New York, New York, United States
Objective: Leverage my 15+ years experience as a UX designer and my 8+ years experience growing and leading high-performing design teams in technically complex product spaces. Proven strategic leader who has launched zero-to-one multi-channel products, grown existing B2B and B2C products through research and iterative testing, and attracted, hired and retained top design talent.
Head of Design for Financial Services at Shopify, including Banking, Lending, Spend Workflows, Security and Billing.
Craft lead for Financial Services @ Shopify
• Championed a UX-led test enabling backup payment methods for merchants. Resulted in a 6% reduction in involuntary churn and savings of $10MM+ /yr in subscription revenue. • Interviewed 10 of Shopify’s largest merchants ($50MM+ in annual revenue) to shape the design of a billing experience tailored for the 25,000 largest subscribers. • Conducted concept testing with dozens of participants and redesigned the offer page for Shopify’s flagship credit card, incorporating clearer IA, and engaging CSS 3D animation which led to a 35% increase in applications. • Designed an elegant billing experience for 100k+ multi-store merchants under a 3-week deadline with senior leadership recognition. • Championed a complicated migration of over 25 critical risk and KYC (Know Your Customer) messages across 6 financial services products to a new merchant messaging system which avoided disruption to thousands of merchants and earned a presentation at the company town hall to 2,000 people.
• Contributed directly to experience strategy and testing plans with Product, Data and Marketing which led to top line growth of 59% in originations. • Launched a native Android and iOS app for borrowers with an average rating of 4.8 on both app stores and 500k+ downloads. • Launched zero-to-one credit card product shaped by mixed-methods research which exceeded first-year growth targets by 100% . • Grew the UX team from 4 to 10 employees across content design, product design and research, with zero attrition during my tenure. • Established several design rituals including a continuous research program, regular critique, retros, design QA, and design sprints. • Co-led a site-wide accessibility audit to establish compliance with WCAG 2.1 AA standards and create a company accessibility policy.
• Oversaw dozens of iterative large-scale multivariate tests resulting in cumulative increases to revenue of $20MM / year. • Founded the company’s design practice and hired a team of 5 spanning across UX research and design. • Created a design career ladder and interview process to attract and retain key talent. • Established a continuous in-person research practice with over 100 participant sessions per year. Conducted ethnographic studies in APAC and EMEA. • Developed quarterly and annual design strategies anchored in research and presented to the C-suite. • Organized and executed a company-wide 8-hour UX intro course for 20 FED’s to improve quality of FE builds.
UX consulting in e-commerce, edtech, fintech and data science.
• Conducted dozens of interviews to determine product market fit, mapped the digital to physical experience, and designed and coded the frontend for a custom responsive subscription e-commerce site reaching 50k+ units shipped / yr and $1MM+ in ARR. • Led quantitative research through cohort analysis, A/B testing and multi-arm bandit multivariate testing, resulting in a cumulative increase in average order value of 34% and a 4x increase in site-wide conversion rate. • Art directed the monthly food magazine included in every crate shipped.