Strategy
Defining customer-centric products
Making products people love starts with understanding what people truly need. I work closely with product, engineering, and research partners to define and shape offerings that resonate with real users. My approach combines user insight, business strategies, and design thinking to guide decisions, uncover opportunity areas, and align teams around the right problems to solve.
Reducing Clover's burden on live support
My team was responsible for reducing the need for live support. We identified the most impactful needs and enabled self-service actions that would eliminate barriers to activating POS devices, configuring the system, and making changes to critical business information. I led this effort end-to-end, from leading design-thinking exercises to identify needs to acting as a player-coach in executing a suite of interrelated products.
User states for frictionless account registration
We have a complex system of user states that allows people to begin using our app and earning points before signing up. I mapped this out to help the team understand what a user can do at each of these phases, and to create a controlled vocabulary around it so that we can understand each other.
Customer journey mapping
for NYU Langone Health
I led design strategy and UX for NYU Langone Health while at Huge. To identify critical pain points throughout the patent experience—from finding a doctor through disputing insurance denials—we interviewed recent patients and documented their experience across touchpoints. My team also acted as "participant observers" by documenting our own medical visits, from routine checkups to biopsies. The exercise led us to identifying multiple tracks of work, and ultimately signing NYU Langone Health as the largest agency-of-record account at the time.
