Responsible for shaping the company’s design foundation from the ground up — defining the brand, product experience, and design systems that support an AI-driven platform for … operations. Working closely with founders and engineers, the role also spans product strategy, interaction design, brand identity, and system thinking, ensuring that every touchpoint — from interface to narrative — reflects Persimmon’s vision of calm, intelligent automation in ….

I played a pivotal role in elevating user experience within a forward-thinking organization, striving to make a meaningful impact in a dynamic industry.

My focus was on supporting early-stage companies (Pre-Seed to Series A) by developing and executing a comprehensive design strategy aligned with overarching business objectives. This encompassed shaping the visual identity and designing digital products from the ground up, establishing the design lifecycle from concept to delivery.

• Established and scaled a design team department from the ground up - from 0 to 4, with Senior level.

• Led the design team and processes to significantly contribute to the company's revenue growth - GMV sales of $300M to ~$1B.

• Built and led UX development for a whole ecosystem of apps that served 10’s thousands of active creators.

• Created & executed design-first initiatives, e.g.: Creator advisory board, Continuous discovery, Design Thinking Workshops, Design Process, Design System, etc.

• Built and utilized a design system to create interactive prototypes that reduced development feedback loops by 25%.

• Actively leading the design team (3 sr. designers with high performance) and executing large-scale product strategy that encompasses an end-to-end experience across a variety of platforms by identifying opportunities for growth, retention, and partnership of user experiences.

• Collaborating with cross-functional teams such as Marketing, BizOps, Creative Dep, Business Strategy, AM, PM, Backend Eng, Frontend Eng, and QA to develop and iterate as IC upon new design concepts for strategic projects and team roadmaps.

• Crafting business strategy and guides for critical initiatives (research, workshops, rationale behind, etc) for the design team and company.

• Led end-to-end user-centric design process to build a journey for creators' tooling experiences and retailers' campaign experiences, collaborating with cross-functional partners for effective execution.

• Started developing a design system that streamlined user testing, reducing feedback cycles by 30%.

• Developed and maintained positive relationships with retailers/campaigns and stakeholders to unify our product goals/benefits.

• Own creative and technical design solutions, driving multiple successful types of research with impact on opportunities (user features).