Work timeline

As the first design hire at this California startup, I established Design’s function and collaborated with Product, Sales, and Leadership to shape Tap’s design strategy for clients, publishers, and survey participants.

Over three years, I was promoted twice and expanded my role to include sales enablement to support our marketing and customer implementation needs. I produced new themes, product imagery, demo assets for presentations, and high-fidelity mockups for sales pitches, along with custom resources for clients without in-house design capabilities.

I led a collaborative effort with the Product, Account, and Executive teams to develop a cohesive content strategy, ensuring alignment across sales, product interfaces, and public materials.

As Director of Design, I partnered closely with the Product team on several key initiatives, including:

• Implementing a Bonus Bar experience that increased customer engagement by 10%.

• Redesigning the RX home screen, leading to a month-over-month revenue boost of about 6%.

• Creating a new product that, after thorough research, received Executive approval and is now in Beta testing with positive market feedback.

• Enhancing our Publisher Dashboard for a more intuitive, on-brand user experience. These improvements also facilitated the seamless integration of new features while maintaining simplicity and usability.

• Designing our mobile app, marking the company’s first fully B2C product. In collaboration with the Product and Executive teams, we defined the app's role within our product ecosystem, establishing both short- and long-term goals, as well as its marketing strategy.

I also collaborated with the Development team to create a comprehensive design system, differentiating our B2B and B2C products and utilizing the Mantine UI library for efficient implementation.

As the lead designer, I worked on developing a comprehensive design strategy to ensure our company consistently delivered a seamless, high-quality experience across all customer segments.
Key achievements include:

• A comprehensive deep-dive into the content being used throughout the company.

• Created end-to-end journey flows using personas for improved customer onboarding understanding.

• Analyzed and compared current product experience with potential future product experience through experience flow mapping.

As the first design hire, I reported directly to the Chief Technology Officer (CTO). My initial responsibility involved a comprehensive review of our product lines, coupled with the development of targeted design strategies for each.

Other key achievements included:

• Conducting in-depth research to understand customer needs, behaviors, and pain points.

• Performing a competitive analysis to assess our market positioning.

• Compiling detailed documentation that outlined the strengths and weaknesses of each product line, along with actionable solutions ranging from quick fixes to long-term strategies.

• Designed enhanced digital color palette, assets, and layouts for improved user experiences.

• Increased Respondent Survey Experience onboarding success rates by 33% through redesigning onboarding and profile flow.

I worked on evaluated existing user workflows to enhance consumer experience. This led to designing updated layouts and components to align with the latest design trends and standards of the time. I also worked on designing new interaction models to optimize consumer experience.

My 5 years at AT&T developed strong leadership skills and a commitment to optimizing user experience design.

I managed a team of seven, focusing on defining mobile standards and creating a digital asset library. I collaborated with product owners to shape our mobile strategy and refined the product roadmap, ensuring effective execution.

Prior to being promoted to Sr Lead UX Designer, I expanded our mobile team and developed our mobile strategy. I also initiated a comprehensive mobile approach, built essential design assets, and introduced a modular design system to streamline processes and reduce custom coding.