- I hired and managed FreshDirect's UX design team, which included a Lead UX Designer and the team's first dedicated UX Researcher.- Collaborated with Senior Directors to establish product roadmaps, determine development priorities, and align these with the company's business goals.- I led a cross-departmental team, which included the analytics, e-commerce, marketing, and merchandising departments, to explore and formulate experiments for our store. We conducted both hypothesis-based testing and explored scenarios identified through our quantitative data analysis.- Served as the primary advocate for design accessibility in all production releases, both for web and native apps

- I authored and wrote functional specifications for both web and app stores, creating a definitive resource for understanding interaction expectations, business logic, and accessibility guidelines.- I created an internal web page to host FreshDirect's pattern library, which is specifically designed as a resource for developers.- I was responsible for prototyping concepts using either low or high fidelity deliverables, with the high fidelity ones being created in ProtoPie or with standard HTML/CSS.- Designed clean and clear user interfaces using Sketch, which was a Figma equivalent at the time.

- I reduced the duration of key application flows by 15%.- I standardized visual design patterns across the app. This not only made it easier for me, but also for future designers, to engage with the app's design aesthetic. It eliminated duplicates and patterns that shared duties without a clear reason, whether declared or implied.- I collaborated with key stakeholders to develop new features in response to customer feedback.

I was part of project Thunderdome