Raleigh, North Carolina, United States
Decorated U.S. Veteran with 12+ YoE providing creative UX direction in the design and build of digital products that simplify the complex and drive-up conversions. I design, code and my business background makes me an asset in cross-functional environments because I leverage qual and quant data to strategize, benchmark and communicate the business case of maximizing the ROI of our UX. Consultant to Start-ups and Top Fortune 500 Companies in all phases of the product life-cycle, I have successfully launched over 20 products where I’ve led with user-centric and Agile methodologies from planning to launch. I provide international and domestic payment systems expertise spanning over 46+ countries with robust experience designing payment flows that utilize either Stripe, PayPal, Square, Affirm, AliPay and Web3 API integrations. I’m well known for my empathetic leadership and facilitating the engagement and growth of my Team. I provided deep subject expertise in design thinking for data-driven industries operating with global reach such as Health and wellness, eCommerce, Sustainability and Finance. I am passionate about improving peoples lives and driving net positive growth at companies with high-impact environmental, social and governance goals. I am an advocate for accessibility and sustainability. Managerial Skills: Product market fit Strategy | Systems thinking | UX Product Strategy | Scrum | Roadmap Planning | Stakeholder mgmt | Gap analysis | Database mgmt | SAFe Agile | Requirements gather | feature prioritization and MVP definition | Jira Planning | Multilingual: fluent in English and Spanish UX/UI Tools: AI design| Sketch | Figma/Sketch | Abstract | Invision | Principle | Agile/Lean UX | HTML, CSS, React/Angular | Qualitative & Quantitative Research | Interviews | Usability Testing | Site Mapping | User Research | Empathy and Journey Mapping | Wire framing | Prototyping | Sketching | High and low fidelity Design | UX Strategy| Interaction Design | Information Architecture Product Management Tools: Notion | JIRA | Confluence | Trello | Slack | Asana | Google Suite | Microsoft Suite | Storyboarding | Outlook | SQL | RudderStack | Google Analytics | Full Story | SNOW | QA Testing | DBeaver | AWS
This role blends my passion for human-centered design with a sharp understanding of financial services bringing an elevated and delightful experience to one of the most critical moments in digital banking: moving money.
Led product strategy domestically and in Latin America. I've directed, designed and managed end to end launches for the following Clients: RTI Shelving, Virani, A PLUS Remodelers, Tri Point Flooring, WakuShopping (Colombia) Top Accomplishments include: Industry: Environmentally Responsible Corporations, Crypto, NFTs, ESG/Finance, eCommerce, Global Booking & Payment Applications, Sustainable Businesses, Video Production Agencies • Managed the entire product life cycle, from planning to tactical execution, by creating detailed document requirements, developing product prototypes and launching products with Mixpanel analytics and an established KPI plan increasing team productivity by 40% and decreasing time to market by 30%. • Led Product Design and Dev Teams in UX research and UI designs delivery in developing rapid prototypes using React component base library increasing time to market by 30% and rapidly achieving product market fit. • Partnered with Stakeholders to Define Product Goals, Value propositions, strategy, requirements and develop a clear customer centric value creation execution plan increasing revenue by 15%, gaining 8-12% market share within the first year. • Delivered Product market fit strategy led by business goals and human centered research with a focus on the feasibility of crypto or best in class payment integrations for our client's shopify or magento eCommerce store. • Led front-end developers in the build of a design system component library that aligned with the company's brand guidelines, ensuring consistent styling across our web applications. • Drove and delivered detailed web analytics reporting & strategic recommendations and empowering Marketing, Product and Business through the implementation of Google Analytics and MixPanel integration resulting in increased performance of our KPIs.
Responsible for the management, design & development of 5 web applications, 3 internal SaaS tools and two consumer facing products with stripe, Customer.io, OnSched, MixPanel, Strappi,and HelpScout API integrations offering immigration counseling services to over 46+ countries globally. Industry: Immigration Services, Government • Led cross-functional teams of 15 in the enterprise development and launch of 5 major product releases SaaS focused application, utilizing Agile/Scrum and resulting in 130% increase of development delivery and 20% in revenue increase for our global scheduling system web app. • Utilized competitive research and user interviews to map Customer journey, resulting in development of high fidelity prototypes and rapid iteration for 3 analytic dashboards and 2 consumer facing applications, increasing revenue by 25%. • Led highly sensitive data migration from MongoDB to Postgres DB and managed the QA in a successful data transfer for three major internal dashboard tools. • Managed and led our engineering team in scrum, stakeholder demos, JIRA planning sessions, Ticket prioritization, backlog grooming, confluence documentation and feature prioritization decisions rooted in the data and primary user research. • Managed technical API grooming of payment, scheduling and chat bot systems testing with 95% issue resolution rate. Led user acceptance testing for successful product launch. • Streamlined UX process by implementing competitive research, stakeholder mapping, and user interviews, leading to a 25% increase in user satisfaction and a 10% decrease in bounce rate. • Successfully managed deployment and QA testing teams resulting in a 99% early capture of production issues before launch ensuring smooth functioning of all development environments and a successful launch to market.
