Complicated, made simple.
SR/LEAD PRODUCT DESIGNER
Guiding product direction and leading teams to ship clear, reliable tools that align user needs, business goals, and engineering constraints.
MY WORK +
MY WORK +
Blackhawk Network | January 2024
Homepage conversion overhaul
This project focused on rethinking the Giftcards.com homepage to reduce friction in the purchasing experience. By simplifying navigation, clarifying value propositions, and streamlining key decision moments, the redesign created a more focused path to checkout and drove a significant increase in conversion.
+82%
increase in sales
Blackhawk Network | Jan 2026
This was a classic UX vs. regulation tradeoff. I redesigned the My Prepaid Center registration flow to reduce user confusion while meeting strict banking requirements around billing information and cardholder agreement consent. By collapsing fragmented paths into two clear, approval-ready flows, the design enabled faster card activation without compromising compliance.
Compliance-first onboarding
bank approvals
2
Blackhawk Network | June 2024
This project unified three fragmented gift card PDPs into a single adaptive flow, reducing friction during personalization while maintaining fraud safeguards through locked credentials until redemption. The redesign reduced drop-off in the customization step and improved overall completion of the gift card purchase flow.
Reducing Gift Card Drop-Off
2x
reduction in cart abandonment
My skills
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UX & UI Design – Crafting seamless, visually compelling experiences across mobile, web, and desktop
Interaction Design – Designing dynamic microinteractions that enhance clarity and usability
Cross-Platform Systems – Creating cohesive design solutions across iOS, Android, and desktop platforms
Design Systems – Building and scaling reusable components and libraries for consistency and efficiency
Prototyping – Rapidly iterating ideas using tools like Figma, Framer, or HTML/CSS
Wireframing & Flows – Translating complex ideas into clear user journeys and design documentation
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UX Research (Quant + Qual) – Conducting studies, analyzing insights, and refining experiences through data
Design Thinking & Iteration – Driving continuous improvement through research-backed exploration
Product Vision & Alignment – Collaborating with PMs and engineers to align design with business goals
Behavioral Insights – Applying psychology and user behavior patterns to guide product decisions
Platform Thinking – Mapping ecosystems across surfaces and OS-level integrations
Accessibility-First Design – Creating inclusive experiences for diverse needs and compliance
KPI-Driven UX – Designing with measurable goals (engagement, conversion, retention)
Opportunity Mapping – Identifying UX gaps and proposing scalable improvements
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HTML, CSS, JS (Basic) – Collaborating with engineers and implementing design logic when needed
AI-Powered UX – Designing with AI-enhanced interfaces, automation, and user behavior modeling
Prompt Engineering – Crafting targeted prompts to support UX ideation, research, and workflows
Prototyping with Logic – Building interactive prototypes with conditions, variables, and Figma logic
Figma Systems Mastery – Using auto layout, variants, and variables to build modular libraries
AI Imagery & UI – Creating AI-generated visuals for interface concepts and experiments
Data-Driven Design – Leveraging analytics to drive decisions and optimize experiences
Tool Stack Adaptability – Fluent across modern tools like Cursor, Midjourney, ProtoPie, and Framer
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Cross-Functional Collaboration – Partnering with PMs, engineers, and stakeholders to align and ship
Design Storytelling – Communicating ideas clearly—from early concepts to high-fidelity systems
Facilitation & Ideation – Leading workshops, crits, and brainstorming sessions to generate clarity
Agile Product Delivery – Thriving in iterative sprints with fast decision-making and learning loops
Design–Dev Handoff – Delivering clear specs, logic, and edge cases to engineering
Mentorship & Team Leadership – Supporting peers through feedback, systems thinking, and process elevation
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Business & User Impact – Designing experiences that increase conversion, retention, or adoption
Stakeholder Buy-In – Driving alignment across teams through insight, storytelling, and clear rationale
Experimentation & Validation – Running tests (A/B, moderated, unmoderated) to guide direction
Strategic Influence – Helping shape roadmaps, OKRs, and product direction through UX thinking
