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• Allocated design resources to parts that needed improving by mapping out the user flow.

• Served as lead designer for changing the UX of key touchpoints including onboarding and user acquisition. As a result, website conversions increased to 98%, account activation rates doubled, and churn decreased from 68% to 40%.

Front Financial is an app for individual investors to connect their brokerage accounts, get portfolio analyses, and interact with other investors in the community.

• Led a team of 4 designers and collaborated with the devs, marketing, support, and compliance to define problems, propose solutions, and set goals for the product.

• Managed the design team to redesign the UX and visuals of the app to meet the needs of the targeted users and received 95% positive feedback from 100+ users in user testing sessions.

• Evaluated the user analytics with user testing sessions and collaborated with the product manager and the CEO to come up with a design solution which resulted in 76% weekly retention (our target was 40%), 3x time spent in the app, and 32% increase in brokerage connection attempts.

• Mentored one junior UX designer and one UX intern and helped them develop their knowledge to become UX researchers in the company.

BlueTape is a payment solution for contractors and material suppliers.

• Worked closely with the CEO, PM, marketing team, finance lead, and engineering lead in brainstorming and ideation sessions to shape the functionality of the app.

• Defined user journeys based on tangible scenarios, created wireframes for different platforms, designed high-fidelity prototypes, and tested and iterated to achieve the most user-friendly design.