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Feedback Loops: Designing for Behavior Change
Trello’s personal productivity features weren’t moving the needle because we were treating a systems problem like a UI problem. I rallied a cross-discipline group to reframe the problem, and the framework we built reshaped how the whole product approached discovery and engagement.
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Building a System for Onboarding and Discovery
New users weren’t finding the features that would make them stay. I led strategy and design for a mobile onboarding framework built on experimentation — and it drove a 56% increase in Inbox views across iOS & Android.
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Driving Capture Through Native Mobile Design
I led mobile design for Inbox across a multi-phase rollout, making deliberate platform-specific decisions rather than porting the web experience. As a result, mobile users engaged with Inbox at a higher rate than on web, reflecting how well the platform-specific approach served users’ capture needs.
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AKC Competitor : A Mobile App Strategy For The Dog World
In one week, I developed a mobile app strategy for the American Kennel Club to address a decade of declining participation. The result was a focused pitch with a phased roadmap, success metrics, and wireframes that could drive real stakeholder conversation.