“Delight people, the business will follow.”
Strategic thinker crafting clean, effective designs that seamlessly blend user delight with business success.
The cliffnotes version of my design process
Empathy
Understand users' problems through research sessions to inform solutions and set clear goals.
Ideate
Brainstorm and sketch potential solutions, approaching them on a scale from mild to wild.
Validate
Test designs early and often, fail fast, refine, and validate what you have solved the problem.
Kaizen
"Kaizen" means continuous improvement. Never settle for mediocrity; always improve designs.
Projects
Over the years as a product designer, I've had the opportunity to work on a range of projects, case studies, and audits.
Case Study: Migration for 30,000+ Product Experts
Led the UX design for a large-scale migration from Salesforce to Intuit’s internal platform, IEP. Collaborated across legal, security, and service delivery teams to turn complex challenges into user-centered solutions that ensured a smooth transition for tens of thousands of support experts.
Case study: Agentic (AI)-Powered Support, Expert to Expert
Designed a flexible chat feature in IEP that connects Tier 1 and Tier 2 experts through Intuit Assist, our gen-AI-powered virtual assistant. Combining self-help, call summarization, and smart routing, this solution launched with TurboTax and is built to scale across expert roles and products.
UX Audit: Rethinking the Path to Support
Led a comprehensive audit of the QuickBooks product support experience to uncover why customers were missing key support options. Through research, analysis, and UX best practices, we identified design opportunities to guide users more effectively and improve access to the help they need.
Case study: CityU Website Redesign
Led the full redesign of CityU’s website to better serve working professionals and international students. Focused on usability, clarity, and accessibility, the new experience drove a 212% spike in RFI submissions post-launch. My role spanned research, prototyping, and ongoing optimization.
Project: Simplifying the Path to Enrollment
Redesigned National University’s 14-step application into a sleek, three-step experience called App-Lite. Using mobile-first design and behavioral cues, we reduced friction, boosted clarity, and improved conversion—leading to a 21.5% year-over-year increase in new leads.
Project: Elevating the Program Page Experience
Redesigned National University’s program pages to replace outdated PDFs with an intuitive, accordion-based layout. Guided by research and iterative design, the new experience improved content accessibility and boosted engagement which led to higher RFI submissions.
Project: Making Tuition Transparent and Simple
Redesigned National University’s tuition info by integrating a calculator directly on program pages. Research revealed cost was a major concern, and this clear, accessible tool boosted engagement by up to 97%, reinforcing trust and driving conversions despite development challenges.