Sonnet · Digital P&C Insurance (B2C)

• Led the redesign of a high-friction customer workflow from discovery through launch, translating complex decision logic into a more intuitive and self-serve experience.
• Designed a conditional self-serve flow based on user motivations and exit scenarios, deflecting the majority of requests digitally, lifting retention year over year, and protecting a meaningful share of annual revenue. Full metrics available on request.
• Led a CRM to landing journey redesign across marketing and product touchpoints, nearly doubling purchase rate year over year with several times the funnel volume.
• Ran usability studies and A/B tests to validate ideas early, iterating on key workflow steps using behavioral data and customer feedback.
• Partnered closely with product, engineering, and legal teams to balance business goals, technical constraints, and regulatory requirements throughout implementation.
• Used AI-assisted prototyping to rapidly test scenarios, refine workflow logic, and align faster with product, engineering, and stakeholder teams.

Mango Digital · Digital Product Agency

• Designed responsive web experiences and visual systems for multiple clients, balancing usability, brand storytelling, and component reusability across digital touchpoints.
• Led visual explorations including mood boards, UI directions, and scalable component libraries for marketing and product experiences.

Manr · Consumer Product

• Reshaped the brand identity around the product philosophy and set product goals through user research and persona building.
• Created the design system ground layer for the brand reshaping project and redesigned the landing page to draw prospective users in, working through iterative cycles with responsive design.
• Delivered polished visual assets that met team requests and business decisions.

29Labs · B2C Startup (Seed Stage)

• Owned 0 to 1 design of a native mobile app, from user research through hi-fi and developer handoff within an agile team.
• Set up design system foundations used across the company's digital products.

Adriel · Global AdTech Platform (B2B SaaS)

• Designed data-intensive SaaS experiences such as dashboards, filtering systems, and workflow tools, translating complex datasets and technical requirements into clear interaction patterns with reduced cognitive load.
• Collaborated closely with engineers and product stakeholders to rapidly prototype and refine user flows through iteration and feedback.

Earlier experience