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Work Background
HubSpotSenior Product Designer
Nov. 2024New York, United States
AncestryPrincipal Product Designer | Freemium
Jan. 2023 - Mar. 2024San Francisco Bay Area• Conducted an innovative A/B experiment by integrating 'New Person Hints Behind the Paywall' into the onboarding process, achieving a 20% surge in free trials and hard conversions • Analyzed existing design and adapted the successful onboarding design to the Tree View page, increasing sign-ups by 10%, contributing to an additional 14K GSA in monthly revenue and 168K annually • Integrated the Free vs Paid comparison widget on the homepage to highlight the benefits of paid features, raising family tree creation and user engagement with the paywall by 29% and 3% respectively • Attained substantial growth in free trials, paid conversions, and revenue over the past two years by executing 30+ targeted A/B experiments within multiple workstreams, including Growth and Freemium
AncestryPrincipal Product Designer | Growth
Jan. 2022 - Dec. 2022San Francisco Bay Area• Provided strategic guidance and oversight to 5 cross-functional team members in launching the 1950s Census project, allowing user access to millions of historical records and marking a key milestone for Ancestry • Drove a +21% increase in free trial sign-ups and a +28% higher adoption of the ‘World Explorer’ package by implementing the ‘Right Package' A/B experiment to strategically upsell the deluxe offerings • Addressed areas of improvement by delivering 20+ interactive Figma 'Tips-and-Tricks' sessions for the 10 design team members to foster skill development and amplify team performance • Established best practices and facilitated weekly design critiques to communicate design ideas and incorporate feedback, addressing project weaknesses and accelerating turnaround time by 20%
AncestryPrincipal Product Designer | Onboarding & User Acquisition
Nov. 2020 - Dec. 2021San Francisco Bay Area• Initiated the ‘Open Access’ Holiday/Turkey 5 campaign in partnership with Marketing, securing 2.4K sign-ups and a 6% conversion rate, significantly outperforming the 2019 average of 1% and propelling quarterly revenue growth • Incorporated StoryScout with the DNA Story experience in collaboration with the DNA teams, augmenting free trial sign-ups and paid subscription conversions by 9.5% and 6% respectively • Collected valuable insights to inform targeted feature updates through a 4-week diary study with eight participants, resulting in a positive user experience and greater engagement
AncestrySenior Product Designer | Innovation
Mar. 2017 - Oct. 2020San Francisco Bay Area• Crafted visual presentations and prototypes to shape the strategy and vision for Ancestry’s StoryScout, contributing to the product roadmap and gaining stakeholder approval, which propelled the product from concept to launch • Achieved a 2% and 3% rise in subscriptions, totaling 7K GSAs in the US and 3K GSAs in the UK respectively by launching 0-to-1 product called StoryScout, a guided experience for first-time users, based on extensive market research • Carried out in-depth moderated research by conducting 15 interviews and a qualitative/quantitative survey of 30+ participants to uncover areas of opportunity and align products with user needs
AncestrySenior Product Designer | Archives.com | Emerging Business
May. 2012 - Feb. 2017San Francisco Bay Area• Directed the responsive redesign of Archives.com web pages with a keen focus on strengthening mobile user engagement, advancing trial sign-ups and bill-through rates by 4.5% and 5% respectively • Generated an approx. $110K increase in the company’s lifetime revenue by understanding user requirements and implementing the 'Partner Results' A/B experiment to boost Ancestry subscription upsells • Led the creation and maintenance of the company design system, leading to a 30% reduction in project turnaround times, consistent branding across platforms, and seamless communication between design and development teams
InflectionSenior Product Designer
Jul. 2010 - Sep. 2012Redwood City, California, United States• Understood user behavior and pinpointed issues within the existing design to revamp the search page results and strategically place call-to-action buttons, enhancing usability and sign-ups by +3% • Executed targeted A/B testing of ad copy and landing pages to simplify Archives' SEM funnels, boosting sign-ups by 15% through optimized user engagement strategies • Developed user personas, journey maps, wireframes, and visual UI designs to support informed decision-making and create strategic design solutions that meet user needs.
Trancos, Inc.Senior Product Designer
Jan. 2009 - Apr. 2010Pleasanton, California, United States• Spearheaded UX and visual strategies for the dashboard redesigns of AdFish’s advertisers and affiliates platform, integrating user feedback to create engaging, real-time user experiences tailored to B2B/SaaS business objectives • Conceptualized wireframes and prototypes focused on user-centered design improvements for Trancos' advertising and coupons platform, resulting in more intuitive navigation and higher user engagement • Designed and refined visual interfaces and UI elements in partnership with developers while ensuring smooth integration and alignment with project goals for optimal functionality and project success
Citizen SportsUX Designer
Aug. 2006 - Apr. 2009San Francisco Bay Area• Built Citizen Sports' fantasy football app on Facebook, positioning the application as a strong competitor to Yahoo’s, and achieving over 10,000 sign-ups in the first month • Introduced 10 sports apps on the Facebook platform, such as the NCAA bracket and post-season football challenge, attaining +30% growth in daily active users and expanding social shares by 45%
DRB PartnersGraphic Designer
May. 1998 - Oct. 2000San Jose, California, United States• Produced 24 print ads for Linear Technology across multiple technology magazines, contributing to increased brand visibility and market presence. • Proposed a new ad concept for the Pinnacle editing system, which was selected to be part of their ad campaign, resulting in heightened brand recognition and customer engagement. • Created packaging design for the Pinnacle editing system, ensuring brand consistency and product visibility while enhancing shelf presence and consumer appeal.
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