I led the end-to-end (0-to-1) UX design strategy and design execution of the data platform & AI-driven decision science engine tailored for eCommerce brands, from concept to launch.

Partnered with product managers to conduct 50+ customer discovery interviews and competitor analyses, defining product vision, strategy, and roadmaps to align design initiatives with business objectives. Executed initial GTM strategy, resulting in 500+ customer acquisitions within the first two months post-launch.

Created and maintained Stoke's design system and design tokens, advocating for user-centric design principles and integrating WCAG 2.1 accessibility best practices.

Conducted 50+ usability testing sessions, leveraging affinity mapping to synthesize insights on high-impact features for rapid iteration in a fast-paced startup environment, increasing monthly retention by 20%.

Collaborated with data science, machine learning/AI, and engineering teams to design dashboards and data visualizations supporting key user activities such as ad spend optimization, product listing improvements, inventory planning & demand forecasting, generative AI content creation, & product scoring.

Championed design thinking methodologies across the organization, fostering a user-centric approach to product development and decision-making processes.

I designed the end-to-end experience for a consumer facing AI product recommendation tool, working closely with a cross-functional team to research user needs & pain points, iterate on design wireframes and visuals, and present proposals to senior leadership.

Spearheaded the creation of a multi-brand design system that utilized semantic design tokens, resulting in a shared language across design and engineering for creating and maintaining components across two distinct brand styles and visuals.

Collaborated with our machine learning & engineering teams to conduct A/B tests and usability tests for improving CTR/CVR targets on Amazon affiliate links and product detail pages.

I created and maintained UX visual design guidelines and pattern library components that enabled our team to collaborate efficiently and consistently across various TIBCO Cloud enterprise web applications (data integration/API developer tools, data visualization, ML/AI business process mining, and the overall cloud platform). I led bi-weekly design team meetings for project critiques, system alignment, mentorship, and strategy discussions.

Designed components, icons, spot illustrations, and functional prototypes that were later validated and iterated upon after testing with users, while partnering closely with an interdisciplinary team that includes interaction designers, copywriters, product managers, engineers, and QA teams throughout product implementation life cycles.