Led the strategic redesign of PayPal's core Home surface to power "PayPal Everywhere," integrating ML-driven personalized cashback offers (5%) while orchestrating cross-product alignment across 12+ teams. Synthesized research from multiple sources (industry studies, external agency, internal labs) to build a cohesive product direction that elevated priority products, introduced gamification mechanics, and restructured hierarchy to reduce cognitive overload.

Impact: +18% debit card engagement, +12% product discovery, +22% task completion, 2.3x increase in debit card awareness.

Redesigned new user onboarding experience, focusing on reducing friction in early-stage flows and streamlining the path to first meaningful action. Through data-informed design decisions and iterative testing, drove 40% increase in key activation metrics among new users and 15% lift among existing users.

Led redesign of PayPal's Engagement Card system from fragmented one-offs into a unified, scalable framework. Worked with Content Design and Legal to solve content density issues, established four structured card categories with defined rules and behavior patterns, and enabled self-serve model that reduced approval dependency by ~90%.

Impact: $200M in customer lifetime value, 2-3x faster time-to-launch, +18% click-through rates.

Led end-to-end design of PayPal's Pay at Pump experience, enabling users to find nearby stations and complete fuel purchases from their phone. Conducted research showing 70% of users felt pressure to move quickly in public environments, then designed flows optimized for one action at a time with automatic geofencing and step-by-step guidance.

Impact: 50% overall conversion, 80% pump activation rate, 84% location opt-in, 6K monthly active users.

Led design of Multi-Tiered System of Supports (MTSS) platform enabling educators across 2,000+ school districts to identify, track, and support struggling students. Partnered directly with district leaders to redesign attendance tracking systems for online learning environments during the pandemic transition, adapting workflows built for physical classrooms to accommodate hybrid and remote learning.

Separately, designed a scalable integration framework that became the organizational standard for connecting school district databases to Panorama's platform. The system empowered engineers and integration partners to reduce implementation cycles by 95% (from 6-8 months to 2 weeks), eliminating thousands of manual integrations and enabling Panorama to scale more rapidly.