• Create long-form video essays exploring human behavior, perception, and identity in modern systems.

• Explore philosophical and psychological questions of accountability, integrity, and agency in contemporary life and technology.

• Examine the intersection of technology, power, and responsibility, informed by experience building within large-scale fintech and platform ecosystems.

• Authored and published The Line: Ethical Product Design in a World Built for Speed (1st edition), examining responsibility, power, and integrity in modern product systems.

• Conducted independent research, writing, and editorial production from concept to publication.

• Developed original frameworks on incentives, ethics, and decision-making in large-scale digital products.

• Currently working on an expanded second edition, deepening core frameworks and incorporating additional research, case studies, and synthesis from ongoing industry work and dialogue.

• Partner with startups and growth-stage teams to shape product strategy, clarify direction, and improve UX across complex systems.

• Lead product discovery, UX audits, and redesigns to identify usability gaps, reduce friction, and strengthen user trust.

• Support early-stage teams in defining product foundations, from MVP scoping and information architecture to design systems and workflows.

• Advise scaling organizations on design systems, growth initiatives, and cross-functional collaboration, helping teams balance speed with clarity and intention.

• Provide hands-on guidance rooted in empathy, systems thinking, and real-world product experience across fintech, e-commerce, and platform products.

• Introduced Retention Offers, driving a 24% lift in user retention and 17% higher subscription ROI for developers.

• Contributed to designing the Add-Ons feature, increasing optional service subscriptions by 12% and elevating overall user engagement.

• Redesigned the onboarding, registration and verification flow for Amazon’s Developer Console, reducing fraudulent account creation by 19% and increasing successful developer verifications, resulting in a smoother onboarding experience and stronger platform integrity.

• Collaborated with product, engineering, and research partners to deliver accessible, scalable solutions within the Fire TV ecosystem.

Led design initiatives to grow and optimize Super App’s core experiences, utilizing KPIs and data insights from Amplitude. Delivered data-driven experiments and design improvements that significantly boosted user engagement and conversion rates:

• Spearheaded the redesign of the Super homepage, focusing on creating a personalized homepage experience tailored to user interests and intent, which contributed to a 10.35% boost in conversion to first purchase.

• Drove a successful in-market iOS and Android experiment that achieved a 38% increase in conversions to active Super app purchases.

• Optimized user flow by directing travel users straight to the Travel tab, resulting in an 8% increase in conversions to their first booking.

• Boosted total new user conversions by 44.8% and improved non-US user engagement by 1.5x.