As an InRhythm contractor, I drove design and development of a new product suite called Customer360 a highly anticipated Credit Risk Assessment tool that improved the workflow efficiency of Financial Analysts by 60%. Industry: Financial Services • Led our Design Team and Risk Assessment Team to develop a clear and thoughtful customer journey providing visual deliverable for all touch points resulting in clear communication of our goals, product vision and strategy which significantly helped our development teams to deliver an MVP that was embraced well by stakeholders and our users. • Cross Led UX/Product Team in the planning development and launch of Customer 360 Risk Assessment Tool; a tool that improved credit application approval rates by over 600%. • Provided UX/UI mentorship and led a team of 3 designers, 2 project owners, and 6 front-end developers in all phases of the UX Design Process, including deep user research sessions which gained metrics and refined the customer experience and define a robust MVP. • Incorporated user-centric design principles in high-fidelity prototypes, resulting in 15% decrease in user error rates and improved usability. • Improved Amex Risk Teams credit assessment efficiency workflow by 500% and increased employee loan approvals by 58%. • Streamlined requirements process, reducing time by 20% and increasing team collaboration. Result: Smooth execution and improved product quality.
Co-founded and led product operations for our online shopify store to sell and ship high end jewelry domestically. Directly hired and managed a team of 20 and achieved 100K in sales within 18 months of launch and maintained a 150% YOY growth. Industry: Fashion, Retail, Start-up • Led a team of 3 Designers, 3 Marketers, 1 Project mgr, 3 Front-end and two Back end devs in all phases of the product life cycle, including deep user research sessions which gained metrics and refined the customer experience and successfully launched 5M worth of product & achieving over 1.5 Million in gross sales within 18 months of launch. • Championed Agile/scrum cross-led collaboration and mgmt between our UX, Marketing, Video, Photography, Web development and Database teams ensuring the success of over 25 major project launches reducing turnaround time by 25% and increasing overall efficiency. • Successfully managed critical relationships with Sales, QA, HR, and User research teams, leading to a 10% increase in customer satisfaction and a 5% decrease in employee turnover. • Increased online sales by 150% utilizing conversion rate optimization strategies by implementing aggressive SEM strategies with a digital ad spend ROI over 300%. • Increased website conversions by 25% by utilizing data from Google Analytics and Crazyegg to optimize UX and web development strategies. • Led 50+ brainstorming sessions, improving cross-functional teamwork & product clarity for 10+ products, resulting in 30% faster development. • Developed detailed schedules, requirements, timelines and product roadmaps for projects managed, and provided status updates regarding project health and obstacles and ensured quality and timeliness of project execution using Trello, Google Suite and JIRA Core.
• Launched Virani's Shopify Store and designed the user experience for desktop and mobile using lo - hi fidelity wireframes and InVision Prototyping. • Developed and maintained user stories and product backlog, leading to a 15% increase in on-time delivery of production deployment tickets. • Implemented SEM, SEO, customer relationship marketing, customer acquisition and retention strategy resulting in 20% increase of website traffic and 15% increase in conversion driving revenue growth. • Managed and designed all pages of our early store version such as the Landing page, about us, product page, check out etc (15 pages total), from initiation to final completion and launch with attention to detail and time constraints. • Improved product usability by conducting and coordinating all user research and stakeholder interviews, leading to a 75% decrease in customer complaints and a 40% increase in product detail page metrics. • Achieved 20% increase in customer engagement by prioritizing and implementing high-performing experiences from A/B testing program based on UX and Marketing Research. • Implemented Lean UX, Agile practices resulting in a 50% decrease in product development time, saving the company over $100,000 in costs and boosting user engagement by 300%