Senior product designer bridging human impact and technical complexity. Builds enterprise platforms, consumer products, and campaigns at companies like Etsy and Uber.

Ghost

Zero-to-one logistics platform at enterprise scale

Ghost is a private distribution platform for the world’s best brands. Operations teams support millions in monthly volume but spent 4-6 hours daily managing freight across 5+ disconnected tools.

^ New comprehensive, consolidated tooling

My Role

  • End-to-end strategy and design

  • Alignment across 8 roles

  • Balance of competing constraints

Impact

  • Unified freight platform (nine-figure AOV)

  • 75% reduction in manual work

  • Replacement of third party tools

Business Challenge

Operations relied on disconnected tools, a strategic gap impacting audit trails and ship times. Leadership tasked me with designing a zero-to-one freight product, consolidating workflows.

^ Workflow chaos (from quotes to buyer/seller communications to booking)

Breaking Down the Problem

The ultimate challenge wasn't building a freight tool but navigating technical and organizational constraints. I needed to integrate with existing systems, our shipping providers API requirements didn't map to our data models, and our 8 user roles had opposing needs.

^ Early explorations

Architecturally, I was designing for two distinct experiences: feature-rich admin dashboard and a simplified buyer flow.

Impact

My unified platform yielded:

  • 75% reduction in manual work

  • Support for multi-millions of monthly order value

  • Built-in document compliance for each order’s significant paper trail

  • Automated financial reporting and reconciliation

^ Internal and externai touchpoints

^ Mobile buyer experience

Looking Back

  • Given the mass scope I’d leverage rapid prototyping earlier to de-risk faster

  • Constraints drove better design

Operations leadership and I also ideated leveraging our internal AI-powered assistant for historical freight insights and real-time tracking.

^ Future idea for real-time insights via AI-powered chat

Ghost

Payment flexibility for hundreds of merchants

Ghost’s B2B payment functionality was narrow with low adoption. Significant manual involvement was required to support multi-millions in weekly order values.

^ Expanded functionality in redesigned payments product

My Role

  • Led end-to-end research and design

  • Aligned leadership across 3 organizations

  • Designed flexibility and operational control

Impact

  • 24% adoption to 96%

  • 1,000 monthly hours saved (=6 FTE)

  • Zero failures across $47M in transactions

  • Streamlined infrastructure and workflow

  • Shortened deal lifecycle

^ Extremely limited capabilities in legacy product

Business Challenge

Our rigid system couldn't serve clients (single-person shops to Fortune 500 companies) threatening retention and competitive advantage.

Finance manually reconciled 76% of payments across three systems, and 40% of orders were delayed awaiting payment.

Breaking Down the Problem

Auditing 150 deals revealed operational chaos: Numerous use cases, API rate limits, 40+ handoffs per deal. 78% of deals required fully custom terms, and our stakeholders had competing needs.

^ Numerous payment scenarios to support / Workflow discovery

^ Comprehensive fulfillment blueprint

Approach & Solution

I embedded with Operations and Finance, mapping out their intensive workflows. My PM, eng leads, and I targeted payment opportunities across dual tracks:

  • Product: Event-based triggers, installment flexibility (10+), multiple payment methods

  • Operations: Deal acceptance payment terms, templatized term options, Finance approval gates

^ Flexible payment plans

Impact

Within 3 weeks of launch we saw:

  • A 57% reduction in operational toil (35hrs → 15hrs/deal)

  • Zero failures across $47M in payments

  • Usage rise to 96%, and event-based triggers influenced milestone tracking

^ Refined buyer experience

Looking Back

  • Engineering partnership was critical for navigating constraints

  •  Influencing operational efficiency can be just as impactful as UI refinement

Etsy

Ad platform performance tools for 2.1M sellers

Etsy Ads sellers ($450M annual spend) couldn't interpret metrics or adjust campaigns when listings sold out.

^ Introduction of performance metrics

My Role

  • Led platform strategy, shipping 8 features

  • Built self-service tools

  • Drove 400-seller beta group

Impact

  • 85% optimized budget

  • 82% seller approval

  • Increased retention

  • Ad tech efficiency at scale


Business Challenge

Advertisers couldn't stop ads on sold-out listings, wasting budget, and struggled interpreting performance metrics.

^ Mapping ad flow and touchpoints

Breaking Down the Problem

Platform mapping: Tracked ad operations uncovering barriers in seller visibility.

Performance optimization: Built metrics dashboard (ROAS, CTR, CPC) with budget controls, pairing with data team on real-time aggregation.

Campaign management: Optimized access to controls and restructured bulk editing.

Attribution reporting: Modernized search terms analytics page yielding 77% helpful rating

^ Feature workshops / Unstructured, legacy search terms dashboard

Impact

400-seller beta validated features for 2.1M advertisers, driving 28+ day retention increase and 82% approval.

Looking Back

  • Eng input on data complexity was key and I should have scoped with them earlier

  • After a failed first attempt on platform mapping, paired workshops unstuck us in hours

^ Redesigned search terms attribution and campaign management

Ghost

AI-powered validation in hours, not weeks

Rapid prototyping leveraging AI tools evolved how my team at Ghost validated internal explorations.

My Role

  • Built AI-powered prototypes

  • Refined with PM/eng and partners

  • Aligned across leadership

Impact

  • Assumptions tested in real-time

  • Roadmap informed by feedback

  • Higher confidence in quality

^ Using Lovable to test into logic

The Challenge

Our team’s domain was exceptionally broad and deeply technical. We needed a way to shorten feedback loops and rescope with confidence.

Approach 1 (Lovable & Claude)

Collecting deal terms involved complex, conditional shipping data. I created an interactive prototype with foundational logic that could be modified based on stakeholder feedback.

^ Shipping questionnaire prototype

Approach 2 (TableFlow partnership)

Partnered with third party to create custom integration for order splitting and reconciliation. It automated a highly manual process, and informed how our platform should be shaped.

^ Order splitting and reconciliation automation

Approach 3 (Cursor & pairing)

The lead engineer vibe coded a shipping calculator while we paired on data modeling, enabling faster design refinements and accelerating partner delivery.

Looking Back

This builds on my Etsy work running a 400-seller prototype group testing 14 features.

  • Invalidate early to reduce waste

  • Tangible experiences can be more influential than polished concepts

^ On-platform freight calculator