In 2022, I decided to jump in with both feet to lead product strategy and design at a Series B startup. I joined the senior leadership team to guide the Product team as a whole and crafted 5 quarters of the future product roadmap, as well as individually contributing the majority of the conceptual design work needed for market and user validated.
Role & Highlights
As the Vice President of Product Strategy & Design, a senior leadership role within the company, I co-led the entire product department and was responsible for all product strategy and design leadership.
Product Strategy Leadership
- Crafted and owned the near and long-term product strategy roadmap
- Co-led Product Ownership and day-to-day engineering collaboration
- Contributed to the Software Design Lifecycle planning and roll-out
- Provided product manager mentorship
Product Design Leader and Independent Contributor
- Led and managed the Product Design team
- Designed the uplift of the product design raising the level of professionalism of the products
- As IC, produced thousand of screens across multiple features
Design Language System
- Created, designed and maintained the Design Language System used by 2 brands
- Wrote the UX content strategy documentation
Marketing Platform Product Features
For the core product, an owned-channel marketing platform for small to mid-size Shopify merchants, I completed UX improvements throughout as well as the design of new features while overseeing the product design team’s work.
Highlights – Feature Design Completed
- Design and UX improvements for dashboard and analytics pages throughout
- New design of a drag-and-drop workflow builder enabling merchants to automate event-triggered SMS and push responses to customers including complex workflow branching
- New design of push and email campaign building with A/B testing
- Redesign of a messenger inbox
- UX improvements to a rule-based audience segmentation builder
- New design and UX improvements for multiple engagement tools that enable merchants to create new opportunities to grow their subscriber lists and engage with customers
- New design for a mobile app version of the product
- New design of an integrations marketplace to add and manage integrations
Package Protection Product Features
I designed all of the features for the companion product, an enhanced package tracking and package protection insurance offering.
Highlights – Feature Design Completed
- Design of Merchant Dashboard where merchants could check the status of package protection claims
- Design of an Adjuster Portal where insurance adjusters could review and approve or deny claims
- Design of a drag-and-drop custom order tracking page builder
- Design of the workflow and process for shoppers to submit a claim on lost, damaged, or stolen packages
- Design of a brand refresh
Design Language System
I created and managed the extensive Design Language System as a single source of truth used across web and mobile applications and used by 2 company brands.
DLS
- Designed components, UI Patterns, specifications, and guidelines in two themes used by engineering and design teams
- Used experience designing enterprise-level DLSs to dramatically improve design efficiency and consistency
- Worked with engineers who coded corresponding components
- Mentored teams on the use of the DLS
- Built using Figma, taking full advantage of its features