Selected to drive product design initiatives at a startup under Principal Financial Group, tasked with supporting growth for small to medium businesses. Led the creation of a user-centric dashboard and a self-serving savings application, delivering impactful tools focused on growth potential and empowering business owners with data-driven insights.• Increased registration by 50% YoY through the design and launch of a user-focused dashboard, enabling business owners to leverage growth tools effectively.• Launched a self-serving savings application to help business owners estimate potential savings based on supplier spend, boosting user engagement and empowering strategic decision-making.• Reduced design debt by streamlining workflows and implementing reusable components, improving efficiency across the design team.• Established open-forum feedback channels, including twice-weekly creative stand-ups and regular 1:1 check-ins with team members, fostering collaboration and alignment.• Enhanced brand visibility and recognition by crafting cohesive brand standards and tone of voice for two newly launched brands.

Selected to take ownership of product design elements standing up two brands, one of which had been stalled for over a year. Ran with projects, creating tone of voice, logo, and standards, delivering fully executed brands within five months. Empowered teams to meet goals and foster communication, creating open-department forums, twice weekly creative stand-up feedback sessions, and 1:1 check-ins with leads and associates.• Improved lead acquisition 20%, analyzing customer feedback and potential client patterns to develop and implement high-converting lead generation form.• Revamped workflows with UI/UX design for user flows, intake forms, and DSM.• Crafted impactful campaigns and established brand guidelines resulting in increased user engagement and brand recognition.

Created user experience workflows to increase NFT collection success rates. Contributed to experimental in-house product dashboards for user interface and data visualization.• Increased NFT minting success rate by designing effective user journeys, boosting user engagement.• Gathered customer insights to understand the market and target audience through rigorous research.• Implemented proprietary DSM system driving at increasing user satisfaction and reducing time to market.• Fueled user engagement and product adoption, crafting graphics and user journeys for NFT launches of Angry Ape Army and Jungle Freaks.

Brought in to work on Lightning Design System with UI/UX team to ensure ADA compliance and anti-pattern audits. Designed and launched company-wide design kit, standardizing architecture diagram design. Consulted with two project evangelists and product lead to ensure company standards and objectives were upheld.• Promoted best practice for architecture diagramming by scaling internally and externally licensing design kit through Lucidchart.• Achieved 20% increase in social media engagement, creating visually engaging assets for TrailheadDX, the annual global developer event.

Hired as first senior designer and discovered flaws with website framework and load times. Partnered with CEO, CMO, and development team to reengineer and modernize platform with mobile-first mindset and SEO standards aimed at increased sales and higher conversion. Used Google tag manager, Hotjar, and Google analytics to measure impact of modifications and testing elements.• Led tech team to achieve 90+ Google Lighthouse scores and improve site load time from 12 to 2.5 second.• Realized 30% YoY revenue increases, revamping and redesigning website.• Increased lead conversion 26% and e-commerce conversions 2% implementing UI/UX enhancements.• Boosted user engagement 59% redesigning form and input fields for improved user experience.

Joined start-up environment as team of one, assuming creative director role, influencing brand perception on both wings of products while executing full 360º campaigns (digital, print assets, catalogs) to launch two stand-alone brands (Prime 9, Stealth).• Elevated brand perception and sales for MTB and BMX campaigns, providing design consultation and QA.• Maximized user engagement, optimizing form fields, performance, A/B testing, analytics, and brand guidelines.• Optimized lead conversion and engagement with seamless journeys and compelling UI, leveraging new back-end tech to align with business goals.

Collaborated with design and development teams to enhance user experience, selecting engaging imagery to compliment articles. Recruited onto team to contribute to website functionality and product redesigns. Led launch of inaugural Woman Entrepreneur branding and products, including landing and content pages. • Revamped UX, increasing desktop and mobile user engagement 75% through high-fidelity prototypes.• Drove 64% increase in slideshow engagement and 62% increase in monthly article engagement.• Delivered 10,000+ monthly new users through successful implementation of customer acquisition program.• Enhanced major revenue stream by transforming how users viewed and interacted with Franchise 500 list, integrating marketing plans and building creative platforms in partnership with development team.• Guided junior designers to adhere to brand standards, ensuring consistency and quality.

•Research and user experience design•I conducted and translated user research into design strategy