Apartment List is transforming renting by creating a highly personalized, guided, and delightful search experience for renters to discover rental properties. I led strategic design and research efforts for the Renter Growth team.

Re-designed under-invested in surface areas to boost engagement and conversions by aligning our efforts on the JTBD to rebuild trust, improve usability, and deliver value sooner.

Impact:

• Leveraged product, competitor data and customer interviews to find renters left our listing pages because we didn’t have decision-making data they needed. Introduced verified property reviews to fill decision-making gaps, driving a 40% increase in organic traffic and 10% increase in conversions.

• Received Leadership Award in 2023 for embodying a "Resilient Mindset"

Firstbase empowers remote and hybrid teams by managing the equipment lifecycle for their workforce. Named in Forbes' Next Billion Dollar Startups in 2022, Firstbase raised their Series A and B led by Andreessen Horowitz and Kleiner Perkins, respectively. Firstbase was acquired by AppDirect.

Established the design system library and founded the design team rhythms, research, and documentation practice. I also led our strategic design vision for our admin and employee customer experiences that informed our 2022 product roadmap.

I drove expansion of our offering to evolve with increasingly complex customer needs, especially as we served larger customers across both IT and HR specialties.

Impact:

• Reduced support tickets by 90% by adding delivery estimates in the ordering flow to empower customers to make informed decisions and improve new-hire onboarding.

• Coordinated across CSMs, Operations, and Sales to simplify a complex off-platform 12+ step ordering process by designing a 3 step in-app self-service order offering.