• Partnered with the Product Manager and Director of Engineering to maintain and prioritize the product

roadmap, which included impact analysis, evaluating design and developer feasibility, defining success

metrics, and securing stakeholder buy-in for each initiative.

• Increased average order value (AOV) by 5.28% and value per user (VPU) by 5.83% by leading the design and temporization of product detail pages with interchangeable sections, resulting in a +0.52% conversion rate lift.

• Introduced and administered user testing and research to uncover usability issues, user perception, and mental models.

• Founded and maintained a comprehensive systems UI library in Figma with dynamic components, which

improved design consistency, developer efficiency, and designer-to-developer handoff.

• Elevated brand image by leading a visual rebrand, directing photoshoots, and writing user-focused copy to build customer trust, loyalty, and engagement.

• Implemented a comprehensive design and content strategy for Grubhub's soon-to-launch official homepage, tailored to optimize business Growth and acquire new users.

• Designed dynamic interchangeable templates to showcase location-based content on SEO landing pages, which yielded a 32% boost in conversion rate (CVR).

• Devised a robust cross-functional Growth ‘download the app’ strategy spanning across entire user journey with the primary objective of boosting downloads and user adoption of Grubhub’s native app.

• Fostered collaboration with the Menu team to define opportunities and design initiatives for the Yelp and Grubhub partnership in efforts to inspire diners to order from a new restaurant.

• Crafted test plans and administered multi-variant UserTesting experiments to obtain usability insights and gauge user perception of new features, most notably the password-free sign-in functionality.

• User Experience (UX) Designer & Digital Product Designer: Figma, Sketch, Adobe XD

• Design foundational user interface components and patterns to enable team to perform quick iterative tests, and deliver quality user experiences for fast scaling clients.

• Perform quality assurance on functionality and styling of built landing pages by writing code modifications for developers before deployment.

• Cross-departmental collaboration with senior management, strategists, and developers to create design experiences that increase sales and conversions for clients (B2B + B2C) and internal sales team.