I addressed critical issues in Instacart's cart and checkout experience, which suffered from high drop-offs and confusion. I led a three-week design sprint with a cross-functional team to radically simplify and optimize the user flow. We introduced a modular cart, an interstitial sheet for required info, and a lightweight checkout process. Additionally, I developed a Figma plugin to streamline access to current designs and upcoming milestones, enhancing internal collaboration and efficiency.

To address cost-related customer churn, I led efforts to enhance the perception of value for Instacart users by highlighting savings opportunities. Through validation and concept testing, we identified preferred directions and conducted live product testing. I also developed guidelines and specifications for the design system, enabling all designers to incorporate these elements into their concepts.

I led the effort to define and create a new way for users to collaborate on their grocery shopping. Research revealed that ~85% of shared ordering occurs within households, primarily between significant others. To address coordination and communication needs, I led a design sprint that expanded from Cart & Checkout to include the Membership team. We launched an MVP to streamline shared ordering, assuming the same location for users, and enhanced their experience by simplifying the user flow and automating key moments.

As the inaugural designer on the Instacart Ads team, I established foundational visual styles and scaled the team from one to five designers, driving exceptional outcomes. I led the design of Instacart's first non-retailer surface on the Home team, creating visually captivating tabs that enhanced brand value.

As a key member of the team responsible for defining the visual identity of the Blue Bottle Coffee app, I served as the lead designer throughout its creation. This encompassed conducting user research, validating ideas, defining user journeys, and crafting high-fidelity designs. I collaborated closely with cross-functional teams to ensure seamless integration and alignment throughout the development process. Additionally, I provided design solutions for Blue Bottle Coffee's consumer-facing website and internal tools, enhancing the overall user experience across various platforms.

As the lead designer, I was a key source of creative direction and played a pivotal role in multiple projects. I led the mobile-first redesign of critical pages, optimizing the user experience for greater efficiency. Additionally, I spearheaded the overhaul of our complex checkout flow, streamlining the process to enhance usability. I actively fostered a collaborative environment, promoting seamless cooperation among design, product, and engineering teams to achieve outstanding results.

Working with diverse clients, I conducted thorough industry research prior to each project to ensure alignment with their goals. Applying this research-driven approach, I successfully designed and contributed to the development of six websites within a span of six months. Notably, I led the complete redesign of the MagLite website, delivering impactful results.