Led a two-month strategic initiative to rethink and simplify a generative AI platform product suite, requiring strong organizational, problem-solving, and decision-making skills.

• Conducted a deep analysis of legacy tools to surface complexities, friction, and inefficiencies.

• Interviewed paying customers to validate findings and uncover pain points and successes.

• Collaborated cross-functionally with AI engineers, data scientists, platform operations, customer success, and product leaders to leverage existing thinking and expertise.

• Led user testing sessions on a robust prototype to inform rapid iterations and validate direction.

• Presented initiative to the entire organization during a company All Hands and secured buy-in for a product pivot and rapid delivery of the solution to users.

Key results of the initiative included:

• Delivering work that informed the roadmap of multiple teams across the organization.

• A reduction in complexity from many ways to complete tasks to just a single way.

• The launch of a unified creation tool that housed multiple previously stand-alone features.

• The sunsetting of those features and subsequent simplification of the platform.

• Lead designer accountable for transforming a cannabis content and ad platform into an industry leading three sided marketplace, including an overhaul of the dispensary profile and menu, deals feature, and launching pickup and delivery services as fulfillment options.

• Launch of a new brand subscription feature as a key revenue driver via brand amplification and shopping results monetization. Brands control their presence within the marketplace, connecting with consumers via enhanced signals for additional conversion opportunities.

• Global search overhaul, including launching predictive search, search history, best match, and corresponding dynamic results page.

• Played a lead role in creating and implementing the Leafly Botanic design system during a one year partnership with IDEO, which included embedding with IDEO while conducting field research trips around the country to define the cannabis user and inform the tone and voice of our brand.

• Additional Principal duties include running weekly design ceremonies, refining and implementing design process, and focusing on strategic upriver projects for design leadership that inform product roadmap.

• Lead e-commerce product designer responsible for customer acquisition and retention within the Alaska loyalty program.

• Redesign of primary online acquisition channel to deliver a focused, simple design that satisfies stakeholders through a phased approach.

• Continuous research and testing, iterative release plan, design pattern expansion, UI specs, QA.