Lead cross-platform product design strategy for TurboTax’s native mobile apps (iOS & Android), focusing on growth, Gen Z engagement, user trust, and UX innovation. I collaborate deeply with Monetization, Product, Engineering, Marketing, and Design System teams to create cohesive, high-performing mobile experiences at scale.

Key Initiatives & Impact:

• Mobile App Offer Strategy:

Designed a strategic mobile-first onboarding and pricing experience aimed at expanding “Free” eligibility and boosting Gen Z user conversion. Collaborated cross-functionally to streamline customer journeys and reduce friction across key audience segments.

• Dynamic Island (Live Activities on iOS):

Introduced an innovative persistent UI leveraging Apple’s Dynamic Island to improve transparency and engagement for Full Service users. The real-time visibility of tax expert interactions reduced user anxiety and increased trust and product satisfaction.

• Documents Tab with Bulk Upload:

Led the design and launch of a simplified document upload experience featuring multi-file bulk support and automatic data extraction. Increased checklist adoption and compliance while improving conversion rates through intuitive UX.

• Design Systems & Platform Strategy:

Partner closely with Engineering and Design System leaders to maintain native parity across platforms. Conduct quarterly audits to document design standards, identify system gaps, reduce design debt, and accelerate development cycles.

• GenAI-Powered UX:

Advocate and strategist for integrating generative AI into mobile UX flows—delivering snackable, engaging, confidence-inspiring experiences specifically tailored to younger audiences and mobile-first interactions.

Led product design across MasterClass’s consumer and enterprise platforms—including OTT (tvOS, Android TV), iOS, and responsive web—with a focus on personalized content discovery, streaming UX, and habit-forming learning experiences.

Streaming Platform Design (TV & Mobile):

• Spearheaded a complete redesign of MasterClass’s OTT apps (Apple TV, Android TV), resulting in a 15%+ lift in user engagement

• Led design for Falcon (Daily Highlights) on iOS—a content surfacing system that reached millions of users and drove repeat viewership through smart personalization

• Co-created and shipped Sessions by MasterClass, a hands-on learning product that blended asynchronous content with guided practice

• Partnered with editorial, data science, and engineering to optimize the full discovery-to-playback pipeline

Strategic & Cultural Leadership:

• Mentored fellow designers and led weekly cross-functional design reviews to uphold high-quality execution

• Founded “BrainJuice” knowledge shares (50+ sessions) covering topics like Holistic UX, Product Strategy, and Building Habit-Forming Products

• Launched “CoolDowns” to build psychological safety, culture, and collaboration across design, PM, and engineering

• Served as a bridge between vision and execution, frequently translating product strategy into design systems and user flows that scaled across touchpoints

Led product design for a fast-paced, B2B e-commerce platform serving clients like the Yankees, Dodgers, and over 200+ sports and entertainment brands. Balanced hands-on design execution with systems-level strategy, team mentorship, and cross-functional collaboration across 10+ products.

Design Systems & Platform Consistency:

• Built and scaled Fevo’s responsive Design System from the ground up, reducing dev time and improving visual consistency across 10+ products

• Partnered directly with engineers to maintain and evolve a living component library, promoting adoption company-wide

• Defined reusable interaction patterns and design principles—covering motion, spacing, visual hierarchy, and accessibility

Data & Internal Tooling:

• Designed and implemented a self-serve Analytics Dashboard for enterprise partners, enabling real-time insights for clients like the Yankees, Dodgers, and White Sox

• Rebuilt onboarding and creation flows, significantly reducing setup time for internal users and partners

Mentorship & Culture:

• Mentored designers through weekly 1:1s, design workshops, and internal classes on interaction design, systems thinking, and user research

• Actively participated in hiring, onboarding, and team rituals that fostered craft and collaboration

• Led internal presentations and partnered with leadership across Product, Business Success, and Marketing to align on strategic goals

End-to-End Collaboration:

• Collaborated in Agile ceremonies (grooming, sprint planning, retrospectives) alongside engineering, front-end, and business teams

• Participated in user research and usability testing to validate design assumptions and continuously refine product direction

• Helped evolve Fevo’s visual language to align with brand, usability, and performance across all touchpoints

Led design for global streaming products across iOS, Android, web, Roku, and tvOS platforms—serving tens of millions of users worldwide. Focused on scalable design systems, user acquisition, retention, and content discoverability for Warner Bros.’ digital streaming portfolio.

Multi-Platform Streaming UX:

• Designed cross-platform experiences for DramaFever’s OTT apps (Roku, Apple TV, iOS, Android, Web), increasing mobile revenue by 2x and growing the active user base by 50%

• Rebuilt the iOS app and redesigned the Apple TV interface—leading to a 250% YoY revenue increase and sustained 4.5★+ ratings

• Drove subscription conversion by 100%+ within six months by optimizing onboarding, retention flows, and mobile engagement loops

• Helped DramaFever rank among the Top 10 global streaming apps, alongside Netflix, Hulu, and HBO

Product Strategy & Special Projects:

• Launched Moodica, a niche Apple TV app for relaxing video content, serving 200K+ monthly users with lean-back, ambient-first interaction models

• Led TV app design for Boomerang (Cartoon Network/Warner Bros.), optimizing kid-friendly navigation and playback across Apple TV and iOS

• Owned UX for DC Comics digital experiences, ensuring product alignment across departments and acting as cross-functional “Goal Master” to drive OKRs across initiatives

Collaboration & Systems Thinking:

• Worked closely with PMs, engineers, and brand teams to define design taxonomies, establish platform standards, and run usability testing

• Conducted user interviews to inform experience strategy, especially across global and multi-lingual audiences

• Ensured consistency, scalability, and accessibility across a diverse portfolio of streaming apps

Technical Scope: Photoshop, Sketch, After Effects, Flinto, Dreamweaver | Skills: Branding, Typography, User Interface, Front-End, prototyping, storytelling, user experience.

Created concept & design for AirForShare; app helped users to share texts & files within a wi-fi network easily. Over 100 000 users without any ads.