Selected work · 2018–2024

Key projects from 20 years of design leadership

Shipping-grade work across Meta, Amazon, and eBay — 0→1 products, global teams, and outcomes measured in millions of users and dollars. Full walkthrough deck below.

Amazon2019–2023 · UX Lead

Amazon Inspire — a shoppable content feed

Led shopping-to-payment customer experience for Amazon's TikTok-style shopping feed in the global mobile app.

10M+
monthly visitors
160k+
creators / month

Challenge

Build a net-new shoppable content experience — photo + video — that turned passive browsing into a creator-driven shopping journey, at Amazon's global scale.

What I did

Owned the end-to-end CX from content discovery to payment, focused on shoppable content and creation. Aligned product, UXR, and engineering around a single feed vision that scaled to millions.

📰 TechCrunch coverage →
Amazon2019–2023 · UX Lead

Amazon Aware — a sustainable brand launch

Defined and launched the customer experience for Amazon's carbon-neutral product brand.

$M+
revenue
+26%
customer satisfaction

Challenge

Stand up a trustworthy, sustainability-first brand experience from scratch — and make "carbon neutral" legible and credible to mainstream shoppers.

What I did

Defined the UX vision, prioritized the critical features, and shaped the launch CX — delivering multi-million-dollar revenue and a 26% lift in customer satisfaction.

📰 CNN coverage →
eBay2023–2024 · Staff Product Designer

eBay Refurbished — category UX strategy

Revitalized the Refurb category with a visionary UX strategy across the full journey.

Challenge

Reposition refurbished goods from a low-trust afterthought into a confident, premium-feeling shopping path — from search to payment.

What I did

Defined the UX strategy and an implementation plan with product and UXR, executing across the customer journey to lift engagement and sales.

Coupang2018–2019 · Sr. UX Manager

Coupang Supplier Hub — a global B2B platform

Managed a global design team building UX strategy for a bilingual B2B platform serving suppliers worldwide.

Challenge

Bring a unified vision to a sprawling B2B supplier platform across languages and markets — while standing up the UX processes a fast-scaling org didn't yet have.

What I did

Led and grew a global design team, established shared UX processes and strategy, and aligned the bilingual Supplier Hub experience under one vision to lift creativity and productivity.

Meta2024–Present · Product Design Lead

Meta — Marketing Messages (Messenger & WhatsApp)

Design lead for paid-messaging monetization — one product shipped to GA, one 0→1 strategy taken from a blank page.

Challenge

Turn a business's audience into a sustainable messaging channel — designing the onboarding, opt-in, and audience-growth funnel at global scale, and defining a net-new monetization surface from zero.

What I did

Led a pod of 6 on the shipped WhatsApp onboarding funnel; owned end-to-end product & design strategy for the 0→1 Messenger surface. Partnered across PM, eng, legal & policy, with an AI-augmented workflow.

📐 Read the full case study → 🔒 Detailed version (recruiters) →

The full walkthrough deck

Independent · AI-native2025 · Solo builder

Shipping my own AI products

After the layoff, I started building instead of waiting — four AI products in weeks, one already taking payments.

bestcollegelist.com ● live

A done-for-you, AI-generated college list for budget-conscious families. Real product, real pricing, real customers.

Loop & Roam

Loop — AI medical-memory app (GPT-4o Vision). Roam — taste-matched EV trip planner (web + iOS). Built 0→1, solo.

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AI-native design experiments, honest career notes, and what I'm shipping next.

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