Led design and strategy across App Growth initiatives, focusing on app-only features including Live Activities, Drops, and the AI Gift Finder. Shaped user engagement strategies such as contextual onboarding, while contributing to the Best Buy Design Language System, pattern library, and Figma component library. Fostered a collaborative, feedback-rich design culture through mentorship and best practices, and improved the in-store experience by designing Best Buy's first Native App Clip.

Led the design of GED's first native app, a contextual guided path that uses AI to adapt to each learner's unique needs. The challenge was that 82% of accounts created never took a test. After conducting mixed method research, mapping user journeys, and building personas, it became clear that GED was asking too much of learners. They were overwhelmed and needed more direct guidance to navigate their journey from sign up to credentialing. The solution increased practice tests by 20% and testing by 3%, resulting in $4 million in additional annual revenue. Most importantly, it improved learner success, helping thousands achieve their goals of attending college, earning job promotions, and reducing poverty.

Led a team of designers and researchers while remaining hands on in a fast paced startup. Built a brand and a new way of playing fantasy sports from zero to sixty. Introduced the Fanball number to match players of similar skill levels, increasing win percentages across the board and improving user satisfaction, which significantly reduced churn compared to competitors.