I curated experiences by leveraging data to fuel business impact through the lens of member advocacy. My fluid, experimental process provokes continuous learning.
I built up the Growth Design team at WHOOP as the first IC role then Product Design Manager. I scouted and hired 3 designers to champion the member perspective and leverage data across Growth Design as we scale. I built trust and created space for my design team by facilitating feedback loops and empowering them to make key decisions to drive projects forward. I love how my design principles of empathy and transparency overlap with collaborative ways of working.
My top-of-funnel focus sought to welcome prospects, make a memorable first impression, and connect members to a community. These user goals plus measurable KPIs guided projects across join, gift, and refer-a-friend flows.
My scope spanned the entire member lifecycle where I solved membership problems with empathy. For billing, cancellation, and reactivation flows, the goal was to be as proactive as possible and re-connect members to the value of the product.
For the wearable part of the experience, I aimed to build trust, personalize, and convert. These transactional flows facilitate shopping, customizing, and purchasing in our unique hardware/software blended product.