Leading design for AI-assisted design tooling that enables AI agents to generate UI using internal design system context, helping teams rapidly produce layouts aligned with system standards.

Defining workflows for AI-driven design critique, enabling automated evaluation of designs against heuristics and system guidelines with AI-generated remediation suggestions.

Establishing evaluation frameworks for AI design agents, creating structured benchmarks and test plans to measure model performance across component retrieval, documentation interpretation, and design system compliance.

Driving a cross-org initiative to make design systems AI-readable, defining documentation structure and metadata standards for LLM retrieval via a Model Context Protocol (MCP) server, and designing Figma tooling to scale documentation maintenance.

Leading growth and platform design work to improve the seller experience, drive adoption and retention of seller tools, and help sellers succeed.

Recent work includes a redesign of the Etsy App Store, a refreshed seller dashboard (a key surface for product marketing and engagement), and improvements to the seller onboarding experience.

Led a team of designers focused on seller growth, equipping sellers with the tools, programs, and insights needed to deliver high-quality shopping experiences and helping them discover and leverage the full value of Etsy’s seller tools.

Led a cross-functional working group to define a 12–18 month strategy and vision, which was adopted as the primary initiative roadmap for 2025.

I led design for two major 0-to-1 initiatives:

Drove end-to-end design for Star Seller, a program that defines exceptional customer service for sellers, providing a roadmap to improve their Etsy businesses. The program leveraged habit formation to drive engagement, adoption of product offerings, and long-term behavior change.

Led end-to-end design for Make an Offer, an initiative enabling structured price negotiations between buyers and sellers, adding a new way to buy and sell on Etsy. Collaborated closely with cross-functional partners to leverage education tactics and market research to frame the feature effectively for sellers.

Worked on various growth projects for the seller and buyer experiences:

Redesigned the logged-out experience for the Buy on Etsy app, increasing conversion rate by 1.5%, sign-ins by 41.8%, and home screen engagement by 61%. For new users, the conversion rate lift was 2%, the highest CR lift any app team had ever implemented.

Partnered with Seller Marketing to create a personalized holiday dashboard in Shop Manager, driving 260K sellers to take recommended actions, surpassing goals and showing 30% higher effectiveness than other marketing methods, driving sustained engagement and adoption.

Concepted, pitched, and designed the Seller Year in Review program, engaging 170K sellers, driving adoption of key products, and providing a blueprint for subsequent years.

Led the re-design of the Shop Manager Dashboard, improving functionality and driving growth actions, which was incorporated into a multi-phase marketing plan for key product launches.