About
As a design leader with over 17 years of experience in digital design and creative direction, I have a track record of solving complex UI problems across various industries, including building and leading cross-functional design teams.
Throughout my career, I have focused on design for the real world and social impact, working on a range of complex challenges across various industries and delivering high-quality solutions.
In my current role at Yara International, I lead the global design system team, working to develop a scalable, culturally-inclusive design system and advocate for its adoption across the organization.
I am passionate about my work and committed to driving innovation and excellence, with a strong focus on ethical design.
Work Experience
As a Design System Lead, I drove the development of a scalable, culturally-inclusive design system and experience platform, advocated for org-wide design system adoption, procured enterprise-level design and front-end infrastructure tools, and built and managed the design system internship program.
As a Senior UI Designer, I contributed significantly to the success of the Digital Farming hub by conducting multiple exploratory user research trips to Asia and Africa to understand smallholder farmers' needs and create the vision of the digital farming platform for the future. I designed multiple POCs and MVPs with over 5 million installs to address various farmers' needs. I also created Rural UX guidelines and built a foundation for the inclusive, farmer-facing design system.
As a product designer, I overhauled the Geotourist user experience, redesigning this highly immersive platform's mobile app and website that combines audio travel guides with AR world exploration and gamification.
As a product designer, I helped myPlanit bootstrap with the ground-breaking Life Tracker app and myPlanit for Real Estate apps, which received the first-ever 5-star tech product review from Inman, the leading real estate news source for real estate agents.
Guided the artistic direction of the branding and app design for an innovative smart card that allows users to consolidate multiple loyalty and miles cards on a single card or through the app. Oversaw the creative process from concept to completion, ensuring a polished and on-brand representation and smooth customer experience.
Created an intuitive and user-friendly field service solution for service businesses and contractors, available on iOS, Android, and the web.
Led the branding and product design efforts for a payment and cash remittance company, including developing brand guidelines, customer experience assets, payment terminals, visual style guides, and proprietary UI to achieve a consistent customer experience and brand image across all communications platforms.
As creative director, I assembled and managed a team of talented designers to generate engaging and impactful content for digital channels, including websites, emails, social media, and display ads. I conceptualized and directed all phases of the creative process, ensuring timely and cost-effective delivery of projects. I also developed and presented digital strategies for clients to boost revenue and presented the team's designs and artwork to stakeholders to align with the brand's vision and objectives.