• Led the comprehensive redesign of a critical sign-up flow for Lexington Law Firm as a key Martech initiative, driving a 14% lift in conversion rates by analyzing user flows and iterating on every step. This project significantly impacted business metrics related to new customer acquisition and demonstrates strong conversion optimization. Collaborated closely through the project lifecycle with cross-functional teams, including Engineering, QA, Marketing, Client Services, and Leadership, to deliver this high-impact project from strategy to launch.

• Directed the design and user flow mapping for a high-stakes "Negative Option Rule" (click-to-cancel) compliance project, ensuring on-time delivery under tight deadlines and mitigating potential multi-million dollar regulatory fines for the organization. This work directly supported critical business metrics related to legal compliance and customer retention.

• Spearheaded the design and implementation of Multi-Factor Authentication (MFA) across all three financial service brands, a critical initiative on the product roadmap, ensuring designs were rooted in user needs, customer insights, and business value to enhance security and protect sensitive user information, ultimately boosting product adoption and user satisfaction.

• Led end-to-end customer research and redesign of a core service offering for one financial brand, conducting user interviews, developing prototypes for comprehensive user studies, and gathering usability feedback to inform data-driven design decisions. This work directly aimed to improve product adoption and key business metrics related to service engagement.

Partnered closely with front-end developers to ensure accurate implementation of designs, providing detailed specs, responsive behaviors, and ongoing support to maintain design fidelity and optimize user experience across devices.

• Work closely with other designers for the product development of holistic experiences across multiple platforms. Pair up with PM and team leads to understand priorities and known data while designing engaging solutions.

• Participate in different user research techniques and analyze data from the beta to iterate on existing features and improve the usability of our product.

• Collaborate closely with engineering, and QA to understand constraints and maintain quality, and consistency across the design implementation through definition, validation, and release.

• Collaborate with designers, PMs, and internal stakeholders in a dynamic environment to create end-to-end digital products and intuitive user experiences. Deliver user flows, wireframes, mock-ups, prototypes, developer handoff files, and documentation for different mobile platforms following Agile methodology.

• Provide feedback to clients to improve their UI/UX design for various products, from Machine Learning software applications to e-commerce mobile apps. While implementing accessibility guidelines, design patterns, technology trends, and best practices with various design tools.

• Conduct research, analyze quantitative and qualitative research, and perform usability testing and other research methods to support decisions to ensure we meet customer needs.

• Translate business requirements and go over business insights and analytics to come up with creative solutions for the B2B fintech app in a fast-paced environment.

• Team up to develop UX design for detailed product features in coordination with the design lead, research, engineering, product management, and other cross-functional teams within the startup.

• Lead the design of the employee app, iterate, and contribute to and work with the startup’s design system to ensure visual consistency and follow design best practices.