Crafting scalable product experiences through strategy, systems, and human-centered design.
Senior Product Designer with 10+ years of experience designing scalable fintech and retail experiences. I combine product thinking, research, and systems design to create intuitive products that balance business goals with meaningful user outcomes.
Hey there!
Crafting scalable product experiences through strategy, systems, and human-centered design.
Crafting scalable product experiences through strategy, systems, and human-centered design.
Senior Product Designer with 8+ years of experience designing scalable fintech and retail experiences. I combine product thinking, research, and systems design to create intuitive products that balance business goals with meaningful user outcomes.
Hey there!
Designing products people love.
Designing products people love.
Seamless, engaging, and meaningful user experiences for real users.
Redesigning Amazon Pay rewards
Led growth and payment experience design for the next generation New Amazon Pay app, shaping reward driven journeys that improved user engagement, trust, and repeat transactions across core payment flows. Owned the end-to-end Rewards charter, designing experiences from onboarding to payment completion using competitive analysis, user research, contextual rewards, and micro-interactions across 30+ payment states and edge cases.
WW Gift Card - Search & Discoverability
Spearheaded a cross-functional initiative to improve Search and Discoverability for Amazon Gift Cards, identifying 40+ UX opportunities and prioritising key interventions. The effort influenced global 2024 focus areas, including landing page revamps and navigation improvements. In Japan, the redesigned page drove a 4x increase in issuance (¥8.81M) and 3x higher CTR (13.46%) in tests.
Accessibility By Design - Strategy Building
Lead an initiative to embed accessibility into the Amazon Gift Cards design lifecycle. By developing scalable SOPs, building a cross-functional Accessibility Champions team, and creating 37 accessibility report cards, transformed accessibility from a compliance fix to a design-first mindset. As a result, I set a path to reduce new defects by 90%, cut remediation time by 25%, and ensure more inclusive experiences for the 16% of customers with disabilities.
Rebuilding Amazon Pay Rewards
While Amazon Pay was being rebuilt from the ground up, I led the Rewards experience -a ground-up rethinking of how rewards drive engagement. Through heuristic evaluations, competitive analysis, and user research, I redesigned the onboarding-to-payment journey using rewards principles like stickiness and virality. The work spanned gamified elements, interaction design, payment success screens, rewards delivery strategy, and scalable design system components across 30+ payment states and edge cases.
WW Gift Card - Search & Discoverability
Spearheaded a cross-functional initiative to improve Search and Discoverability for Amazon Gift Cards, identifying 40+ UX opportunities and prioritising key interventions. The effort influenced global 2024 focus areas, including landing page revamps and navigation improvements. In Japan, the redesigned page drove a 4x increase in issuance (¥8.81M) and 3x higher CTR (13.46%) in tests.
Accessibility By Design - Strategy Building
Led an initiative to embed accessibility into the Amazon Gift Cards design lifecycle. By developing scalable SOPs, building a cross-functional Accessibility Champions team, and creating 37 accessibility report cards, transformed accessibility from a compliance fix to a design-first mindset. As a result, I set a path to reduce new defects by 90%, cut remediation time by 25%, and ensure more inclusive experiences for the 16% of customers with disabilities.
WHat else I love.
Travel, Pets & Shoes.
