Enabling Market expansion Through Design

Product Strategy | Research | UX/UI Designer, Leader, & Mentor

I joined as one of the first two dedicated design hires at a 50-person company. I led a cross-functional initiative to align product, marketing, and executive leadership around an ambitious new brand and product direction. Over three years, I began building a design team and evolved the product from a narrowly focused tool into a robust, user-centered platform supporting the entire homeownership journey. This transformation broadened our market reach, increased sales, reduced time to value, accelerated development, and strengthened alignment across a rapidly growing product organization. The strategic evolution was a key driver of the company’s growth to over 300 employees and its $1.2 billion valuation and acquisition in 2021.

The old design could not adapt to the growing customer needs and complexity of the product

The buttons were just one example of the terrible design and inconsistency that existed before I came aboard

Style guide & component library

After an exhaustive competitive visual audit and aligning on where we wanted to position ourselves in the market, I developed a visual style and preliminary assets that moved us in that direction.

Now to align on our vision

While building the design system I simultaneously led user research and mapped the homeownership journey, helping reposition the platform from a loan officer tool to a full ecosystem connecting homeowners, realtors, lenders, and service providers.

We pinpointed areas of the journey that were the most crucial for our customers and users and addressed those first as we iterated forward.

Once the groundwork was laid the design team started to scale and we had enough direction to be able to build new products that aligned with our established vision.

Related Projects

Early Stage Startup

Enterprise UX

Research | Strategy | UX/UI Design | Mentor