As Design Manager, my team transformed our first-time user experience from confusing to confidence-building. By leading the design of a goal-driven onboarding flow and collaborating across product, development, and content teams, user engagement and revenue increased significantly per user—proving that the right welcome makes all the difference.
PERSONALIZED GOAL-DRIVEN ONBOARDING
Users were overwhelmed with too many notifications, no clear hierarchy, and important alerts getting lost in the noise. As Lead Designer, I created a comprehensive messaging strategy from scratch, categorizing 200+ notifications by urgency and sentiment, establishing content guidelines, and redesigning the notification center for clarity and consistency. The result was a 34% higher engagement on alerts, 14% revenue increase, and fewer frustrated users calling support.
NOTIFICATION & MESSAGING STRATEGY
Accounts payable teams were losing time and money when critical invoices sat in limbo for weeks, approvers couldn't work remotely, and tracking was impossible.
As Lead Designer, I partnered with 4 AP teams across 3 companies to create a custom application that fundamentally changed how they work. I designed intuitive desktop and mobile workflows that prioritize urgent invoices and surface all critical information in one place. Through competitive analysis and testing with 25 AP clerks, we built a tool that actually solved their daily pain points.
STREAMLINING INVOICE APPROVALS
Product teams across the organization weren't aligned—everyone had different approaches to understanding user needs, making collaboration and decision-making inconsistent.
As Lead Designer and Instructional Designer, I developed and facilitated a comprehensive Jobs to Be Done training for over 150 product managers, designers, and project managers based on the Jobs to Be Done framework. I created practical exercises, real-world examples, and ongoing support materials that gave teams a shared language for understanding users.
The result: 80% of product teams integrated JTBD into their process, story writing, and research process, fundamentally shifting how the organization approaches product development.
JOBS TO BE DONE TRAINING
I believe visual design isn't decoration—it's a strategic tool that shapes user perception and drives engagement. I started my career as a visual designer, and still often take on illustration or icon work. I've consistently stepped into visual design projects to help unify brand experiences, refine iconography systems, and create illustrations that connect with users.
