Design portfolio
Not all projects are featured here. Stay tuned!
Streamline the merchant experience with improved onboarding and authentication
2023-2024, web
As part of a larger effort to improve the merchant experience of managing their Buy with Prime business, I picked up ownership of an organization-level priority to move our identity service to Amazon and our onboarding and setup experience to Seller Central.
Empower merchants to get live support for their Buy with Prime business
2022, web
I owned design and research for a net-new experience for Buy with Prime merchants while managing their business on their merchant portal site. The design has been extended beyond its original surface to Shopify, and has been re-used across at least two Amazon internal sites for similar use cases.
Launch support for merchants
2021-2022, web
As a precursor to offering live support, I owned all design and research for the merchant support experience, from establishing help patterns across the product to creating a way for merchants to get human support by messaging and phone.
Enable shoppers to get live help with their Buy with Prime orders
2021-2023, web
I owned design and research for a net-new experience for Buy with Prime shoppers, merchants, and customer service agents (3 separate user groups) to provide live support for shoppers who have questions or issues with their Buy with Prime orders.
Design a new product line in a decentralized investing app
2020, Android and iOS
As part of our larger vision for a decentralized financial institution, Abra hypothesized that introducing an account with a high-interest yield would drive more sustainable user growth, regardless of current market sentiment.
As the sole designer and user researcher, I drove the end-to-end user research project, designed the experience, helped to scope the product, and supported internal and early launch testing.
Redesign the full user experience for a decentralized investing app
2019, Android and iOS
I advocated for and planned a complete UX and UI overhaul of the current mobile app design, with a focus on making the app a parallel to traditional investing platforms. This project is a culmination of three separate projects: incorporating gains and losses, identifying important data for making trading decisions, and improving our revenue-generating exchange transaction.
Due to several recent market changes and greater limitations in development resources, the projects are still awaiting development.
Introduce US stocks and ETFs to a global audience through decentralized investing
2018, Android and iOS
Abra was interested in expanding upon decentralized investing by introducing US stock and ETF trading globally.
I managed and mentored two designers on this project, helped scope the product MVP, managed all research and design, designed all user flows, conducted usability testing, and did extensive internal testing. I also worked closely with marketing, customer service, and ops to finalize comms and internal processes related to the new product.
While the product launch was very successful, later regulatory restrictions in the US forced us to sunset the product.
Growth: Incentivize word of mouth through referrals
2018, Android and iOS
As part of Abra’s acquisition and retention strategy, we wanted to capitalize on our users’ enthusiasm for Abra by rewarding them for referring friends and family to the app.
I defined the new referral UX, help set rules, and ran 2 sets of usability tests.
Within a month, we saw a 21% increase in signups and 26.1% increase in revenue-generating transactions. There was no significant change in withdrawals and deposits.
Research: Define and refine target user groups for a decentralized financial app
2017-2019 (3 separate projects)
I led user research for 3 separate research projects. The first research project was in 2017 and led to Abra’s pivot to investing. The second research project was in 2018 and helped us define our roadmap for the foreseeable future. Finally, the last project was focused on efforts to geographically expand our target group to users in Europe.
These projects, cross-referenced with feedback from customer service, allowed us to identify and serve a specific target market.
Pivot from remittance to decentralized investing
2017, Android and iOS
I led research that informed and drove Abra's pivot to decentralized digital asset investing.
As head researcher and designer, I worked closely with the executive team and product to scope out the MVP, which would be developed on top of the existing app.
I did the heavy lifting of coordinating, conducting, and analyzing user research. I also designed all new functionalities and modified existing functionalities to better fit the new product.
I participated heavily in all internal testing, comms development, and launch activities.
Reduce lost funds incidents using timely security reminders
2017, Android and iOS
We were serving users who had a difficult time understanding the concept of a non-custodial wallets and master seeds, which resulted in many lost funds. To address this, I designed timely notifications that ultimately required users to verify their master seed (recovery phrase) once they have money deposited into the app. This led to a significant drop in users emailing support to complain about losing access to their money.
Help couples stay intimate and engaged in their relationship
2016, Android and iOS
I led a group of two other designers to conduct user research and redesign for an intimate couples social app. Together, we identified five couples and conducted open, exploratory interviews to understand how they define intimacy and communicate. The app was meant to serve as another layer of communication and idea generation for couples to stay intimate and engaged in their relationship. The app redesign was completed, but the entrepreneur was unable to secure funding to complete the project.
Promote visibility of a college-level fellowship program to potential fellows and partners
2016, responsive web
I was part of a group of two other designers to initially design and develop a website for an entrepreneur who was creating a fellowship program at UC Berkeley for students of color. Aside from the website design, I personally facilitated workshops to define communications, ideate on ways to identify opportunities, and helped strategize on ways to meet the company’s goals.
Launch a private chef food service on mobile and web
2016, Android and iOS
Pocket Chefs is an early-stage SF-based startup interested in refining their services and online branding through their website. The UX team ran a two and a half week sprint to deliver short-term recommendations for a website redesign and process improvement as well as a long term roadmap for a service platform that will allow them to scale. As a result of my work on problem solving, solution definition, and strategy development, I was offered a part-time consulting position to carry the CEO’s vision for the Pocket Chef website and platform.
Facilitate foolproof track and trace for pharma products distributed across Africa
2015, Android and responsive web
My team worked closely with a multi-national pharmaceutical client to develop an Android-based supply chain tracking solution for shipping expensive medicine to hospitals around the world. I worked closely with our clients, global offices, product manager, and development team to launch a multiple mobile apps that scan shipment and a responsive web-based platform that oversees operations.
Combat counterfeits and create visibility for sales data across Africa and in India
2015-2016, Android, iOS and responsive web
This is a summation of multiple projects I owned to support track and trace of consumer goods and medicine in emerging markets.
I designed Android-based supply chain tracking applications for low digital literacy users, native mobile apps for end consumer product verification, and a web-based product tracking portal for clients.