Served as design consultant for strategic UX projects, including:

Medscape: Search UX enhancement.

🔹 Redesigned Medscape’s search experience across web & mobile, conducted user research and usability testing with healthcare professionals, driving a 20% increase in NPS by conducting user research and usability testing with healthcare professionals.

Amazon Music: Year-end Summary.

🔹 Successfully pitched a design strategy to Amazon Music to implement a year-end summary feature to drive user growth. Amazon Music adopted and launched Amazon Music: Delivered. Designed ‘Music Link’ and ‘The Moment’ on Amazon Music to Enhanced music discovery and emotional engagement on Amazon Music by designing 'Music Link' and 'The Moment' playback features, which earned 80% positive usability feedback in user testing.

American Girl’s Scout: Donation Page Revamp.

🔹 Improved usability and conversion rates by optimizing donation and registration flows within 8 weeks through iterative user testing, card sorting, and A/B testing on responsive web design.

🔹 Designed and launched Subscription Notes feature, enabling real-time e-commerce purchase status updates for end-users and streamlining user-to-operations communication. This resulted in a 20% reduction in customer service inquiries and saved the support staff one workday per week.

🔹 Led a project team of 10+ to build a pioneering initiative that localized Forma’s platform across 100+ countries, empowering 13 major clients (including Salesforce and Netflix) to expand internationally by addressing critical language localization pain points. At launch, the project generated $1M in incremental ARR and increased the total addressable market from $100M to $300M in new ARR opportunities.

🔹 Led cross-functional teams including PMs, Engineers, and Support to deliver products throughout the end-to-end lifecycle, ensuring high-quality launches and product excellence.

🔹 Redesigned the Forma Card landing page, clarifying benefit card status, reducing confusion and aligned the UI closely with users’ actual benefit status.

🔹 Designed Storyboard and E-business card features to enhance B2B and B2C communications by gathering insights from 450 user surveys and 14 usability tests.

🔹 Created questionnaires for and conducted one-on-one interviews with other industry professionals to collect feedback on various communication platforms, conduct competitive analysis, conceptualize & iterating new features.

🔹 Developed user flows, wireframes, and high-fidelity prototypes to demonstrate the feature concept.