For 8 years, I've shipped consumer and B2B products at scale — from generative AI tools to interfaces across mobile, web, and desktop — always mapping the journey before touching the screen.
Lens+ was a new premium subscription for Snapchat Lenses, and people scrolled straight past it. As the first designer on the conversion flow, I ran 6 A/B tests to make premium visible, wanted and worth paying for. I also changed what the team measured.
A B2B payments flow had 2 failure modes hidden under one healthy-looking metric. The wrong users were completing setup; the right users were dropping off mid-flow. I redesigned it as a system of orientation layers and changed how the team measured onboarding success.
Partnered with the Deaf community to design an AI-powered language learning experience on Snapchat — leading 18+ user interviews, 3 MVP tests, and a full roadmap to ship an accessible educational tool for global users. Accessibility was not the afterthought, but a starting point.
Built the loop between creators and their audience through scalable Quiz templates and production tooling. Part of the work was human: I coached 5 visual designers transitioning into product roles, and their input shaped both the process and the outcome.
I design for how people feel — weighing each choice against a question: does this leave someone feeling capable and trusted?
I run discovery interviews, community-led testing, and rapid MVP experiments to find the one insight that unblocks a team's roadmap.
I create enough shared clarity that the right decision becomes obvious — so teams move together without being managed into it.
