As the Design Lead responsible for shaping the future of the Roku Mobile app, I collaborated closely with both the Product and Engineering teams to define a compelling vision for the app. I successfully executed this vision by implementing a series of experiments aimed at enhancing content discovery and boosting user engagement within the app.

Furthermore, I played a pivotal role in devising a strategy to effectively monetize the mobile app. This involved the introduction of multiple non-intrusive and engaging ad units, ultimately driving successful monetization efforts.

In addition to my design leadership, I took on a mentoring role within the design team. I provided guidance to fellow designers, aiding in the streamlining of UI components and the enhancement of the app's overall information architecture. My aim was to elevate the design quality standards at Roku, fostering a culture of excellence within the team.

During my tenure at Instagram, I played a crucial role in bolstering the IG Business division. I spearheaded the conceptualization and development of a comprehensive suite of tools tailored for creators and businesses within the Instagram App. This encompassed an end-to-end system that facilitated content creation, tracked performance metrics (such as Reach and Add to Carts) via an analytics dashboard, and then actively engaged with creators and businesses through in-app education, periodic notifications, and emails.

The introduction of these innovative releases not only bolstered our market share but also led to a substantial increase in active users. Additionally, these efforts had a positive impact on advertisers' sentiment regarding the value of ads on the platform. Notably, we observed a marked enhancement in the efficiency of ad creation as a direct result of these initiatives.

Branding & Product Design (Websites & Mobile Apps) for clients across the world.