Led the implementation of advanced prototyping methods in Figma, cutting design pages by 20%, enabling faster handoff and feedback cycles.

Mentored the design team on variables, boolean operations, conditional logic, and component modes—producing responsive, reusable assets with interactive states, later implemented in Storybook.

Expanded the design system with scalable UI components and advocated for user-centered practices, including personas, user stories, and usability testing to improve product direction.

Spearheaded a platform-wide visual redesign, creating a scalable design system and refreshed brand identity including a new logo, typography system, UI kit, and color palette.

Conducted user testing, wrote test scripts, and reviewed videos to guide product iterations, ensuring new features aligned with user behavior and business goals.

Restructured the web app’s information architecture and user flows to increase usability and conversion; managed cross-functional teams and external consultants, reporting directly to the CEO.

Launched a cross-platform mobile app with Xamarin to help members fulfill roles in club meetings; available on both Android and iOS stores.

Led the beta rollout of a redesigned website, gathering iterative feedback to guide improvements and boost member adoption.

Revamped Club Central CMS, cutting friction in key workflows and driving a 25% increase in conversion while reducing support tickets.

Extended brand identity across digital and print, producing websites, social media assets, and lifestyle campaign materials for high-fashion and contemporary labels.

Art-directed photo shoots and developed e-commerce content, ensuring alignment with brand tone and target demographics.

Optimized user experiences through checkout redesigns and A/B testing, improving sales conversion and email engagement metrics.

Designed and deployed microsites, blogs, and landing pages that improved click-through rates for Classified Leads and Sponsored Ads.

Coded and maintained frontend components using HTML, CSS, and JavaScript across a portfolio of 150+ international, high-traffic automotive websites.

Key brands included MotorTrend, Truck Trend, Automobile Magazine, IntelliChoice, Hot Rod, and Lowrider Magazine.