I’m the wizard behind the scenes orchestrating the magic of user experience. I'm a creative architect; blending creativity and strategic thinking aimed to influence customer behavior, impact business metrics, and make cool sh*t.
Get in touchI have 8 years experience, mostly in SaaS and a specialty in product led growth. In tandem to work, I mentor for designed.org and Out in Tech U. I strongly believe in outcomes over output, creating value at the market, company, product, and team levels. I'm currently leading Apollo's onboarding experience design, focused on enhancing acquisition, engagement, and adoption for enterprise-level users seeking to optimize API management through GraphOS, our innovative dev tooling platform.
I've led business critical projects that have significantly reduced churn amongst key customer segments, retaining millions in customer retention revenue. I led Lever's access model (RBAC) initiative in response to a high-demand customer request, representing $2.4MM in annual contract value. Instrumental in both identification and implementation, I introduced custom roles as our solution, yielding a 57% customer retention rate, generating over $1.2MM in gross revenue, and achieving a 75% adoption rate within 3 quarters of release. In Q3 of 2023, the executive leadership team conducted a poll amongst Lever’s strategic customers, showing that 100% voted RBAC as the most valuable feature.
I managed confidential customer data, developing a self-serve GDPR portal for users to oversee data collection and storage practices in compliance with their region. This initiative resulted in generating $1-2MM in retention revenue during the MVP phase.
I’ve built more fun stuff like data portals @ Twilio, tiered account security, machine learning analytics tooling and data viz @ Amplitude, interactive/digital car repair estimator tooling, and much more. Most importantly, I’m a huge Swifty (Taylors version).
The creation of custom roles in Lever. This was a high-demand customer request, representing $2.4MM in annual contract value. My solution grossed over $1.2MM in revenue retention within 3 quarters of release. (B2B2C)
I developed a self-serve GDPR portal for users to oversee data collection and storage practices in compliance with their region. This initiative generated $1-2MM in retention revenue during the MVP phase. (B2B)
An informative, transparent, and accessible end-to-end home buying experience that empowers users regardless of their purchase phase, increasing engagement and conversion through these tools. (B2C)
A way for users to diagnose car problems entirely online with beginner friendly tools, providing transparent repair estimates alongside our certified shop partners that honor our quotes. (B2C)
An enterprise level, machine learning tool, that empowers users to quickly uncover and understand meaningful fluctuations within their data when it deviates from their expected query results. (B2B2C)
Improve visibility for self-serve enterprise trial via onboarding survey, actively driving PQLs, increasing our sales pipeline, and demonstrating early product value to our ICP (ideal customer profiles). This survey initiative resulted in a 300% increase for Apollo enterprise trial sign ups on a weekly basis, from <1% to 4% (eg: 30 new users per week). This now accounts for 50% of all incoming sales leads.
Led our v1 onboarding survey initiative for the first layer of user data collection, allowing us to understand our personas graph use cases. This enabled our developer experience team to prioritize the product demo experience, which now accounts for 30% of onboards. Results also influenced marketing updates for tailored introductory content in onboarding and nurturing emails.
I led the strategic direction and ideation for our follow up onboarding initiative: "unified onboarding". This experience focuses on enhancing user engagement, education, and pathways to minimize drop-off rates and boost activation. My approach centered around data transparency, progressive onboarding, and championing for long-term nurture paths vs quick wins.
Our v2 onboarding initiative unified product path experiences, expanding engagement levers for multiple use cases. This contrasts with the previous funneling of all users into a single flow, which required them to have an existing API endpoint in order to see value. Only 8% of 10,000 GraphOS users originally progressed beyond the initial step (92% drop-off). Pathway engagement reduced drop-off to 45% post-implementation, with overall engagement rising from 8% to 55%. The graph creation flow saw a 44% improvement.
Partnering with a strategic designer enables customers to reach their "a-ha" faster through frictionless and intuitive experiences, increasing your activations, engagement, and retention.
I'm informed on product led growth strategies, using a fail fast mentality to quickly mitigate losses. Run experiments, iterate quickly, and push solutions that drive the highest ROI for your business.
The part everyone wants to ski for some reason. Build the right thing so you build the thing right. Know what your customers want and need to influence product and reduce risk.
Workshops are my best friend. Sometimes all you need is 60-90 minutes to break through roadblocks, bridge perspectives, and align your team quickly on project goals, outcomes, feature prioritization, north stars, and more via a multitude of creative approaches.
It's understandable to want to build the next cool thing, but if your end-users aren't using it, you may end up spending hundreds of thousands on wasted resources. Understanding personas is key to forming a strategic vision that clearly communicates the value-prop to your ICP.
It's not enough to build for "right now". Product experiences are stories told through design; if we don't know what comes next or what we want users to do next, teams find themselves asking what they're building towards and why it matters. Your users might start asking the same.
Reviews from managers, design partners, mentees, PMs, managers, engineers, and co-founders i've worked with.
Design strategy functions as a versatile toolbox, offering a range of value-driven frameworks tailored to desired business outcomes. It's not a one-size-fits-all solution but rather a dynamic resource adaptable to various needs. I firmly believe that aligning project goals and product strategies shouldn't be a lengthy process. I enable teams to make confident decisions through a handful of frameworks and design methods, whether it's prioritizing roadmap items or delving into customer behaviors.
I craft strategies that prioritize outcomes over outputs, ensuring tangible results. Results from the role based access and permissions project and GDPR are illustrative examples of ROI achievements through design strategy, with one boosting retention revenue by $1.2MM in just three quarters, and the other generating between $1-2MM in ARR from its MVP alone.
Designers often describe a unique ability: we can take ideas or challenges presented by project stakeholders or partners, and immediately envision potential solutions. Creative minds naturally gravitate towards innovative approaches, rooted in empathy for the user. This innate talent, often referred to as intuition, is recognized in business circles as product sense—a valuable asset that allows for a diverse range of perspectives when tackling problems. It's this ability to view solutions through different lenses that empowers designers to offer invaluable insights and drive success in both business and design endeavors.
I believe in creating and maintaining a team culture that inspires and motivates those around me. I naturally gravitate towards being the social chair - hosting happy hours, holiday events, trivia, virtual escape rooms, and more. Below is an example of a Halloween event I hosted for our team, where the team painted pumpkins and received surprise frog hats (our team mascot) the day of. Ribbet.