I turn ambiguous problems into product direction, and direction into revenue. Six years doing that across consumer, SaaS, and blockchain products — research-led, and decisive when the call is mine.
Brought decentralized token utility to life through gaming.
Collaborated with CryptoKitties on All the Zen, a two-week decentralized gaming event set within the CryptoKitties multiverse, giving utility to the community's tokens through gaming and interactive experiences. I led design on the slots game experience and helped manage the team, giving over 2,500 participants a live, functional way to put their tokens to use. The event was well received, validating the concept even though it wasn't taken further afterward.
Grew paid adoption ~10x with a pricing redesign.
Toby's pricing model was converting few free users into paid ones. I led the pricing and paywall redesign from research through launch, restructuring the plan tiers and rebuilding the upgrade flow around real usage patterns we uncovered in research. The result: ~10x growth in paid adoption and ~12x revenue growth within a year.
Three AI features that eliminated manual tab work.
Reduced manual tab organizing with three AI-assisted features. I led design on Generate title, Sort tab, and Group tabs, each removing a manual step from organizing browser tabs and collections. All three shipped and noticeably reduced the time and effort users spent organizing.
Pioneered research that shaped both product and visual direction for an emerging marketplace.
NBA Top Shot was entering an emerging space with no existing playbook for crypto-native collectibles. I pioneered early user research, building personas and leading interviews that tested early product concepts. The findings surfaced valuable feedback that informed the broader product conversation, and directly shaped key visual design decisions for the marketplace.
"If you can't talk stats, are you even really a fan? That's just how I see it."
"I've been messing around with crypto for a few years now, just always curious what's next."
"I've got my team's jersey on right now. I'll even wear their socks to work, no shame in it."
"Honestly, there's just something about having season tickets. People notice."
Smaller projects and contributions worth a mention.
Ahead of their ETH Denver appearance, I refreshed Flow Wallet's CTAs, icons, and visual clarity on a short contract. Shipped in time for the conference.
I designed Next, a lightweight checklist letting users flag tabs and collections to revisit later, then check them off as they're handled.
I designed an AI feature that auto-generates acceptance criteria from product issues, cutting the time it took engineering managers to write them roughly in half.
I designed an AI tool that automatically summarizes each sprint's completed work for reviews and historical records.
I designed To/Links, turning any tab, collection, or space into a memorable shortcut teams could find and reuse.
I designed Toby's Organization layer, introducing Spaces and Collections that made team sharing possible for the first time.
With little existing research on crypto wallet usage, I ran interviews and usability testing to gauge baseline crypto knowledge, test our flows, and surface pain points. Built personas the team could design against going forward.