About
Hawaii → San Francisco → New York City. May the design force be with me…
Experience
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Oct 2024 – Mar 2026 | New York, NY (remote)
Incepted and led the digital product design function during Hooked on Phonics' turnaround phase.
Led the design of new features and experiments to increase CVR (conversion rates), ARPU (average revenue per user), upsell take rates, retention rates and NPS (Net Promoter Score)
Instrumental in defining product and CRO experimentation roadmaps and OKRs
Quantified ideas with estimated incremental revenue lifts
Instrumental in implementing product-centric approaches, processes and collaboration
New features shipped: Entire Program Bundle, cart friction reducers, persona-based funnels and landing pages
Redesigned features shipped: Bonus Books Upsell, post-conversion upsells
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Apr 2022 – Oct 2024 | New York, NY (remote)
Incepted and led the UX/UI design function during Lume's hyper growth startup phase.
Led the design of new features and CRO experiments to increase CVR (conversion rates), AOV (average order value), LTV (customer lifetime value), and upsell and subscription take rates
Key contributor in digital product roadmap and strategic planning initiatives
Collaborated closely with product management, engineering and performance marketing creative
Set web art direction for Mando, spinoff brand for men
New features shipped: Build your own bundle, homepage hero slideshow, shop all page, curated bundles page, comparison modals, multipack upsell modal, cross-sell banners
Redesigned features shipped: Navigation, build a bundle, collection page (PLP), footer, about subscriptions page
In addition to UX/UI, formerly led marketplace design - overhauled content and digital merchandising on Amazon that helped take Lume #1 in the Deodorant category, new Target.com launch
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Nov 2019 – Apr 2022 | Secaucus, NJ (remote)
Led the design technology function through omnichannel, digital transformation and new brand expansion initiatives during the COVID pandemic.
Created responsive web and mobile app designs for The Children's Place, Gymboree and Sugar & Jade brands
Helped create design system
Led creative UAT/visual QA, collaborated closely with product management and engineering
Education
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Master of Studies in Fashion Law
Concentrations: fashion law, intellectual property, ecommerce law, retail law, fashion licensing, modeling law/rights of publicity, sustainability and finance
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Master of Arts in Fashion Merchandising
Concentrations: online merchandising, visual merchandising, retail management and operations, marketing strategy, product sourcing and assortment planning and competitive strategy
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Bachelor of Fine Arts in UI/UX & Interaction Design
Concentrations: UX/UI design, visual design, front-end development, digital imaging, photography and motion graphics
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N/A in Information & Computer Science
Spent two years as a computer science major. Transferred to Academy of Art University
SUBORBINATE: As a child I was intrigued by the paranormal and the supernatural, particularly Hawaiian fireball ghost stories. And I still am to this day…
STROBOSCOPIC: A photograph and technique inspired by Harold “Doc” Edgerton, one of my many photography heroes.
SPEED READING: The blur of the train, diagonal lines, and repeating forms are a metaphor to the flurry of activity that goes on before flipping through each page.