Led the strategy, development, and launch of a new editorial site aimed at the next generation of users. Set the product strategy, defined core features, and wireframed the entire site. Guided the team through build and launch, managing scope and timeline.

Led a cross-disciplinary team to turn complex global trade concepts into a data visualization platform. Ran bi-weekly user feedback sessions and facilitated workshops to translate expert insights into designs people could easily understand. Guided the project from concept through delivery.

Led 0–1 product development for a new Vogue app, taking it from concept to MVP. Developed the product strategy and defined core features. Tested multiple concepts with potential users to shape an experience that blends habit-forming design with the Vogue brand. Now available in the app store.

Developed frameworks to guide how Etsy’s brand should show up across the product, from first touch to checkout. Created decision flows to help the design team know when and how to leverage different parts of the design system. Launching early 2026.

Led a UX audit across the entire Prime ecosystem, spanning devices, platforms, and audience types. Identified areas where in-product experiences didn’t align with the overarching Prime brand and developed actionable recommendations to improve consistency.

Led the strategy and development of the marketing site, taking it from concept to launch. Defined core components and content approach, and worked in Craft CMS to bring the site to life. Guided the team through build and launch to deliver a clear, simple, and engaging experience.