• “Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it’s worth it...”

    Steve Jobs

Omni Platform

Empowering teams to create meaningful digital experiences.

Role: Director of UI/UX
Project: Internal B2B marketing platform (SaaS)

Challenge:
Modernize the user experience of a legacy mar-tech tool while improving usability, scalability, and cross-functional alignment.

Leadership & Strategy:

  • Redefined UX vision aligned with new business strategy

  • Built collaboration model across Product, Marketing, Sales, and Engineering

  • Designed for rapid prototyping and iteration cycles

Product Goals:

  • Improve User Experience: Streamline our UX across all applications by reducing navigation clicks and enhancing task completion efficiency. Utilize progressive disclosure to guide users to the necessary functions and tasks, ensuring a smooth and efficient completion process.

  • Enhance User Workflow and Collaboration: Create a user-centric experience that simplifies strategic processes, fosters collaboration within cross-functional teams, and facilitates knowledge sharing across the platform to ensure a more intuitive and seamless campaign execution

  • Integrate AI into the Fabric of Omni: Integrate Generative AI-enabled experiences that assist and expedite user actions, offers a wealth of knowledge for the user at any time, and ensures the users build their campaign using best practices to enhance business outcomes.

  • Increase adoption across agency users: Significantly improve the user experience by making the platform more intuitive, efficient, and valuable for users. By focusing on seamless navigation, personalized interactions, and streamlined workflows, we seek to demonstrate the tangible benefits of using Omni for client work.

Business Outcomes:

  • Reduced churn by 25%

  • Increased user satisfaction scores by 35%

  • Accelerated new feature delivery by 2x

User Flows

Competitive analysis

Feature roadmaping

Omni Assist (AI Agents)

No more lines for your popular food truck - pre-order + pick up fast

Role: Director of UX/UI
Project: Omni Assist (AI platform for enterprise workflows)

Challenge:
Design a cohesive, trustworthy AI-driven assistant for enterprise users across multiple workflow platforms.

Product Goals:

  • Automate Insights: Develop Omni Assist to quickly analyze large amounts of Omni Audience data and extract key insights that make audience segments unique and actionable for campaigns. This includes recommending similar or related audiences and integrating audience insights from other social, commerce, and retail media platforms.

  • Enhance Collaboration: Leverage Generative AI to summarize industry and cultural trends, synthesize work from all Omni applications, and improve notifications and alerts. This will foster better and faster collaboration across OMC agencies and with clients.

  • Improve User Experience: Simplify interactions by reducing the cognitive load on users. We introduced features like one-click workflows to pull data and auto-generate flowcharts, progressive disclosure to hide advanced settings until necessary, and automated taxonomy assignment based on campaign parameters.

  • Provide learning resources: Offer both live and on-demand training sessions to help users understand Omni Assist's functionalities and applications, ensuring that teams can effectively leverage its capabilities.

Leadership & Strategy:

  • Partnered with Product, Engineering, and Data Science to define vision

  • Led team of 12 designers across 3 product lines

  • Developed AI-integrated design system

Team Impact:

  • Scaled team from 5 to 12

  • Created centralized design operations

  • Mentored 3 emerging design leads

Business Outcomes:

  • Increased platform engagement by 30%

  • Reduced time-to-task completion by 40%

  • Drove AI adoption across 5 enterprise clients

Reflection:
Learnings around trust in AI, transparent interactions, and scalable design systems.

Competitive analysis

Feature roadmaping

Voltspott (Mobile App)

Crafting a User-Centered Solution for Real-Time EV Charging and Optimized Travel.

Role: Director of Product Design
Project: VoltSpott (EV Charging Navigation and Reservation App)

Challenge:

Develop a seamless user experience for an innovative electric vehicle (EV) charging app aimed at simplifying the process of finding, reserving, and navigating to charging stations while addressing the pain points in real-time availability, reservation systems, and route planning.

Product Goals:

  • Real-time Availability & Reservations:
    Enable users to see live station availability and reserve spots in advance.

  • Route Optimization:
    Provide trip planning that integrates charging stations along users’ routes.

  • Scalability:
    Design for future integration with additional charging networks and global expansion.

  • Intuitive Interface:
    Build a simple, efficient interface for quick station search, reservation, and payment.

Leadership & Strategy:

  • UX Vision:
    Aligned app design with the growing demand for EV infrastructure, focusing on real-time data, reservations, and trip planning.

  • Collaboration:
    Worked cross-functionally with Product, Engineering, and Marketing to deliver a user-focused solution.

  • Iterative Design:
    Led rapid prototyping and usability testing using Figma and InVision, refining the app based on user feedback.

Projected Business Outcomes:

  • User Satisfaction:
    Positive feedback from beta testing, particularly on real-time availability and reservation features.

  • Scalable Design:
    Positioned for growth, with plans for additional networks and international markets.

