• Shaping the vision for PenFed’s first Loyalty Program and collaborating with C-suite execs and product leaders to define success metrics

• Leading onboarding redesign for Deposits and Auto Loans applications.

• Managing a small team of designers, mentoring them through UX strategy, Design System creation, and accessibility compliance.

• Led the redesign and implementation of new global navigation by consolidating 3 outdated headers into one mega menu. Enhancing UX by cutting page sublinks by 1/3

• Partnering with leadership to align business goals with design outcomes, integrating AI-assisted tools into the workflow.

• Led end-to-end redesigns for PenFed’s Auto Loan and Personal Loan platforms, enhancing user experience.

• Achieved a 45% increase in Auto Loan engagement and a 30% rise in new member signups.

• Introduced new Personal loan categories to match rising financial needs like IVF, Family Planning, Medical expenses, etc.

• Collaborated with cross-functional teams to streamline the Deposits Onboarding digital experience and improve acquisition journeys. Focussed on streamlining outdated Salesforce components

• Helped transition development over to Adobe Experience Manager (AEM) by defining component libraries and UX guidelines, increasing scalability and consistency across digital products.

• Oversaw new Design System & mentored junior designers with managing new components

• Designed and developed Webflow websites and rebrands for small businesses in construction, interior design, and e-commerce.

• Provided strategic consulting, UX writing, and brand identity systems to enhance conversions and SEO performance.

• Created social media content, marketing ads, and digital designs for independent creatives and Latino-owned small businesses.

• Supported cross-functional teams as a UX Designer, modernizing PenFed’s digital banking platforms.

• Generated over $2.5M in new Auto Loans and boosted new member conversion rates by 30% through sweepstakes campaigns

• Conducted user research and usability testing to pinpoint pain points in online banking flows.

• Established UX standards that laid the groundwork for the company’s design system.

Highlights:

• Improved loan application completion rates by 12% through form simplification and error-state redesign.

• Recognized for establishing UX research documentation standards that informed future design initiatives.

Worked as Lead UX Designer on several mobile apps and websites like Hersheypark and Maryland Human Services. Created experiential campaigns utilizing Blockchain and AR technology. Designed UX/UI for ios & android apps, as well as micro-interactions and developed interactive websites. Conducted numerous competitive audits, user research, user testing, and focus groups.

Occasionally worked on traditional print ads, animated logos, and video ads.