Designing how businesses reach people in Messenger & WhatsApp

The challenge

For a business to send marketing messages, it first has to build an opted-in audience — and that funnel barely existed. The path from "discover this is possible" to "send your first marketing message" was long, unclear, and leaked users at every step.

What I owned

The full onboarding funnel and audience-growth experience: subscriber-list building, opt-in flows, and the entry points that invite people into a business's messaging audience — designed for a general-availability launch at global scale.

How I approached it

I owned the strategy end-to-end — from problem to delivery plan. I started with the customer pain, partnering with UX Research to pinpoint where businesses got stuck, then worked with Product to diagnose the critical drawbacks: a lengthy, multi-step onboarding and low audience injection that left campaigns starved for reach. From there I drove execution — breaking the problem into discrete design projects with my pod, aligning solutions across org- and continent-spanning teams, and partnering with Engineering to define milestones and a delivery timeline across 30+ stakeholders — while directing a team of 6 designers.

The challenge

Take a proven idea from one messaging platform and define what it should become on a fundamentally different one — from a blank page. No existing surface, no template: the full product had to be imagined, scoped, and made legible to leadership.

What I owned

The end-to-end product and design strategy for the net-new monetization surface — onboarding, subscriber management, entry points, and the conversation-starter ("icebreaker") experiences — plus the cross-functional alignment to make it real.

How I approached it

I led the 0→1 definition: framing the opportunity, designing the core flows, and building shared understanding across PM, engineering, legal, and policy for a brand-new monetization surface with real regulatory constraints.

The honest outcome

After ~5 months of 0→1 strategy and design, leadership reprioritized the initiative before launch. The product didn't ship — but the strategy, the surface definition, and the cross-functional groundwork are exactly the kind of ambiguous, high-stakes 0→1 work I'm built for.

Design war rooms

Led focused, time-boxed war rooms to drive high-stakes design decisions to resolution — then turned the approach into a repeatable, team-wide playbook so it outlived any single project.

Design critique, restructured

Reshaped a large engagement-pillar design crit into a flexible two-track format — deep focused critique and broad cross-team visibility — based on direct team feedback.

Multi-lens design-review prep

Built an AI workflow that evaluates a design across multiple lenses before formal review — catching gaps early and streamlining the review process.

AI-first operating system

A daily co-pilot setup for research, task management, context ingestion, and a persistent "second-brain" memory system.

Evangelizing AI for designers

Co-hosted office hours and ran workshops to lower the barrier to AI adoption for non-technical teammates — published guides adopted across teams.

Community

Active in Meta's AI design-tools ambassador community, championing AI-augmented workflows across design.