• Owned end-to-end UX/UI design and design management of all four responsive B2B SaaS web apps and internal tools—spanning AI/ML and analytics—used by 90% of all Canadian broadcasters and media agencies.
• Led product design strategy through user research, stakeholder interviews, and market analysis, resulting in a full revamp of all products.
• Built and maintained a 30K+ variant, WCAG-compliant Figma design system, reducing design-engineering work debt by 91% (shortening project cycles from 11 months to 1–2 sprints).
• Led user testing with 4 PMs—usability, A/B, and beta tests—validating 90% of hypotheses in the first round and achieving a 60% task success rate, demonstrating deep empathy with user needs and behaviours.
• Designed a multilingual intuitive UI with in-house French translators, improving usability for Francophone users by 40%.
• Reduced first-build errors by 60% and improved release quality by leading weekly 1:1s with engineers and creating detailed design documentation to streamline design-engineering hand-offs.
• Redesigned the company’s 14-year-old brand—logo and visual assets—aligning cross-team goals and user feedback, resulting in increased brand trust, employee pride, and industry presence (according to surveys).
• Led cross-functional design workshops across four departments using Figma, Miro, and design-thinking methods, improving collaboration between design, engineering, and client service teams.
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