool from the ground up and redefined the end-to-end mobile app experience for a three-sided marketplace. By identifying and resolving pain points, I tripled mobile onboarding conversion of gig-workers (from 5% to 15%) and accelerated user acquisition.

Leveraged high-velocity experimentation and data-driven design to optimize the mobile web experience, specifically focusing on reducing cognitive load and simplifying decision-making throughout the purchase flow. These interaction refinements directly drove a combined $62.1MM increase in annual GMS. Additionally, I optimized the checkout experience for new users, yielding a 1.2% conversion lift and an incremental $4.2MM in annual revenue.

Spearheaded the end-to-end, early-stage design for a new product offering tailored to small businesses, defining the initial vision and user experience. I facilitated user-centered design workshops to help teams use creative approaches to solve problems, influence leadership, and increase collaboration on project teams.

Provided user experience design and strategy consulting for clients on mobile, tablet, and web. Clients included: U.S. Agency for International Development (USAID), U.S. Department of Agriculture (USDA), National Institute on Alcohol Abuse and Alcoholism (NIAAA), and American Battle Monuments Commission (ABMC).