Led a full redesign of a mobile app architecture, including user journeys, navigation, and product logic, resulting in a fundamental rethink of how the brand interacts with its customers.
Defined and executed a strategy for rolling out large-scale product changes, balancing speed, risk, and overall UX integrity during major updates.
Formulated and validated product hypotheses, driving product growth through systematic improvements of user flows rather than isolated UI changes.
Worked with key product metrics, achieving increased average order value, faster flow completion, fewer user errors and support requests, and higher user retention through product and brand initiatives.
Designed and implemented a development-integrated design system, reducing the cost of change and serving as the foundation for a scalable brand and product design system.
Ensured scalability and consistency across products and platforms by establishing a unified UX and visual language.
Built processes and cross-functional collaboration between design, engineering, marketing, and business, actively contributing to prioritization and planning.
Presented and defended product and design decisions to the CTO, Product Owner, and founder, grounding them in user value, data, and long-term product goals.
