As a senior leader on the design team, I create user-centered digital experiences to enhance the customer journey for our frames and contacts shoppers across web and iOS. I work closely with product and engineering teams, diving into user research, prototyping, and refining designs to create seamless end-to -end experiences. I also oversee A/B testing and quality standards, all while exploring new ways to make an impact and grow as a leader.

As the lead designer for the iOS app and web discovery experience, I optimized features to drive user engagement, retention, and conversion, aligning improvements with key business goals. I spearheaded new feature development and established a unified look and feel by creating the design system during the company’s rebrand. I also elevated our Trunkshow business, launching the first-ever live runway stream that allowed customers to shop products in real-time—an innovation that brought the excitement of fashion shows online during COVID when in-person events weren’t possible.

As the sole product designer, I led end-to-end design for web and iOS, redefining WayUp's look and feel and launching 10+ major features. This work boosted user engagement, job applications, and sign-ups through close cross-functional collaboration.

Collaborated closely with clients like San Pellegrino, Huawei, IBM Watson, IKEA, and Starbucks to deliver integrated digital experiences across web, mobile, and emerging tech. As a designer in an agency setting, I translated client goals into impactful, user-centered designs, balancing brand vision with best practices to elevate their digital presence.