Additional work
More experiences shaping how I design for trust, behavior, and emerging platforms
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Financial Health
Led the design and in-market testing of a behavioral financial health experience embedded into everyday shopping, helping guests plan, spend, and reflect with more confidence. The pilot achieved a 52% opt-in rate and 9% increased trip frequency among high-value guests, reinforcing trust during a period of heightened affordability pressure. The work helped reposition loyalty from transactions to long-term relationship building.
Social Commerce
Directed live experimentation in creator-led commerce, including a TikTok Shop pilot and production studio to test whether a mass retailer could operate natively inside emerging platforms. The work resulted in over 1.5M impressions and validated $250M revenue potential, but was paused due to broader strategic priorities. A practical example of learning fast, investing carefully, and separating signal from hype.
Baby Experience
Led deep qualitative research with first-time parents to redesign the baby shopping experience where confidence and guidance matter as much as price and assortment. Insights informed concierge-led service concepts and new digital tools, shaping a 30-store pilot, average NPS over 80, plans to scale nationwide, and a long-term category strategy shift toward trust-based experience design.
Enterprise Experience & Inclusion
Led a journey-mapping and leadership development initiative with 1,200+ team members to surface where careers stall, belonging erodes, and diverse talent is disproportionately left behind. Synthesized findings with executive leadership into priorities that informed leadership training, onboarding changes, and new mentorship and development programs to improve retention and long-term engagement.
