Leading through building
teams, strategies, solutions, systems, ownership and momentum
Conversational Search
We took a big bet to change the way our customers search – from keywords to intent, introducing an AI assistant intended to help users quickly find a dish, a group meal, grocery items to complete a receipe, and more.
Improving affordability perception
We improved the customer affordability perception of our product, leading to
⬆17M GMV within 3 quarters
and a strong foundation for subsequent opportunities through an orchestrated, cross-tribe approach and granular price display communication system.
Repositioning a SaaS product for new users
When Contentful moved from a start-up to scale-up, it moved from a b2b developer tool to an Enterprise CMS for content writers. We needed to reposition the product landing experience to help the new users quickly understand the value of the product.
Home & navigation redesign to enable faster discovery
We took a big bet to modernize
the way customers navigated our
product, meeting our goal of increasing new vertical discovery
Elevating the product
with UX Motion
We introduced a culture of UX motion, overcoming hurdles
on software and development, resulting thoughtful, lovable interactions across our product and upskilled designers.
Growing our QC business through strategic UX
We attracted our existing customers with our food delivery service. For continued business growth and to meet our company vision of becoming an everyday app, we needed to significantly grow our grocery and shops delivery service.
0-1 standlone app for Contentful creators
Our creator audience struggled with the headless CMS approach from Contentful, and craved an editor-friendly interface and visual content preview. This standalone app was an experiment to serve this need.
Growing the social presence of Books, Games & Music
We defined the initial direction of App Store social channels for Books, Games and Music after shaping the 2017 App Store reband.
Improving clarity with UX copy
The product copy in the original Contentful web app was lengthy, unclear and confusing. I initiated an opportunity to improve this systematically through the addition of UX copy guidelines in our design system, and worked with various team members across the product to replace copy strategically in core areas of the product.
Leading through elevating the craft
and managing the tension in the trade-offs
DELIVERY HERO
Consistency vs. Choreography
When we started a UX motion guild, we asked ourselves if our goal was to ensure consistency in every motion pattern, or to guide choreography – intentional variance based on the interaction itself.
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DELIVERY HERO
Content vs. Layout
What happens when the content that makes up our product is at odds with the UX? Long, truncated titles, illegible badges baked into images, and blocked features due to missing granular content.
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DELIVERY HERO
Feature vs. Flow
Cannibalize the flow with an aggressive, potentially high-impact feature, or focus on guiding the customer jtbd?
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DELIVERY HERO
Signifier vs. Affordance
For areas of the app that have an affordance overload (looking at you, menu header) we aimed for a more subtle solution for the non-critical CTAs through signifiers.
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DELIVERY HERO
Enablement vs Governance
Several internal tools power our product – populating our content, ads, deals and more. How can we give internal and external teams autonomy to do their work while maintaining our high quallity standards?
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DELIVERY HERO
Systems vs Silios
Acheiving quality at speed is possible, but when teams work in silios, who is maintaining oversight on the overall customer experience? How can systems enable the enivitable team silos?
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Leading through experience:
