Wayfair

Sr. Manager Product Design | Jan 2020 - Jan 2024

Core Authentication

• Designed biometric authentication, SMS OTP, and Email OTP, giving users optionality and access to methods with success rates up to 60% higher. 

• Redesigned Wayfair’s Account Recovery, increasing the recovery success rates by 22.4% resulting in an overall authentication rate increase of 1.15% (a $4.5 million annual value lift).

• Designed Wayfair’s first truly end-to-end passwordless authentication experience for the launch of our physical retail stores, allowing in-store customers to seamlessly transition to digital platforms.

• Co-developed a multi-year roadmap for a cross-functional team, used for transitioning users to passwordless authentication methods, resulting in higher success rates and increased security. 

• Managed an intern and a co-op, leading them through the design of features that went live on Wayfair, including a large redesign of the primary site department navigation and account menus. Guided employees through user testing, research, design critiques, and delivery of products to project managers and engineers.

• Unlocked ~$600k in annual operational savings by designing an automated account deletion experience.

• Validated all major design changes to core authentication using a variety of qualitative and quantitative research methods.

Recognition

• Led design on the company initiative to increase active recognition rate (authenticated users), used for greater personalization and lower friction at checkout.

• Designed the account component and menu in Wayfair’s header, which encouraged users to sign in and access valuable tools, increasing recognition rates by 6.87% on desktop and 2.55% on mobile web resulting in $42 million in projected annual gross revenue.

• Researched and wrote technical rules to increase authentication persistence timeout period to 400 days. In one year, this change accumulated a 6% increase in overall authenticated sessions while minimizing security risks by implementing authentication challenges during high risk activities.

Security

Designed several security features and frameworks to help reduce Wayfair’s nine-figure fraud problem, including: 

• Secure My Account, a self-service security checkup experience

• Step Up Challenge, a targeted secondary authentication factor framework triggered when potential fraud is detected or during high risk activities

• Device Management, a system to allow users to sign out authenticated devices

Experimentation Platforms

Led design on Wayfair’s internal experimentation platform, allowing the entire organization to launch experiments faster, run them for shorter durations, and efficiently make rollout decisions with integrated reporting.

• Designed an Experiment Duration Calculator, which provided implementation teams with the ability to determine precise experiment duration, increasing the likelihood that experiments would reach statistical significance and reducing the likelihood of running wasted experiments with no learnings.

• Increased the discoverability of experiments by designing search, filter, and personalized sorting for the experiment index.

• Designed KPI Segmentation, allowing users to filter experiment data by sub-categories such as platform or storefront, allowing for more precise and automated reporting outputs.

• Accelerated the experiment QA process by designing a feature that allowed for multiple accounts to be tested in parallel.

Chipper Golf

Co-Founder & Head of Design  | April 2018 - Dec 2022

• Co-founded and launched Chipper Golf, a multi-course membership providing golfers with a modern way to access their favorite courses. In three seasons, we partnered with 18 courses in the Milwaukee area where 1300+ paying customers played 25,000 rounds of golf and grew the company to over $500k in revenue.

• Designed the entire digital product and proprietary self check-in system, marketing site, design system, and brand. 

• Helped formulate the business model and partnerships with courses, implemented the entire customer support system on Zendesk, and ran all paid digital marketing and email communication channels.

• Golf reached all-time high popularity during COVID-19, leading courses to move to direct payment over partnership programs, resulting in our decision to close Chipper Golf in 2022.

Starz

Sr. UX Designer | Jan 2017 - Dec 2019

• Led UX efforts to rebuild and launch Starz as a global service. Redesigned Starz's information architecture and design strategy to support unique international libraries and additional languages.

• Led UX efforts to redesign and merge two steaming services into a single codebase across several device platforms. Redesigned the visual design and structure of both services to use data-driven navigation patterns. 

• Created user flows, wireframes, sitemaps, interactive prototypes, and wrote technical requirements to define the user experience for fundamental Starz features across mobile, desktop, and TV devices. 

• Represented UX as a key designer on the team that designed, developed and delivered Pantaya, a new Spanish language streaming app. 

• Managed the production of new Starz and Pantaya features from inception through design to development and implementation.

John Deere

UX Designer  |  Jan 2014 - Dec 2016

• Led design for MowerPlus iOS app, which received Deere Innovation award.

• UX lead designer for Deere.com redesign and mobile app design. 

• Managed relationships with external teams to leverage research during design and development to deliver effective mobile and web applications.

Iowa State University

Industrial Design  |  Aug 2011 - May 2015

• B.S. Industrial Design

• Minor Entrepreneurship

• Industrial Design Society of America Student Chapter President

• Iowa State University Design Council Club President

Skills