Currently leading the redesign of a major AncestryDNA feature across Ancestry's mobile apps.

Led strategy definition, designed, and shipped the likes, comments, and notifications features for photos, records, and stories in the Ancestry apps, which raised the number of UGC uploads from around 20k per day to 40k per day.Led strategy definition, designed, and lauched the Surnames, Life Events, and Curiosity Center features to the Discover feed in the Ancestry apps, which raised engagement by 44% from 13.9 to 20.1M visits.Created research that inspired a redesign and then… Show more Led strategy definition, designed, and shipped the likes, comments, and notifications features for photos, records, and stories in the Ancestry apps, which raised the number of UGC uploads from around 20k per day to 40k per day.Led strategy definition, designed, and lauched the Surnames, Life Events, and Curiosity Center features to the Discover feed in the Ancestry apps, which raised engagement by 44% from 13.9 to 20.1M visits.Created research that inspired a redesign and then led the redesign of the Ancestry app onboarding flow, which resulted in a 19% increase in the onboarding completion rate and a 4.8% reduction in day-zero cancellations. Show less

Led design improvements in the payments, confirmation, upgrades, downgrades, cancels, and refunds flows of the Ancestry web app checkout, which resulted in a 3.8% increase in DNA kit sales, a 1.0% increase in cross-sell to the subscription business, an 11.4% increase in free-trial bill-through rate, and a 3.6% increase in conversion rate.Designed mobile offer pages for successful experimental marekting campaigns that resulted in lifts to free trial signups, bill-through, subscribers… Show more Led design improvements in the payments, confirmation, upgrades, downgrades, cancels, and refunds flows of the Ancestry web app checkout, which resulted in a 3.8% increase in DNA kit sales, a 1.0% increase in cross-sell to the subscription business, an 11.4% increase in free-trial bill-through rate, and a 3.6% increase in conversion rate.Designed mobile offer pages for successful experimental marekting campaigns that resulted in lifts to free trial signups, bill-through, subscribers, and retention. Show less

Developed strategy, design execution and launch of Map View feature to the Ancestry mobile apps on time and achieving quality standards.

Delivered UX research, wireframes, user flows, and prototypes for social mobility features, with great reception by the BMW design team.

Contributed strategy and design development to Burger King digital and print campaigns.

Contributed strategy and design development to Volaris airline (Mexico) web campaign.