  • Early Adoption:
    Over 1,000 beta users, with high engagement and interest in unique features.

  • User Retention:
    Set a foundation for strong retention with a user-centric design and powerful functionality.

Competitive analysis

High fidelity Designs

Idea Relay (mobile app)

AI brings new definition to collaborative ideation

Role:Director of UX/UI (Concept & Strategy)
Project: Concept Development & Competitive Study — under NDA

Overview

Idea Relay is an AI-powered app concept designed to foster creative collaboration through a “relay” style ideation experience. While the project is under NDA, this case study outlines my design leadership and strategic approach.

Strategic Opportunity

With the growing market for AI-enhanced creativity tools, this project explored:

  • How AI can support — not replace — human creativity

  • New ways to inspire collaboration among creative professionals

  • Differentiation opportunities in an increasingly crowded space

The goal:

  • Identify whitespace and craft a concept with strong market potential.

Leadership & Approach

  • Vision & UX Strategy
    Defined the core user experience: fast, playful, and community-driven.

  • Cross-functional Collaboration
    Partnered with AI/ML experts and product leaders to align technology with user value.

  • Rapid Prototyping
    Led fast iteration cycles to test interaction patterns and refine engagement loops.

  • Market Positioning
    Conducted UX audits and competitive research to inform strategic differentiation.

Core Design Concepts

  • Relay Ideation
    Users contribute in turns to creative prompts, building on one another’s ideas.

  • AI Support
    AI suggestions help users overcome creative blocks, enhancing — not replacing — human input.

  • Timeboxed Engagement
    Timers encourage quick contributions, lowering participation barriers.

  • Community Discovery
    A feed of trending prompts fosters exploration and community building.

Outcome

Delivered a high-fidelity prototype to support internal strategy discussions and partnership conversations. The project clarified product directions for AI-driven creative experiences — an area the team continues to explore.

High fidelity Designs

Weathery

AI-Driven Weather App With personalized & connected recommendations

Role: Director of Product Design
Project: Speculative Work (Competitive Study)

Challenge:

Design a personalized, AI-powered weather app to explore market differentiation opportunities. The goal was to address common pain points in weather apps by providing personalized insights and recommendations based on real-time weather data.

Leadership & Strategy:

  • Competitive Research:
    Analyzed existing weather apps to identify gaps in personalization and user engagement.

  • AI Integration:
    Explored how AI could enhance weather insights, offering tailored recommendations for activities, travel, and daily routines.

  • Prototyping:
    Developed interactive prototypes to visualize how AI could drive user engagement and differentiation in a competitive market.

Product Goals:

  • Personalized Insights:
    Offer weather updates based on user habits and preferences.

  • AI Recommendations:
    Provide AI-driven activity suggestions based on real-time weather and individual preferences.

  • Intuitive Design:
    Focus on simplicity and efficiency while integrating advanced AI features.

Business Outcomes (Speculative):

  • User Engagement:
    Hypothetically, the app's personalized features would lead to higher engagement and frequent app usage.

  • Market Differentiation:
    Positioned Weathery as a unique, AI-powered weather app offering tailored recommendations beyond basic forecasts.

  • Retention:
    Speculatively, personalized features could increase user retention compared to traditional weather apps.

Reflection:

This project explored the potential of integrating AI into weather apps, showing how personalized, actionable insights could differentiate a new product in a crowded market.

High fidelity designs

Food Truck Finder (mobile app)

AI-driven Platform creating productive partnerships between AI and Humans.

Role: Director of UX/UI
Project: Food Truck Finder

Strategic Vision

This concept app explores how a seamless, mobile-first experience can transform the fragmented food truck marketplace — helping users easily discover local vendors while empowering food truck owners with better visibility and digital ordering tools.

I led the product vision and design strategy — defining core user needs, competitive opportunities, and key experience principles to guide the early design phase.

Business & Product Goals

  1. Modernize Food Truck Discovery
    Many food truck experiences remain analog or fragmented across social media. The goal is to create a centralized, user-friendly platform that connects consumers with local vendors in real time.

  2. Drive Vendor Success
    Support food truck owners with modern tools to increase visibility, streamline orders, and build repeat business.

  3. Design for Scalability
    Build a flexible design system that can expand to support new features: loyalty, delivery, promotions, and vendor self-management.

Early Experience Strategy

  • Discovery & Engagement
    Prioritized a map-first experience combined with intuitive cuisine filters and personalization — allowing users to browse food trucks visually and contextually.

  • Streamlined Ordering
    Designed an efficient menu and cart flow to support quick order-ahead functionality, catering to on-the-go consumers.

  • Foundation for Community
    Established interaction patterns for features like favorites, recent orders, and reviews — laying the groundwork for a vibrant, connected user base.

More coming soon

"The best way to predict the future is to create it."

Peter Drucker