Independent advisory practice serving early- and growth-stage SaaS and platform teams on strategy alignment and operating rhythms.

• Advise teams on product vision with customer insight and journey models to drive contextual, role-aware workflows and end-to-end improvements.

• Create lightweight measurement frameworks that connect experience metrics to product and business outcomes.

• Audit core flows and design systems, then deliver prioritized recommendations to improve quality, consistency, and team adoption.

Hired as Wish’s first Vice President of Design, I led a newly integrated organization spanning product design, content strategy, research, and growth design. My role was to improve customer and merchant experiences, elevate the team’s strategic contribution, and create a vision for stronger customer engagement in a highly competitive online retail environment.

• Led a team of 35 across consumer, merchant, and growth experiences, including product design, content strategy, and research

• Developed a research-informed product experience vision aligned to company goals, which inspired roadmap shifts and renewed team alignment

• Co-led a customer insight presentation that grounded the CEO’s 2022 strategy offsite and informed company-wide planning

• Led design for a top-priority initiative focused on basket-building and fulfillment, with early experiments showing strong improvements in GMV and orders

• Guided design and content strategy for merchant tools and incentive structures to drive engagement and improve seller performance

• Served as executive sponsor of the Women’s Employee Resource Group, supporting mentorship, advocacy, and community for women across the company

As Senior Director of Product Design, I led core experience and platform design during SurveyMonkey’s push into the enterprise market. My focus was on modernizing workflows, aligning cross-functional teams, and embedding customer insight into product and partnership strategy.

• Led design for the core surveys experience, platform services, and growth initiatives, supporting both free users and enterprise subscription customers

• Developed a research-led visiontype for the enterprise survey experience, framing how teams plan, co-author, and analyze together; the redesigned homepage was the first proof point of this vision

• Launched the redesigned homepage, which increased survey activation by 12 percent by helping customers focus, take action, and make sense of their work

• Partnered with the VP of Product to improve the product development lifecycle, aligning design and research more closely with strategic planning and execution

• Collaborated with product and engineering to shape how metadata, user behavior, and survey flow complexity informed in-product guidance and content recommendations

• Integrated new brand strategy into the customer experience and championed a clearer information architecture across the platform

• Shaped a strategic experience vision with executive stakeholders to help secure major partnerships, with potential to influence long-term product direction

Over six years, I progressed from Senior Manager to Senior Director, leading teams across research, in-store tools, eCommerce, verticals, and customer strategy. I helped scale research-informed design and shaped both the digital experience and the teams behind it. My focus was building resilient, multidisciplinary teams and delivering design that drove business results.

Titles held:

• Senior Manager, Design Research (2014–2015)

• Director of Design Research (2016)

• Director of Design – Digital Acceleration, Top of Funnel, Special Occasions (2016–2018)

• Senior Director of Design – Customer Champion and Verticals (2019)

• Senior Director of Design – Core eCommerce (2020)

Accomplishments:

• Scaled the UX research team 4x and embedded insight into product development, quarterly planning, and exec decision-making

• Led teams of up to 35 across design, research, and content strategy, supporting both horizontal and vertical initiatives

• Oversaw eCommerce from homepage to checkout, including a PDP redesign that drove $57M in revenue and post-transactional improvements that reduced cancellations and support contacts

• Directed in-store digital acceleration, delivering 13 in-app tools like pharmacy, pickup, and store maps, helping Walmart become the #1 shopping app during holiday

• Served as Walmart’s Customer Champion, introducing a JTBD framework that reshaped product planning and became part of quarterly planning

• Delivered a 6% holiday revenue lift and record order-per-minute rates through peak-season design leadership and cross-functional readiness

• Led research and concept development for Walmart’s baby registry experience, setting the foundation for its first redesign in over a decade

• Collaborated across product, engineering, operations, and merchandising, including store layout teams, to align digital design with in-store execution

At this social shopping startup (later acquired by Walmart), I led research and contributed to growth design and recommendation strategy. My work helped clarify user intent, improve onboarding and retention, and shape how the product introduced meaningful discovery through social influence and trust.

Accomplishments:

• Led research across the full product lifecycle, from early exploration through concept testing, usability, and satisfaction measurement

• Created Luvocracy’s first customer satisfaction tracking system to inform product prioritization and surface unmet needs

• Led research on customer intent and recommendation design, shaping to how the platform surfaced trusted recommendations through social proof

• Shaped early decisions around Luvocracy’s recommendation engine by identifying intent signals and discovery behaviors across first-time and returning users

• Designed a first-time user initiative (“Customer Success in 60 Seconds”) that improved early engagement by guiding users through key value-building behaviors

• Built and ran an internal experimentation program and coached product and design peers on how to design, execute, and interpret experiments